The arrival of this format in the world of internal corporate communications represents open doors and new paths to explore. We tell you how to use a podcast to disseminate mass messages among your team and why it can be more effective than other traditional media.
The daily communication in companies with 300, 500 or more employees is a titanic challenge: the size of the company, the different departments, the different working methods, the impersonal connections and the remote work, even in different time zones, make internal messages go from being fluid and attractive to cumbersome and deficient.
To remedy this scenario, email becomes the main internal communication tool... Of course, it can be very useful, but that does not mean it is free of weaknesses.
On the one hand, many corporate mailings fail to achieve the goal of communicating effectively. In fact, according to AxiosHQ's 2022 Communications Report, Those who prepare and send internal communications consider that 67% of the time their messages are very clear, while only 30% of those who receive them consider that they fully understand them.
In addition, these types of emails tend to be cold, impersonal, distant and even boring, so their open rates are often very low.
Then: Most workers do not open or read such emails, but those who do do do not clearly understand the message... The result, more often than we would like to admit, is that workers' emails end up cluttered with many unread business messages.
The sum of all these variables translates into not having the certainty that the communication, no matter how planned, is really being effective for the whole team.
Precisely because of all this, the podcast -which has already earned its place in the entertainment niche and the content strategies of several brands- is increasingly emerging as a new alternative to create powerful, close and successful internal communications.
🎙️ Two major internal communication problems that a podcast can solve
When it comes to mass communications, companies usually have two problems:
- 1. Your messages are not sufficiently attractive to arouse everyone's interest.
- The information is not always available to the workers, so a large percentage of them do not interact with the information.
- 2. These messages often have very dense content, which, in many cases, can be times
- is very difficult to explain in an email so that everyone can understand it.
The nature of the podcast makes it a perfect channel to reverse this situation: it accompanies the listener without interrupting his or her routine, does not require much time or attention and does not prevent other types of work from being done while the content is being consumed.
And it is possible to go further: it can also be used to share niched information within the company to the rest of the company. For example: share details of a new strategy or present very specific information about a new action plan of a specific department -Marketing, Sales, Data, Distribution- that the rest of the company needs to know.
The latter is something that since Medium Orange we have implemented with the team of Bancolombiaone of its areas has a quarterly content with a lot of insights We put all this material together in a capsule that lasts less than five minutes and then the team can dig into the rest of the information.
On the other hand, the podcast can also be used for training and training processes. onboarding and splicing much more effective for new people in the company. All this, without asking them for additional time, without them having to watch a long video or go to a conference room for training that lasts hours, days or even weeks.
In short, the format is an open range of possibilities to create content that brings value to each member of the company from the approach and the objective you want to pursue: capsules of personal development, productivity, mental health, occupational safety, corporate culture, etcetera. There are no limits to the possible explorations.
🎨 Transform your company's culture with an internal communications podcast
By applying resources such as the storytellingediting, interviews, diversity of voices and sources, the podcast is a format that allows to create a high level of engagement and that gives the advantage of making our message much more powerful, generating a closeness with employees and enhancing the values of the organizational culture.
Depending on the needs of each case, the narrative resources available and the impact of the format work like a chameleon to adapt each time and give voice to the key characters, life to the most powerful messages and clarity to an ultimate purpose of cultural transformation.
In the areas of innovation, for example, it is usually necessary for the staff to learn many concepts, but it is not easy to make it happen with everyone..... That's where the magic of the podcast comes in, which, through stories, makes this process happen in a more harmonious, fast and integral way.
For all these reasons, more and more companies are considering including podcasts in their internal communications strategy to sow the seeds of organizational culture in a disruptive way and without the high costs that other formats, such as videos, would imply.
Would you like to create a podcast for your company's internal communications? Would you like to know more?
If the answer is yes, just leave a comment and we will contact you from Medium Orange we will advise you every step of the way.
If you are interested in a little more podcasting, we recommend the following articles: