James Kelly is the senior content writer and marketer at Boundless, a company specializing in global employment solutions. In his role, he creates engaging content and resources to assist businesses in navigating the complexities of international employment. With over five years of experience in B2B content marketing across sectors such as SaaS, technology, and finance, James excels at making complex topics accessible and relevant.
Background: The Highlights
James has authored insightful articles on topics like fostering inclusivity through remote-first strategies and the technical workings of employer-of-record (EOR) services. His writing reflects a deep understanding of global employment challenges and offers practical solutions for businesses aiming to build inclusive, compliant, and efficient remote work environments.
In addition to his writing, James contributes to the company’s efforts in promoting equitable compensation and benefits. Doing so ensures that all employees, regardless of location, receive fair treatment. His work supports Boundless’ mission to simplify global employment, enabling companies to focus on their people and growth.
nDash’s Marketer Interview with James Kelly
Jenn: Can you tell us a bit about yourself and your journey to becoming an expert in HR, content marketing, communications, and as a marketer?
James: My path to HR, content marketing, and communications has been a bit of a winding one. But it all started with a simple curiosity about how businesses work and how people fit into the puzzle. I’ve been in marketing for over 10 years, getting my hands dirty with everything from SEO to social media and even PR. But a few years back, I realized I was really drawn to the HR world.
It’s so complex and impactful, and I love the challenge of keeping up with all the changes—especially with the rise of AI. My experience with HR systems providers really helped me get a foothold, and working with some of the industry’s big players was an incredible learning experience.
Now, I get to blend my marketing know-how with my HR knowledge, which is a perfect fit. I create content that hopefully makes HR pros’ lives a little easier. I’m really proud to be here because Boundless is all about integrity and doing things the right way, especially when it comes to local employment laws. That’s something I really believe in.
Jenn: What pivotal moments or decisions in your career trajectory led you to specialize in this intersection of fields?
James: There wasn’t one single “aha!” moment but a series of experiences that nudged me in this direction. However, if I had to pinpoint a turning point, it would definitely be my work with HR startups on a consultancy basis. I was brought in to help them create compelling content, and what was fascinating was seeing how that content directly impacted their growth.
Some of those companies just took off like rockets – they became unicorns and real industry leaders. It was incredible to be even a small part of that success, and it really solidified my passion for this intersection of HR, content, and marketing. Seeing those companies, some of the best performers of the last decade, achieve such phenomenal results really showed me the power of combining these fields.
Lessons Every Marketer Can Learn from HR-Driven Content Strategies
Jenn: Can you share an example of a successful content marketing campaign you spearheaded that effectively incorporated HR principles, communications strategies, and overall marketing goals? What made it so impactful?
James: Here at Boundless, we’re a small but mighty team, and we’re really proud of the impact we make. I currently spearhead the content-marketing strategy, and last year, we launched a campaign that I’m particularly proud of. We created a comprehensive buyer’s guide to EORs (Employer of Record services).
The EOR space can be pretty complex, and there are still quite a few misconceptions, so we saw a real need for clear, unbiased information. We built an entire awareness and education campaign around this guide, and it performed incredibly well for us.
It not only drove significant traffic and engagement but also helped position Boundless as a trusted resource in the EOR market. It was a great example of how we can leverage content to educate our audience, build brand authority, and ultimately drive business growth.
Jenn: From your experience, how can companies leverage internal communications to not only attract top talent but also retain their current workforce?
James: Your internal communications are like your company’s heartbeat. For attracting top talent, it’s your chance to show off what makes your company special. Forget the corporate jargon—tell real stories about your employees, what you value as a company, and the difference people are making. That’s what potential candidates connect with—the real stuff, not just the glossy brochures.
When it comes to keeping your current team happy, internal communication is even more vital. It’s all about making people feel like they belong and that their work matters. Regular updates, celebrating wins (even the small ones!), and actually listening to feedback show everyone they’re valued. Honesty is huge, too—being upfront about challenges and how you’re tackling them builds trust.
And don’t forget to create ways for people to connect with each other— that sense of community is so important. When people feel in the loop, appreciated, and connected, they’re way less likely to jump ship.
