Social channel and community management lead reflects on 16-year Bankwest journey
James Jeffs is living proof that motivation can get you far in life.
Over his 16-year stint at Bankwest, Jeffs has risen from branch management, through the learning and development stage, onto performance and coaching, via change management, to the social media hotshot he is today.
Now, as Bankwest’s social channel and community management lead, Jeffs spends his time helping brokers grow their businesses through the power of social media.
It is an increasingly important role in a day and age where social media is effectively the shopfront of the modern brokerage.
Discussing his professional journey with MPA, Jeffs shared how he has drawn inspiration from the industry experts he’s been fortunate to learn the tools of the trade from.
“Learning from others was essential,” said Jeffs. “I’ve always made a point of surrounding myself with people who challenge and inspire me. Whether it was mentors, peers, or team members, I stayed open by asking for feedback, joining cross-functional projects, and actively participating in internal communities.”
Traits of success
Collaboration is more than a skill for Jeffs, it’s a mindset where “I treat every interaction as a learning opportunity”.
Curiosity has also been a defining trait of Jeffs’ rise through the Bankwest ranks. For him, simply asking ‘why’ or ‘what if’ on any occasion is an underrated tool.
“That mindset has helped me explore new ideas and challenge the status quo. Empathy has also been key. Whether I’m leading a team, coaching someone, or crafting a marketing message, understanding people’s needs has always been at the heart of what I do.”
Adaptability, meanwhile, has helped Jeffs embrace change and lean into new challenges – an especially important habit given the multidisciplinary nature of his role.
Creativity “has been a bit of a superpower” too. “Particularly in marketing. Thinking differently and finding fresh ways to connect with people has opened some exciting opportunities throughout my career.”
Social power
Jeffs is a firm advocate for social media as a force for good in the finance space.
More and more people are turning to platforms like TikTok and Instagram for mortgage advice because they are “accessible, fast and full of real stories”.
Jeffs said: “People trust peer recommendations and want advice that’s easy to understand. Instead of formal financial content, they’re looking for bite-sized tips, relatable experiences, and answers to their questions.”
For brokers seeking to engage with these audiences, the key is in showing up authentically while sharing content that actually helps. “It’s about building trust, not just promoting products,” said Jeffs.
Yet social media is also a bit of a wild west, and there is a lot of bad advice out there, so consumers need to show caution and scrutiny when engaging with content.
“I always recommend cross-checking anything you see with official sources like ASIC or your lender’s website,” said Jeffs. “And if something sounds too good to be true, it probably is. Social media can be a fantastic tool for learning and connecting, but it’s important to verify what you’re seeing before making any big decisions.”
Building your social brand
Because of his sharp knowledge of social media, Jeffs has been a guest speaker at a raft of broker events.
He recently hosted the ‘Being Brilliant on Social’ session, where he taught brokers the power of connecting with their audiences through on LinkedIn, Instagram and TikTok.
“We talked through content ideas that brokers can easily put into action, and I offered advice on building a personal brand that feels authentic and trustworthy.
“The energy in the room was fantastic! Brokers were engaged, asking great questions, and genuinely keen to learn. It was a great reminder of how powerful social media can be when used with purpose.”
For Jeffs, consistency is key in building your social brand. “Even if you’re only posting once a week, it helps keep you visible and builds momentum over time. It’s also important to focus on educating your audience rather than just selling. Share helpful tips, answer common questions, and make your content is genuinely useful.”
Video is another useful tool that helps to build trust and on a more personal level.
“And don’t forget to engage,” added Jeffs. “Reply to comments, start conversations, and show that you’re approachable. Lastly, make sure you’re showing your face. People connect with people, not logos, and being visible helps build credibility and trust.”
Staying motivated
At the end of the day, Jeffs draws satisfaction from seeing others succeed on the back of the guidance and mentorship that he provides.
“I love the challenge of staying ahead in a fast-moving digital space and the opportunity to tell stories that matter. Working with passionate people who care about customers and community keeps me energised.”
Looking forward, he intends to continue building his skill set in online community management, “creating spaces where customers feel supported, informed, and connected”.
He continued: “I want to help shape a digital environment where people turn to learn more about Bankwest, get the help they need, and feel part of something meaningful.
“I’m also passionate about telling stories that matter, whether it’s highlighting customer experiences, showcasing community impact, or helping brokers share their journey. There’s so much power in authentic storytelling, especially when it’s used to build trust and engagement.
“I want to help more people in the industry understand how to connect with their audience, build their brand, and create content that resonates. It’s all about empowering others to show up online with confidence and purpose.”
