I help employers become the go-to choice for diverse talent.

After working in 4 different industries. 
I noticed employers faced these challenges:

1) Spending a lot of money on recruitment-related costs 
2) Unable to engage effectively with diverse candidates 
3) Limited awareness of their employer brand online  
4) Struggling to attract & retain quality candidates

So, I quit my job to solve these challenges. 
↳ Dramatic, I know!

Here’s the process I developed: 

- Understanding the Employee Value Proposition (EVP)
- Promoting the EVP via influencers/content creators 
- Hosting recruitment events at key hiring locations
- Capturing Employee Generated Content (EGC)
- Distributing the EGC on social media 

The results so far: 

- 104 candidates hired to date
- 95.6% staff retention rate on hires 
- 98.5% of candidates hired are diverse
- Over 16 million candidates reached online 
- £131,000 saved on recruitment related cost 

Trusted by LinkedIn, HSBC, Samsung, Octopus Energy, 10,000 Black Interns, St James Financial Adviser Academy, and other notable organisations, my agency works with employers across any industry. 

Here’s what one of my clients had to say: 

"The quality of candidates we received through Beyond Education was exceptional, outstripping what we'd previously been able to achieve with external providers. We are beyond impressed!" - (Rebecca A Brown, Head of Legal, IQ-EQ)

If you work in Talent Acquisition, Employer Branding, DEI, or Early Careers and want to build employer brand awareness to attract and hire diverse talent...

Drop me an email - sadeoye@beyondeducation.uk 📧

PS: Also available for brand partnerships and speaking opportunities. 

Stephen Adeoye

I spent 12 hrs with an 8 figure exited Founder on the weekend. 

Asking him ‘10s of millions’ questions iykyk lol 

He recognised my ambition  
Critiqued my sales presentation
Went through my entire business services 
Bought me a very fancy three course dinner 
Messaged me the next day to give more advice

I’ve always felt like the ‘’You can't be what you can't see’’ doesn’t apply to me.

I've always believed that…

 If I don't see it. I'm just gonna be it. 

But there is something about seeing someone who has been in your exact predicament that hits different. 

That’s why I can’t help but feel inspired by this Founder who: 

Came to UK from his home country
Grew up in Southeast London. 
Started a marketing agency. 
Grew it to multi 7 figures. 
Sold it for 10s of millions. 

Then you have me who also…

Came to UK from my home country
Grew up in Southeast London. 
Started a marketing agency. 
Generating 6 figures enroute to 7. 
With ambitions to sell one day 

Timothy Armoo  really showed me firsthand how the best Talent Wrks to achieve this.

What a privilege 👑

Connecting employers with their target audience using influencer marketing, events and content | Trusted by LinkedIn, HSBC, BBC and more.

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We build personal brands for Black/Diverse Founders and CEOs 🗣 | CEO & Founder of OSSAI

I’m Phil, the lad behind the scenes helping people like Jake Humphrey, Spencer Matthews, Mary Earps and Ferne McCann show up online in a way that actually sounds like them.

I’ve spent more all-nighters than I care to admit helping founders and public figures build personal brands that turn heads, start conversations, and lead to real opportunities.

Most of my work is being a translator: pulling the real insight out of someone’s head, shaping it into content, and building a system that keeps it consistent.

That means:

clarifying your message and positioning

turning your lived experience into posts people want to read and share

building a simple content engine you can actually stick to

I’m also funnelling everything we’ve learned at OSSAI into Pesora, an autonomous personal-branding tool built to give more people access to proven strategy without the full agency price tag.

If you’re a founder, CEO or creator with a spicy brain and a head full of ideas, but you’re struggling to get it out consistently, drop me a message. ✌🏿

Phil Ossai

I've been very lucky in my career. 

I'm spending my 20s speaking to elite CEOs and public figures clients.

For free... even better... they pay me 😅

A few lessons I've learned from some of my clients along the way:

Milimo Banji - Business is about servitude. The moment you're in business for yourself, you've lost...

Jake Humphrey - Happiness is a choice. There's no amount of 'achievement' or 'money' that will make you happier. Learn to enjoy the ups and downs of business.

Spencer Matthews - A world record attempt is literally something no one else has ever done. Thus you must be willing to do what others are not willing to do to achieve such a feat.

Devo Harris - Your focus must be to innovate. Innovate or die. Tech is constantly moving, never stand still.

Kit Chilvers - there's a method to the madness we call viral videos and community growth. Learn to use your fyp/explore page as something

Should I keep these coming?

💎

Personal Branding for CEOs, Founders and Talent Brands via OSSAI Agency & Pesora AI

Yesterday marked 4 years of OSSAI 🥳

I took this photo last night at Christina Taylor’s office while my little one was in dance upstairs at The ASH Company and it hit me... wow I've been in business for nearly half a decade. 

