Ep122 How Jim’s Group Grew 3,000+ Franchises Using Video Marketing with Joel Kleber

Joel Kleber is the Chief Marketing Officer of Jim’s Group, Australia’s largest franchise network. Since 2019, Joel has led the brand’s content-driven growth strategy, transforming dormant social accounts into a powerful media engine.   With a background in content and marketing, Joel built a team that consistently produces authentic video across YouTube, Facebook, LinkedIn, and TikTok — from franchisee stories to founder-led Q&As. This approach has doubled network growth in just five years, positioning Jim’s Group as a standout in franchise marketing.   Passionate about the power of storytelling, Joel champions founder branding and long-form content as the new trust engine for franchisors. His work demonstrates how consistency, transparency, and a willingness to embrace new media can fuel both recruitment and brand equity.   0:00 Introduction 1:13 Starting point in 2019 — the content base Jim’s Group began with 2:33 Creating a content plan across multiple divisions 4:15 When the content strategy began showing measurable impact  7:01 Leveraging the founder’s story to drive franchise growth 9:24 Breaking the stigma around self-promotion with authentic content 11:12 Posting frequency and consistency in content strategy 12:35 Why personal profiles outperform company pages on LinkedIn 14:12 Overcoming content struggles – finding topics for consistent posting  17:25 Turning negative comments into trust-building opportunities 20:50 Advice for franchisors on content production and launching a strategy 23:03 Wrap up   Podcast Produced by:  www.franchisebusinesshub.com.au   Listen or Watch on;   Spotify: https://tinyurl.com/ymxsfjw9 Apple Podcasts: https://tinyurl.com/fff4bukc Amazon Music: https://tinyurl.com/cxt6dk9j YouTube: https://youtu.be/1oKNZromSQo