A Marketer’s Guide to Building Trust Through Transparency
Jenn: How can brands maintain authenticity and build trust with their audience through their content and communication efforts?
James: At Boundless, we’ve always prioritized integrity and doing things the right way, even when it means making tough decisions. A great example of this was our stance on offering EOR services in Spain. While some of our competitors were operating there, we did our due diligence and brought legal experts on board. We discovered that the legal landscape around EORs in Spain was, shall we say, complex. In our assessment, operating there as a traditional EOR was simply not legally sound.
Now, it would have been easy to ignore that and chase the business, but that’s not how we operate. We felt it was crucial to be transparent with our audience and potential clients. So, we made a very public statement that we would not be offering EOR services in Spain. We explained our reasoning through blog posts, webinars, and even at in-person events. We laid out the legal complexities and why we felt it was important to take this stance.
It wasn’t necessarily the easiest decision, and we knew we might lose some potential business, but it was the right decision. It reinforced our commitment to compliance and our values. Ultimately, it built even stronger trust with our clients because they knew we were putting their best interests first, even if it meant saying “no” to something lucrative.
Jenn: What are some common misconceptions brands have about reaching their target audience, and how can they tailor their messaging to resonate more effectively?
James: Brands often think they know their audience, but they’re really just making assumptions. They try to appeal to everyone and end up appealing to no one. And they think shouting the loudest gets them heard – it doesn’t.
The fix?
💡 Do your research.
Really understand your audience—their needs, motivations, and pain points.
💡 Segment your audience and tailor your message to each group.
Focus on the value you provide and how you solve their problems. Be authentic—people can spot a fake a mile away.
💡 Finally, listen.
Pay attention to what your audience is saying.
Jenn: How has your understanding of HR shaped your approach to content marketing and communications, and vice versa?
James: My background in HR has fundamentally shaped my approach to content marketing and communications. It reinforced a core principle that I believe is essential to all businesses: All businesses are ultimately about people. Serving people, understanding their needs, ensuring their well-being – these are the foundations of success.
My HR experience has instilled in me a deep appreciation for this human element, making my communication more empathetic, value-driven, and focused on building genuine trust. It has also provided me with a crucial understanding of the legal and regulatory complexities that businesses face today.
Key Trends Every Marketer Needs to Watch in 2024
Jenn: What are some key trends you see emerging in the areas of HR, content marketing, communications, or marketing that professionals should be paying attention to?
James: A few things are really catching my eye right now. In HR, employee well-being and mental health are finally getting the spotlight they deserve – it’s not a perk anymore; it’s essential. Skills-based hiring and development are also taking off, which is great because resumes don’t always tell the whole story.
And, of course, remote and hybrid work is here to stay and constantly evolving. And we can’t ignore AI. It’s popping up everywhere, and HR is no exception. From applicant screening to personalized learning, the potential is huge.
But there are also some serious red flags. Bias in algorithms is a real concern, and new legislation, like the EU AI Act – the first of its kind! – is a game-changer. It flags HR AI systems as one of the riskiest uses of AI, so we need to be really careful and responsible as we integrate these tools.
Jenn: What advice would you give to someone looking to build a career path that combines aspects of HR, content marketing, communications, and the responsibilities of a marketer?
James: Soak up everything you can about each area. Don’t worry about being an expert in everything right away – just build a solid foundation. Start with the HR basics – things like employment law, talent acquisition, and benefits. This will give you a strong understanding of the people you’ll be connecting with.
Then, dive headfirst into the world of content and communication. Learn how to tell a story, create killer content, master SEO and social media – the whole nine yards. Practice writing different types of content – blog posts, articles, social media updates, and even video scripts. Don’t be afraid to experiment and try new things. The digital world is constantly changing, so be adaptable and always keep learning.
Look for opportunities to put your skills together – maybe volunteer to run social media for a non-profit, create content for your local HR group, or even start your own blog. Most importantly, I want to be passionate about connecting with people and making a difference. That passion will be contagious and make you stand out from the crowd.
Jenn: Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?
James: I’m passionate about showing people that HR isn’t just about paperwork and policies—it’s about people, and that’s what makes it so fascinating.
Want to learn more about James Kelly and the work he does as a marketer at Boundless? Check out their website or visit his LinkedIn page.