I'm old 😅 but equally I feel like I started yesterday.

I still remember 4th March 2022... full of naivety. Pre-Chat GPT days. Back before the AI slop. 

A LOT has changed since then... but a lot hasn't.

Here are 4 lessons that have stood the test of time.

1 - Human psychology doesn't change: curiosity, negative bias is a powerful vehicle to capture one's attention.

2 - Quality > quantity of followers. Don't get attention mixed up with intention. You can get leads at 500 followers, and nothing at 500,000 followers.

3 - On the other hand, if you want community growth, cross-pollinate your audience with related creators/founders. Collab carousels, collab Vids/TikToks/Reels... they are SO powerful.

4 - The science of social media growth and virality is: A/B testing every element of a piece of content, and with enough variants, the data will tell you exactly what you need to do to grow. It's not rocket science... but it is a lot of effort.

Thank you to all those who supported and believed in the vision before it was a reality. 

Amy Stephenson-Yankuba Aaron Burns Milimo Banji Mary Earps MBE Ellis Bennett FCCA Yafet Semere Jade Beard-Stevens Jim Meadows Indiana Julian Keenan Bettany Lyle Yorks Jake Humphrey Jane Hunt Robyn Liddell Claire Richards Nazia Haque Netta Jenkins sorry if I forgot to tag anyone!

Andrew Hulbert FIWFM thanks for the inspo on this!

They literally marketed Bad Bunny's half-time performance during EVERY ad break of the Super Bowl 

And you're wondering if you're marketing or talking about your business TOO MUCH. 

Please please please post about you, your expertise, your opinions, your story and your business.

Even if it's more than once a day.
Even if it's not 'optimal' for the algorithm.

If one of the biggest artists in the world is being 'pushy'...

Why can't you?

This is the most relieved Manchester United fan to ever exist 😅

Because he knows what everyone is thinking...

The moment United win 5 games in a row...his hair is gone and a lot of the immediate interest and of course brand deals he's receiving.

As his "unofficial, i-dont-think-he-knows-i-exist personal brand manager"... something needs to change.

He needs to bring a unique angle to WHY people should pay attention to him outside of his hair.

I mean he's dedicated to the club, he could begin presenting, go into punditry, interview players with a funny twist, continue streaming with other creators outside of match days...

Until "we"... I mean "he"... figures out what other talents he'd be open to exploring... 

The United Strand aka Frank Ilett might have a problem 😕

Let's talk mate!

There are lots of new faces here after Jake Humphrey’s post so I should probably introduce myself properly.

I’m Phil 👋🏿

I'm a girl dad, man united fan, from Manchester and..

I run a personal branding agency called OSSAI

(Yep it’s my surname. Can’t get more personal than that 😅)

OSSAI started as a simple experiment.

I was working at a tech company at the time and had a theory:

If you can grow the CEO’s profile, you’ll get more reach (and trust) than a LinkedIn company page ever will.

So I tested it… on myself.

I started sharing what I knew from building and running online communities since I was 15, plus my opinions on what actually works on social (especially LinkedIn).

A few posts went “viral”, people reached out, and the agency happened almost by accident.

Since then, I’ve supported 150+ founders, CEOs and public figures, such as Spencer Matthews, Mary Earps MBE, Ferne McCann, Lorri Haines and of course Jake Humphrey, helping them turn their expertise and thoughts into content that builds reputation, reach, and business opportunities.

To me, running a personal branding agency is a lot like personal training.

I can bring the plan, structure, coaching, and reps… but the results come from the person being willing to put the work in.

That’s why I loved what Jake said in his post: I’m his social media translator.

I’m not ghostwriting for people but just simply structuring their thoughts and opinions in ways that people will digest it.

One more thing: I’ve also built an AI tool called Pesora, essentially a productised version of our agency thinking

not every founder has the budget for hands-on support, but everyone should be able to access great personal branding strategy.

If you’re a founder/CEO or public figure or influencer and you want to build your personal brand properly, on LinkedIn, Instagram, or beyond say hello to me in the DMs.

Let’s talk!

Back from a London day trip to meet the man of the hour Jake Humphrey

If you were a fly on the wall, here's what you would've heard:

🗣️ "Business growth is expensive: Financially, physically, emotionally, and mentally. Consistency growth beats intensity any day of the week."

🗣️ "The view at the top of the mountain is the same as the bottom of the mountain: Another set of peaks on the horizon. There's always another goal so learn to detach your joy from the outcome and place it in the process."

A few things it got me thinking...

There's a unique energy being around non-Londoners. People who are supposedly disadvantaged when they don't live in the capital. The drive is built differently when opportunity isn't always on your doorstep.

My generation places such an importance on stupid stuff: revenue rather than profit, the badge of your car rather than character... and when you hear successful people speak the ego in you can think: 'it's easy for you to say now you've achieved it'.

