Podcasting is the next frontier, and it has the potential to become as popular as blogging once was. Statistics indicate that the number of individuals who listen to podcasts is on the rise, and the COVID-19 pandemic has only accelerated this trend further.
As a marketing medium, podcasting has shown to be an amazing approach for establishing credibility and trustworthiness, as well as generating interaction among prospective customers.
Internally, these major benefits may be used to boost employee brand engagement. This aspect of podcasting is known as business or enterprise podcasting.
Instead of organizations utilizing text (such as email) to interact with their employees, podcasting has become the preferred method since audio and video are 500 to 700 percent more successful than text at communicating information that people will remember.
Due to the fact that podcasting is still a relatively novel concept and not prevalent in most businesses, as well as the fact that it is quite sophisticated, it may appear daunting to get the ball rolling. In this post, we analyze the factors that make corporate podcasting successful.
What is enterprise podcasting?
Enterprise podcasting is an excellent audio platform for promoting business culture. Due to information overload and overflowing email inboxes, audio is now the favored way of information consumption.
Considering that 65 percent of consumers listen to podcasts on mobile devices, nothing compares to the simplicity and dependability of podcasts for informing people on the go.
The average office worker receives around 121 emails per day, so you can be certain that any workplace communication email will be disregarded until the “serious work” is completed. It is also quite probable that it will wind up in the “trash” and never be opened. A poll revealed that thirty percent of employees disregard emails from their employers. Podcasting provides mobility and allows employees to listen while driving, walking, or working out.
In lieu of text, podcasting gives your employees the ability to listen to or see corporate updates at their leisure, and not necessarily at their workstations. Messages delivered via enterprise podcasts break through the information overload caused by text-based communication.
Why is podcasting helpful for businesses?
Employees demand mobility
Podcast episodes provide employees with mobility and are accessible from any device. Some services even allow episodes to be downloaded for offline viewing through an app. Mobility is vital since many of your employees will not listen at work, but rather while performing other activities, such as driving. The key to improving the amount of staff that truly listen to your communication is to provide employees with mobility.
Reach remote workers
Remote employees can access internal podcasts because they can be listened to from anywhere. In addition, audio can ensure that everyone is on the same page and no one is left out. The corporate culture may be transmitted to every member of the team, regardless of location.
The spoken word is more engaging than the written word
According to research, audio appears to be more interesting than text. This may be due to the presence of a genuine human voice on the other end. Using a platform that enables employee interaction, such as commenting, is also advantageous for employee engagement.
Nothing will be lost in translation
When one of the senses, such as tone of voice in written text, is overlooked, misconceptions are more likely to develop. The message is more effective when individuals can listen to it than read it.
Engagement is measurable
When sending an email, only the open and click rates may be measured. In contrast to email, podcasting platforms have enterprise podcasting tools to give information regarding consumption trends and content insights for performance enhancements. This will allow your team to increase listener statistics.