Employer Content Marketing

In this episode I chat employee stories with Andrew Sewell.  Employee stories make up your employer brand and stories have literally built cultures. So, how do you go from employee profiles to employee stories? You help your employees tell their story.

Andy and I come up with some tips on how to do this. Get employees to look at their life as chapters and themes in a book. You'll then have a collection of employee stories that are the collective power behind your employer brand.

We also talk about Andy's own story that connects him with The Dude in The Big Lebowski. We also talk about Dan Pink's book, Drive: The surprising truth about what motivates people, and Simon Sinek's view on the power of tribes.

Andy helps leaders, founders and people in work transitions craft the next chapter in their lives. Creator of The Whole Story Online Course, he's a qualified coach and psychologist, with background as a creative leader in advertising and employer branding. I worked with him for a few years at Havas People and always enjoy our chats.

Links to things we discussed in this episode:

Andy's Whole Story Online Course: https://www.andrewsewell.com/the-whole-story

Dan Pink's book, Drive: https://www.danpink.com/drive./

Simon Sinek on tribes:  https://www.youtube.com/watch?v=z8EVzdCBvoA

Thanks for listening.

Chris Le'cand-Harwood

Social Media & Content Marketing Consultant

www.lch.social

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

Episode 14 is my first in-person episode as lockdown starts to lighten (it also includes my first exclusive....heady times for The Pod!). In this episode I chat with one of my good mates from the advertising industry, Duncan James. He talks about his photography side hustle that started with an impromptu photo of some Mods outside a Greggs in Baker Street, Enfield. 

Duncs is an Art Director at Havas People and I've worked with him for a lot of my career. As well as being an amazing creative he has a side hustle called Mad Mods and a Camera. We chat over a few drinks in Enfield about this awesome body of work and the importance of this Alfred Eisenstaedt quote: "It is more important to click with people than to click the shutter."

For someone who doesn't class himself as a photographer, Duncs sure knows what makes a great photo. His approach to photography is all about documenting. Every photo has a story and that's something extremely relevant to employer marketing photography. 

Here's his website: http://madmodsandacamera.com/

Thanks for listening. 

Chris Le'cand-Harwood

Social Media & Content Marketing Consultant

www.lch.social

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

In this episode of the Employer Content Marketing Pod I chat early careers marketing. What do students and graduates want from early careers recruiters?
Early careers recruitment sees organisations vying for the attention [and applications] of thousands of students and graduates every year. What stands you out from the crowd and how can you react to the impacts of Coronavirus?
Conor Cotton joins me to discuss this. Conor is the Head Of Employer Strategy at Springpod so he's all about helping organisations in the early careers space. 
Links discussed in this episode:
Evening Standard article: https://www.standard.co.uk/news/uk/young-people-most-likely-lose-work-lockdown-a4444186.html
It Takes a Tribe...Conor's book of the moment: https://amzn.to/3fXAtD9
EY's Clueless Mum Vlog: https://bit.ly/2BxNyEi

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

In this episode I chat with Ollie Fisher, CMO & Co-Founder of Springpod. 

Ollie is the perfect person to talk to about early careers marketing. He set up Springpod Studios which produces content that really does live up to the Springpod mission of helping school leavers, students and graduates enter the world of work prepared and inspired. 

Ollie and the team are a great bunch and I always enjoy our chats. This one finds us talking about what content employers need to create to cut through the noise. We talk about the binge-worthy content that they've been creating [see links below, well worth checking out!]. 

Links discussed in the episode:

Clicking Apply Podcast: https://open.spotify.com/show/6hcwobol7BXOlOKOYirFei

Classroom to Boardroom: https://www.springpod.co.uk/classroom-to-boardroom/

Learn Lounge: https://learn.springpod.co.uk/

Online Open Days: https://www.onlineopendays.com/

Thanks for listening. 

Chris Le'cand-Harwood

Social Media & Content Marketing Consultant

www.lch.social

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

What content would you create if you thought like a broadcaster? This was a question I posed to listeners in Episode 6 with Nick Francis, co-founder of Casual Films.
As the world comes out of lockdown we've joined forces to come up with a framework to help you reset your approach to creating content that engages people in a post-COVID world.
Nick kindly invited me onto his Better Video Podcast last month to talk about the framework to help you change up your content.
Thanks for listening and please do share your thoughts on how you are approaching content for a post-COVID world. 
Chris Le'cand-Harwood
Social Media & Content Marketing Consultant
www.lch.social

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

In this episode I'm featuring a chat I had on another podcast. CA3's Cup of Tea series is hosted by Sarah Wardle.
Sarah's also an ex-teammate from back in the day when she was starting out in the industry. So it was great catching up with her.
Onboarding is a big part of their business [they've some great onboarding tech call Eli]. So this episode is about content marketing and what it means for onboarding. Enjoy the chat and don't forget to subscribe or follow to both podcasts.
Links that we mentioned:
The Cup of Tea series podcast: https://anchor.fm/ca3
CA3's onboarding software, Eli: https://www.cathree.com/onboarding/
The Daily Goat Vlog: https://www.linkedin.com/company/the-goat-agency/videos/
The WeAreNetflix podcast: https://www.chrislch.com/post/podcasts-the-next-big-format-in-employer-marketing
RAD Award winner: https://radawards.com/2020/en/page/2020-winners

