Employer Content Marketing

In episode 45 I chat about employer branding and people comms having a seat in the boardroom with Emma Coleman. Emma is Employer Brand Strategy Manager at Caraffi and Talent Advisory consulting firm.
Without hiring and retaining the right talent, you don’t have a business. Certainly not a successful one. So why are the people responsible for that not represented enough in the boardroom?
Emma and I chat about the seat at the table, being more consultative, connecting with the bottom line of a business, and influence through personal branding.
- Why should EB leaders have a seat in the boardroom?
- Why is that seat so often not there?
- Goodbye thought leadership: the importance of personal branding
- What role does the consulting mindset have in the future of EB and employee attraction and engagement?
Thanks for listening. 
Chris Le'cand-Harwood
Host of the Employer Content Marketing Pod
Director & Strategy Lead at the Content Marketing Pod Ltd
www.contentmarketingpod.com

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

Happy New Year! We’re already 2 years deep into this decade. My goodness!

In episode 44, let’s look to the future by looking at today. We’re chatting Artificial Intelligence. What does Artificial Intelligence mean for marketers and, in particular, how we produce content?

I chat with Andy Lambert, Director of Growth at ContentCal, a software provider that helps marketers plan, schedule, and analyse their content. https://www.contentcal.com/

They're working on an Artificial Intelligence product at the moment, so when I saw Andy's post about this on LinkedIn I just had to get him on the pod.

We talk about what Artificial Intelligence actually looks like for marketers. And what it practically means for how organisations create marketing content. Is AI the doomsday for a range of marketing roles, or does it mean we can create better content? You'll also hear some time-saving tips you can use today!

We cover this all in this episode.

Thanks for listening.

Chris Le’cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod Ltd

www.contentmarketingpod.com

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

Episode 43 is the last episode of 2021 and what a year it’s been for us all. Thanks to all of my guests and listeners. I’m really looking forward to giving you more podcast goodness in 2022.

In this episode I chat with Raaj Govintharajah, Founder and CEO of The Martec, an AI-powered, employee-generated content platform.

Employee Generated Content has picked up in popularity with employers, especially since the Covid-19 outbreak in 2020. So I just had to chat with Raaj to help make you an EGC pro in 2022.

How can organisations overcome the challenges of creating Employee Generated Content? What role does Employee Generated Content software play in the employer marketing tech stack? And why is it so important to take an editorial approach to content strategy and production?

We cover this and more in this episode.

Customer success stories https://www.themartec.com/customer-stories

Thanks for listening.

Chris Le’cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod Ltd

www.contentmarketingpod.com

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

How do you produce award-winning content marketing for mental health care recruitment?

In episode 42 I chat with Rowan Marriott, Head of Resourcing at Cygnet Health Care about the why, what and how of employer content marketing.

I’ve been working with Rowan for over a year and a half now and we’ve produced over 200 pieces of content in that time.

We talk about the Talent Pool Content Series that has helped Cygnet Health Care and generated extremely cost effective results.

And it recently won us the Content Marketing category at the Recruitment Marketing Awards

We cover a whole range of topics, such as:

• The challenges facing Cygnet Health Care


• The Spray And Pray Problem


• How to get buy in from stakeholders


• How you can get your employees excited through content


• The importance of serialising content


• Repurpose. Pilot. Test. Scale.

Here’s links to some of the content we discussed:

Why We Care: The Nursing Career Podcast https://careers.cygnethealth.co.uk/podcasts/

Life Changing Stories Videos (Support Workers] https://join.cygnethealth.co.uk/care/

Health Career Guide [Online Event] https://thehealthcareersguidelive.springpod.co.uk/

Opinion Chat Series [Doctors & Consultants] https://youtube.com/playlist?list=PLLysVVcVKy2sycW5MQ7aSF9NZCHhousZG

Opinion Chat Series [Nursing Leadership Team] https://youtube.com/playlist?list=PLLysVVcVKy2uYatZAnj_4nhEMRjv17_n9

Thanks for listening.

Chris Le'cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at Content Marketing Pod Ltd

www.contentmarketingpod.com 

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

In Episode 41, we chat with Mariano Aragunde who is part of the Global Talent Marketing Team at IBM, and based in Buenos Aires, Argentina.

A few weeks ago I saw one of Mariano’s articles on LinkedIn. It was titled: “Most emails and newsletters for candidates suck.”

His article went on to tell the story of how they’ve got their content right for their candidates.

So I had to get him on the podcast.

We talk about how they create newsletters for candidates that go far beyond just advertising their job opportunities. We cover what it really means to think about the audience and how having a journalistic approach to content changes everything. And what kind of environment encourages his team to do new things. 

Mariano has plenty of advice to share.

Links mentioned in the episode:

Mariano’s LinkedIn article https://www.linkedin.com/pulse/finally-good-talent-marketing-newsletter-mariano-aragunde/

One of Mariano’s favourite pieces of content from IBM “Meet Mombo” https://youtu.be/QcDa8rdz_ds

Thanks for listening. 

