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Russell Goldsmith sits down with the c-suite podcast’s newest presenter, Debbie West, Senior Account Director at our producers, Audere Communications. Debbie’s background and expertise is in Internal Communications, and so in this episode she talks about how podcasts can help to unlock employee engagement.
Debbie’s background and why internal comms in an important topic to her.
Debbie’s route to internal communication came about via her prior career in learning and development in a large financial organisation. Whilst running a global learning project she was asked to run the internal comms as well as the learning. She shortly realised how powerful it was to be able to directly communicate with people So she took the first opportunity she could move into internal comms. As she worked with a global team where it was difficult to work synchronously so they then developed an ‘all hands’ style communication every month which was designed as an audio first experience. One of Debbie’s directors at the time suggested she should listen to podcasts to pick up some tips about communicating with people using audio so she learned as much as she possibly could about podcasting and put those skills into creating really great internal comms.
Debbie explained that internal comms or employee podcasts are largely similar in concept to other podcasts. She mentioned typically it’s an audio first channel and it is quite often conversational based because that works well on audio. However, people these days are expecting to see video as much as to hear audio. The styles and formats you see in external podcasts for the consumer side would possibly be used internally. However, internal podcasts may adjust their tone to reflect the organisation’s values and are directed towards employees or affiliated groups. Debbie highlighted various use cases for internal podcasts, such as disseminating news, fostering a sense of belonging, or focusing on organisational culture, often adopting different styles and formats accordingly. She also noted that topics like wellbeing and sustainability resonate well in this format, allowing for in-depth discussions and sharing of personal experiences.
Debbie stressed the importance of integrating podcasting into the broader spectrum of internal communications. She highlighted the need for internal communicators to assess whether podcasts align with their communication strategy and avoid adding unnecessary noise. Debbie pointed out the unique advantages of audio, particularly for reaching deskless workers, and suggested evaluating how audio content can complement existing channels and organisational profiles. Drawing from her experience, she shared an example of utilising podcast content in a digital transformation programme to cater to different information needs within the organisation. By repurposing interview content into transcriptions, articles, and soundbites, the podcast served as a versatile tool to disseminate information at various levels of detail, ensuring accessibility and engagement for all employees.
What topics are giving internal comms leaders the greatest concerns and how can podcasting help with that?
Debbie reflected on her ongoing interactions with internal comms leaders, both in her role at Audere and through her involvement with the Chartered Institute of Public Relations. She highlighted the prevalent concerns within this community, citing recent conversations that sparked the creation of podcast episodes, such as the one addressing AI and internal communications. This episode aimed to bridge the gap between the abundance of general AI information and its practical application within the internal comms field. Beyond AI, Debbie noted that trust-building and fostering a sense of belonging have emerged as significant priorities for internal communicators in 2024. She referenced the State of the Sector survey results, indicating a growing emphasis on creating inclusive cultures where employees feel valued and comfortable being themselves. Trust, in particular, captured Debbie’s interest as a potential topic for future episode on the c-suite podcast. Additionally, she acknowledged the repeated issue of distribution in internal communications and emphasised the need to explore effective strategies for reaching and engaging employees with relevant information. Debbie expressed her intention to delve deeper into distribution challenges in upcoming podcast episodes, addressing the pressing concerns of internal communicators in navigating communication channels and ensuring content accessibility for all employees.
Debbie delved into the role of podcasts in fostering trust and a sense of belonging within internal communications, citing several key factors contributing to their effectiveness. She emphasised the intimate nature of podcast consumption, where listeners often engage with content in a one-on-one manner, creating a unique connection with the host. Drawing from emerging data, Debbie highlighted the growing trust that listeners place in podcast hosts, often turning to trusted podcast sources for current affairs information over traditional media outlets. This trend underscores the power of well-produced and authentic podcast content in building trust and transparency. Debbie noted that listeners can discern authenticity through tone of voice, making podcasts an ideal medium for conveying sincerity and genuine intent. She illustrated this with an example of a client seeking to enhance cultural cohesion and trust within their organisation through podcasting, highlighting the medium’s potential to support their objectives. Overall, Debbie affirmed that podcasts offer a powerful platform for nurturing trust, transparency, and a sense of connection, making them valuable tools in internal communications strategies aimed at fostering organisational culture and cohesion.
Are internal podcasts always kept internal?
