Ep 66: Culture on Camera

Guest Bio:

Chris Le’Cand Harwood is an award-winning Content Strategist & Producer who helps organisations turn their workplace culture into content that attracts talent, elevates leaders and engages teams.

Advertising sells, but content builds trust. When people are considering your organisation, they want the real stories, opinions and experiences from the people actually doing the work. Sales messages can't do that - content can.

Follow Chris Le'cand Harwood on LinkedIn: https://www.linkedin.com/in/chrislch

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Episode Highlights:

Organizations often talk about culture, but few know how to show it in a way that builds trust with candidates, employees, and customers. In this episode, content strategist Chris Le’cand-Harwood joins co-hosts of The Culture Profit Crista and Matt Vance to explore how companies can turn their internal culture into authentic content that attracts the right talent and strengthens their brand. Rather than relying solely on job ads or polished marketing messages, Chris argues that real employee stories—captured through conversations, documentaries, and simple interviews—offer a more credible and compelling view of what it’s actually like to work inside an organization.

A central theme of the conversation is the difference between advertising and content. Advertising can drive attention, but authentic content builds trust over time. Chris shares examples from his work producing culture documentaries and employee-focused videos, where the goal is not to script a perfect message but to capture real moments and experiences. These unscripted interactions—like a clinician reading a meaningful message from a patient—often become the most powerful content because they reveal purpose and impact in a way that can’t be manufactured. When organizations treat employees as “the talent” and give them a platform to share their expertise and perspective, the result is content that resonates with both candidates and current team members.

The discussion also highlights the practical value of culture content in recruiting. Chris notes that pairing job descriptions with employee videos and stories helps candidates make more informed decisions and improves applicant quality. When people understand the purpose, challenges, and day-to-day realities of a role, those who apply are more aligned and motivated. This reduces screening time, supports better hiring outcomes, and can even improve retention. The content also serves internal audiences—boosting engagement, highlighting expertise, and reinforcing a sense of mastery and purpose among employees.

For leaders worried about time or budget, Chris emphasizes starting small and simple. Actionable advice includes recording informal conversations with hiring managers or team members using a phone or video call, focusing on value for the audience rather than perfection. He encourages organizations to experiment, build confidence, and gradually scale their efforts. The key is to clarify the purpose of the content—what value it offers to candidates or employees—before pressing record. Over time, these small steps can evolve into a consistent content strategy that strengthens both employer brand and culture.

Ultimately, the episode underscores that authentic culture content isn’t just a recruitment tool—it’s a strategic asset. By capturing real stories, organizations can clarify their identity, engage their people, and attract candidates who genuinely align with their mission. In an era where AI can generate endless generic content, the companies that stand out will be those willing to share honest, human experiences. The message is simple and actionable: start recording, focus on value, and let real voices tell the story of your culture.

‍Actionable Takeaways

If you're ready to start turning your culture into content without a massive production budget, Chris and Matt suggested these immediate steps:

• Hit Record on Your iPhone: Don't wait for a studio or a "Chesterfield sofa" setup. Use voice memos or Zoom recordings to capture guided conversations with hiring managers and team members today.

• Mine Your Existing Research: Most HR teams have "gold" hidden in old research decks or employee value proposition (EVP) surveys. Use those insights as prompts for quick, conversational video clips.

• Adopt an "Experimentation" Mindset: Treat your first few pieces of content as a pilot. Lower the entry point by focusing on the value you can provide to the audience rather than the perfection of the edit.

• Leverage the "Why": In interviews, ask candidates if they watched your culture content. Use it as a benchmark to gauge their alignment with the company’s purpose.

Ultimately, the goal is to provide value before you ask for it. In a world saturated with generic, AI-optimized job descriptions, the most "un-optimized" human stories are often the ones that stand out the most.

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