Chris Le'cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod Ltd

www.contentmarketingpod.com 

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

Why do brands talk about themselves more than they think about their customers or candidates? It’s an important question, especially for the employer branding world.

In this episode, I chat with James Ellis. James is the author of "Talent Chooses You: Hire Better with Employer Branding". And he's a self-confessed employer brand nerd.

While reading his book a particular chapter made me want to get James onto the pod. Narcissistic brands are an issue in marketing and gets in the way of great marketing.

We talk about the common mistakes brands make in their quest for attention and sales or hires, and what brands can do to be more focused on the people they want to engage with.

Here are just some of the things we cover in this episode:

• How employer marketing has wrongly copied consumer marketing techniques.


• Passive job seekers? Are the best talent even looking for job ads?


• Your competition isn’t your competitors, it’s life


• Your audience isn’t found, it’s created.


• Employees aren’t cost centres, they’re value generators.


• Be more human in employer branding and build true relationships through your marketing.


• What can brands do to be less narcissistic?

Here is Jame’s book:

http://talentchoosesyou.com/

And here’s the Crazy Eddie commercial from the USA that James talks about:

https://www.youtube.com/watch?v=Ml6S2yiuSWE

Thanks for listening.

Chris Le’cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod

www.contentmarketingpod.com

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

Inspire and help first. Sell second. This is what employer content marketing is all about, and it's the topic for episode 39. 

I was invited to the EB Stars Conference in September 2021 to talk about employer content marketing and how it can transform employer brands. Joined by two of my clients, Rowan Marriott [Head of Resourcing at Cygnet Health Care] and Conor Cotton [Managing Director at Not Going To Uni], this was a chance to talk about the why of employer content marketing and, in particular, the how. 

We talk about the challenges they face and how they've used employer content marketing. And we talk through the work we did and the results they've achieved. We finish off with a 6-step process to help you turn the dial more towards employer content marketing. 

There are some points of the conversation where you may want to see the supporting visuals. So here's the video of this episode: https://www.youtube.com/watch?v=uTx4ZkUcA94 

This content is also part of a whole range of training content on the Employer Branding Stars Academy [coming soon!]  

Thanks to the awesome team at EB Navi and the EB Insitute for inviting me and for organising an epic online conference of 50+ sessions in just one day!

https://ebnavi.com/ 

https://ebinstitute.com/

https://employerbrandingstars.pl/

Thanks for listening. 

Chris Le'cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod Ltd

www.contentmarketingpod.com 

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

Stories. Marketeers love to talk about the importance of stories. Myself included. They’re a massive part of telling the walking stories of the people behind a brand.

Episode 38 of the Employer Content Marketing Pod is a podcast within a podcast. I've helped tell the Campkins Cameras story - one that started in Cambridge in 1800.

Just a 30-minute chat in a coffee shop resulted in a mini-podcast episode, an article, and a series of audiogram ads that were run across Facebook and Instagram.

An example of the work can be found here.

Thanks for listening. 

Chris Le'cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod Ltd

www.contentmarketingpod.com 

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

What’s it like being an A Level student, and going through results day and university clearing, especially in a world affected by the pandemic? You’ll get to find out in my chat with Miles Tragen

Miles is a University of Liverpool student who works for Fanbytes [a social media and influencer marketing agency who help brands engage with Gen Z]. He also manages the popular University of Liverpool Student Meme Page on Instagram.

So he’s well placed to give you a view into the world of Gen Z during a second summer affected by COVID.

We talk about what content students have been creating and sharing and how brands can engage with them on Instagram and TikTok.

Links to content mentioned in this episode:

University of Liverpool Student Meme Instagram Account: https://www.instagram.com/uniofliverpoolmemepage/?hl=en 

University of Liverpool Instagram Account: https://www.instagram.com/livuni/?hl=en 

ACCA (Associated of Certified Certified Accountants) case study: https://fanbytes.co.uk/case-studies-old/acca-x-fanbytes/ 

University of Liverpool TikTok Account: https://www.tiktok.com/@liverpooluni?lang=en

Thanks for listening. 

Chris Le'cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead at the Content Marketing Pod Ltd

www.contentmarketingpod.com 

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe

In this episode, we talk about employer branding and the future intentions and challenges of UK employers.

This is based on extensive research produced by Neil Harrison of NH237 Consulting, in partnership with WDAD Communications.

They recently tapped into the views and experiences of talent acquisition and employer branding teams across the UK.

The opportunities for the employer branding profession have never been greater, but it faces challenges.

We dip into the key findings of the report with Neil and also Mike Jefferies, owner of WDAD Communications.

Thanks for listening. 

Chris Le'cand-Harwood

Host of the Employer Content Marketing Pod

Director & Strategy Lead of the Content Marketing Pod Ltd

Get full access to Employer Content Marketing at www.employercontent.marketing/subscribe