Where is your employer content now, and where could it go next?
A five-minute scorecard for teams who do most of it themselves. Find out what stage you're at, what kind of content team you are, and the one change that would make the biggest difference.
- Your stage, from reactive through to series-led
- Your content type - the pattern behind how you work now
- A score for each of the six areas
- Three things to try this week, picked for your results
The thing that makes you distinctive is already inside your organisation.
Most employer brand teams we talk to aren't short of ideas. They're short of time, short of people who'll say yes to being filmed, and often stuck making whatever the business asks for next. The content gets made, but it tends to look and sound a lot like everyone else's, and it goes quiet between campaigns.
What makes you distinctive is your people, and the way they think and talk about the work they do. This scorecard looks at how much of that is coming through in your content at the moment, and gives you a few practical things to try straight away.
Six areas, three questions each.
Direction
Do you know who your content is for and what it's there to do?
Voices
How many different people get to tell the story?
Rhythm
One-off pieces, or something people could follow?
Conversation
Real voices and specific detail, or scripted lines?
Multiply
How far does each conversation go once it's recorded?
Capacity
The time, support and sign-off you've got to work with.
Chris Le'cand-Harwood
Founder of Content Marketing Pod Ltd, host of the Employer Content Marketing Podcast and author of The Lean Employer Content Guide. Built from years of conversations with in-house employer brand and TA teams.