Podcasting is an effective way for companies to engage employees, as people now spend over 100 minutes per day listening to podcasts, compared to less than one minute on webpages. Podcasts can be directly delivered to smartphones, allowing people to listen while commuting or exercising. Companies are using podcasts to tell positive stories about employee and company achievements through an interview format. A podcast may include employee profiles, announcements, and a Q&A segment with pre-recorded employee questions. Podcasts are distributed through apps that companies can authorize for their employees only. A communications firm offers full podcast production and hosting services to help companies start an internal podcast.

1. People Listen
Engage Your Internal Audience
with Podcasting

2. People Listen to Podcasts
• People who listen to podcasts spend an average of 110
minutes listening per day.
• In comparison, the average time a person spends on a
webpage is less than one minute.
• According to the Washington Post, podcast downloads
passed 1 billion mark last year and monthly podcast
listeners number 75 million per month.
• Podcasts can be delivered directly to people’s
smartphones, enabling them to listen while
commuting, visiting a gym or doing other activities.

3. “The increased reach and upward trend line of podcast
consumption is evident in every available measure – the
percentage of Americans who are listening to podcasts,
the level of public awareness, and how many podcasts
are being hosted and downloaded.”
-- Pew Research Center, 2015
Podcast Listenership is Growing

4. Podcast Consumers Listen a Lot
• On average, those
who listen to
podcasts spend 30%
of their total daily
audio time listening
to podcasts.
• That’s an average
of 110 minutes per
day.

5. That’s Way More Ear Time Than
Web Eyeball Time
• The average time on a
webpage is less than one
minute.
• “As users rush through Web
pages, they have time to
read only a quarter of the
text”
– Nielson Norman Group

6. Millennials Listen

7. Millennials are THE Workforce

8. “The next frontier is your car. By next year, one
industry group estimates, 50 percent of new cars sold
will have Internet connectivity; by 2025, it will be all of
them. ‘When that happens and there are podcasts in
everybody’s car, it’s not podcasts anymore,’ says
Harbinger. ‘It’s just the radio.’”
– Forbes Magazine
Podcasts are the New Radio

9. Companies Who Use Podcasts to
Communicate to Employees

10. You have positive stories to tell about the great work your
employees are doing at every level.
You are making a difference for your customers and the
communities you serve.
Your stories deserve to be told.
The challenge is to tell these stories so employees can – and
will – hear them.
Podcasts Tell Your Stories

11. • Use a Podcast to tell stories, through interviews.
• The interview format is personable, relatable and interesting –
making it more likely it will be listened to.
• Podcasting creates opportunities for more engagement through
social media - 56% of podcast listeners use social media sites at least
once a day to several times a day.
• You can include interviews on general interest topics, not just work
topics, to boost interest and add value to your employee
communication.
Creating Podcasting Content

12. • The source for podcast content can come from:
• Clients or Customers
• Employees
• Community partners
• Other parties
Sharing content from third parties, through podcast
interviews, can enhance business relationships
Creating Podcast Content

13. • Each Podcast is approximately 20-30 minutes
• Three main segments:
• Company story (employee profile, company event or news)
• A broader general interest feature story
• Q&A -- pre-recorded questions from employees answered
• Special company announcements between segments
(similar to sponsor messages on commercial Podcasts)
Podcast Sample Format

14. • Employee Q&A segments
• Employee groups (departments, satellite locations) who “sponsor”
each podcast and create a “sponsor” message
• Employees select special music to feature on the podcast (requires
an ASCAP license, which many corporations already have)
• Contests, polls, special features
• Tie-ins and cross promotions with social media
Audiences will Listen if You Create
Engagement Opportunities

15. • Podcasts can be downloaded via an app
to employee smartphones
• App is available through iTunes, Google
Play and Amazon
• You can add an option so the app is only
available to those you authorize
• Downloads trackable by media market
• Stream or download internally
Podcast Distribution

16. • PathForward Communication offers complete
Podcast services, including:
• Editorial content development and planning
• Complete podcast production
• Professional broadcast host (35-year radio veteran Mike
West)
• Distribution management
Your PathForward to Podcasting

17. Podcast Host Mike West
Mike’s client list includes:
• Microsoft
• Bank of America
• Paul McCartney Tour
• AT&T
• PBS
• CBS
• Scholastic Books
Mike has interviewed top business
leaders, public officials and
entertainers, including:
• Bill Clinton
• Paul McCartney
• Bill Gates
• Jimmy Fallon
• Conan O’Brian
• …and many others.

18. Be Heard
Scott Barker
sbarker@PathForwardCommunications.com
202.255.8457
Let’s discuss…