Create content for them, not you: The golden rule in employer content creation

Schools say: "We've prepared you for work - off you go!"
Employers say: "We need people who can do X, Y, and Z."
Young people think: "But what on earth do I actually want to DO?"

This is the challenge we tackled with our RAF content series with Not Going To Uni - and it's why authentic employer content matters more than ever.

In this clip from an awards deep-dive in my recent episode of Employer Content Marketing, I'm explaining how we moved beyond "come and work for us" messaging to genuinely help people discover their career potential.

The key insight?

People can smell formulaic content from a mile away. We all eventually figure out the format and spot the cynical production tricks.

But when content feels real?
That's when you create something that actually helps rather than just recruits.

Three things that underpinned our work:

✅ Real employee contributions - not scripted responses
✅ Genuine curiosity - exploring what people learn about themselves
✅ No hidden agenda - helping first, recruiting second

The result?
Content that people trust because it doesn't feel like traditional recruitment marketing.

Watch the clip above

And watch or listen to the full episode here:

Looking to create content that gets nominations and award wins?

I’d love to chat.