When I finished writing The Lean Employer Content Guide, I knew there’d be themes I could dedicate a whole piece to. That’s why I’ve started creating these mini guides. This first one is about scaling employer brand content.
If you’re doing employer brand content as a team of one, or a small team, there comes a point where doing everything yourself stops working. Every request is bespoke, every asset starts from scratch, and you’re the only person who can make any of it. At some point you need to look at systematising things and scaling them.
There’s more reason to do that now than ever. More eyes are on employer brand - leadership teams are paying more attention, and it’s on conference stages and in boardroom meetings. At the same time, AI has raised expectations about how much one person should be able to produce. You could use it to churn out more content, faster, but a lot of that ends up sounding like everyone else’s. So how do you scale employer brand content in a way that’s actually meaningful? That’s what this mini guide is about.
Written with Amit Parmar
Over the years I’ve had a lot of conversations about this. With podcast guests, with clients, with people I’ve met networking at events, and from listening to what’s being talked about on stage. The same things come up again and again. Budget that doesn’t move as fast as demand. Ten people with ten different ideas of what “on brand” means. Content that goes out and disappears, so it’s hard to prove it did anything. And burnout, which is far more common in our industry than anyone likes to admit.
It’s also something Amit Parmar, CEO and founder of Cliquify, and I have talked about a lot. As Amit put it to me:
“They’re an army of one, or two at most, supporting hundreds of recruiters who are effectively their internal customer base.”
It’s a tough job.
So we decided to put those conversations together into a guide, along with what we’ve seen work in our own work.
Here’s me talking about it
I recorded this during a break on a shoot - a day spent having great conversations with a group of great human beings, all with some really inspiring stories to share.
Get the full version, free
If you want the full guide - with the framework, the check-ins and five things you can do next week - it’s free to download.
Download it here: scaling.leanemployercontentguide.com
Really excited to finally get this out there. I hope it helps.
Chris
Chris Le’cand-Harwood
Host, Employer Content Marketing
Author, The Lean Employer Content Guide
Founder, Content Marketing Pod Ltd