01 / 09

Content Marketing Pod × C2 Signal

People trust people. Not corporate messaging.

Helping employer branding, talent and comms teams turn the expertise, stories and advice inside their organisations into content that builds trust and audiences.

Coaching & Systems  |  Fractional Content Leadership  |  Production Services  |  Distribution

A Passion for Nursing - Cygnet Healthcare

The overriding challenge

We're in an attention and trust crisis.

More notifications, more noise, more content than ever before. AI has made it easier than ever to create corporate content that says the same as everyone else - and that's only widened the gap and made it worse. What fills that trust gap: organisations who tap into the opinions, expertise, stories and advice of their talented people.

What this means for employer brand & TA teams

Three things individuals and teams are up against.

01
Building a sustainable content operation is hard. It takes consistency to work - but there's rarely the time or resource to give it the care it actually deserves.
02
An EVP alone doesn't earn attention - it needs to keep living. Organisations can't run on campaigns alone. What earns trust over time and builds audiences is consistent content that adds value to the people it's made for.
03
Everyone's starting to sound the same. And AI is only going to accelerate that - making generic even easier to produce, and differentiation even harder to find.

Why I set up Content Marketing Pod

Chris Le'cand-Harwood

Founded in 2019.

It's because of these challenges facing organisations that I set up the business. I wanted to apply a content marketing mindset to employer branding - give value to get value. I'm Chris Le'cand-Harwood, a content marketing strategist, producer and creator with 20+ years' experience, helping talent acquisition and employer brand teams turn their people's stories into content that actually earns attention.

How I help

Four ways of partnering.

01
Strategy, Consulting & Coaching
Building in-house capability
Sprint workshops, content strategy work and coaching that make content more of a habit - and self-sustaining.
02
Fractional Content Leadership
For the project stuck on the to-do list
When something important is stuck on the to-do list, I step in and lead on content production - working with your in-house team or existing partners.
03
Production Services
Content that earns attention
End-to-end production that builds audiences through trust and rapport - rich, conversational content: podcasts, vidcasts, events and documentaries.
04
Distribution
Turning content into leads
Building the plan and system to generate, nurture and convert leads - into hires now, or in the future.

Selected work - Cygnet Healthcare

Production & client work.

A Passion for Nursing
Cygnet Healthcare
A Passion for Nursing
A documentary following a mental health nurse through a full shift, made with AudienceLink.
View case study ↗
Pursuit of Meaningful Impact
Cygnet Healthcare
Pursuit of Meaningful Impact
A psychiatry documentary and hero film, filmed across three Cygnet sites.
View case study ↗
The OT Life
Cygnet Healthcare
The OT Life
A podcast built from a book written by Cygnet's own occupational therapy team.
View case study ↗
Me & SLT
Cygnet Healthcare
Me & SLT
Podcast, video and articles showcasing Cygnet's speech and language therapists.
View case study ↗

Selected work

Production & client work.

Find Your Force Series
Royal Air Force
Find Your Force Series
With Not Going To Uni - podcast to vidcast, filmed on RAF bases and sporting locations.
View case study ↗
Graduates in Hospitality
Hilton
Graduates in Hospitality
Graduate stories filmed across London, Amsterdam & Dubai - podcast, vidcast, interviews.
View case study ↗
Apprenticeship Roadshow
Toyota & Lexus
Apprenticeship Roadshow
With Not Going To Uni - open day events island-wide, and podcast-style employee interviews.
View case study ↗
Photographer Interview
Cambridge United
Photographer Interview
A football-focused interview series raising the profile of photographers, filmed at the Abbey Stadium.
View case study ↗

More work

Leadership, purpose & community.

Ocular Melanoma UK
An awareness and education video series filmed at Moorfields Eye Hospital and The Royal Marsden - interviewing patients, clinicians and the charity team. Assembled and ran a small crew end-to-end, plus event vox pops.
Legitimate Leadership
Building a partner's personal thought leadership and the firm's profile - capturing and producing content at client workshops, conferences and a strategy day, turned into LinkedIn content.
Not Going To Uni
Stepped in as interim marketing lead after their Head of Marketing departed - working with their newly promoted Marketing Manager to introduce a new marketing delivery model, including a virtual marketing assistant.
Workshops & Roundtables
Running full-day and breakfast sessions for recruitment and talent acquisition teams - positioning the importance of employer branding, and developing ideas for content they could be creating.
Agency Projects
Working with agencies including TMPW, Stafford Long and AMS on content strategy, content activation ideas, auditing and operational advice around social media and content teams.
Employer Content Marketing Podcast
155+ episodes, 150+ guests across industries, backgrounds and countries - free, ongoing proof of the same content-first thinking, applied to my own positioning. Listen ↗

Employer brands built from the inside out.

I feel we have similar outlooks on employer branding, and I've loved applying my thinking and philosophy to client work - and helping others do the same - since 2019. With my approach as strategist, producer and creator, I bring a blend of strategy and direction alongside a real understanding of production and content marketing processes - meaning I'm well placed to go solo, or work alongside other teams, depending on the project.

LET'S HAVE A CALL →