Why Your Business Should Subscribe to Podcasting


With the remote work revolution comes challenges that have not been resolved remotely in most organizations that have made the transition.

Among these challenges are:

  • Remote integration;
  • Zoom fatigue and remote meeting overload;
  • Up-to-date cybersecurity and technology training;
  • Culture development by remote staff;
  • Asynchronous

The solution to these problems may be in your pocket: podcasting.

How podcasting solves a plethora of post-pandemic problems

The most popular public podcasts don’t seem beneficial to running a remote friendly organization.

Partisan political rants. Remnants of public radio broadcasts. Advice on sex and dating. Film reviews. True crime.

But the success of these broadcasts reveals that the podcast medium has attributes totally absent from other media used for internal communication. Specifically, well-made podcasts are:

  • Engaging. Podcast media has exploded in recent years because its informal nature is hyper-engaging to the human mind. Members of a generation criticized for their short attention span will spend three hours listening to their favorite podcast. However, if you really want employees to learn, pay attention, and engage with the content, podcasting is proven to make that happen. As a bonus, employees can chime in with thoughtful input in the “comments” under a podcast episode.
  • personality driven. The podcasting medium is intimate and makes hosts and guests feel like people they know personally. In the era of remote work, employees working from home (WFH) can feel estranged from their team leaders, supervisors, colleagues and others. Serial podcasts create a psychological bond with hosts and guests.
  • Comfortable. The problem with “meeting overload,” “zoom fatigue,” and other meeting complaints is “I’m in the meeting.” People feel “on the spot,” judged, stared at, confronted, ignored, interrupted, and trapped by meetings. Podcasts, on the other hand, are super comfortable. Listeners and viewers can be a fly on the wall, “consuming” the conversation and content without self-awareness or feeling helpless. This comfort is reinforced by the fact that podcasts are….
  • Controlled by the public. Unlike meetings, podcasts can be paused, slowed down, sped up or increased in volume – and you can repeat or skip entire passages. This creates a satisfying sense of control and makes consuming information much more effective and efficient.
  • Searchable and usable as a reference. Unlike meetings, content, ideas and even decisions can be preserved for posterity in a searchable format.
  • Flexible. Remote and hybrid work require asynchronous communications. Podcasts are the asynchronous medium par excellence. Team members can “consume” them while driving, walking the dog, or doing laundry. Consuming audio while doing something mundane and physical is the only type of multitasking that works.
  • Tribe creation. The best podcasts naturally form audience communities around the topic. The TWiT podcast network (which I contribute to frequently and where I am a former host and employee) has its legendary “TWiT Army” of dedicated fans who bond over their favorite shows. Podcasting can spawn a community.

How to Leverage Podcasting to Solve Real Problems

The last thing organizations need is an out-of-touch executive going out of their way to create fake podcasts because they’ve heard that’s what kids are doing these days.

If “podcasting” means distributing existing training videos as podcasts or reading employee manuals into a microphone, it’s not worth it.

Podcasting is a real medium – a craft and an art.

Her powers are subtle, and harnessing her potential takes experience, expertise, and intent.

My recommendation is to establish a podcasting organization within your company.

Create audio podcasts on various topics, goals, and projects, allowing employees to comment and interact via text, audio, and video.

Find champions within the company and hire a full-time professional podcaster to create and host interview podcasts with business leaders.

(A range of companies specialize in helping private company in-house podcasts – companies like Storyboard, Podbean, uStudio, blubrry, whooshkaa and many more.)

Feed as much informative content as possible in the podcasting medium – onboarding content, cybersecurity training, project updates, best practices, health and safety instructions, mental and physical health awareness and sale.

The list continues.

Present this material in conversational and personal formats using unscripted conversation, humor, storytelling, and other elements of natural human interaction.

Look for authenticity, not performance.

Use podcasting analytics and other techniques to measure the effectiveness of your podcasts and use that data to make continuous, iterative improvements.

Best podcasting practices involve creating searchable “show notes”, which, at a minimum, specify the people involved and provide links and other content that augment the material featured in each episode.

The Wiki format also works for this purpose.

Invite experts, partners, employees at all levels, and others to participate as guests or podcast hosts.

Private and organization-only podcasts have been around for a few years.

But the future of work should make this idea a serious priority for your organization, as podcast support is uniquely suited to address many of the issues that arise with remote and hybrid working.

It’s time to embrace the idea of ​​podcasting.

Copyright © 2022 IDG Communications, Inc.


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