How Jim’s Group Grew 2,000+ Franchises Using Video Marketing – Joel Kleber on The Franchise Everything Podcast

In this crossover episode, I join Glenn Walford on The Franchise Everything Podcast to unpack how Jim’s Group built one of Australia’s biggest franchise networks fuelled almost entirely by video marketing.I share how he started with one videographer and turned Jim’s Group into a daily content machine. He explains the mechanics behind founder branding, long-form storytelling, and how YouTube became the “trust engine” that drives franchise recruitment.They dig into:• Building credibility with consistent content• Why “testimonial videos” are dead• How to turn negative comments into marketing gold• What franchisors can learn from influencer culture• The future of personal branding in franchisingThis one’s packed with real examples, a few hard truths, and plenty of ideas you can steal.Timestamps00:00 – Introduction: The Franchise Everything Podcast crossover02:00 – The origins of Jim’s Group video strategy05:00 – Scaling content across 50 divisions07:30 – When the results started to show09:00 – Founder branding: bringing Jim Penman to life online12:00 – Why Australians struggle with self-promotion13:30 – How to make it easy for busy founders to show up on camera15:00 – The “post more” rule: eight times a day and why it works17:30 – Turning criticism into creative fuel20:00 – The problem with testimonials (and what works better)22:00 – How content qualifies the right franchise leads24:00 – YouTube as the franchise world’s “trust engine”25:00 – Final takeaways for franchisors