A guide to building a self-sustainable content operation for in-house teams in employer branding and talent acquisition.
Supported by Pinpoint's Marketing Fund - find out more ↓
Lean and agile is the answer.
The content attention crisis is the single biggest shift in employer content. And it's the problem this guide is helping you solve.
In a world of constant notifications and endless feeds, the competition for attention is brutal. Today's candidates are drowning in content. Capturing and holding attention has never been harder.
Which is exactly why a lean approach and being self-sustainable matters. Rather than committing months to planning campaigns, or always relying on spending tens or hundreds of thousands on productions with uncertain outcomes, lean lets you:
Six anchor points that turn ad-hoc content effort into a real strategic function.
A short summary. Five take-action items you can run with this week.
"Practical, honest, and clearly written from lived experience rather than theory. The lean philosophy applied to employer content is long overdue - and the production stack section alone is worth the read for most in-house teams."
"The Lean Employer Content Guide cuts through the noise and focuses on what actually matters: creating content that attracts the right people, builds trust, and supports hiring goals without unnecessary complexity. A practical resource for employers who want to communicate more effectively."
20+ years across recruitment marketing, integrated marketing, employer branding and content marketing. I started agency-side, became one of the early adopters of social media in the employer marketing world, and founded Content Marketing Pod Ltd in 2019.
I host the Employer Content Marketing podcast - 155+ episodes, 150+ guests. I've won 11 industry awards for the work with partners and clients since 2020. And I've produced 2,500+ content assets running this approach every working day.
This guide embraced much of its own advice, and I've loved putting it together. But it still takes time, so a big thank you to someone who provided the funding and support that helped me make this happen sooner rather than later.
Sarah Lane - UK Partnership Manager at Pinpoint, set up a funding programme for people like me. Their support means a lot. And they're doing some great work in our industry. They're also lovely humans.
Pinpoint is the ATS for multi-stream hiring. One platform runs every kind of hire your team has, with AI and automation powering your process so you can focus on people. It also comes with an easy to use no-code career site builder - find out more about it here.
A bound, nearly 90 page print edition delivered to your door. The kind of reference you keep on your desk.
Royal Mail tracked delivery included.
£26 guide + £12 Royal Mail International Tracked.
International buyers: your local customs may apply a small import charge on arrival.
Updated annually. Version 2.0 will follow in June 2027.
New podcast episodes. Occasional thinking. Examples of work I'm seeing in the market. Event coverage and announcements. Conversations with people from across the industry - agency, in-house, and others from outside it.
Small first. Big when earned. That's lean employer content.
Order the printed book - £26