Should you launch a podcast?
I saw a podcast recently with over 600 episodes on stationary - proving that there really is a podcast for every topic.
For brands chasing cultural relevance, podcasts can signal thought leadership, build execs a platform, and develop audience connection.
But before you buy a mic and brainstorm episode titles, ask a harder question: Is a podcast the right channel for your employer branding strategy?
Why podcasts work (when they do)
1. They build deep audience affinity
Podcasts offer long-form intimacy. Listeners can spend 20–60 minutes tuned in - commuting, cooking, running.
If your audience is niche but influential (e.g. Heads of People in tech or sustainability leads in energy), a podcast can build genuine trust and loyalty - key components in employer brand tracking.
It's why podcasts have been cited as playing a key role in the US election - they allowed people to get a deep knowledge of different candidates.
2. They’re content engines
One episode can produce dozens of assets: blog recaps, audiograms, LinkedIn snippets, quote cards.
If you're struggling to produce content consistently, a podcast amplifies your employer brand data through multi-format distribution and provide a structure to build your broader employer brand strategy around.
3. They open high-value doors
“Want to be a guest on our podcast?” beats “Can I pitch you?”.
A podcast gives you a reason to speak with future customers, partners, and press - minus the awkward outreach. You can properly get to know them by working together - rather than simply speaking at them.
The hidden cost of “launching one anyway”
It’s the kind of thing a manager might toss out in a Monday meeting - “Why don’t we just launch a podcast?” - like it’s a quick win to spin up between Slack pings.
It’s tempting.
A podcast sounds fresh, creative, visible. But saying yes without real scrutiny is a trap. Behind the scenes, it’s an awful lot of work - brand development, editorial planning, guest wrangling, production logistics, editing cycles, and distribution strategy.
1. Poor for top-of-funnel visibility
Podcast discovery is broken, with listeners concentrated around the top 1% of podcasts. Over half of podcasts have less than 30 listeners. Growth is often painfully slow. Unless you’ve got an existing audience, expect to speak into the void for a while.
2. Most shows are forgettable
A generic interview podcast with mid-level guests won’t stand out. Without a clear point of view, your show will vanish into noise - hurting your employer brand in the process.
It's not a risk-free decision.
3. It’s a time sink with unclear ROI
Editing, scripting, booking guests, promotion - it all adds up. If you're measuring success via listens or downloads, your ROI might lag behind simpler channels like blogs or newsletters.
Industry: Who is spending their time on podcasts?
So when is a podcast worthwhile? Wisdom took a look at which industries are the top podcast users - and where you will be shouting into the void.
Wisdom asks our respondents how much time they spend on various platforms.
We can see that these sectors over index on the proportion of this time spent on podcasts. These sectors have highly educated workforces, and are more likely to have an interest in current affairs.
7.76%
% of time online people in the charity sector spend on podcasts
7.00%
% of time online people in the law sector spend on podcasts
6.28%
% of time online people in the environmental sector spend on podcasts
7.76%
7.00%
6.28%
% of time online people in the charity sector spend on podcasts
% of time online people in the law sector spend on podcasts
% of time online people in the environmental sector spend on podcasts
By contrast, you're less likely to be successful if you're trying to target these sectors.
All are time-intensive industries, and require a large amount of time spent engaging with people directly, which may leave less time for listening to podcasts.
3.46%
% of time online people in the retail sector spend on podcasts
3.83%
% of time online people in law enforcement spend on podcasts
3.92%
% of time online people in health and social care spend on podcasts
3.46%
3.83%
3.92%
% of time online people in the retail sector spend on podcasts
% of time online people in law enforcement spend on podcasts
% of time online people in health and social care spend on podcasts
Role: Who is spending their time on podcasts?
When we split the data by different roles, we see other trends emerging...
Project Managers, R&D, and BD professionals spend more time on podcasts - because their jobs rely on novel ideas and awareness of what others are doing in their industry.
There's also a wealth of content tailored towards them - so podcasts are an easy and enjoyable way to keep their edge.
8.29%
% of time online people in R&D spend on podcasts
6.65%
% of time online people in BD and Sales spend on podcasts
6.47%
% of time online project managers spend on podcasts
8.29%
6.65%
6.47%
% of time online people in R&D spend on podcasts
% of time online people in BD and Sales spend on podcasts
% of time online project managers spend on podcasts
Carers, customer service teams, and medical professionals spend less time on podcasts because their work is hands-on, fast-paced.
These roles leave very little room for immersing themselves into a podcast.
2.85%
% of time online carers spend on podcasts
3.38%
% of time online customer service professionals spend on podcasts
3.82%
% of time online medical professionals spend on podcasts
2.85%
3.38%
3.82%
% of time online carers spend on podcasts
% of time online customer service professionals spend on podcasts
% of time online medical professionals spend on podcasts
Stress Test Your Idea Before You Start
Before you record - check to see if you can answer these 5 questions...
1. What does this podcast do that no one else’s does?: If you can’t articulate a sharply differentiated angle, don’t proceed.
2. Who is the listener, and what do they get from it?: Be laser-specific. If you’re not solving a real problem or scratching an itch, they won’t stay.
3. Can we commit for 12 episodes minimum?: Podcasting is a game of consistency and trust. If you ghost your audience after 3 episodes, you’ve wasted everyone's time.
4. Do we have distribution leverage?: If your email list is small, your social reach modest, and your brand unrecognized—what’s your realistic promotion strategy?
5. What does success look like (and how will we measure it)?: Leads? Brand impressions? Guest relationships? Content repurposing? Define it up front or you’ll default to vanity metrics.
What might be worth doing instead of a podcast?
If your goals are credibility, connections, or content—not audio engagement—consider:
- Co-hosted LinkedIn Lives with industry voices
- Guesting on established podcasts
- Written Q&As or interview series
- Newsletters and serialized LinkedIn posts with high-signal takes
Each delivers strong employer brand data without the editing burden.
Want to know what actually works in employer branding?
Wisdom gives you real-time insights into what content cuts through. Track sentiment, spotlight competitors, and measure your brand impact—without guesswork.
👉 Check out Wisdom and get the data to find the best way to build your employer brand.
Make your brand talented.
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