An internal podcast reaches people the intranet never does: the ones who are driving, walking between tasks or standing at a line. That is why comms teams keep asking for one, and why so many stop at episode five.
This guide is for the person who has been asked to start one. It covers what kind of show to make, what to decide first and how to avoid the usual reasons a series fades.
Five formats
Pick one to start. You can add a second after the routine works.
The leadership conversation
- Best for
- Making leaders approachable.
- How an episode runs
- A host and a leader talk for twenty minutes about one topic, with questions from staff.
- Watch out for
- A leader who sounds as if they are reading. Rehearse the questions, not the answers.
The employee spotlight
- Best for
- Showing the real work of teams.
- How an episode runs
- A host and a colleague talk about one day, one problem or one project.
- Watch out for
- Choosing only head-office voices. Include sites and shifts.
The news digest
- Best for
- Replacing the long email.
- How an episode runs
- Three or four items in ten minutes, in the same order every time.
- Watch out for
- Reading out the newsletter. Cut anything people can read faster.
The learning series
- Best for
- Teaching something people can use at work.
- How an episode runs
- A short episode per topic, with one thing to do afterwards.
- Watch out for
- Lectures. One idea per episode.
The ask-me-anything
- Best for
- Answering real questions from staff.
- How an episode runs
- Questions collected beforehand and answered by the right person.
- Watch out for
- Only easy questions. Ask for the awkward ones too.
Six decisions before episode one
Settle these on paper first. They are cheaper to change before anyone records.
- Who is it for?. One audience first. A show for everyone often reaches no one.
- How often?. Choose a rhythm you can keep for a year, not for a month.
- Who hosts?. A voice people trust, ideally someone with time to prepare.
- Where will people listen?. On their phones, in a private feed or on the intranet. Test it with someone from the floor.
- How will you offer a transcript?. Transcripts make the show accessible and searchable. For audio-only content, WCAG 2.2 success criterion 1.2.1 asks for an alternative.
- How will you know it works?. Agree one or two measures before launch, such as plays per episode and replies to a question at the end.
Keeping it going
Most company podcasts stop because one person had to do everything: plan, record, edit and publish. Decide who does each job before you start, or give the production to someone else.
If your teams speak several languages, decide whether the show is made once in a shared language or in each team’s own. A show people understand is one they keep listening to.
