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.

In Episode 122 - 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:Franchise Business HUB

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