Business schools face the ongoing challenge of staying relevant and engaging to both current and prospective students as well as other key stakeholders. One innovative strategy that can significantly enhance a business school’s visibility and influence is by leveraging faculty members in podcast opportunities. By putting faculty forward for podcasts, business schools can amplify their thought leadership, connect with wider audiences, and enrich their educational offerings.
The growing popularity of podcasts
Podcasts have surged in popularity over the last decade, becoming a staple in how people consume information and entertainment. According to recent statistics, there are 500 million podcast listeners worldwide, of which 48% of listeners say they listen to a podcast to learn new things, gain new knowledge or educate themselves.
Podcasts allow for a deep, intimate connection with audiences, making it an ideal platform for experts to share their insights and knowledge. For business schools, this presents a golden opportunity to tap into a vast audience that is eager for high-quality, informative content.
In a recent webinar myself and my colleague Steph conducted, we discussed how to secure broadcast and podcast opportunities and the benefits for faculty in doing so. Here are six reasons you should consider pitching your faculty to podcasts:
Showcase your thought leadership
Business schools pride themselves on the expertise and thought leadership of their faculty. Podcasts provide a platform where faculty members can discuss their research, share insights on industry trends, and provide analysis on current events in a way that is accessible to the public. This not only showcases the depth and breadth of a school’s academic expertise but also positions the institution as a hub of cutting-edge knowledge and innovation.
For example, a professor specialising in digital marketing could discuss the latest trends in social media advertising, providing valuable content that resonates with professionals and enthusiasts alike. By doing so, the business school not only highlights its academic strengths but also builds its brand as a leader in business education.
Longer time to engage your audience
Podcasts often offer faculty lots of time to delve deeply into their subjects. Unlike the time-constrained nature of broadcast segments or the word limits of written pieces, podcasts can provide an expansive platform where faculty can explore complex topics at length, share detailed insights, answer questions directly, and engage in thoughtful discussions. This extended format allows for a more nuanced and comprehensive exploration of ideas, enabling faculty to articulate their expertise fully and engage listeners with in-depth analysis and context that shorter media formats might not be able to accommodate.
Opportunity to be direct
Podcasts offer a unique and flexible platform that allows individuals to be more direct and effectively showcase a programme or other key messages without disrupting the flow of content. Unlike traditional media, where promotional messages are often removed or confined to brief, isolated segments, podcasts are more likely to provide an opportunity to seamlessly integrate mentions and endorsements into engaging narratives and discussions.
Hosts and guests can discuss the features, benefits, and personal experiences related to a programme or service in a natural and conversational manner, making it feel authentic and persuasive. This approach not only enhances the credibility of the endorsement but also captures the audience's attention in a relaxed and receptive environment.
Easy to share with others
Podcasts are inherently shareable, making them an ideal medium for broad dissemination across various social media platforms. Listeners can easily share episodes on Facebook, X, LinkedIn, Instagram, and other networks, extending the reach of the content far beyond its initial audience.
Additionally, most podcasts are freely accessible and not restricted by paywalls, ensuring that anyone with an internet connection can listen without encountering financial barriers. The shareability and free access of podcasts collectively enhance their potential to disseminate knowledge, promote brands, and connect with listeners globally.
Connecting with wider and younger audiences
Podcasts transcend geographic boundaries, allowing business schools to reach a global audience. This is particularly beneficial for attracting international students and faculty, as well as engaging alumni and industry partners worldwide. Podcasts can also connect faculty with a younger audience by aligning with their digital consumption habits – just look at the fact that 66% of podcast listeners in the United States are aged 12-34.
Great for raising personal profiles
Participation in podcasts can also significantly benefit faculty members by raising their professional profiles and expanding their networks further. A 30-minute video discussion for a podcast is great for a faculty member’s profile!
Being featured on reputable podcasts can enhance a professor’s visibility, leading to invitations for speaking engagements, consulting opportunities, and collaborations with other institutions and industry partners. This not only benefits the individual faculty member but also enhances the reputation and network of the business school.
In an era where content is king, and podcasts are increasingly popular, business schools have a unique opportunity to leverage this medium to enhance their visibility, engage with broader audiences, and enrich their educational offerings.
By putting faculty forward for podcast opportunities, business schools can showcase their thought leadership, connect with global audiences that include potential applicants, and build stronger, more influential academic profiles. This strategic move not only benefits the institution but also elevates the careers of its faculty, creating a win-win scenario that is hard to overlook.
Author: Peter RemonPeter achieves prominence for clients across a breadth and depth of significant publications, from trade specific media like International Finance Magazine and QS TopMBA, to national and international goliaths such as Handelsblatt, Le Monde, US News and World Report, and the Financial Times. He also writes under his own name for key publications such as HRZone, Medium and Data Driven Investor.
