How to Scale Culture Content Without Burning Out Your Team
Inside the Humans of Delve Campaign: Templates, AI, and the Secret to People-First Content
Most culture content campaigns start strong, then fizzle. This article breaks down why—and how to build a system that actually lasts. Drawing from our Humans of Delve initiative, I show how to design internal campaigns that scale participation, preserve authenticity, and earn trust across the org.
You’ll learn:
Why building around a few gifted storytellers sets you up to stall
How templates and structure unlock participation without killing personality
Where AI can help (and where human tone still matters most)
Why culture content needs real ops—inputs, outputs, owners—not just inspiration
How internal storytelling builds brand trust beyond recruiting
Culture Content Is Strategic, So Build It to Scale
The best culture content does two things at once. It attracts the right talent by showing what it’s really like to work on your team and it builds client trust by humanizing the people behind the work.
That’s exactly what we set out to do with Humans of Delve—a campaign designed to reinforce our culture, support recruiting, and give future clients a window into our collaboration style.
For potential hires, it revealed the people behind the job titles—quirky, thoughtful, and collaborative in ways no culture deck can fake.
For potential clients, it signaled the kind of team they’d be working with: curious, precise, and human.
But we weren’t just building content. We were building an internal content product—something with defined inputs, consistent outputs, and a repeatable system that could scale. That meant templates, roles, quality guardrails, and just enough creative flexibility to keep it fun.
Because the truth is, most culture campaigns don’t fail on vision. They fail on structure. They depend on heroic effort, stall after three posts, and disappear when the original champion gets busy.
We wanted something different—something that could last.
Humans of Delve: The Content System, Not Just the Campaign
The goal of Humans of Delve was simple: celebrate the people behind the complex products we design and engineer. It was part employment branding, part team appreciation, part quiet brand builder for future clients.
But more importantly—it was built to last.
We designed the campaign around a repeatable structure, not a one-off creative lift. Each post followed a shared template:
A hook (often a quote, hot take, or quirky fact)
A short intro (role + personality cue)
2–3 Q&A-style moments from the featured team member
A closing reflection that ties back to Delve’s culture
Behind the scenes, we used:
A phrase bank for flexible intros and conclusions
Shared Q&A prompts to spark personality-forward responses
Two visual formats: candid portrait or branded Q&A card
A clearly defined ops plan: who gathers, who edits, who posts
This wasn’t a “content sprint.” It was a quietly powerful system.
If your culture content depends on heroes, it dies with them. Systems are what make it scale.
AI Helped Us Scale Faster, Without Losing the Human Spark
Templates alone don’t guarantee good content. The magic happens when the answers start rolling in—and you need to turn them into something that’s actually fun to read.
That’s where AI came in.
We used AI to:
Generate multiple hook/closing combinations for each post
Draft 2–3 alternate versions to test tone and personality fit
Edit employee responses into tighter, more readable segments—without sanding off the voice
Create remixable intros (“warm and inclusive,” “dry-humor and heart”) to keep things fresh
The key: AI supported the writing, but didn’t drive it. Every post still felt like the person it featured—just a sharper, more audience-ready version of them.
Making Participation Easy for Real Humans (Not Just the Extroverts)
One of the biggest risks in employee-led content is assuming everyone wants to write—or even be seen.
We took the pressure off by designing everything to be opt-in, low-lift, and editable:
We treated being featured as a compliment, not an assignment.
We shared examples in advance, so people knew what to expect.
No one had to write their own post. They just answered a few fun prompts.
After being featured, each teammate was invited to nominate someone else—helping keep the momentum going organically.
Most importantly, we protected each person’s voice. Nothing went live without their final thumbs-up. And no one was ever put on the spot to “be funny on the internet.”
Culture Content Works Best When It’s Built With Recruiting in Mind
A campaign like Humans of Delve sits at the intersection of brand and culture. So while the content team owns the structure and execution, we made sure to design it with recruiting needs baked in—not treated as an afterthought.
The Recruiting team wasn’t creating the content, but they were a key stakeholder. They needed real, story-driven posts they could share with candidates—content that brought the day-to-day experience of working at Delve to life.
The Marketing team owned the system: designing the format, shaping the voice, and making it sustainable. But we made intentional choices—like spotlighting a range of roles, surfacing team moments, and avoiding generic language—because we knew how this content would show up in the recruiting journey.
This wasn’t a shared project. It was a shared outcome. By understanding what recruiting needed and delivering it through marketing systems, we created culture content that worked across functions—without needing cross-functional complexity.
The result:
Authentic spotlights that make candidates say “I want to work there”
Credibility-building assets that recruiters can use in outreach or interviews
A brand layer that reinforces employee pride—not just lead gen.
What Content and People Teams Should Take From This
Don’t build around unicorns. If your campaign depends on a few naturally gifted storytellers, it will stall. Design systems that lower the barrier to entry—so your culture content reflects more than just your loudest voices.
Templates are a trust-building tool. They help participants know what to expect, reduce anxiety, and preserve voice while keeping the format consistent and scalable.
AI won’t give you heart—but it will give you flow. Used well, it accelerates ideation, variation, and editing—so you can spend more time on tone, nuance, and strategic voice.
Marketing should own the system—but build it with Recruiting in mind. Recruiting doesn’t need to co-create every asset. But they do need content that works in outreach, interviews, and employer brand touchpoints. Design accordingly.
Culture content is brand content. When it’s built with structure and purpose, it earns trust—inside and outside the company. It reinforces pride, supports hiring, and shows clients who they’re really working with.
About Me
I’m a Content Strategy Director who builds GTM-aligned content systems that scale. I specialize in turning messy, high-stakes marketing needs into structured programs that actually work—without burning out your team or burying your brand in buzzwords. This blog shares real examples from my work, including how I use AI, internal ops, and cross-functional strategy to drive results in B2B and product-led organizations.
