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.
Episode Timeline
- 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
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.
