Corporate podcast: in-house or with a podcast agency?

Since 2015, podcasts have gained in popularity worldwide, thanks in particular to the rise of online audio platforms such as Spotify, Deezer and YouTube. There's something for everyone, from simple tutorials to professional podcasts. That's why 57% of French people say they've already listened to a podcast, and that figure is rising all the time.

The corporate podcast is establishing itself as an essential communication tool. It captures attention in a different way. It goes deep. It creates a direct link with your customers, employees and partners. And this format has been booming in recent years. Never before have so many brands and organizations invested in audio to create engaging, human and lasting content.

But a fundamental question arises: should you launch this podcast in-house, or call in a specialist agency? It's a strategic choice that impacts the quality, reach and credibility of your message. Discover the difference between producing your own podcast and using a professional podcast agency like Calliopé.

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Why launch a company podcast?

Podcasting is no passing trend. The confinement caused by Covid-19 has led to many upheavals, making telecommuting the norm. A strategy had to be found to keep internal communication flowing between remote employees.

The internal podcast is a mature, demanding format with great potential. It allows you to establish a brand voice over the long term. Unlike an ephemeral post or video, a podcast has a long life. It remains accessible, re-listened to and shared.

It's also a channel of expression that allows for emotion, nuance and intimacy. In a world saturated with fast-moving visual messages, podcasts allow us to slow down and concentrate. It's particularly well-suited to complex subjects, to highlighting expertise or creating a sincere bond.

A well-designed podcast can raise your profile, humanize your image, educate, build loyalty or recruit. But to achieve such impact, the question of production cannot be taken lightly.

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Producing a podcast in-house: freedom but risks

Some companies wish to produce their podcast in-house, often for reasons of budget or editorial control. The idea is to retain control over all aspects, to be able to control script writing and to manage distribution. This approach is seductive, but has its share of pitfalls.

The reality in the field is more complex. Producing a podcast requires time, technical skills and editorial rigor. A good podcast has a well thought-out script, a structured narrative, a carefully crafted sound identity, impeccable sound recording, a fluid rhythm and mastered post-production.

Without all these elements, the listener gives up and leaves. And in the competitive world of podcasting, a lost listener doesn't come back.

You also need to think about recurrence: a single episode is not enough. The real value of a corporate podcast lies in its ability to be sustained over time. This implies a schedule, a method and a consistency that few structures can maintain on their own without overloading.

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Using a podcast agency: quality assurance

Working with an agency like Calliopé means choosing professional production at every stage. Right from the start, we'll help you define your podcast's objectives, identify your audience and build a coherent, effective and engaging format.

We don't just record: we write, produce, record, edit, mix, package and broadcast. We bring your ideas to life, transforming them into powerful sonic narratives that touch and hold the attention.

This expertise is backed up by a complete team: writers, directors, journalists, sound engineers and sound designers. All specialized in the world of podcasts. Since 2019, we've worked with over 60 brands in a wide range of sectors: retail, HR, culture, tech, healthcare and institutional.

Personalized support. No standardized solutions at Calliopé. Each project is conceived as a unique creation, serving a clear purpose. This is reflected in the final result.

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Case study: L'Oréal, the podcast as a lever for internal communication

To enhance internal communications on its Seine 62 campus, L'Oréal Luxe has entrusted Calliopé with the creation of a series of podcasts for its employees. The aim: to highlight individual and collective commitments to the Group's values (ecology, inclusion, sustainable development), while supporting in-house events.

Each episode gives a voice to an employee through an intimate, heartfelt testimonial, focusing on his or her personal journey and involvement. Calliopé has also designed a special format, hosted by an external coach, to be broadcast during European Waste Reduction Week.

The result is a collection of authentic sound portraits, supported by a warm sound design that unites and enhances the internal voices.

Want to hear more about our audio content? Discover all our customer podcasts directly on our page by clicking here.

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Key questions to help you make the right choice

Before deciding whether to produce in-house or outsource, ask yourself the right questions:

• Do you have an in-house team capable of managing audio production from A to Z on a regular basis?
• Do you have the right equipment and technical skills to ensure impeccable sound quality?
• Does your team have the time to devote to this project over the long term?
• Are you familiar with the narrative codes of podcasting and the specific expectations of audio listeners?
• Are you ready to invest in a skills upgrade or entrust your project to an expert partner?

These questions will help you gauge your ability to internalize. If a single answer casts doubt on your ability to internalize, it's probably a good idea to enlist the help of experts, at least for the first few episodes.

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Calliopé, creative and strategic partner

At Calliopé, we don't just produce: we co-create with you a podcast aligned with your challenges (HR, internal communications, brand awareness, training...). From editorial strategy to distribution, we take charge of every stage with rigor and passion.

We believe in the power of sound to create links and arouse emotion. Our formats are designed to last, evolve and shine over time.

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In conclusion

Running a company podcast requires rigor, skill, creativity and consistency. In-house, it can work if you have the resources, time and skills. But in the majority of cases, entrusting the project to a specialized agency ensures a professional, hard-hitting result that respects the codes of the medium while faithfully conveying your brand's voice.

Calliopé offers you more than just a technical service. We offer complete strategic and artistic support. A podcast is not just another format. It's a channel for relationships, emotion and impact.

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What about you? Are you ready to give your brand a voice? Contact us today and we'll help you get started.

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