Social Media
My philosophy? Elevate the brand, boost audience interaction, and deliver the “wow” factor. At Cielo, I refreshed the brand voice on social media channels with a punchier, more conversational tone, resulting in record engagement and click rates.
Full campaign vision
SCOPE:
1 teaser post with poll and graphic + 4 separate myth posts (1 per week for 4 weeks) +
1 summary post with infographic + 1 post for repeated repromotion with carousel + article to follow + dedicated email send
TEASER POST: Designed to generate interest and excitement. Poll question: “What's your biggest fear about AI in talent acquisition and HR? Other thoughts and apprehensions? Let us know in the comments!”
CAROUSEL POST: In-theme graphic with snack-size copy and polaroid-style stakeholder photo “paperclipped” to slides
INFOGRAPHIC: In-theme design featuring all four myths, numbered
POSTING STYLE & TIMING:
Each individual myth post to be in video format, as outlined:
Opening features a motion graphic that introduces the myth-busting theme
Folder opens up, revealing the myth, myth stamp drops down
Stakeholder profile with their photo “paperclipped” to the folder page appears
Transitions to clip of stakeholder discussing the myth and its reality
Close with themed motion graphic
These videos could also be made into LinkedIn reels. Posting schedule to be at the same selected day/time each week to create consistency and an anticipatory element for the audience.
AI myth-busting series
Concept Development ✦ Copywriting
Art Direction ✦ Social Strategy
AI is reshaping the way we work. Across all industries and around the world, business leaders are facing big decisions on how to implement this rapidly changing technology. And as with any hot topic, myths abound — especially in Cielo’s industry, talent acquisition and HR.
Recognizing the opportunity to clarify these misconceptions for our audience and further position the brand as a trusted voice in the AI conversation, I created and pitched a content plan to leadership.
This plan included the copy, concept, design direction, and promotion, aligned with our key company targets and aimed at our global audience.
THE OBJECTIVE:
Own a unique perspective on AI as a thought leader in the market, presented in a fun, standout way untouched by our competitors; generate more social engagement and interest in our AI-powered software suite; expand our platform on AI expertise, and amplify the voice of select stakeholders.
ENGAGEMENT PLAN:
Each post to include an actionable takeaway and prompt for engagement:
Stakeholder responds to comments on their respective social posts ("Questions for Matt on how to XX? Drop them below!")
Post engagement questions in the comments 1-2 days after each myth is posted to bump it up for people who missed it
Teaser throughout the series: "Full comprehensive guide coming soon"
At the end of each post: "Check back next week at XX to ….!"
The impact:
Achieved a 20%+ engagement rate and 19% click-through rate, significantly outperforming typical social benchmarks of ~2% engagement and ~1% CTR.
2026 wish list post
Concept Development ✦ Copywriting
THE BRIEF:
Our Senior Vice President of Marketing at Cielo wanted to speak to our audiences’ challenges and hopes for the new year in a fun, engaging way. I was asked to frame the content in the form of a wish list that would resonate with talent leaders.
MY APPROACH:
I wrote punchy social copy for a video highlighting what talent leaders are hoping to achieve in 2026, keeping the tone engaging and punctuated with hope and optimism. You can view the published video to the right.
I initially explored a retro comic-inspired concept that depicted the “ideal” 2026 in a bold, visual way, before pivoting to a simplified execution that better supported the stakeholder’s final vision.
Check out my original creative
concept for this post below.
Social copy:
If there’s one lesson 2025 taught us, it’s to expect the unexpected. In a year full of challenges and change, talent leaders worldwide worked to keep up with the shifting market, AI-driven technology and more. The common feeling in all this? It wasn’t easy.
We don’t yet know what 2026 has in store, but just like T-Swift, we’ve got a wish list. Here’s a look at the industry’s ideal year, where YOU become the superhero talent leader with powers to transform your organization.
Accompanying carousel copy:
Slide 1:
The ideal 2026: A superpower wish list
Slide 2:
SUPER-AGILITY!
Strategic whiplash, begone. While others pivot frantically, you smoothly shift with market-sensing powers.
[Design inspo: Character gracefully surfing on shifting market waves. Copy can be in a bar across the bottom]
Slide 3:
AI SYNERGY!
Man vs. machine? Not here. AI becomes the perfect sidekick — powerful yet perfectly controlled.
[Design inspo: Character conducting an orchestra of AI tools with a glowing wand, each tool performing different recruiting tasks OR robots doing tasks and the character holds a clipboard]
Slide 4:
APPRECIATION AMPLIFICATION!
One recognition gesture sends engagement soaring. Employees feel truly seen, valued and energized to excel.
[Design inspo: Character with heart-shaped energy radiating outward, transforming frowning employees into energized, glowing team members]
Slide 5:
EFFICIENCY ACCELERATION!
What once took weeks now happens in minutes — processes streamlined to superhuman speed.
[Design inspo: Character zooming through a maze of hiring obstacles, leaving a trail of completed paperwork and happy hiring managers]
Slide 6:
CULTURE CULTIVATION!
Workplace environments transform in a flash. Teams thrive in harmony as belonging, purpose and growth bloom.
[Design inspo: Character tending to a garden where diverse employees flourish, with values like "inclusion," "innovation," and "well-being" growing as vibrant plants]
Slide 7:
Become the superhero in your company’s talent journey and take on 2026 with a “POW!”
Cielo’s here if you need a trusted ally.
Talent trends in India
Copywriting ✦ Thought Leadership
THE BRIEF:
The talent market in India is heating up, and global organizations want to know how to win in this region. I was tasked with creating a carousel to promote the accompanying article, sharing the top three trends and associated employer brand strategies for success.
MY APPROACH:
Create concise, impactful copy that effectively communicates the trends, and a punchy but brief way to share the employer brand strategy that’ll help businesses get ahead.
I was also the ghostwriter of the article this post was promoting, on winning in India’s talent market.
Original concept: Retro comic-book style depicting talent leaders' ideal 2026
The impact:
Achieved a record 23%+ engagement rate and 21%+ click-through rate with double-digit reposts.
The impact:
Further differentiated Cielo’s brand in the market, generating more impressions and reactions than typical social posts.
2025 year-end post
Concept Development ✦ Copywriting ✦ Art Direction
THE BRIEF:
The Marketing team at Cielo wanted to create an end-of-year social post wishing our audience a happy holiday season and acknowledging our clients and partners.
MY APPROACH:
I wrote the social post copy and developed the visual concept, collaborating with our lead designer to bring it to life.
The impact:
One of our top-performing social posts of the year, with high-level engagement, triple-digit likes and 40 reposts.