Podcasts, More Authentic Communication
[Joshua] Organizations are struggling to find ways to engage in authentic conversations with their employees and their customers. Often, they resort to long-winded emails, or written public statements, that are meant to “cover all angles” in one fell swoop. At best, these attempts go unread; at worst, they are too simplistic, or too full of legalese, and show a lack of authenticity. In an age where employees and customers expect transparency, especially around shared mission and values, these forms of communication are not optimal.
The most effective way to communicate is in person, face to face, eye to eye, where intent and action are more nuanced and more empathic. This has always been a struggle for companies with far-flung reach, and this issue has only amplified during the Covid-19 pandemic, where employees are less likely to be together. And this is likely to be our new collective reality, far beyond the current crisis. So, what should organizations do?
There is no one clear approach, however brands should be looking for platforms that provide more intimacy. Already, Zoom has replaced the traditional phone call, because it is a visual medium. Another emerging modality is podcasts—whether they’re specifically for employees, customers, or both. Because they are typically listened to while driving, cleaning, working out or even relaxing, they create a more intimate space to share ideas and personal experiences, discuss complex concepts and disseminate information, all while building community. Here’s Phil, a Fashion Consort associate, and podcast development expert:
[Phil] I spent a lot of my career working in IT and Technology. And while I knew I was building systems that were supporting important work at the companies I worked for, I had very little connection to that work, and the people that were using the tools I was creating. Without connecting to the larger organizational community, I felt left out, and ultimately, I burned out.
[Joshua] Podcasts are typically delivered by subscription, via smart phone, completely disconnected from emails, and other forms of communication that are characteristically more work and task related. And, because they are so focused on the human voice—they can be a much less stressful way to communicate. Here’s Phil again:
[Phil] I left the tech world, and then soon thereafter started a podcast that focused on the intersection of the fashion and LGBTQ communities. For me, it was a passion project, a disconnect from corporate life. But it has since made clear to me how powerful the podcast medium is! I am now working with clients, small and large, to connect employees and customers in more meaningful and human-centric ways, in support of their values, all through podcasting!
[Joshua] For more information on how to incorporate podcasts in your organization, I recommend reading Phil’s article, “Podcasts, A Corporate Opportunity” which can be found on the Fashion Consort website. Just click on News. Also, be sure to listen to Phil’s podcast, “Transition of Style,” available wherever you listen to your favorite podcasts.