Introduction

Podcasts can be a game-changer for your company’s growth, and here’s how: podcasts provide you a platform to share valuable content and insights, build a relationship with your customers, and establish your expertise in the industry. Many companies have taken advantage of this method to reach new audiences, increase brand loyalty and awareness, and keep customers engaged. 

What kind of podcast will be advantageous to your company?

Here’s a categorization of podcasts created by corporates based on their aim and target audience.

Employer Branding Podcasts: 

Employer branding podcasts aim to promote a positive employer image, attract top talent, and showcase the company’s culture, values, and employee experiences. These podcasts help potential candidates gain insights into the company’s work environment, values, and growth opportunities, thereby building a strong employer brand.

Microsoft, Adobe, and Google have created employer branding podcasts to highlight their company culture, diversity initiatives, and employee success stories.

Thought Leadership Podcasts: 

Thought leadership podcasts focus on showcasing industry expertise, sharing insights, and positioning the company as a leader in its field. These podcasts help build credibility, enhance brand reputation, and engage with industry professionals and stakeholders. They contribute to establishing the company’s authority and influence.

Deloitte’s “Deloitte Insights Podcast” and Accenture’s “Accenture Insights” are examples of thought leadership podcasts that feature industry experts discussing emerging trends, research findings, and thought-provoking insights.

Internal Training Podcasts:

Internal training podcasts serve as a learning and development tool for employees within the organization. They provide training modules, educational content, and skill-building resources. These podcasts offer flexibility and accessibility to training materials, allowing employees to learn at their own pace and access training content remotely. They contribute to continuous learning and professional development.

Companies like Amazon, IBM, and Walmart have implemented internal training podcasts to provide learning resources on topics ranging from leadership development to technical skills training.

Read about 10 Indian Companies Investing in Podcasts

Customer Engagement and Education Podcasts: 

Customer engagement and education podcasts aim to engage and educate customers by providing valuable information about their products, services, and industry insights. They help build brand loyalty, enhance customer relationships, and position the company as a trusted source of information.

HubSpot’s “The Growth Show,” Shopify’s “Shopify Masters,” and Salesforce’s “The Quotable Sales Podcast” are examples of podcasts that offer valuable insights and tips for entrepreneurs and businesses.

Brand Storytelling Podcasts:

Brand storytelling podcasts focus on sharing compelling narratives, success stories, and personal journeys associated with the company or its products/services. These podcasts help humanize the brand, create an emotional connection with the audience, and increase brand affinity and loyalty.

Expedia’s “Out Travel The System”, REI’s “Wild Ideas Worth Living,” and Patagonia’s “The Dirtbag Diaries” are podcasts that tell inspiring stories related to the brand’s mission, values, and impact.

Employee Well-being and Wellness Podcasts:

Employee well-being and wellness podcasts aim to support employees’ mental, physical, and emotional health by providing tips, resources, and discussions on well-being topics. These podcasts demonstrate the company’s commitment to employee welfare, promote work-life balance, and contribute to a healthy and productive workforce.

LinkedIn’s “Work In Progress” is an example of podcasts that address well-being, stress management, and work-life integration.

 
Corporate Social Responsibility (CSR) Podcasts:

CSR podcasts focus on highlighting the company’s CSR initiatives, sustainability efforts, and social impact projects. These podcasts showcase the company’s commitment to social responsibility, engage stakeholders in CSR discussions, and raise awareness about social and environmental issues.

Coca-Cola’s “The Ripple Effect” is a podcast that features conversations on sustainability, community impact, and CSR-related topics.

Conclusion

Podcasts have become a powerful tool for spreading messages and communicating with audiences over the last decade. The examples provided here offer a glimpse into the various reasons companies create podcasts, but the podcast landscape is diverse, and there may be additional objectives depending on the specific industry, company goals, and target audience. So, if you’re looking for an innovative and effective way to grow your company, start your podcast today.