Co-creating with employees: How Police Now uses employee generated content to run an agile and sustainable content operation
In Episode 4 of Employer Content Club’s Co-Created Series, Chris Murdoch and I chat with Erik Rivas from Police Now about how employee generated content has helped create a balanced content operation.
I love lifting the bonnet on an organisation’s “content engine” - so to speak. Finding out what goes on behind the scenes is invaluable.
When we do this, we learn and grow together, and the world of employer branding gets closer to the strategic business asset we all believe it should be.
That’s why it was brilliant spending time with Erik Rivas, Head of Employer Brand and Recruitment Marketing at Police Now.
Welcome to Episode 4 of Employer Content Club’s “Co-Created” series - all about how to build authentic content with your employees.
This episode is definitely worth watching or listening to.
It’s packed full of advice as we look inside Erik and the team’s content operations. We explore how they balance high-production content with employee-generated material to drive authenticity, agility, and measurable ROI for their employer branding and recruitment marketing.
What We Cover in This Episode
⚖️ The 50/50 balance: When to use high-production vs employee-generated content
🎬 Co-producing with employees: Getting authentic stories from those who’ve lived it
⚡ The agility advantage: Responding to changing recruitment needs in weeks, not months
🔄 Extending the life of expensive production shoots through smart repurposing
🧪 How flexibility enables fearless experimentation with new topics and voices
🎯 Proving ROI by connecting content to core business metrics
Why balance matters
Erik explains how Police Now created a content production system that balances two production approaches.
High-production shoots have their place in campaign-specific content and website hero videos - but they often need sizeable investment and can be time-consuming. When priorities shift and you need content about new locations or roles, you can’t wait months for another production shoot.
That’s where the balance matters.
Employee-generated content gives you the flexibility to experiment with new questions, try different angles, and respond rapidly - all while maintaining quality. The key is having both working together: polished branded content for campaigns, and agile employee content for day-to-day realities and rapid response.
The result? Authentic stories that set realistic expectations for candidates, the agility to pivot when recruiting different roles or locations, and centralised content management that extends ROI on every piece of content you create.
Watch or listen to the episode here
Join Employer Content Club
If you’re building an employee-generated content function in-house, this episode gives you the practical playbook.
Get access to the next episode in this series (including bonus content about AI) by joining Employer Content Club.
Become a founding member and help shape how we build this community. You’ll get early access to upcoming events we’re planning and be part of the conversation from the start.
👉 Sign up at employercontent.club
About the Co-Created Series
How to build authentic content WITH employees, not just about them.
Hosted by Chris Le’cand-Harwood (Content Marketing Pod) and Chris Murdoch (Voyse), co-founders of Employer Content Club.
Proudly created in partnership with Vouch - the tool that makes employee content creation frictionless.
Connect with Erik on LinkedIn
What’s your biggest challenge with balancing high-production and employee-generated content? Drop a comment below or email me at chris@contentmarketingpod.com - I’d love to hear from you.
Chris