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

How do you go from 50 job applications received each week to 900 job applications each week? For this episode's guest the answer is by vlogging. The Daily Goat means a lot to The Goat Agency and it's been watched by thousands of people on LinkedIn every week.
I chat with Harry Hugo. He's the Co-Founder of The Goat Agency, a global influencer marketing agency. We talk about how vlogging has played an important role in their recruitment. It's also become really influential for employee engagement and new business. 
Links to the stuff we mentioned during our chat:
Harry's favourite episode vlog [and the best day of his life!]: KSI v Logan Paul in LA [Episode 199]: https://youtu.be/RyfZsnDKlYA
The BT Sports Industry Awards 2019 pitch to judges [Episode 039]: https://youtu.be/6H-KfQlvvdU
We're launching a daily vlog [Episode 001]: https://youtu.be/NkH52SHmZEc
The Goat Agency on LinkedIn: https://www.linkedin.com/company/the-goat-agency/

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

Look out, Gen Z and TikTok are well and truly here! 

Gen Z are the school kids, school leavers, college students...they are at university and they're entering the workforce. 

TikTok was the world’s second most downloaded app in 2019 and regularly topped the app download charts. Lockdown has resulted in a 23% rise in average viewing time between January and March [Sensor Tower 2020]. And 69% of users are 16-24 [TikTok 2019].

So it's important to talk about both for early career marketing. 

I chat with Shelly Chadha, from Gen Z marketing agency Fanbytes. We cover why TikTok is so popular, what brands are doing on the app and what early career marketers can do with it. 

Link shout outs from the episode:

The Rise Above campaign with the TikTok house, Bytehouse: https://www.bbc.co.uk/news/technology-52223908 & https://www.tiktok.com/tag/stayhomefeelgood

Our article about TikTok and National Apprenticeship Week on Undercover Recruiter: https://theundercoverrecruiter.com/unlock-the-potential-of-tiktok/

Fanbytes work with ACCA: https://youtu.be/Gr-3DlU9XEo 

Thanks for listening. 

Chris Le'cand-Harwood

Social Media & Content Marketing Consultant

www.chrislch.com 

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

This is a super short episode about TikTok. I'm dropping a longer episode with a guest soon but I wanted to share a little something with you. 
TikTok has taken the world by storm in the past 12 months. It was the world’s second most downloaded app in 2019 (behind WhatsApp) and regularly topped the app download charts. It's extremely popular with 16-24 year olds and it's becoming a major deal for music artists. 
One particular song, The Weeknd's '80s inspired Blinding Lights, was released in November 2019 but it has stormed to the top of the charts because it is being used in a TikTok challenge. Check out some videos on TikTok featuring all family members and friends during the lockdown:
https://www.tiktok.com/tag/blindinglights
It's a great tune and just goes to show how much of an influence TikTok has on Gen Z.  Good to know when you're thinking about your early careers marketing strategy.
So turn the volume up and enjoy this great tune to get you into that party mood, even if you can't leave your house!

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Content marketing is extremely valuable in employer marketing.  What is it? It's a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action (Content Marketing Institute).
That's why I wanted to continue the chat I had with Nick Francis in Episode 2 about a section of his book, The New Fire - Harness the power of video for your business.  
He wrote about brands as broadcasters. When brands think like broadcasters what happens to their content? And what does this mean for employer branding?
About my guest: Nick is a communications strategist, author and filmmaker. His company, Casual Films produces over 2,000 films a year for some of the world’s most influential brands. They have worked in 45 countries and had their work translated into 35 languages, winning over 100 awards in the process. From Casual’s first job on the road to Mongolia in a clapped out Mini their spirit of adventure has led them to offices in London, New York, LA, San Francisco and Amsterdam. He previously worked for BBC News and has studied, read, written and presented extensively about video, storytelling, brand building and communication. He is a Founding Director of the Casual Films Academy charity which trains young people in filmmaking through producing videos for charitable causes.
Useful links discussed in the episode
GoDaddy's YouTube Channel as a great example of YouTube's Content Structure: https://www.youtube.com/channel/UCgH_SmWw9WianYyOB5Y6tEA
Red Bull and their standout commitment to behaving as a broadcaster: https://www.redbull.com/gb-en/
EY and their apprenticeship content: https://ukcareers.ey.com/students/career-advice/apprenticeships
Rolls-Royce and their myth-busting apprenticeship videos: https://www.youtube.com/watch?v=H8btA5jWuxM
If you want to find out more about Nick's book then pop over to his website: https://www.newfirebook.com/
Thanks for listening.
Chris Le'cand-Harwood
Social Media & Content Marketing Consultant
www.chrislch.com
Sponsorships: off for this episode

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