At Foodco, we are passionate about creating great cafe experiences through strong partnerships and operational excellence. As the company behind leading cafe brands including Jamaica Blue and Muffin Break, we support our franchise partners to grow successful and profitable businesses.

We are proud of our diverse workforce, and what unites us are our EPIC values of Excellence, Passion, Integrity, and Camaraderie ? values that guide everything we do, every day.

About the Role

The Content & Franchise Recruitment Creator is responsible for building and running Foodco?s content-led franchise recruitment engine ? using video, podcast and social content to attract, educate and qualify prospective franchisees for Muffin Break and Jamaica Blue across Australia and New Zealand.

The role lifts the quality and volume of recruitment leads while reducing Foodco?s reliance on paid directories and cold lead sources. It is hands-on: filming, interviewing, editing, publishing and repurposing content at a consistent cadence, and building a library of real franchisee stories that does the trust-building before a recruitment conversation begins.

The successful applicant will work closely with the franchise development marketing team to ensure the franchise strategy is a priority in content created, and that any new barriers identified with existing leads are translated into content to help overcome these for future leads and conversions.

Key Responsibilities

Own a steady pipeline of recruitment content that shows what owning a Muffin Break or Jamaica Blue is really like ? the model, the support, the training and the day-to-day.

Treat content as the filter: nurture and qualify enquiries so the recruitment team spends its time on serious, well-informed prospects.

YouTube and Long-Form Video

Establish and grow a recruitment-focused YouTube channel as the primary trust-building asset.

Produce long-form content ? franchisee interviews, ?day in the life?, training behind-the-scenes,



FAQs and objection-handling.

Optimise titles, descriptions and keywords so content is found by people actively researching franchise opportunities.

Work with the franchise marketing team to identify assets that may benefit from paid spend to promote, in line with the overall strategy.

Podcast

Launch and produce a Foodco franchise podcast featuring franchisees and leaders, published as both video and audio.

Use episodes as pre-sales education ? honest, long-form conversations that warm up prospects on their own time.

Leader and Franchisee Visibility

Build a personal-brand content stream for nominated Foodco leaders (e.g. CEO, GM of Marketing, CDO) ? short, authentic, unscripted clips and Q&As;, primarily on LinkedIn.

Put franchisee voices front and centre; real stories from real owners consistently outperform corporate messaging.

Franchisee-Generated Content

Encourage, support and amplify franchisee-created content, providing editing support, training and simple templates.

Operate within clear guardrails set with Legal covering earnings, performance and lifestyle claims, disclosure obligations and brand standards (see Ways of Working).

Production and Repurposing

Run a lean, repeatable production workflow ? shoot, long-form edit, then repurpose into short-form for every platform.

Build and manage offshore editing support (if needed) for clipping, subtitling and repurposing, and use AI tools to speed up titles, descriptions, blogs and clip selection.

Maintain a realistic cadence ? one long-form asset and three to five short-form clips per week,



and a fortnightly podcast episode ? scaling with results, not vanity output.

Distribution and Dedicated Channels

Build and run recruitment channels that are separate from the Muffin Break and Jamaica Blue consumer accounts, so recruitment content does not crowd the customer feeds or unsettle existing franchisee.

Work with the franchise marketing team to distribute consistently across YouTube, LinkedIn, TikTok, Instagram and email, plus an ?Own a Franchise? section on the brand websites.

Monitor what performs and work with the marketing team to identify which content should have paid spend applied to amplify reach.

Measurement and Reporting

Report monthly on content performance ? channel growth, engagement metrics, lead enquiry directly from content, enquiry-to-application conversion rate, content cadence and cost per qualified lead versus directory sources.

About You

Solid end-to-end video skills ? able to shoot and edit, or direct and manage editing, to a high standard and at speed.

A natural interviewer who can put franchisees at ease and draw out genuine, usable stories.

Hands-on across social platforms (YouTube, LinkedIn, TikTok, Instagram) and content repurposing and distribution tools.

Comfortable using AI tools to accelerate production and managing offshore editing support.

Self-directed and consistent ? publishes to cadence without being chased; a bias to ?published, not perfect?.

Commercial instinct ? understands the difference between content that gets views and content that recruits.

Retail, hospitality or food service experience an advantage; an interest in small business and franchising helps.

Strong written and verbal communication and excellent organisational skills.

Based at Foodco?s Head Office in North Sydney

Regular travel to stores and franchisees across Australia and New Zealand to film and interview, plus attendance at training or trade events.

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📌 Content & Franchise Recruitment Creator (Surry Hills)
🏢 Foodco Group
📍 Surry Hills