Podcasts are taking the world by storm, with almost 383.7 million podcast listeners worldwide.
And there's no slowing down in sight, with the podcast market value set to grow at a compound annual growth rate (CAGR) of 31.1% through the end of 2028.
Who doesn't love listening to their favorite podcasts in the car on the way to work, walking the dog, or even grocery shopping? They are the perfect companion when you need a little extra entertainment.
However, there are more strategic opportunities for podcasting than meets the eye. Of course, it's an excellent medium to learn new things and keep up on the latest true crime stories, but you can also leverage podcasting for a variety of business purposes.
How? Well, in this post, we'll discuss how companies can use podcasting to boost employee engagement and drive long-term business growth.
Let's dive in.
1. Share internal news
Do you remember that group of kids that'd read the morning announcements over the loudspeaker in middle or high school?
Secretly, everyone wanted that job. It was a coveted position. And not to mention it was a very effective method of sharing information with the whole school.
You can bring that same liveliness into your own business by using podcasting to communicate important internal news.
Sharing internal news promptly is crucial in an organization, so everyone is on the same page and nobody feels left out.
For instance, if there's a new office policy or a status update on your newly implemented growth marketing initiatives, try sharing this information on a morning podcast instead of sending a firmwide email.
The average person sends or receives 126 work-related emails per day. And we're all tirelessly trying to race through them to achieve inbox zero.
Switching up the medium and sending one less email by replacing it with a fun, upbeat daily podcast is a surefire way to increase employee engagement and effectively share important news.
Similar to how virtual receptionists opened up a new communication channel via video conferencing, podcasting can help your organization capitalize on the audio medium.
Podcasting opens up lines of communication between employees and management.
2. Spark creativity
Do you feel like your employees are just running through the motions? They get to work, sit at their desk, work for a few hours, eat lunch, work a bit more, and then head home for the day.
That can't be good for their mental health, happiness, or productivity, for that matter. As a business owner, it's your job to develop new methods of sparking creativity and boosting employee engagement.
So why not start podcasting as a team? Podcasts are an effective way to spark creativity and help your team think outside the box.
Why? It gives your employees a new hands-on project that'll allow them to get their creative juices flowing and spice up the workday a bit.
And the best part is that there is a role for all different interests and skill sets. For instance, your artsy team members will enjoy using a collage maker to create fun and exciting cover art for the podcast.
Or your analytical thinkers will enjoy opening up the conversation to learn about different perspectives. And your jokesters have the opportunity to add some humor to the show.
A podcast gives your employees something to sink their teeth into, which will help them find solutions to problems or think more creatively. A recent study found that people exposed to a creative environment have higher job satisfaction than those who don't.
When employees get to be as creative as they want, they tend to be more motivated, feel more in control of their jobs, and are generally happier at work.
And if you want to increase employee engagement at your company, there's no better way than to help people feel this satisfaction every day.
3. Increase motivation
You can use a company podcast to help encourage employees to set goals, get more out of their work, and feel rewarded for a job well done.
For instance, Luxury Presence, a real estate SEO company, created a podcast, "The Presence Podcast."
On this podcast, employees get an invitation to share their expertise on specific real estate topics.
The catch? The competition is fierce. There are only a few spots open per month to snag a feature.
So how does an employee land this coveted opportunity? By working hard, establishing themselves as an expert in their real estate niche, and selling their heart out.
This strategy works well to boost employee engagement because it's a form of reward for the employees who put in the work. And everyone is striving to make the cut for next month's podcast.
It's an opportunity to share their expertise and show their worth to the organization's leaders. Additionally, it helps build their personal brand and grow their reach through social media sharing and the presence on popular podcast platforms.
Podcasts are particularly effective in increasing employee engagement because they're all about helping people get excited and sharing their expert information with others. Shift your employees' mindsets from "I have a job" to "I'm working towards something important."
And for employees just starting in their careers, listening to influential people in their industry helps inspire their career path and how they want to navigate the industry.
4. Adapt to learning styles
The increase in demand for spoken word audio (mainly podcasts and audiobooks) stems from the Gen Z population.
According to the Spoken Word Audio Report by NPR & Edison Research, spoken word media consumption increased 214% among Gen Zers (between 13–24 years old) compared to 13–34 year-olds in 2014.
Why? Because with podcasting, people can learn at their own pace and in a way that might be best for their learning style.
Some people learn best from listening or watching — others get better results when they read something or write down what they hear.
Podcasts are versatile — you can use them as an effective tool for getting a message out to all types of learners — especially those who fall behind with traditional training methods.
This audio medium is handy if you need to explain a complex topic, such as B2B SaaS marketing or personal finance.
Give employees a podcast that's short and easy to listen to, with the ability to rewind and pause the audio. This method will help them understand more complex topics, with 58% of employees preferring to learn at their own pace.
Your employees will thank you for this additional medium for learning new things. By giving them access to different types of learning content, you're giving them the opportunity to grow and get more strategic with their skillset.
And the numbers speak for themselves. 94% of employees agree they'd stay longer at their company if it offered a variety of learning and development opportunities.
Podcasting is much more than listening to celebrity gossip or a true crime story. It has the power to change the dynamic of your organization.
And the best part of all? It doesn't require much upfront investment. You can start a podcast for free, and it has the potential to generate significant results for your organization.
Creating a podcast is the perfect opportunity to connect with your employees in new ways, build a creative work environment, and increase productivity.
Internal podcasting is a growing trend because it allows employees to communicate with each other more interestingly and creatively than the traditional methods of boring meetings and company-wide emails.
So are you ready to dive in? Read our guide on how to get started by creating a podcast with an AI-powered platform. Happy podcasting!
About the author
Kelly Moser is the co-founder and editor at Home & Jet, a digital magazine for the modern era. She's also an expert in freelance writing and content marketing for SaaS, Fintech, and ecommerce startups.