January 24, 2024

Tatjana Obenaus

Building a world-class Employer Brand at Miro

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#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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