Content strategy & marketing for Osavus

My client - Osavus

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Osavus was an early-stage AI hiring platform based in Estonia, building proprietary recruitment technology designed to help teams hire more effectively while keeping a strong human focus.

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When I joined in December 2023, Osavus was building an AI hiring platform at an early point in the market’s evolution. The technology was still relatively new, and there was a clear opportunity to shape the narrative through thoughtful positioning and content.

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The brief

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Osavus brought me on as a Digital Content Consultant on a 12-month fixed-term contract, drawing on my experience working with other HRTech and recruitment technology organisations.

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They needed support to:

• Clarify their messaging and proposition
• Build a consistent content presence
• Establish thought leadership around AI, hiring, and fairness in recruitment

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What I did

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I worked closely with the team to support their content and marketing efforts, including:

• Developing and refining Osavus’ messaging and value proposition
• Managing and creating content for social media channels
• Writing long-form blog content focused on AI, recruitment, and hiring trends

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The content balanced Osavus’ technical capabilities with a people-first narrative, helping explain complex AI-driven functionality in a way that felt accessible and relevant to hiring teams.

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Examples of work

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I wrote a number of thought leadership pieces for Osavus, including:

• The importance of soft skills in SME recruitment
• How AI recruitment technology is positively impacting career inequality

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Both articles explored how technology can support better hiring decisions while addressing real challenges faced by recruiters and growing teams.

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I also created a range of social media posts designed to build early visibility, test messaging, and translate complex ideas into clear, engaging insights for LinkedIn.

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This included:

• Educational and insight-led posts around AI, hiring, and recruitment trends
• Visual social assets designed to support key narratives and data points
• Thought leadership content that balanced Osavus’ technical capabilities with a people-first perspective

The impact

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The focus of this work was to build early visibility and credibility ahead of product launch, and to establish Osavus as a thoughtful, people-first voice in the emerging AI hiring space.

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Within the first few months of consistent posting and content activity:

• LinkedIn impressions grew month on month, with a clear inflection point by the third month of posting
• LinkedIn page views increased by 113.8% and unique visitors by 134% by month three compared to month one

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This early traction helped Osavus build brand presence and audience engagement ahead of launch, while testing and refining messaging in a market that was still taking shape.

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Why it worked

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This engagement worked well because it combined early-stage thinking with consistent execution. Osavus needed someone who could help shape their positioning while also delivering day-to-day content, without overcomplicating things.

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My experience in HRTech meant I could quickly understand the space, translate complex AI concepts into clear, human language, and build momentum ahead of launch in 2025. The result was a growing content presence that helped define Osavus’ point of view at an important stage in the product’s development.