More and more companies are launching their own podcasts. Who should have their own podcast and what do you need to keep in mind? In part 1, Jasmin Lörchner, our guest author, gives us mini special tips on how to get started, and in part 2 we discuss successful productions.
Now that podcasts are in everyone’s ears, more and more companies are asking themselves this question: Does it make sense to produce their own podcast? After all, the number of people listening to podcasts in Germany is rising steadily. According to a survey by the digital association Bitkom, every fourth German listened to podcasts in 2019, 9 percent of them weekly. The audio format is particularly popular among younger people and almost half of the listeners have a university degree.
No wonder that podcasts are becoming an interesting marketing tool for many companies: With well-made content, brand and advertising messages can be placed directly with the potentially solvent target group.
The numbers are also exciting in terms of internal communication: Younger employees increasingly attach importance to being able to identify with their employer and work for a company whose values and appearance convince them. Podcasts as a modern medium are a good way to involve the workforce in internal processes and strengthen the corporate culture. Whether corporate policy, behind-the-scenes production or knowledge transfer, internal podcasts can be useful for companies in many areas.
The best way to find out whether a podcast is worthwhile for your company or your employer is to use the following criteria:
Still unsure if starting your own podcast is the right thing? A vote within the workforce can help to identify the acceptance for an internal podcast and possible topics for a production.
When the lights turn green for a company podcast, the real excitement begins: Now it’s time to create a concept for the production. To do this, you have to think about a number of aspects:
With these considerations in mind, you can create and produce the right podcast for your company. We will give you examples of successful formats in part 2.