203 Employer Branding That Scales: LEAP Create on Stories, Glassdoor Reality & Global Craft

Across the pond and deep in the EB trenches, Roger (Group Creative Director) and Sara McGregor (Managing Director) of Leap Create unpack how employer branding has matured—from HR side-projects to brand-critical work tied to measurable outcomes. They share what really separates EB from B2B, why employee voices beat influencers, and the unglamorous ops that let small teams punch way above their weight. In this episode, you’ll learn: EB ≠ B2B. Story-led, people-first work vs. transactional demand gen—and why modern marketing leaders are merging the two. Who actually moves buyers. Employees → customers → exec thought leadership outrank influencers; align your EB and corporate brand accordingly. Glassdoor truth serum. How reviews democratize your message—and why incongruent brand claims get punished fast. Global creative that lands. Transcreation, in-market testing, and tiny details (tone, visuals, even “whilst”) that make or break results. From two-person shop to acquisition. The risks of white-label concentration, professionalizing processes, and niching into recruitment marketing. Culture you can scale. LEAP values (Learning, Expertise, Artistry, People), “springboard” show-and-tells, hybrid cadence, and measuring team health. Hire for roles, not heroes. Designing replaceable roles so growth isn’t hostage to a few personalities. Breaking into EB. Practical entry paths from marketing, TA, or HR plus the core frameworks to master. Guests: Roger (Group Creative Director) & Sara McGregor (Managing Director) — Leap Create, a UK-based communications agency specializing in employer branding and recruitment marketing. Perfect for: Employer brand leaders, TA/People teams, brand/marketing execs, and agency operators building EB capability with real global reach. If this sparked ideas for your EB roadmap, follow OnAgency and drop a quick review—your feedback helps more operators find the show. For additional content, follow OnAgency on Social: @OnAgencyPodcast  Contact us at [email protected] This episode is brought to you by TalentNet and MahaloHub.  TalentNet Media empowers businesses with innovative strategies in talent acquisition operations, recruitment marketing, and employer branding. Join us to stay ahead in the evolving hiring and HR technology landscape at www.TalentNetMedia.com.   For marketers looking to amplify their marketing campaigns with high-impact video content, MahaloHub simplifies your workflow with its powerful, flexible, and scalable platform. Savvy marketers know that MahaloHub makes their lives easier and budgets go further by letting them invite, capture, edit, and distribute authentic video content seamlessly across all digital channels, all from one intuitive dashboard. Check Mahalohub out at www.mahalohub.com.