Thinking about launching an internal corporate podcast? This article defines internal corporate podcasts, covers tips for planning, and how to overcome challenges.
Many companies are using private podcasts to communicate with their internal teams (employees, boards, partners, vendors). An internal podcast functions and sounds much like any podcast you may be used to, but it is delivered in a secure way and not distributed on public podcast distribution channels. It is only accessible to approved “members”, i.e. those internal constituents who need the information.
Internal podcasts can be highly valuable to your organization for everything from improving internal communications and employee connections to onboarding. Some common ways we see organizations using private podcasts for their employees are:
Additional Resource: Dig into some specific use cases and success stories from an array of top organizations.
This can be as simple as recording from a mobile phone or repurposing a Zoom call as a podcast. Typically, you will want to invest in a microphone, headphones and some basic editing software. If you want to get some ideas, Podbean offers a guide on "How to Record a Podcast" which covers a mic and editing basics, remote recording and more.
A podcast hosting platform designed for corporate podcasts usually has all the built-in capabilities you'll need to deliver private podcasts securely and conveniently to your employees. We suggest doing a demo or trial of any platform you're considering. Get a feel for the user experience and what tools the platform offers that can save you time. Security is an important consideration for proprietary content.
You also want to be able to deliver a smooth user experience that is similar to employees’ existing podcast listening habits. This is why many companies choose a podcasting platform over simply publishing on their intranet or LMS. Find out if the platform offers SSO integration, an attractive app, collaboration tools, and detailed listening analytics.
Decide what your corporate podcasts will be about and how you plan to meet your goals with them. This may mean outlining episodes for one pilot series or creating an editorial calendar for your weekly podcasts for the year. Many times, this will be part of your overall employee development or internal communications plan so you can determine where to strategically use podcasts.
Don't neglect to promote and build excitement around the new podcast(s)!
The first hurdle comes with just getting started. It can be overwhelming to decide on the format, figure out how to record and edit, and get settled on details like a platform and distributing the podcasts to employees. Check out this guide for all the basics on starting a podcast and remember you can start simple and grow later.
What if others on your team have doubts about a podcast’s value? Along with getting stakeholders involved early and having clearly identified goals/benefits, we suggest a pilot program. It is one of the best ways to demonstrate the value of a podcast without a huge commitment.
You may have a lot of the knowledge and talent needed to create podcasts already within your organization. For example, if you have an A/V team or employees who produce multimedia content, they typically have the editing skills needed. Additionally, you might consider outsourcing. You can hire a producer to edit or even do full-service planning and production. Some companies hire voice talent to host their corporate podcasts or record an intro.
Even though the content of your internal podcasts may be quite different, we suggest listening to a variety of podcasts to get ideas. You may want to borrow certain elements, such as having a standard intro and outro. Listening will help you get a feel for what works and what doesn’t.
Your private podcasts need an internal marketing plan. How are you getting the word out and creating excitement? How are you promoting podcasts as part of your overall communications strategy? Are employees shown how simple it is to get the content, aware of what’s available, and understand how it will be useful and save them time?
Here are some methods companies have used to be sure their podcasts are promoted and accessible to employees:
Additional Resource: 15 Ways to Promote Your Internal Podcast.
Ask yourself the following questions:
If you are working on creating internal podcasts, join other professionals to share knowledge in the Podcasting for Business and Enterprise Linkedin group.
Shannon Martin is Podbean’s Director of Communications and Corporate Podcast Specialist.
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