But the challenge I'm setting myself is to actually try and adopt a wiser mindset this year.

I really shouldn't upgrade my car, or my living expenses... 
I need to keep my head down and act like it's nil-nil
I need to enjoy the journey more because this is the real game I'm playing now, not pre-season.

Anyway... back to work.

Don't get attention mixed up with intention.

The loudest personal brands don't always make the best content.

The founders with the largest followers don't always have the best businesses.

I have a United Fan page with 300k IG followers and a TikTok of 175k followers.

My '17k' LinkedIn following has 'made me more money' than that 475k following ever has.

A 300w light bulb can light up a room

A 300w laser can cut through steel.

Same energy, different focus.

Happy new month everyone 🚀

The Consistency blueprint: My 90-day goal-setting journal from the 🐐 Aaron Burns

Your personal brand is your insurance policy.

I started OSSAI when I was in my very early 20s.

The fact that I’m able to sit in rooms with people who have scaled seven and eight figure companies, have 10 and 100s millions in the bank, while still in my 20s…

Plus I have access while their guard is down, while they’re vulnerable, while they’re open to hearing new ideas, and to have them trust my expertise, is an anomaly that I’m very aware of and very grateful for. 

I don’t say that to brag.

I say it to make this point:

The only way I was able to get into those rooms was because of the insurance policy I’d been slowly contributing to day in, day out, week by week, month by month, which is my personal brand.

My reputation tends to do a lot of talking.

I recently had a massive community reach out to me to do workshops for them.

The same goes for another speaking gig across borders.

That’s why I believe your personal brand opens doors, but also protects you when things don’t go so well.

If you’re let go.

If you’re struggling.

If things are tough.

I’ve had many bailouts from people in my network that I grew through LinkedIn, through Instagram, through TikTok, who supported me during tough times in the agency as a result of us meeting online.

If I hadn’t posted that content, I probably wouldn’t be where I am.

So yeah, your personal brand is your insurance policy.

🤞🏿

Most founder personal brands don’t have a “content” problem.

They have a 'fit' problem.

I call it the 3Ms: message, messenger, market.

The other week, Jake Humphrey shared me on LinkedIn and Instagram (thanks bro 🫶🏿) 

After that, my inbox filled up with founders and creators who all wanted the same thing: “Help me build my personal brand.”

Here’s what I told about 80% of them.

If your posts aren’t landing AND you’re posting enough. It’s because one of the three Ms is off.

Your message isn't being potraying in an interesting way.
Or you’re not the right person to say it (yet).
Or you’re speaking to an audience that doesn’t care about that message.

You need all three to click at the same time.

Plusssss you can’t buy your way past it.

I had someone who sold his company for £100m+ say, “Phil let’s go big”... I told him the same thing I tell broke founders:

Money helps you move faster (quantity of content). But the challenge of uncovering your story and strengths and aligning it with what people want to hear (quality of content)... yeahhhh money ain't going to help you mate.

Quality content is either figured out accidentally or intentionally and slowly:

Step 1: Map out your life events opinions and skills acquired along the way on a timeline
Step 2: Figure out WHY you're the right person to talk on these topics.
Step 3: Figure out who needs to hear it and what they already care about.

When those three line up, you've found a 3M. You'll have more than one, so go again.

A 3M of Jake Humphrey for example: his life wisdom.
A 3M of Mary Earps: her time playing at Manchester United and lessons from Alex Ferguson
A 3M of Spencer Matthews: How he achieves work life balance even though he's an endurance athlete
A 3M of me: Sharing personal guidance like this specific to creators/founders in the media.

If you’re stuck right now, don’t ask “what should I post?”

Ask: which of my three Ms is the weak one? Which one do I need more clarity on?

If you need further guidance on this, I'm doing a select number of 1:1s for founders who just need some one-off strategy sessions. 

Send me a DM to book in.

An 8-line personal branding masterclass we can learn from Jim Ratcliffe on the definition of a digital footprint...

A UK national living in Monaco (an immigrant) complaining about the colonisation of the UK by immigrants is a contradictory position to hold, whether you agree or not.

I personally think this belief will be on the wrong side of the history books one day (but that's just my opinion, let's stick to logic & facts).

All for what agenda? I've heard this has caused a divide within the back office of Manchester United and INEOS.

He's apologised and backtracked his words (already) but all that is circulating by that logic is "misinformation" of his opinion (if he really has miraculously changed his opinion that quickly).

To leader watching this... 

AI and rife misinformation have already caused a streak of doubt and skepticism within any form of media we consume.

CHOOSE YOUR WORDS CAREFULLY.

Some things will just stick... just ask Donald Sterling (google him).

What’s common knowledge to you…

… is a game changer to someone else. 

You’re sitting on a goldmine of insights, experiences and lessons. 

All you’re missing is the framework to structure your thoughts. 

💪🏿

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The Battle

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