About your Senior Social Media and Digital Content Manager role.

Chris Le'cand-Harwood, Enfield Town, London

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Why I'm writing this.

There's no shortage of vacancies out there for people in social media and content marketing. But this one really stood out to me.

There's something exciting about a fixed contract like this - getting properly stuck into a team and an organisation for a focused period, rather than moving between projects.

I wanted to get in touch with you directly before putting in a formal application, because I really believe I've got the experience to add plenty of value to this role and to Imperial Business School. I wanted to send this over as a chance to stand out from a standard application.

So that's why I put this together.

The trust and attention crisis in higher education.

Higher education has never had more competition for attention. Online learning has made access easier than ever. Overseas competition is fierce. And AI has made it easier than ever for every institution to sound the same.

In a market like that, trust isn't a nice-to-have. It's what earns someone's attention in the first place - and keeps it, long after they've enrolled.

Because the value someone brings an institution doesn't end at graduation. It's the value they carry with them for the rest of their career, as one of your alumni.

Why this goes beyond marketing.

Only 20% of the world's workforce is actively engaged in their work. Gallup's State of the Global Workplace report puts a number on the impact of a disengaged workforce.

The more people we can help find work they're good at and actually enjoy, the better businesses perform - and the better society works, full stop.

Institutions like Imperial Business School sit right at the heart of this, and do something about it. Getting the story of what you do right isn't just a marketing job. It's part of getting more people into the right work.

Gallup State of the Global Workplace 2026 report cover

My journey.

Having worked in integrated marketing at the start of my career, I was one of the first agency people to take social media seriously for universities and employers.

I grew that into a dedicated social media function at Havas People - global strategy for the University of the West of England, clearing campaigns for Aston University, and social media audits for Nottingham Trent University and Staffordshire University.

I left that role as Head of Social Media, then moved into other social media and content roles - B2C for LG and Jessops, and more HE work for Anglia Ruskin University and Southampton Solent University.

I've run my own solo business since 2019. While I've not worked directly in higher education, I'm focused on what this role needs: content that taps into people's experiences and opinions, to attract the right talented individuals.

Chris with Gary Vaynerchuk — Meeting Gary Vaynerchuk at his book launch, 2015

Chris outside Facebook HQ — Me outside Facebook HQ in 2015 (while on honeymoon)

Chris and team celebrating a social media award — Me and the team celebrating a social media award, 2016

Chris and colleagues celebrating a RAD Award win — The team celebrating a RAD Award for Integrated Campaign Work of the Year, 2016

It's more than just posting content.

Content isn't downstream of strategy. It's strategic in its own right. I take this thinking into content productions that bring strategy to life: podcasts, video series, documentaries, written articles, social media content. I have a journalistic approach to marketing that helps surface what people know, think, and have lived through.

That's the thinking behind my current work with Legitimate Leadership - I help their leadership consultants build their personal thought leadership and the firm's profile, by capturing what they're already doing at workshops, conferences, and strategy days, and turning it into content that gives them the visibility and voice they deserve.

My philosophy in practice.

Here are some of my productions built on this thinking. These are examples of where my thinking has been put into practice - focusing on audience needs, and bringing a journalistic curiosity to documentaries, podcasts, and conversational content designed to provide value first, and sell second.

Pursuit of Meaningful Impact, Cygnet Healthcare

Cygnet HealthcarePursuit of Meaningful ImpactView case study →

Legitimate Leadership workshop, LinkedIn content

Legitimate LeadershipLinkedIn ContentRead the article →

Cygnet HealthcareMe & SLTView case study →

Royal Air ForceFind Your Force SeriesView case study →

Innovation Within: packed with content inspiration.

Innovation Within is something I came across while researching this role - it's a good foundation and I see it sparking more content that will thrive on social media.

You can tap into professors' expertise for real microlearning content, and capture student advice about what it takes to be innovative. Imagine an Innovation Within mini-documentary with a small crew - I've done exactly that before.

That's content marketing - giving value to get value, and building trust before people invest their future in you.

Alongside that, there's real opportunity in vox pop, street-style interviews on campus - built for how people watch TikTok, Instagram and YouTube now.

This is just where my thinking starts - I'd love to explore it further with you during the recruitment process.

Innovation Within video still - interview

Innovation Within video still - students on campus

Innovation Within video still - group conversation

Strategy without hands-on implementation is just theory.

I've seen plenty of strategies that live in 80+ slide decks but never truly make it any further.

Strategy is really about setting direction, implementing, optimising and adjusting the course. Strategy is more of a quest than a journey.

There's already a Social Media and Digital Content Manager to work alongside. It will be a great opportunity to work hand in hand with them, turning strategic thinking into content alongside the wider team and partners too.

It's how I've always worked. Not just setting strategy and creative positioning, but producing the podcast, directing and producing on documentary shoots, managing post-production myself. And managing and coaching individuals in a team is something I love doing.

It'd be great to talk.

The job description said to get in touch with you if I wanted more information. There are two questions I have:

What are your ambitions for marketing at the Business School over the next 12 and 24 months?
How would you describe the Business School's marketing philosophy?

It would be good to get your thoughts on email, or over a call if you preferred.