Finding the right candidates has become one of the major challenges facing Belgian companies. In this context, employer branding podcasts are no longer a luxury reserved for large multinationals. It’s a concrete lever, accessible to all organizations that know how to tell their story from the inside.
Not because it’s fashionable, but because it gives a voice to real people, with their words, their sincerity and their enthusiasm. Here’s how to use podcasts to support your HR strategy in Belgium. To find out how this format fits in with your overall communication, check out our guide to in-house podcasts.
Why employer branding podcasts are changing the rules of recruitment
A candidate applying to your company has done his research before sending his CV. They’ve looked at your website, your social networks, maybe a few reviews on Glassdoor. And if nothing really speaks to them about what it’s like to work for you on a daily basis, they’ll move on to the next offer.
Employer branding is all about communicating your corporate culture in an authentic way. In this area, the employer brand podcast has an advantage that few other formats have: it lets you hear a human voice, without a corporate filter, for 20 to 40 minutes. It’s this length of time and intimacy that builds trust. As this HR Tech Europe analysis on podcasts as an employer branding tool shows, companies that adopt them see a significant increase in the quality of applications received.
What an employer branding podcast can actually do for you
Humanize your company in the eyes of candidates
Give your employees a voice, not just your managers. An engineer who explains why he’s been with your team for 5 years says more than any recruitment brochure.
Reaching passive candidates
The best profiles aren’t actively looking for a job. They listen to podcasts in their car or while jogging. So, if your show catches them, you exist in their minds long before they’re actively looking.
Promoting your businesses and expertise
Each episode can highlight a specific profession, an outstanding project or in-house expertise. This is particularly useful for sectors that suffer from an image deficit, such as industry, IT or logistics.
Retain your existing employees
A semi-public employer brand podcast that highlights initiatives, team successes and career paths sends a strong signal to your employees: their work is visible and recognized.
Formats that work best for employer branding
The employee portrait
One episode per employee, every month. We talk about their career path, what they like about their work and their projects. Simple to produce, and highly effective in showing the diversity of profiles and missions within your organization.
Behind the scenes of a project
Tell the story of how your team took on a real-life challenge, from launching a product to managing an organizational transformation. Candidates love to understand how things really work at your company.
Talking to a manager
A manager who talks about the way he manages, what he expects from his team and what he brings in return, is a content that reassures candidates and reduces information asymmetry at recruitment time.
Onboarding podcast
Create a series of episodes aimed at new arrivals: company history, values, internal processes, team presentations. It’s useful, original, and makes a great first impression from day one.
EDF, L’Oréal, BNP Paribas: what the big companies are doing
EDF launched several branded podcasts to reach a target group of young job applicants that its usual channels were not reaching. The result: increased visibility on platforms where competitors were still absent. L’Oréal and BNP Paribas followed a similar logic, giving voice to their employees to embody values that job descriptions cannot convey.
These companies have one thing in common: they’ve understood that the employer brand podcast is not just another communication tool, but a medium that creates an in-depth relationship with the listener. And this relationship, when well-constructed, translates into qualified job applications and lasting loyalty.
How StreamBox can help you with your employer branding podcast
At StreamBox, we support HR and communications teams from A to Z in the creation of their employer brand podcast. From concept definition to format selection, from recording in our professional podcast studio in Brussels to distribution on all platforms, we manage the entire process.
Our independent studios provide a professional and friendly environment for your collaborators, even if they’ve never spoken in front of a microphone before. If you’re still not sure which studio is right for your project, our comparison of the best podcast studios in Belgium will help you make the right choice. See also our studio rates for a quick estimate.
Frequently asked questions about the employer branding podcast
Do our employees need to be comfortable in front of a microphone?
No. In fact, that’s one of the advantages of the format: a voice that’s a little hesitant or emotional when talking about your work is perceived as authentic by listeners. Our team prepares the speakers in advance and creates a relaxed environment for everyone to express themselves naturally.
How many episodes does it take to see results?
Count on around ten episodes to start measuring an impact on your job applications and employer brand awareness. Regularity is more important than quantity: one episode a month for a year is more effective than ten episodes in two months, followed by a break.
Is the employer brand podcast relevant to SMEs?
Absolutely. SMEs often have a very strong corporate culture and rich human stories to tell. Employer branding podcasts enable them to differentiate themselves from large groups by highlighting what the latter can’t offer: proximity, flexibility and uniqueness.
How do you measure return on investment?
Number of listens, mentions of the podcast in applications received, offer acceptance rates, interview feedback. Many companies also use internal surveys to measure the impact on the commitment of existing employees.
Launch your employer brand podcast with StreamBox
Whether you’re starting from scratch or already have a specific idea in mind, our team is available for a no-obligation initial discussion to frame your project. Contact us today.
