The path to more innovative and authentic employer branding [The Production Mindset]
When I recently hosted Rozana Green [Diversity Outreach Lead at the BBC] on my podcast, our conversation touched on something transformative for employer branding and talent attraction.
Having produced shows for BBC Radio One, Radio Four, and iconic programmes like Comic Relief, Rozana brought a perspective that perfectly aligned with what I've been advocating through my Employer Content Marketing platform:
The power of thinking like a producer rather than a marketer.
Agility is an employer content superpower
What makes radio production particularly fascinating is its approach to creating engaging content under constraints. During our conversation, Rozana revealed how small teams - often just two people - would create compelling shows without endless planning cycles. They simply had to get on with it, innovate, and deliver.
Why a production mindset matters
The traditional approach to employer branding often mirrors corporate marketing:
Lengthy planning phases
Multiple stakeholder approvals
Perfect production values
Rigid content calendars
But what if we thought like radio producers instead?
Quick, iterative show development
Real-time audience feedback
Small, agile production teams
Learning through doing
Yess! Now that’s extremely exciting and is a key part of innovating in the employer branding and TA space!
Get stuck in theory and planning, or just start creating?
Employer content has been a massive part of my career and I've seen organisations get stuck in planning cycles.
Too much theory, not enough creation and action.
It’s one of the reasons I set up my business, Content Marketing Pod.
So what excited me about my conversation with Rozana was the approach content creation:
Start with a clear show concept
Trust in the power of authentic voices
Let stories emerge naturally
Adapt and refine in real-time
A producer's approach: Where vision meets authenticity
This shift towards a production mindset isn't just about efficiency - it's about creating more engaging, authentic content:
Focus on storytelling flow
Embrace natural conversations
Trust in real voices
Let authenticity lead
Authenticity isn’t about creating realness. It’s about capturing it.
While planning is important [pre-production is a core part of anything I do with my clients] it’s also important to let content happen naturally. Set the vision and give context [like a director would with their crew and subjects] and you’ll get content that doesn’t sound like a sales pitch.
Making Employer Branding More Accessible
Just as radio shows don't need massive budgets to create impact, employer branding can thrive with:
Small, nimble teams
Simple production equipment
Quick turnaround times
Regular content cadence
Doesn’t this just sound perfect of employer branding and TA teams? This start up mindset means they may be some of the most innovative teams in their organisation.
Through my work on Employer Content Marketing, I've seen how this production-first approach creates more engaging content.
My conversation with Rozana really resonated with me: the future of employer branding lies in thinking like producers, not marketers.
Looking ahead: The evolution of Employer Branding
The maturation of employer branding this decade won't just be about better marketing - it will be about better production.
By adopting the mindset that Rozana brought to our conversation, organisations can create more engaging, authentic, and effective employer brand content.
The message is clear: stop thinking like a marketer and start thinking like a producer.
The future of employer branding belongs to those who can embrace this shift in mindset and approach.
Watch my full chat with Rozana here.
How could your organisation benefit from thinking more like a production team and less like a marketing department?
I'd love to hear your thoughts!
Thanks
Chris Le’cand-Harwood
Founder of the Employer Content Marketing podcast and Founder of Content Marketing Pod Ltd.