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On air with a purpose – why podcasts belong in PR and Employer Branding strategies

15.09.2025 | KnowledgeAffairs

Die Illustration zeig recht einen Mann und links eine Frau, die an einem Tisch sitzen. Zwischen ihnen befindet sich ein Mikrofon. Die Illustration zeigt eine Podcast-Situation

The answer to the question “How do you know that?” is increasingly “I heard it on a podcast.” Current figures support this observation:

  • 33% of Germans aged 16 and over listen to podcasts regularly – that's around 23 million people.
  • 73% of 18- to 29-year-olds use podcasts – among young women under 30, the figure is as high as 81%.
  • The average daily listening time is 9 minutes.
  • In 2023, there were 63,000 active podcast formats registered in Germany, with over 13,000 new ones added in 2024.

Podcasts are an established medium and indispensable for PR. They are particularly valuable in employer branding. Podcast guests not only talk about their work, but also about what it means to them. This format automatically conveys values, attitudes, and personalities without resorting to the usual marketing tactics. And anyone who casually chats about their biggest professional failure or childhood memories in a technical conversation not only comes across as particularly likable and authentic, but also quickly builds trust and a personal connection with listeners.

How can my employees get involved in a podcast?

First, the target audience must be defined. Since individual figures for podcasts are rare, a thematic and character-driven approach is taken. Podcasts with specialist topics are suitable for skilled workers, while broader formats are better suited to overarching work topics.

Niche formats reach precisely relevant target groups, while general formats increase brand awareness and position a company as an innovative employer.

Who should do it?

The ideal candidates are individuals with strong communication skills, an open personality, and an interesting story to tell. Ambassador pools, i.e., a fixed group of people who are a good fit professionally and personally, are helpful for the selection process. Once identified, we try to place them not only in one format, but in several, including cross-media formats.

Effort? Yes! But it's worth it.

The effort required for good podcast PR should not be underestimated, but it pays off. Well-planned podcast appearances can achieve much more than just reach. Companies can position themselves sustainably in the competitive job market and become the answer to the question: “How do you know that?”

Would you like to hear how that sounds in practice?

We have already organized appearances for our clients on various podcasts – from specialist formats such as My data ist better than yours, Einfach Komplex, and UX Heros to more broadly based podcasts such as Future Family, JobsInside – der Karrieretalk, ZEIT Talent, and InnoPulse.

If you would also like to speak on a podcast, please contact us—together we will find your podcast-worthy stories within your company!

Sources for podcast figures:

© AI-generated image by Leonardo AI

Quelle: HA
Sarah Spitzl-Kirch
Sarah Spitzl-Kirch

Schreiben war schon immer „mein Ding“. Das bestätigte mir bereits meine Deutschlehrerin in der Grundschule und meine Lehrerin in der fünften Klasse prophezeite: „Du wirst mal Journalistin“. Sicherlich war es auch dieser frühe Zuspruch, der mich dazu veranlasste, ein Studium der Germanistik und Kommunikationswissenschaft aufzunehmen und erfolgreich abzuschließen (= ich wurde keine Taxifahrerin). In die Zeitungsredaktion hat es mich trotz der Weissagung nur mal für ein Praktikum verschlagen. Jetzt haue ich bei HeadlineAffairs in die Tastatur. Von der Mitarbeiterzeitung, über den Kundennewsletter und die Pressemitteilung bis hin zu Blogbeiträgen und Mitarbeiterportraits begebe ich mich seit mittlerweile neun Jahren täglich auf die Suche nach Geschichten, die es aufzuschreiben lohnt.

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