I`ve got some ERA 35mm here on trial and boy is it a job trying to reel.
Paterson and Jobo. No problems with any others,though i use 24 exposure and ERA is 36, seems to stop 8/10ths in and i have been wrapping the remainder around the outside of the reel.
I took a length of the ERA and folded the insertion end as a test, this went well and i could easily get fully into the reel.
If your plastic reel has a clip then try loading the film from the center of the reel. However, I don't believe Jobo and Paterson reels have a clip.
The fix is to use a stainless reel.
Often the problem is humidity. Make sure the reel is perfectly clean and dry. Load on a cool dry day. Wear latex/nitrile gloves when loading so skin oil and sweat don't get on the reel or film.