Content Development System

TYPE /

Content Strategy & Development

COMPANY /

Roblox

TIMING /

2022 - 2024

THE BRIEF /

Roblox needed a scalable, resource-efficient way to showcase its employer brand and attract top engineering talent. With diverse hiring needs, ad hoc content wasn’t enough—we needed a content strategy that could enable us to scale content production while remaining flexible enough to showcase a variety of topics about our culture, teams, and people.

Roblox's Culture of Innovation Franchises

To do this, we built a system of editorial and social franchises, which formed the foundation of our quarterly content plan. This streamlined editorial planning ensured a steady flow of high-quality content and allowed us to stay aligned with evolving hiring priorities. Through our franchise model, we elevated authentic employee voices and amplified untold stories of innovation at Roblox

1 / Leading at Roblox

Link

Explores the career journeys of Roblox’s leaders by discussing their roles, philosophies, and management styles.

2 / Team Behind the Tech

Link

Team members share a behind-the-scenes look at their toughest technical challenges and what their approaches reveal about Roblox's culture, people, and values.

3 / Inside the Tech

Link

Individual contributor deep dives into a recent technical challenge and their approaches to solving it.

4 / Building Impact

Link

Spotlights of individuals who have made a big impact on Roblox's mission and their careers.

The Impact

>2 dozen

Editorial blogs and social posts published.

+60,000

Average views per blog in first two months, comparable to other blog types.

>4.0%

Average CTR when promoted on LinkedIn, exceeding benchmarks.