In a recent episode of the HR business marketing podcast, A Better HR Business, Ben makes a compelling case for why launching a podcast can transform your HR consultancy or workplace-focused business.
You’ll hear practical strategies for HR consultants, workplace consultants, L&D and OD experts, recruitment firms, and HR software founders who want to attract clients, win contracts, and stand out in a competitive market.
Whether you run a consulting practice or a tech platform, podcasting can help you build authority, connect with decision makers, and create a consistent stream of new opportunities.
FYI – For us, the Human Resources industry includes Generalist HR, Recruitment, Learning & Development, Employment Law, Compensation & Benefits, Diversity & Inclusion, Employee Engagement, etc.
- Why podcasting helps you attract consulting and HR software clients faster than traditional marketing
- How a podcast builds authority and trust in your niche (HR, workplace, or software)
- 10 practical, proven reasons podcasting is a powerful growth tool for your business
Scroll down for the video version, audio version, summary notes and transcript.
Note:
We are slightly biased at Get More HR Clients because we help launch HR related, workplace-related podcasts. #
We help you choose the topics, the themes, theme music, editing, production, social media promotion, even the logos – all of it.
We can do it all for you.
If that’s of interest to your company, check out our HR business podcast launch service.
Ok, onto the show!
Video Version: 10 Reasons Your HR Consulting, Workplace, or HR Software Business Should Start a B2B Podcast
Audio Version: Episode 291: 10 Reasons Your HR Consulting, Workplace, or HR Software Business Should Start a B2B Podcast
You can find the podcast on all the main podcast players.
Summary Notes
Why Your HR Consultancy or HR Software Company Should Start A Podcast
Let’s run through 10 reasons why you should do it!
1. Become a trusted voice
At the heart of podcasting lies the opportunity to become a thought leader in the HR and workplace space. By consistently discussing critical topics, from AI in the workplace to employee retention, your insights can position you as the go-to expert. As Ben notes, familiarity builds trust; people who regularly listen to your advice are more likely to choose your services over faceless competitors.
2. Raise your leaders’ profile
Podcasting isn’t just effective for the business as a whole; it spotlights your leadership team. Sharing the mic with your leaders, executives, or even the CEO creates a human connection with your audience. By following examples set by industry giants like Franklin Covey, where executives are given platforms to share their expertise, you can raise individual and company profiles, all while building brand credibility.
3. Turn wins into stories
Nothing beats a good story. Use your podcast to bring client success stories to life-humanizing case studies and turning project milestones into digestible, memorable episodes. This sharing of real experiences not only celebrates your clients but also offers valuable lessons and social proof to prospective customers.
4. One episode, many assets
A single podcast episode is a treasure trove of content. Record once, and repurpose it into LinkedIn posts, email newsletters, blogs, and bite-sized social clips. This strategy amplifies your reach and ensures a steady flow of engaging content without overwhelming your marketing team.
5. Get found on Google
Each podcast episode, accompanied by show notes and transcripts, strengthens your digital footprint. This wealth of relevant content boosts your search engine optimization (SEO), making it easier for potential clients to find you. Even as AI continues to transform search, content is still king: the more you put out there, the greater your odds of discovery.
6. Grow a niche community
Podcasting fosters genuine connections. By focusing on topics your audience cares about and sharing authentic experiences, you can grow a loyal community around your business. This sense of belonging not only strengthens brand affinity but also increases client retention.
7. Spot pains early, spend less
Every episode offers a window into your audience’s evolving challenges and interests. The feedback and questions you receive can clarify pain points, reveal trending topics, and give you an edge when crafting future marketing campaigns, making your paid ads and content efforts more targeted and effective.
8. Open doors to partners and PR
Hosting a podcast is an excellent gateway to forging new partnerships, securing media features, and landing speaking opportunities. Ben emphasizes that podcasts function as networking accelerators, opening doors to collaborations and high-profile events that further bolster your brand authority.
9. Invite dream clients as guests
Inviting potential clients and industry peers onto your show creates a relaxed, conversational environment. This low-pressure interaction lays the groundwork for meaningful business relationships, making future sales conversations much easier and more organic.
10. Easier, warmer sales calls
Podcasting breaks the ice long before you jump on a sales call. Prospects who have listened to your episodes feel like they know you, your personality, values, and expertise, turning cold outreach into a warm, informed dialogue. With trust already established, the sales process becomes a breeze.
Conclusion
There’s never been a better time for your HR or workplace-related business to start a podcast. As Ben highlights, podcasting fuels lead generation, community-building, and genuine thought leadership, all while being genuinely enjoyable and creative. With the right approach, you’ll find it’s not only effective but also one of the most rewarding ways to share your story and grow your business.
Time to hit record on your new show!
About The ‘A Better HR Business’ Podcast
In my HR marketing podcast, I talk with different HR consultants and HR tech companies from around the world to learn about what they do and how they keep their businesses healthy and moving in the right direction.
If you have questions you want to ask me about growing an HR consultancy or marketing for HR tech companies, just let me know or visit the HR marketing services page.
Remember to subscribe to our mailing list to get notified of new episodes.
Enjoy the show!
Episode Transcript
Episode 291 – 10 Reasons Your HR Consulting, Workplace, or HR Software Business Should Start a B2B Podcast
[00:00:00]:
Should you start a podcast for your workplace or HR related business? Personally, I think so. So let’s run through 10 reasons why you should do it.
Firstly, it helps you be a trusted voice on HR and workplace-related issues. It makes sense if you’re there discussing the topics that matter to people, whether they be AI in the workplace or employee attraction, retention or ICE stuff for immigration and work visas, all sorts of stuff.
