How a podcast captured a team's attention

Sharing important information through a series of short and slickly produced recordings brings colleagues up to speed.

Change can be exciting and rewarding, but business success depends on all team members being onboard with developments. Equiniti (EQ) Retirement Solutions was looking to strengthen its internal communications by adding expertly crafted podcasts about how the business is evolving.

The challenge

Communicating news internally

Future-focused EQ provides financial services to more than 33 million shareholders, members and customers in the UK, US and 128 countries around the globe. The company’s retirement arm, EQ Retirement Solutions, needed to share business updates with colleagues across multiple locations.

The brief

Create engaging podcasts

EQ asked TOMD to develop a podcast series that would deliver information effectively. The brief included:

A 12-epsiode podcast series featuring guests from across Equiniti
A bite-size format to keep colleagues interested
Episodes covering a range of topics, such as change programmes, high-priority projects and learning and development initiatives, strategy and growth and insights into business teams
A final Q&A episode to round off the series
Micro content for marketing the podcasts internally (audiograms).

The solution: Collaboration, expertise and attention to detail

TOMD Director Mike Johnstone and Senior Web Support Specialist Charlie Page worked closely with EQ throughout the production process.

They supported EQ by:

Supplying transcripts, subtitles and graphics for each episode
Providing technical support at recordings to ensure high sound quality
Managing multi-guest episodes
Guiding guests on how to keep content engaging by offering genuine feedback – in line with our promise to be honest with clients
Editing and quality checking episodes
Editing and producing animated audiograms.

The outcome

Snappy podcasts hold attention

EQ Retirement Solutions reported a significant increase in engagement with the new, shorter podcasts compared with a previous series. Additionally, the recording and editing process was much smoother with TOMD’s support, the company said.

“Mike and Charlie were invaluable to the project. They supported us with recording each episode, briefing our guest speakers and acting as a second pair of ears for our host – not only from an audio quality perspective but from a content perspective. Having this external insight was incredibly helpful and enabled us to shape and improve the series as we progressed through it. They also worked with us on editing and producing animated full-length audiograms to suit the needs of our internal communications channels.

“They were incredibly knowledgeable and professional, and I trusted their expertise and guidance implicitly. I would highly recommend TOMD to any business looking to explore podcasts as a medium for internal communications.”

Emily Eccles, Communication & Engagement Manager, Equiniti Retirement Solutions

Our thoughts

Charlie Page, Senior Web Support Specialist at TOMD, said:

“Collaborating with Equiniti is great because, like us, its people value the input of others. This inevitably leads to better outcomes. Podcasts require careful attention to detail and a lot of time to edit but it’s worth it to create meaningful communications that engage listeners.”

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