Miro's employer brand content strategy

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TASK: Lead a team of content marketers across video, editorial, web, and social to grow Miro’s employer brand.

As part of a long-term consultation contract with Miro, I established the company’s first employer brand content strategy.

The strategy built upon Miro's EVP (Employer Value Proposition), which defines the unique value exchange between Miro and it's potential employees. To ensure we were attracting the right candidates, content focused on building alignment with the company’s core values, as well as providing potential candidates real value through insights from recruiters into the recruitment process.

The strategy then oriented itself around the company's current hiring needs – flexing to shift towards attracting an engineering audience, design audiences, or sales audience. Each shift in audience required a different set of value propositions to be communicated, while ensuring the core of the strategy stayed true to the company's foundational employer brand.

From that strategy, I lead production of:

Long and short form video for YouTube and social channels
Editorial and SEO articles
A website overhaul
Social content across LinkedIn, Instagram, YouTube
Editorial photoshoots
Brand campaigns

Check out the showreel.

results.

On a small team with limited resources, we had to make every piece of content count. We focused on high-performing marketing channels, consistently analysing performance to iterate on our approach. With a clear strategy in place, the team was able to move fast to execution, producing more content than ever before.

The strategy used ephemeral content designed to capture a moment combined with SEO-optimised evergreen content that will continue to deliver results for years.

In 12 months, my strategies helped us achieve:

1300% increase on organic impressions
200+ content pieces produced
29,000 attributed job applications

Our careers site redesign was also awarded Best Careers Site in the 2024 Firm Awards. 🏆

By engaging audiences through inspiring brand content, then providing value through educational candidate-focused content, Miro’s Employer Brand team was able to effectively reach new candidates and move them through the recruitment funnel.

As a result, for the first time ever, the majority of Miro’s successful candidates came through the marketing funnel.