If you can be in there sharing your insights and advice, then people are going to know you, like you, trust you more than someone who they have never heard of and is suddenly trying to pitch their services. So it can certainly help you become a trusted voice in that area. And obviously that feeds into more sales for your business.
[00:00:50]:
Number two, it helps put your leaders on the map in a helpful and human way. Now, you’ve probably heard of Stephen Covey in the famous book The 7 Habits of Highly Effective People. Well, his company, the FranklinCovey company, they’ve got a number of, I think it’s 10 to 12 executives because it’s become a huge leadership development company. And those 10 or 12 executives, they’ve actually got little mini-support networks or mini-empires built beneath them to help raise their profile, whether that be through podcasts and books that they write and things like that.
They then promote each person, each executive, which lifts the brand of the company overall and helps them generate more sales and more connections and so on. But yeah, it increases the revenue of the company overall, but they do that by raising the profile of each executive. And that works every time you launch a podcast, the people, the leaders who are profiled within the podcast, they get known more, they get seen more, and you can share that content around. So even if the CEO or whatever is not the host of the show, you get them on as a guest, boost their profile, which feeds into more revenue sales.
[00:01:51]:
Number three, you can turn real customer wins into simple stories that people can learn from. You know, so basically you’re getting case studies. Share your wins. Don’t have them hidden away on your website as written articles and things. Get them out there in a more easily consumed format.
So if you’ve had a win with a customer or client to help them boost employee engagement or reduce staff turnover, whatever it may be, share that, talk about it and humanize it. Talk about the things that went well or didn’t go well or the challenges you went through to make it happen, and that’s one of the reasons why they should use your firm to make it happen for future business, for future clients and customers, then it’s a great way to do it.
[00:02:39]:
Number four, you can make one episode and then turn it into many different formats, such as LinkedIn posts, emails, blogs, short clips, things like that.
So it’s a rinse and repeat, or you slice and dice it however you want to phrase it. But just from having one simple conversation on a Zoom call or whatever it may be, suddenly that becomes lots of content that you or your marketing team can use to promote your thought leadership, your business, whatever it may be. So it’s a great way to leverage and achieve scale in such an easy way.
Number five, you can help people find you on Google with episode pages and transcripts, and you can build a library that keeps working. So in other words, it boosts your SEO, it helps you get found. And yes, there’s AI and ChatGPT that’s coming along, which affects SEO, but that all adds up. And whether it be ChatGPT or other AI tools, they still draw on the information from the Internet to provide answers. So the more you can be out there getting discovered through the show notes, the articles, the links that are shared within the podcast, it’s going to help you get discovered, find more clients, more customers.
[00:03:39]:
Number six, you can build a small community around your niche and attract people who like what you stand for. So HR Like A Boss, they’re great for this. They’ve got a podcast which they can then share with their network, their community, and they add, you know, the books and things like that, but it gets people known and again raises the profile of the people involved and know like trust, so they get to know you and potentially want to work with you.
Number seven, you can spot new pains and questions early and spend less on cold ads over time. So in other words, it’s a discovery process. So every episode you’re thinking about the different topics that relate to the workplace HR world and you’re getting feedback from customers, clients, and so you’re talking about stuff and that provides insight. So not only have you got something to talk about, but now you realize in these conversations that you can then apply those learnings to any advertising campaigns. In the interviews that you have, certain things come up more often.
[00:04:38]:
Well, maybe that’s what you lead with as the hook, the angle used in your ads. So Google Ads, Facebook ads, LinkedIn ads, you’re not going to run your ads around here. We can help you with your remote workforce, your hybrid workforce, if that’s been done to death and everyone’s already talked about it. Or maybe you can come up with new angles that attract the attention of your potential customers and clients.
Number eight is you can meet partners, get more media and speaking invitations, and boost event results. So it’s a fabulous way to connect with potential partners or speaking opportunities, things like that. And when we use podcasts with our clients in the HR Business Accelerator, it’s a great opportunity or a way to use it as a stepping stone to get either bigger interview opportunities, media interviews, conference, speaking slots, things like that. So bear that in mind that it’s more than just one episode that’s floating out there. It can provide more connections and more results in other ways.
[00:05:30]:
Number nine is you can invite potential customers and clients to become guests and they come on and they have a friendly, low-pressure conversation. I mean, it’s a great way to meet potential customers and clients. Clients come on and have a chat about the issues that are affecting the industry or things you’ve done well in your business. It’s a great way.
And then number 10 is connected very closely to that one and that is you can make sales calls easier because people already know you from listening to you or if you’ve been on the show as a guest for an internal company podcast. So you’ve got one show host and then they bring on different people from within the company to be their guests, then they get to know you.
[00:06:13]:
So imagine how much easier the sales conversation is if the potential customer client has already heard you talk and maybe you’ve had a little bit of informal chat at the start or end, and they know that you like windsurfing or you like art or who knows what it might be that they get to know a little bit about you and it breaks the ice.
Or if you’ve delved into your thoughts, insights, successes, and case studies in an episode or over the series, then the customers and clients know that you know your stuff, you know, so it’s a far easier conversation to have.
So there are 10 great reasons why you should be starting a business podcast. I highly encourage you to think about doing it. Of course, we can help you do that. That’s what we do as part of our service. We help launch HR related, workplace-related podcasts, helping you choose the topics, the themes, even the logos and the editing, the production, all that kind of stuff. We can do all that for you.
[00:07:05]:
But regardless of whether you work with us or not, I highly encourage you to think about doing it because it’s such a powerful way of generating new business. And to be honest, everyone who ever does it tells me it’s fun. Like, it’s a really nice way to do things, to have a conversation with someone or to be able to share your ideas and thoughts and advice with others. So have a think about it. Let me know how you get on.
