What leaders can learn from podcasters about communication

It’s undeniable: Digital platforms are powerful tools for influence and podcasting trends have emerged as a masterclass in building impactful leadership profiles. I’ve been producing podcasts for executives for more than 15 years; I’ve seen firsthand how they’ve helped increase trust, deepen engagement, and accomplish business objectives.

Don’t just take it from me: Global podcast listening continues to increase, while trust in traditional media has been decreasing. According to Deloitte’s 2023 Digital Media Trends report, 75% of American listeners say they trust the hosts they listen to and research from Acast shows podcasters are the most trusted media personalities.

There are three main components to building this kind of trust, which emerging leaders and established executives can implement.

COMMUNICATE AUTHENTICALLY

In podcasting, hosts who speak naturally and choose not to remove all of their flubs, create strong bonds with audiences. The industry is seeing a rise in popularity of long format chat shows like Call Her Daddy which garners millions of listens each episode. These shows feature minimal editing and hosts speaking casually, leaning on their genuine sense of curiosity rather than sticking to a carefully scripted list of questions.

Podcasting best practices have even distanced themselves from the formalities of radio, where a big booming voice—faceless and nameless—would introduce the host of the show. Most podcast hosts now self-introduce for a more personable and authentic approach.

In the workplace, authenticity is the new leadership currency. With the rise of AI agents, leaders have to embrace their humanity now more than ever. Gone are the days of having C-suite executives build trust with their employees and stakeholders through slickly produced videos featuring them reading from a script. Leaders need to feel comfortable speaking off the cuff, admitting to mistakes, and having their true selves be on display. 

BE CONSISTENT 

The most successful podcasts are ones that release episodes on a consistent basis, which allows them to build momentum and integrate into people’s routines. Listeners are known for associating weekly commitments with listening—like on their Wednesday drive into the office, or during their Sunday night meal prep. In turn, it means listeners can feel comforted in knowing when and where to access the show. 

As a leader, showing up consistently is key to building trust. Whether it’s with internal audiences at a standing meeting or externally on social media. If you have trouble making it to a weekly huddle with the rest of your team, instead of regularly delegating a stand-in, decrease the frequency so you can show up more often. Leverage internal chat platforms for written or voice-recorded updates in-between. Give them the confidence to know how to access you.

STAY TRUE TO YOUR WORD 

If a podcast title promises to deliver three surprising facts that will help you live longer, that episode better deliver. Chart-topping shows like The Diary of a CEO and The Mel Robbins Podcast often use these kinds of titles but more importantly, they live up to them. Riling up an audience with a clickbait title and then disappointing them with a lackluster episode is short-sighted: it leads to quick analytical wins, but erodes longterm trust. 

It’s not surprising that integrity is considered one of the essential factors of transformational leadership. Oftentimes leaders are forced to prioritize asks and tasks, which means others get tabled and sometimes forgotten. Make an effort to follow up on items that you say will be addressed the next week or the next quarter. If you’re not serious about following up, don’t commit to doing so. You need to be able to deliver on what you promise.