SkillScout

What are people actually watching online, and what can that teach us about creating content they genuinely want to consume?

For Episode 3, we went down the rabbit hole with 50 people and asked one simple question:

What are you watching right now?

The answers took us everywhere. Wingstop mukbangs. European bidet culture. Disney cruises. Custom LEGO modifications. And some very, very niche corners of the internet.

But underneath all of it, we started seeing a through line.

People’s feeds have become incredibly personal, built around their interests, identities, curiosities, problems, and the things they want to get better at.

So where does employer brand fit into that?

We dig into why what we’ve traditionally called “top-of-funnel” content may actually be mid-funnel, what true top-of-funnel content could look like today, and why brands may need to rethink how they earn attention before asking people to act.

IN THIS EPISODE:

• What 50 people taught us about how content gets discovered

• Why hyper-niche content is winning attention

• What brands can learn from hobbies, creators, and online communities

• Why traditional employer brand content may be entering the funnel too late

• What true top-of-funnel content could look like

• Entertainment vs. information

• How employer brands can start experimenting with content differently

If you work in employer brand, recruitment marketing, talent acquisition, content strategy, or creative, this one’s for you.

Subscribe for more conversations about the future of employer brand, recruitment marketing, design research, and creative.

What if we stopped marketing jobs and started marketing callings?

The brands people love most don't just sell products. They create identity, community and a feeling people want to be part of. So why doesn't recruitment marketing work the same way?

In Episode 2, we explore what employer brands can learn from cult brands like YETI, Patagonia, Red Bull and John Deere, and what changes when we stop thinking about filling today's requisitions and start building long-term affinity for the work itself.

We dig into new research with healthcare professionals about how people find their callings, the role work plays in identity, and why sometimes the thing you're trying to "sell" is something they've already bought into.

Along the way, we explore the shift from employer brand to identity brand, job descriptions to lifestyle narratives, and recruitment campaigns to always-on storytelling.

Because the opportunity isn't just getting someone to apply. It's becoming the company they think of first when they're ready to make a move.

In this pilot episode, the SkillScout team returns to its research roots to unpack the human side of hiring. Drawing from real job seeker stories, ethnographic research, and 12 years of experience helping companies hire better, we explore why the hiring process feels so broken, and what organizations can do about it.