I’m a big advocate for branded company podcasts that are designed for an audience of employees, while also being shared with external audiences:

In some cases companies want to use podcasting as an alternative medium for announcements, results, and strategy that need to be kept inside the company. I did that with my employee podcast at Dropbox, and for this approach, there are now some great tools that balance secure distribution and ease of use.

For most other podcast content that is for and about employees, it can “feed two birds with one seed” (I just heard this adjusted phrase on a podcast and it’s stuck in my mind) to make the show available both to employees for culture building and a public audience for brand reputation and recruiting benefits.

Mark This

This show from Aramark is a great example. It features profiles of the food locations they run, and the employees leading the operations. I listened to an episode about the Guinness headquarters, which is both a point of pride for Aramark and a recognizable landmark that impresses wider listeners.