Building a world-class Employer Brand at Miro

#TalentBuzz Episode Summary with Tatjana Obenaus from Miro

Introduction and Company Background

• Guest: Tatjana Obenaus, Head of Global Employer Brand at Miro.
• Company Overview: Miro experienced rapid growth, expanding from 200 to 1,800 employees in three years, with 12 hubs worldwide.
• Employer Branding Challenge: Building an employer brand from scratch during hyper-growth, transitioning from event-focused to a more comprehensive approach.

Employer Branding Strategy and Management Buy-In

• Initial Focus: Addressing hyper-growth hiring needs.
• Shift in Strategy: Due to economic changes, focus moved internally, ensuring Miro stays competitive in the talent market.
• Securing Resources: Developed a two-year plan aligning with business goals to secure management buy-in and investment.
• Approach for Smaller Companies: For a 100-employee company, hiring a skilled marketer with strong brand management background is recommended for the employer branding role.

Building and Implementing Employer Branding Strategy

• Understanding Company and Goals: Engaged with stakeholders and leaders to align employer branding with business objectives.
• Research and Analysis: Examined Miro's brand in the market, competitor analysis, and internal brand perception (using tools like Glassdoor).
• Mapping Candidate Journey: Focused on optimizing the conversion funnel - from awareness to application.
• Prioritization: Emphasized fixing conversion points and building interest before focusing on broader awareness.
• Measurement Framework: Developed detailed metrics for each initiative for short-term impact assessment, alongside long-term goals like external brand awareness.

Team Structure and Resources

• Team Composition: A dedicated employer brand team within recruitment, with specialists in content, brand management, and events.
• Collaboration: Worked closely with brand and marketing teams, internal comms, L&D, and D&I functions.
• Utilizing External Resources: Engaged agencies for strategic projects and content production.

Adapting to Organizational Changes

• Cultural Change: As Miro matured post-hyper-growth, employer branding efforts included internal focus to support culture re-identification and engage employees.
• Flexibility: Adapted employer branding to serve current business needs, balancing internal and external focuses.

Concluding Thoughts

• Importance of Employer Branding: Critical for attracting the right talent and retaining employees.
• Advice for Founders: Employer branding should solve real business problems and be data-driven for effective results.
• Episode Wrap-up: The podcast aimed to provide insights into SAS talent acquisition and employer branding strategies.

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