Podcasting has exploded in popularity over the past decade, with 42% of Americans aged 12 and older having listened to a podcast in the past month (Edison Research). It's a medium that provides a unique opportunity for businesses to demonstrate thought leadership, deliver value, and generate substantial profits. Yet, many staffing agencies and direct hire firms are late to the game.
My agency - Nurse Recruitment Experts - has generated 6-figures of profit through podcasting. Our secret? Niching down, and effective digital marketing.
Why create a podcast for your niche?
1. Demonstrate thought leadership
Clients buy from agencies they know, like, and trust. Thought leadership positions your organisation as an expert, building credibility among your target clients. When you consistently deliver valuable insights, trends, and information through your podcast, you grow to become top-of-mind among your target clients. When they need help, they reach out.
2. The value of providing value
Podcasting as a medium empowers you to share expertise, answer common questions, and offer solutions to industry challenges. When you provide genuine value, for free none the less, your audience is more likely to engage with your brand, consider your services, and even be loyal clients. What’s more, they’re usually working with you directly: not through a managed service provider (MSP) or middleman.
3. A low-cost, high-impact strategy
Compared to other strategies - advertising and cold calling come to mind - podcasting is low-cost but can yield high-impact results. You don't need an expensive studio or a massive production team to create a podcast. Just grab a clear microphone and webcam. You can do it right for under $100.
How to create a podcast for your niche
Now that we understand the why, let's delve into the how. Here are the steps to create a successful podcast tailored to your niche:
1. Utilise software to broadcast live over social media
We use Streamyard to simultaneously broadcast live over Facebook, YouTube, and LinkedIn. Through this, I can reach all my networks and create keyword-filled content to boost SEO. Live broadcasts allow for real-time interaction with your audience, enabling them to ask questions,
leave comments, and share their thoughts. This engagement can help you build a dedicated community around your podcast, who get to know you and each other.
2. Create content that resonates with clients
You need to understand your niche’s pain points, interests, and needs. Make the podcast focused on them. Ours is called Nurse Recruitment Secrets. It’s clear who we’re helping, and what roles we work on. Who do you help, and who do you hire? Your podcast - from its title to its content - should provide solutions, insights, and valuable information that directly address these two questions.
Consider featuring case studies, success stories, and practical tips that can help your audience in their professional endeavours. Make sure your content is not overly promotional, as listeners are looking for genuine value, not just a sales pitch.
3. Boosting prestige by interviewing known guests
The best way to boost your new podcast's credibility and attract a broader audience is by inviting well-known guests from your niche to participate in your episodes. You gain access to an existing audience and position your podcast as a platform where industry experts gather. Be sure to promote these episodes aggressively, leveraging your guest's following and networks to maximise reach.
Executives and industry leaders are hard to get a hold of and usually require approval from their employer. Look at your client base first, and network second. Who are the most senior people? Target them. Once you have a couple, you can use their interviews as social proof for leaders you have less connection with.
Generating business from your podcast
Finally, creating a podcast is not just about sharing valuable content; it's also a powerful tool for generating business. Here are three opportunities:
1. Turning guests into clients
After the episode, follow up with a personalised thank-you message and continue to nurture your connection with guests. Don’t push too hard. They know what you do. Over time, some may become clients or refer others to your services.
2. Following up with attendees
If you host live podcast broadcasts, pay attention to the attendees who actively sign up or engage with your content. These individuals are likely interested in what you have to offer. Most come for knowledge but also have a need. Reach out to them after the broadcast, offering additional resources, exclusive content, or special discounts on your services. Focus on building rapport. As before: they know what you do. Be there, and if they ask for help, you’re in.
3. Marketing your content
Undoubtedly content is king. Good guests and engaging topics = strong awareness and reach. How can you go further? Utilise social media, email marketing, and your website to promote your episodes. Consistency is key, so maintain a regular release schedule to keep your audience engaged.
Hopefully, I’ve convinced you of podcasting’s merits. With dedication and a commitment to providing value, you can become a thought leader in your niche. Companies are crying out for better recruitment and retention strategies. As staffing providers, we’re experts in both. Seize this low-cost, high-value technique to raise your profile, deliver value, and generate new client relationships.
Guest blog from Adam Chambers, President of Nurse Recruitment Experts (NRX). Since 2019, NRX has sourced and hired 10,000s of RNs, LPNs, and CNAs for health systems across the US and Canada. NRX focuses on amplifying clients' employer brands and reaching a wider field of passive candidates. Adam has sat on the Social Media Committee of the National Association of Healthcare Recruiters, the Healthcare Council of the American Staffing Association (ASA), and is currently a member of ASA's Direct Hire Council. His informational series - Nurse Recruitment Secrets - regularly reaches 11,500 healthcare HR professionals monthly via its blog, newsletter, podcast, and webinar content.
