A little background

Miele X have always believed that they’re better together. Which is why their first ‘proper home’ needed to reflect the prestige nature of the brand that we work with. A space that could be a home to a community of hugely-talented digital innovators. Built around the key pillars of ‘focus’, ‘collaboration’, ‘sustainability’, ‘technology enablement’ and ‘fun’. They knew that they had to create a workspace that met everyone’s needs and supported their ambitions. But more than that, they wanted to create a workspace that people wanted to be in. No mean feat. And once they’d created this Community Space, they wanted to tell the world about it.

The objectives of the campaign

That’s where we stepped in to help. To help them offer an insight into what makes Miele X a great place to work. And a great space to work in. We focused on a dedicated content marketing campaign that would embrace a landing page, films to support the campaign, organic social media activity, promoted social media activity, an internal advocacy programme and a multi-lingual PR campaign.

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Raise awareness through social media activity

Showcasing the new Community Space and how it enables Miele X to perform. Engage existing followers with new content.

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Use engagement levels to shape future content

Focusing more on the content that generates the highest number of likes, shares, comments or video views.

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Raise awareness through co-ordinated PR activity

Showcasing the new Community Space and how it enables Miele X to perform. Reach a new audience working in the technology and business sector.

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Use paid-for sponsorship to increase our reach

Use paid-for placement through PR and promoting our LinkedIn activity to increase the audience beyond the reach of our organic activity.

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Drive traffic to the Miele X careers website

Once on the careers website, we’ll introduce them to new content. Increase visits and average time spent on the page. And convert visits into job applications.

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Increase media interest regarding Miele X

Use press releases and co-ordinated PR activity to reach out to new media outlets focused on the technology and business sector.

A dedicated landing page

To support this campaign, we launched a new page on the Miele X careers website focusing purely on our fantastic workspace. This new ‘Community Space’ page highlighted the thinking behind the choice of location and building. It’s award-winning design and sustainable nature. The features and facilities and how Miele asked their colleagues to help them choose and shape them. And how they stamped their multi-cultural personality in every room of the workspace. A week-long film and photoshoot made sure that we captured every inspiring corner of the space. Highlighting how it supports Miele colleagues to focus, collaborate and have fun together.

Content creation and social media activity

To build excitement around the new Community Space, we launched a teaser campaign during the design phase, supported by blog articles exploring its purpose and vision. A five-part video series highlighted the space’s features and employee experiences, shared across our careers site, LinkedIn, and YouTube. We also ran targeted LinkedIn posts focusing on specific areas – like the meeting rooms, wellbeing rooms, kitchen, and boardroom – to bring the workspace to life.

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That Little Agency - Employer Branding - Careers Website - Content Marketing - Miele X PR Image

Paid promotion and advocacy campaign

To engage digital and eCommerce professionals globally, we launched a targeted PR and advertising campaign with LinkedIn at its core. Paid promotion of posts was supported by an internal advocacy programme, encouraging Miele X colleagues to share content and boost organic reach. We used the custom hashtag #YourPlaceToThrive to unify messaging and track engagement across LinkedIn activity.

A press release in English, German, and Dutch was distributed to tech, business, and lifestyle media for earned coverage, while paid placements in key outlets – including Business Insider, Mashable, MT/Sprout, and IamExpat – ensured strong visibility. The campaign was further elevated by a paid feature on The Next Web, highlighting Miele X and the Community Space to a global tech audience.

The results

Measuring ourselves against our objectives.

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Raise awareness through social media activity

60,830

potential reach of organic posts (page impressions).

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Use engagement levels to shape future content

2,920

acts of engagement (likes, shares or comments) on organic posts.

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Raise awareness through co-ordinated PR activity

12.2m

reach of free and paid-for PR exposure and publicity.

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Use paid-for sponsorship to increase our reach

340,907

potential reach of paid-for posts (page impressions).

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Drive traffic to the Miele X careers website

5,676

visits to the Miele X careers website from this campaign.

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Increase media interest regarding Miele X

Secured features for our HR and Managing Directors in top business publications.

The final word

“At Miele X, the world is our marketplace. Which makes a campaign like this a real challenge. How can we reach our global audience with a limited budget? How can we reach our target audience without spreading our budget too thinly?

The answer was to use our new Community Space as a vehicle to articulate the culture of Miele X. To show how the workspace supports our teams in achieving their objectives, building a strong sense of community and making Miele X a great place to work.

To use the experiences (and networks) of our colleagues to share our message by providing them with content that they can happily – no, proudly – share. And then sharing our story beyond the boundaries of our own networks through paid-for promotion, clever PR activity and commercial partnerships with the world’s leading technology media outlets. And with awesome results.”

External Communications Manager
Miele X