🎙️ Why and How to Create Podcasts for Both Internal and External Communication

Podcasts are everywhere these days, and they’re not just for true crime fans or tech nerds anymore. Companies of all kinds are jumping on the podcast bandwagon, using them as a powerful tool for both internal communication and external brand-building. Whether you’re looking to keep your employees in the loop or reach new customers, podcasts offer a unique, engaging way to share your message. So how do you get started, and why should you even bother? Let’s break it down.

📢 Why Podcasts Work for Internal Communication

 Engage Employees Anywhere: We all know that long emails don’t always get read, and sometimes it’s hard to get everyone together for a meeting. Podcasts solve this by being super accessible—your employees can listen while commuting, during a workout, or even while making dinner. You’re literally meeting them where they are.

Make Leadership More Relatable: There’s something powerful about hearing someone’s voice. When your CEO or leadership team speaks directly to employees in a podcast, it feels more personal than a memo. Podcasts give leadership a human face, making them more approachable and transparent.

Regular, Bite-Sized Updates: Instead of overwhelming your team with loads of information in one go, a podcast lets you provide regular updates in a more digestible format. A weekly or monthly episode can be the perfect way to keep everyone informed without feeling like information overload.

🎧 Why Podcasts Are a Game-Changer for External Communication

Build Brand Authority: Podcasts are a fantastic platform for sharing expertise. Whether you’re talking about industry trends or interviewing thought leaders, they position your company as a knowledgeable and trusted voice in your field.

Reach New Audiences: One of the best things about podcasts is that they can introduce your brand to people who might not have found you otherwise. Podcasts are easily discoverable through platforms like Spotify, Apple Podcasts, and Google Podcasts, giving you access to a whole new audience.

Create Deeper Connections with Customers: Unlike social media posts or ads, podcasts allow you to have a longer, more in-depth conversation with your audience. This helps build loyalty and trust. Your listeners will come to see you as more than just a company—they’ll see you as a resource.

🎙️ How to Get Your Company Podcast Up and Running

Start with a Purpose: Before hitting record, ask yourself why you want to start a podcast. Are you trying to engage employees? Educate customers? Strengthen your brand? Knowing your “why” will shape everything else—your content, format, and even your tone.

Pick a Format That Fits: Not all podcasts are created equal. Some are interview-based, some are solo-hosted, and others might feature a panel discussion. Think about what format will work best for your audience and goals. You could even mix it up if that fits your style! 

Be Consistent: Consistency is key in the podcast world. Whether you release episodes weekly, bi-weekly, or monthly, stick to a schedule. This not only helps you build a regular audience but also keeps your brand top of mind.

Invest in Good Audio: No need for a professional studio, but don’t skimp on audio quality. A decent microphone and simple editing software can make a huge difference. Clear, crisp audio keeps your listeners engaged, while poor sound quality can drive them away. 

Get the Word Out: Once your podcast is live, promote it! Share it on your social media, include it in your email newsletters, and make it easy to find on your website. And don’t forget to submit it to the major podcast directories like Apple Podcasts and Spotify.

🧑💼 Case Study: General Electric’s “The Message”

GE took a bold approach with their podcast, The Message. Instead of just talking about their products or services, they launched a sci-fi audio drama that subtly integrated their expertise into the storyline. It became a huge hit, topping podcast charts and reaching listeners who never would have engaged with GE otherwise. This creative move shows how even a traditionally “serious” company can use podcasts to connect with audiences in unexpected ways.

📚 Want to Learn More?

If you're serious about getting into podcasting, check out “Podcasting for Dummies” by Tee Morris and Chuck Tomasi. It’s a practical guide that covers everything from choosing the right equipment to marketing your show.

💡 Final Thoughts

Podcasts offer a fresh and engaging way to connect with both employees and customers. They’re intimate, accessible, and incredibly versatile. Whether you’re looking to create a stronger internal culture or position your brand as a thought leader, podcasts can help you achieve your goals—if you do it right.

💬 Do you already use podcasts in your communication strategy? How have they worked for your business? Share your thoughts in the comments below—I’d love to hear from you!