When we start work with a new client there are 7 key attributes that we stress about internal private podcast engagement. We never kick off an engagement by saying stop emailing, or doing webinars or annual conferences. Private podcasting is a YES AND medium that supercharges engagement with your employees AND augments the effectiveness of other channels.
Here’s how it worked with our long-time client New York Life Insurance Company:
With 10,000 agents in the field, New York Life wanted to increase engagement among their insurance agents who had an average email open rate (pre-engagement) of 18%. Ninety days into the engagement we saw 84% of agents actively listening to the private podcast series with an average episode completion rate of 76%. Moreover, we saw the email open rate of agents who listened to the podcast skyrocket to over 35%. That’s what we mean by a YES AND medium.
Employees get information from the horse’s mouth—senior leaders who can deliver important news bulletins, motivational messages or training in a much more compelling manner than through the written word.
Executives are able to reveal their personalities, speak passionately about issues, and connect with their listeners, creating a “we’re all in this together” spirit. There’s no way to lead a company with hundreds or thousands of employees if they don’t believe and trust in your leadership. And while it’s not possible to meet with everyone in person, podcasts feel like a one-to-one discussion between senior leadership and the individual employee. Podcasts will help them feel they know you and your values.
Remember the famous American Express advertising campaign “Don’t leave home without it?” Today no one today leaves home without their smartphone and two-thirds of podcast consumers listen on a mobile device. They can listen anywhere, any time. According to Nielsen there was a 157 percent increase in smartphone podcast listening in just three years. Millennials and Gen Z’s are forcing companies to adapt to a new way of communication – make it easy for them, accessible 24/7, and in a bite-size format (15-25 minutes) that informs, with just enough creative audio elements to make them want to listen.
Jay Baer, author of six books including “Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth,” says that one of the great drivers of podcast consumption growth is that they are the ultimate multi-tasking content format. He puts it this way: “Ever try to mow your lawn while reading a blog post? Or while watching a YouTube video? Doable maybe, but not advisable. Podcasts, however, you can consume while you’re doing other stuff, making them perfect to fit into the same time window as other life activities.”
The 2021 podcast statistics prove the point. 59 percent have listened while doing things around the house. 52 percent while driving, 51 percent while cooking and 46 percent while going for a walk.
Evidence that podcasts get results also came in an Edison survey with 54 percent of listeners reporting that they are more likely to buy a product or service that they hear advertised. The significance is that your employees are likely to be even more engaged with your message. And it’s well known that audio keeps hold of someone’s attention for a longer period of time.
Keeping it Confidential
You probably have data or strategies that you don’t want to reveal to the world—especially your competitors. You can set up a secure private network for your podcasts that can only be accessed by the people you want to be able to access. And you can even review analytics on your podcasts (who is listening, how often, etc) and they can share feedback on episodes.
What does your company stand for? Do you have a genuine purpose? Do you practice what you preach? Employees can get a much better feel for who you are and what you believe in when they listen to your heartfelt podcast communication. All in all, we have come to the conclusion that private business podcasts are the future. The most powerful way for a company to communicate and build solid relationships with its employees.
What this means is that many of your employees, especially younger employees, are already fans of podcasts as a means of listening to business icons, sales experts, and a myriad of media and entertainment personalities. And trust us, they are listening on their commutes, over lunch, in-between sales calls, traveling… you get where this is going… they should be listening to compelling and important company podcasts.
Our website, www.FieldCast.co provides blogs and webinars to help companies understand how to use and develop engaging, effective podcasts.