You Don’t Need Execs

Many B2Bs that want to release a podcast face a common perceived bottleneck: that the CEO must host their podcast.

The reasons for this perception are manifold, but at the top of the list is that the CEO is the company spokesperson and the one most likely to have received media training.

There is definite logic to this thinking when it comes to being a guest on someone else’s media platform. For example, if invited to appear on CNBC or to give a quote to the Wall Street Journal, a misstep can be harmful to your brand, so having media training is critical.

But podcasts are different because they are internally controlled. All content is created and published on-demand, which offers a unique opportunity for brands to include mid-senior voices instead of just the C-Suite’s. As a company, “you can have your cake and eat it too” with this initiative because it allows you to control the content creation process while also recognizing voices that are not typically heard in public, all while capturing the authenticity and portability of podcasting.

So who should host your podcast? First, start with your goal. Your B2B podcast should have a specific point, or in other words, an ultimate and measurable business goal. Once you’ve determined the point of your podcast, ask yourself, “Who is best positioned to relay this specific message? Who lives closest to this specific KPI? Who has the best relationships with external guests to invite onto the podcast?

A quick note: having a consistent host throughout a series or season is recommended. You can have a rotation of “guest hosts” but one primary voice that connects episodes together is strongly recommended because it creates continuity for your listener, which is critical to building listener engagement over time.

Let’s take an example. Let’s say that your podcast’s point is to boost external recruiting. You’d then ask yourself, “Who at the company owns talent and recruiting?” Yes, the CEO and the CHRO are certainly key in bringing in top talent, but someone with a title like “Head of Talent” sits closer to the relevant KPI. She or he has built the process for identifying, marketing to, interviewing, and onboarding talent at the company. This is someone who can and should own a podcast aimed to better connect the company with candidates. Now that the point of the podcast and its host have been identified, the company can better measure the efficiency of the podcast against its goals of expanding its new candidate pipeline.

None of this is to say that the C-Suite shouldn’t endorse the podcast. Inviting your CEO — or another member of the C-Suite — to be the first guest on the podcast is a great signal to listeners that this is an important initiative. It also positions the executive as a thought leader, which is critical, because the host of the podcast shouldn’t be responsible for being the thought leader. She or he should worry only about being the host.

Your CEO doesn’t need to host your podcast. I promise you.