She then addressed the question about how to keep an internal podcast within a company, Debbie explained that numerous providers offer solutions to keep podcast content internal while still appearing as a typical podcast. Achieving this balance requires understanding the company’s existing tech setup. Integrating podcast-style players into platforms like Slack or Microsoft tools is feasible, giving the appearance of a podcast while allowing listeners to access audio even when their screens are locked. This addresses a common barrier, as previously, MP4 video-style content was necessary to listen to audio on internal channels. Certain providers can generate private RSS feeds, enabling the placement of private podcasts in public directories like Apple Podcasts. This facilitates access for employees accustomed to using such platforms without requiring them to change their behaviour. Debbie emphasised the importance of staying updated on available solutions, maintaining regular communication with providers to adapt to evolving capabilities. Overall, while the process requires clarity on the company’s current capabilities, it is indeed possible to maintain an internal podcast effectively.
Debbie highlighted the various benefits from sharing internal communication podcasts externally. She noted that while some content may need to remain confidential, sharing podcasts publicly can yield significant advantages. By distributing podcasts through standard feeds across directories, employees can easily access them alongside other podcasts, fostering a sense of excitement and connection with the company’s brand. Moreover, public sharing can attract potential talent who resonate with the podcast’s style and content, serving as a recruitment tool. Additionally, podcasts can be integrated into onboarding strategies, offering new hires insights into the organisation’s culture and key figures before they even start. Furthermore, leveraging podcasts for employee advocacy enables candid discussions about their experiences and career development, showcasing the organisation’s culture authentically to external audiences. Debbie added, sharing discussions led by internal experts publicly enhances their credibility and establishes them as thought leaders in their respective fields, contributing to the organisation’s reputation. Overall, Debbie underscored the multitude of benefits derived from sharing internal communication podcasts externally.
Listening to what was said Russell added, an illustrative example is the work conducted by Audere with their client Octopus Energy. Over the course of several years, they collaborated on a podcast titled “Inside Octopus.” While the primary audience isn’t their customers, as it’s aimed at both current employees and government stakeholders, along with partners in the energy sector, it also serves as a tool for recruiting new talent. Prospective employees are directed to listen to episodes discussing company culture, growth, technology, and other aspects of the business, demonstrating its appeal as a recruitment asset.
How can success of an internal comms podcast be measured?
In addressing how organisations can ensure that internal podcasts remain engaging and relevant, Debbie emphasised the importance of listening to employees’ preferences before creating content. Understanding what topics resonate with them and aligning them with the strengths of the podcast medium is crucial. Debbie mentions the IOIC index from the summer of 2023, which highlighted topics such as strategic narrative and career information as areas of interest for employees. Leveraging these insights, organisations can tailor podcast content to meet employees’ needs, fostering genuine engagement.
Furthermore, Debbie talked about considering the strengths of the podcast medium, such as its ability to engender trust. Selecting authentic hosts who represent the brand positively and considering different formats can enhance the podcast’s appeal. Debbie suggested formats like dynamic conversations between hosts from different parts of the organisation, supplemented by expert guests, to inject personality into the podcast and maintain audience interest.
Additionally, Debbie recommended using the podcast as a platform to amplify leadership voices while involving employees in its creation as much as possible. This could include tapping into hidden talents within the organisation, such as music composition, to foster a sense of co-creation and investment among employees. By actively involving employees in the podcasting process, organisations can naturally increase engagement and relevance.
How can internal comms leaders benefit from bringing in specialists to produce and help launch their podcast?
Debbie underscored the significant advantages of involving specialists in producing and launching internal communication podcasts. She highlighted ‘timesaving’ as a primary benefit, citing specialists’ ability to leverage their expertise and years of experience to swiftly set up and produce podcasts professionally. This eliminates the need for clients to undergo the learning curve associated with podcast creation, providing a shortcut to achieving high-quality content efficiently.
Moreover, Debbie emphasised the importance of professional editing in maintaining podcast quality. By enlisting specialists to handle editing tasks, internal comms leaders can free up their time to focus on creativity and strategic aspects of the podcast. This collaboration allows clients to fully explore the creative potential of their podcasts while leaving the technical intricacies to the experts. Ultimately, Debbie emphasised that bringing in specialists can streamline the podcast production process, enabling internal comms leaders to maximise their creative and strategic efforts.