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42% of 18-34-year olds around the world listen to podcasts. And among 12-17-year olds, the numbers are even higher!
At the European level, too, podcasts are a force to reckon with. 28% of those surveyed said they’d listened to at least one podcast episode within the last 4 weeks. That figure ranges from 40% in Spain to 18% in the Netherlands and the United Kingdom.
The reason behind this success? How easily podcasts blend into our daily lives. Podcasts respond to a growing demand for access to on-demand content. Totally mobile and accessible on our smartphones, podcasts integrate seamlessly with our free time and everyday lives.
Despite their obvious success among the younger generations, podcasts are still massively under-utilised by companies. While some use them to communicate with their market, and others use them as an internal communications tool, few companies use them to feed into their employer branding.
And yet, podcasts make it easy to reach out to today’s new generation directly with quality content. It’s a perfect medium to help you demonstrate your company values and communicate your employer branding authentically.
Podcasts can be consumed on-the-go, meaning all you need is a pair of ears! Unlike articles or videos that require your full attention, people can listen to podcasts as they go about their normal day. Once an episode has been downloaded, you don’t even need to be connected to WiFi to enjoy them.
Listeners can therefore double their time. They can listen whilst doing tasks that require minimal attention (like washing the dishes, walking to work...) but also while commuting from place to place. On average, Europeans spend 90 minutes a day commuting, which makes podcasts the perfect way to reach out to people during their free time!
Because listening to a podcast blends so seamlessly into everyday life, the length of podcasts really poses no issue: episodes typically last 43 minutes on average - sometimes more, sometimes less! Podcasts therefore allow you to delve as deep as you want into the subjects being discussed. Interviews, reviews, narrated stories… your audience is captive so, as long as you’re offering quality content, people will listen to episodes from start to finish, even if they have to take several breaks along the way.
Finally, podcasts are relatively easy to produce. While videos require lots of planning around which shots to get and different formats to use, depending on the platform you’re using (Facebook, YouTube, Snapchat, Instagram and Instagram Stories/TV), podcasts only come in one format.
Although there’s only one format podcasts can take,their content can vary widely, illustrating the many different facets of your company:
In their podcast series, the Spark, Philips leverages storytelling to captivate audiences. The Spark tells the stories of the unique individuals working for Philips, and their take on everything from home, to to hospitals and world hunger.
Storytelling can be a very powerful tool. It allows listeners to identify with the characters in the story, while also getting a ‘feeling’ of the company. Much more than just talking about values, it’s about making them come to life and showing how they’re a fundamental part of everyday life within your organisation. This makes it possible to attract good candidates by ensuring there's a real cultural fit.
As any podcast fan will tell you - what they love most is the ‘naturalness’ that emerges. Just like on radio, spontaneity is a key part of the very nature of podcasts.
You don’t have to be an expert in public relations to work on a podcast! The most important thing is that you’re willing to discuss and share your opinions and/or your story. Podcasts are also a great opportunity to include any employees who have previously been reluctant to be filmed. As a result, they can be real assets for valuing - without creating too much stress - your in-house talent.
Podcasts are also a great way of creating a community, a way of getting in touch with similar people. The most popular shows have legions of fans who chat online in forums, listen to live episodes and discuss the series on social media - podcast listeners are 94% active on (at least one) social network(s).
Any content shared can then be reused by the creators to deepen a topic, start a whole new discussion or simply provide answers. For example, this could take the form of a question & answer episode on a given topic. Exchanges between producers and listeners through this content can then form a real conversation.
In recent years, the jobs market has seen strong competition forcing companies to reinvent their recruitment and retention strategies. Indeed, say they’re having trouble recruiting the people they need. To respond to these challenges, HR departments have to adapt and come up with new ways of attracting talent. But in order to measure the relevance and effectiveness of any recently adopted strategies, HR dashboards are having to evolve too. Let’s take a look at some HR indicators (KPIs) to watch in 2020.
We invited hiring managers from two companies we work with to answer the most pressing resume-related questions.
This article is the third and last in a series based on a keynote speech by Andreas Schleicher, Director for Education and Skills at the OECD, at JobTeaser’s 2019 Career Services Day.In case you missed them, do read Part 1 and Part 2.
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