Building Miro a content strategy and team from scratch

As part of a long-term consultation contract with Miro, I established the company’s first employer brand content strategy. From that strategy, I lead production of long and short form video, editorial and SEO articles, social content, and brand campaigns.

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.

Content focused on building alignment with the company’s core values and employee value proposition, as well as providing potential candidates real value through insights from recruiters into the recruitment process. 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:

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.