Unlock the Power of Internal Podcasting Metrics to Enhance Team Communication
Unite your team, increase efficiency, and communicate like a pro by understanding the crucial internal podcast metrics. Thinking of your staff as customers and caring about the metrics for engagement with an internal podcast is key.
The internal podcast continues to grow in popularity and has been adopted by industry-leading brands like Lululemon and American Airlines. There are countless reasons for this, including the steady growth of podcasting as a whole, but one stands out: an internal-facing podcast is an exceptional way to disseminate vital info, no matter how big your team has grown.
Below, we share why we believe this and why a branded podcast might be the perfect fit for your busy team of professionals.
Cover Complex Topics
Internal podcasts are an ideal medium for brands looking to share concepts, data, and other essential information that is broad or complex. The conversational nature and audio format create space for material that would be overwhelming in an email or Zoom call. Expecting a team member to read an email longer than 500 words these days seems unrealistic.
Fortunately, the data shows us that when an internal podcasting is value-packed and professionally produced, listeners are happy to tune in for 30 minutes, an hour, or more. For example, Lululemon’s internal podcast, produced by JAR Audio, earned a 95% listen-through rate, engaging team members across several countries.
Engagement: The Most Important Metric
When it comes to internal podcasts, engagement is the most critical metric to track. Engagement, often measured by listen length or consumption, indicates how much of your podcast your team is actually listening to and absorbing. And luckily its one of the easiest internal podcast statistic to measure, as almost every internal podcast hosting platform (like Podbean, or Omny Studio) gives you this in the dashboard. High engagement means that the content is resonating with your audience, keeping their attention, and providing value.
Here’s why engagement is so vital:
- Depth of Connection: The longer your team listens, the more likely they are to understand and retain the information. This depth of connection is crucial for internal communications, especially when conveying complex topics or essential updates.
- Content Effectiveness: High engagement rates show that your content is hitting the mark. If listeners drop off early, it might indicate that the content isn’t relevant, engaging, or well-produced. Monitoring engagement helps you refine your content to better meet the needs of your team.
- Feedback Loop: Engagement metrics provide immediate feedback on what works and what doesn’t. This allows for continuous improvement of your podcast strategy, ensuring that each episode is more engaging than the last.
To measure engagement effectively, consider these internal podcast metrics:
- Listen-Through Rate: This indicates the percentage of the podcast that listeners have consumed. A high listen-through rate suggests that the content is compelling and keeps the audience engaged.
- Completion Rate: This metric shows how many listeners stay until the end of the episode. High completion rates are a strong indicator of engaging content.
- Time-Stamped Feedback: Collecting feedback on specific segments of the podcast can help identify which parts are most engaging and which might need improvement.
Don’t Go Overlooked
We’ve already covered how difficult it is to engage your team with lengthy emails, but we haven’t considered whether internal emails get read at all. Many of us have let a piece of internal correspondence sink to the bottom of our to-do list. This isn’t where you want your most important messaging to land, especially considering the risk it will be forgotten.
A biweekly, monthly, or semi-annual podcast can serve as a refreshing change of pace and invite your team to engage with vital material that might otherwise go overlooked.
Cut Back on Screen Time
Using internal podcasting for vital messaging can help your team cut back on something we all have too much of these days—screen time. Many team members would rather do just about anything than read another lengthy email or attend yet another Zoom call. By empowering your people to step away from their desks and devices, you offer them the space they need to tune into your content in a new environment, with minds that are relaxed and refreshed. Monitoring internal podcast KPIs such as engagement rates can help you see the impact on screen time reduction. We’ve heard lots of anecdotal evidence that staff love internal podcasts because they can listen to them while they are getting ready in the morning, or on their way to and from work.
Foster Positive Culture
Culture can make or break the success of your company, and you should keep this in mind when it comes to communications, education, and training. Asking your team to pore over mundane internal content every day—whether through emails, instructional videos, or hand guides—doesn’t lift morale.
An internal podcast is a big project, but it tells your people that their experience matters and that you want them to enjoy being part of your team. These efforts foster happy, fulfilled, and engaged workers, promoting prosperity and sustainable growth.
Key Takeaways on Internal Podcasting Metrics
- Measure Engagement: Track listen-through rates and feedback to gauge how well your internal podcast resonates with your team. High engagement is the most critical indicator of success.
- Track Accessibility: Ensure your podcast is easily accessible on various platforms and provide transcripts for inclusive communication.
- Monitor Topic Effectiveness: Analyze which topics and episodes generate the most interest and engagement.
- Evaluate Screen Time Reduction: Measure the reduction in screen time and improved mental well-being of your team.
- Assess Cultural Impact: Gather qualitative data on how the podcast influences team morale and workplace culture.
To learn more about the internal podcast, check out this guide.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.
