Meet Which?: A Trusted Name with a Modern Voice
Which? is the UK's leading consumer champion: independent, not-for-profit, and committed to making life simpler, fairer, and safer for everyone. While its reputation is built on decades of rigorous research, product testing, and consumer advocacy, Which? is also a dynamic organisation with a vibrant digital presence. Its social media channels bring expert consumer advice to life in fresh, engaging, and genuinely useful ways, reaching people where they are, with information they can act on.
Building and maintaining that presence requires creative, curious, and adaptable people. People like Joseph Cross.
Joseph's Story: A 1,200-Mile Journey to a Dream Job
Joseph Cross didn't follow a conventional path into the world of social media. He didn't go to university. His CV includes stints as a ski centre worker (from the age of 14), a labourer on building sites, a Tesco delivery driver, and three years training as a welder at a Which? Trusted Traders company. It's a varied background, and it turned out to be the perfect foundation.
The turning point came when Joseph left his welding role to take on a personal challenge: hiking 1,200 miles from the top of Scotland to the bottom of England, raising money for charity along the way. It was on that journey that something clicked. The need to document, tell stories, and connect with an audience ignited a passion for content creation and video-making that he hadn't known was there.
Motivated by that discovery, he returned to welding, but only long enough to save for a solo backpacking trip through Southeast Asia. He set himself a challenge: create a video every single day for eight weeks. Editing on the go, developing his filming instincts, building a narrative voice in real time. It was an intensive, self-directed creative education.
"Although my path into social media wasn't a traditional one, and I didn't attend university, I still managed to land this role."
While in Vietnam, he came across a social media apprenticeship vacancy at Which?. He applied. He got it. He found out while still abroad.
Joseph started in May 2023, learning the mechanics of scheduling, briefing graphics, and keeping content running smoothly across platforms. Within six months, he had progressed to Social Media Producer: creating posts, producing short-form video, responding to comments, and helping promote Which? Trusted Traders.
Which? has been, by his own account, a brilliant place to work. The team was welcoming from day one, and the supportive culture gave him the confidence to grow quickly and contribute meaningfully.
His advice to anyone considering a similar path? You don't need a degree or a traditional CV to break into social media. You need curiosity, consistency, and the initiative to start.
"One of the best things about social media is that you can begin on your own and for free. Learn to edit on your phone, study what others are doing and why it works, start posting your own content."
Joseph's story is proof that initiative and passion can open doors that qualifications alone cannot. And Which? is the kind of employer that recognises that.
About The 93% Club
The 93% Club is the UK's largest network for state school students and graduates, championing social mobility and levelling the playing field in careers. We exist to ensure that where you went to school doesn't determine where you end up in your career.
We partner with forward-thinking employers like Which? who share our belief that talent is everywhere, even if opportunity is not. Which? is proud to be listed on our job board, actively recruiting from a diverse pool of talented candidates who bring fresh perspectives, drive, and ambition to the workplace.
If you're a state school student or graduate looking to build a meaningful career at an organisation that genuinely values its people, we encourage you to explore the opportunities available at Which?.
View Which? roles on the 93% Club job board: https://careers.93percent.club/companies/which-5861605
Your background is not a barrier; it's your strength. Take the leap and apply today.
Category: Employer Spotlight | Which? | Social Media & Content Creation