How Deloitte brought insights to life through podcasting
Deloitte Digital won at The Drum B2B Awards 2022 in the Best B2B Podcast Audio category for its work on The Green Room Podcast. Here’s why the judges chose it.
The Green Room podcast is designed to showcase the personalities behind the team's expertise
Audio is a very personal medium. It brings listeners into a conversation in a very intimate way - and this year has seen the B2B world lean into podcasting like never before.
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The brief
The Deloitte team wanted to create a platform that would bring to life the strength of its firm, purpose and values, and the breadth of work they do in an engaging, accessible way. More importantly, it wanted to come up with a platform that would allow it to show a personal side to senior leaders, where they could talk about the implications of automation on the workforce as well as the pressure of being a working parent among other things. Additionally, it wanted to create great content that had a longer shelf life than a traditional report and could be used by multiple teams across the business, from PR to marketing and recruitment.
The idea
Every episode of The Green Room podcast tackles a big question about the world around us and draws from expertise from its leaders and connections to find the answer by the end of the episode. The two hosts welcome two guests every time: one Deloitte guest and one external guest, which could be a client, an alliance partner or a leader to which the team is connected. The brief is simply to have a conversation to bring to life a complex topic in a human way.
The results
Over the course of the three and a half years since the podcast launched, the podcast has explored numerous topics and shown the human side of the Deloitte team. Recent guests have included Hannah Jones, chief executive officer of The Earthshot Prize, Andy Burnham, mayor of Greater Manchester, Jolawn Victor, former chief international officer at Headspace, and international tennis coach Judy Murray. Some of the most popular episodes have achieved over 5,000 listens.
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