SAW HR · Marketing Impact
SAW HR — 3-Year Social Growth & Community Building
182M+ recorded engagement across three years and five platforms.
Context
Built and scaled SAW HR’s multi-platform social ecosystem through audience-led content strategy, platform optimization and performance-driven creative.
Challenge
Make an HR technology brand relevant to everyday working life, beyond product announcements.
Strategy
Use workplace insights, practical HR knowledge and platform-specific formats, then refine topics through monthly performance data.
Execution
- Social media & editorial strategy
- Platform-specific content planning
- Creative direction and content production
- Community growth & engagement optimization
- Monthly performance analysis
- Integration with product marketing, events, webinars, advertising and CRM
My Role
Social Media Strategy, Content Strategy & Performance Optimization
Built an audience-led content system that connects creative decisions with platform performance.
Results
Selected Work
Contribution
Built an audience-led content system that connects creative decisions with platform performance.
Scaling an HR Tech Brand into a 120K Multi-Platform Community
I built and optimized SAW HR’s social content strategy across Facebook, Instagram, TikTok, Lemon8 and Threads — using monthly performance data to refine content topics, formats and platform roles. The work was designed to make SAW HR visible and relevant to HR professionals, employees and business decision makers, not simply to increase the volume of posts.
From Platform Growth to a Multi-Channel Content Engine
In 2024, TikTok accounted for nearly half of tracked engagement. I worked to strengthen Facebook and Instagram with formats and communication approaches that better matched audience behavior. By 2025, Facebook performance grew +210%, Instagram performance grew +85%, and total recorded social performance moved from 58.6M to 100.3M — a +71.2% increase versus the tracked 2024 total.
Optimizing for Engagement Quality
From January to August 2026, SAW HR generated 15.76M Reach, 23.06M Views, 963K+ Reactions and 283K+ Shares — more than 1.24M recorded social interactions. Instagram generated approximately 678K reactions and shares, while peak Instagram Engagement Rate reached 32.21%.
The Impact
Build audience and content relevance → scale performance across multiple platforms → analyze monthly audience behavior → optimize formats, topics and channel strategy → turn social reach into reactions, shares and brand interaction.
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