A podcast strategy doesn't always have to focus on lead generation.
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Yes, that's right. There are other ways that a podcast can impact your business. For example, your podcast could be how you activate your employer brand to attract talented employees.
Culture is Key in Professional Services
Despite all the AI hype, professional services are remarkably human.
For some industries, like accounting, there is an ongoing war for talented employees. The firm with the best culture and the firm what prioritizes their people usually wins.
Many companies put on happy hours and other team-building events. Some firms take that a step further...
For example, YHB CPAs blocks off a whole day each year where the entire company puts work aside and gathers together for 'Firm Day.' Earlier this year, I had the pleasure of attending Firm Day and interviewing about a dozen employees about what it means to them. Check out the short video:
Using a Podcast to Build Culture
A strong culture doesn't need to be forged through firm-wide events. In fact, a podcast can be a fantastic way to showcase your firm's unique combination of expertise and personality.
Think about it. Much like a celebrity, if you follow a podcast and have listen to episodes regularly, at some point you begin to feel like you know the host. This is known as a parasocial relationship, and companies can use this cognitive bias to strengthen their firm culture.
Podcast Example: Asking For A Friend, with Bethany Silvis
Bethany Silvis is a marketing team of one at Kerkering Barberio, an accounting firm based in Florida. A few years ago, the firm launched a video podcast series called Asking For A Friend. Initially, the intent of the podcast was to showcase the people at the firm to attract new clients, but the show had an unintended benefit…
In my chat with Bethany, she shares how operating as a solo marketer presented her with unique challenges and opportunities, like working alongside HR to pivot the firm's podcast from a lead-generation tool into a powerhouse for recruitment, intern onboarding, and internal culture building.
In this episode, you'll learn:
How pivoting a podcast to recruiting transformed candidate hiring and intern onboarding
Why showcasing the people behind the firm builds a stronger culture in a hybrid workplace
How batching recordings and prep helps a solo marketer manage production efficiently
Why asking personal hobby questions creates surprising connections across remote offices
How sharing employee stories turned passive job seekers into enthusiastic applicants
Why spacing out release schedules prevents burnout when running an internal podcast
Use Podcasting to Attract Top Talent in Your Market
Are you ready to bring your firm culture to life in video form? Create a place where employees can share their unique stories and personality, giving the best people in the industry a window into what it’s like to work at your firm. Contact us to get started today
