Staffbase’s mission is to unite companies and their employees behind a common purpose through their unique communications platform.
While the brand is well known across Europe, the company faced low brand awareness and audience engagement in North America. The objective was to launch a branded podcast to cultivate a more personal, authentic connection with potential customers and talent, and to increase brand awareness, affinity and egnagement in North America.
After many months of research and production, Infernal Communication was born!
Through expert interviews and razor-sharp narration, the podcast challenges the listener's assumptions of the communication profession.
Each episode digs deep into the ups and downs of working in internal communication — like the age-old request to "make it pretty" or how the "flatten the curve" messaging during the pandemic was one of the most effective communication campaigns ever.
Our host explores the tensions of working in communications, while also sharing positive and lighthearted stories, providing tips & tricks, and offering fresh perspectives on how to think differently about the art of communication.
When Staffbase set out to produce this podcast, they wanted to approach it from a unique angle. They conducted focus group discussions with folks in their industry to find out what type of podcast content they wanted to hear more of.
One theme became clear very quickly - most folks didn't listen to podcasts about internal communication because it felt like "doing work" for them. Since most people listen to podcasts during their down time (commuting, running errands, exercising) they were not interested in bringing "work talk" into this personal time.
Staffbase's mission was now clear - make a podcast about internal communication, without it feeling like work.
Furthermore, more than 90% of existing podcasts about internal communication follow a similar format: interviews or panels with internal communication experts to discuss various topics. So it didn’t make sense to us to add to the noise and do more of the same.
The editorial and production team decided to take a more narrative approach than the traditional interview format, and to really push the storytelling angle to make it not feel like work.
We decided each episode we’d explore a common gripe or communication related issue and invite fresh voices to offer new perspectives and connect the ideas to what was going on in our wider world with storytelling.
During the ideation stage, we were guided by three principles that would set us apart:
First, it couldn’t feel like work. No matter what — it needed to be something people could listen to in their off time and it wouldn’t stress them out. I like to call this the “more cake, less vegetables” approach.
Second, it needed to have fresh voices. We’re very lucky in our industry to have so many incredible practitioners and consultants who offer their insights and resources — but if we were going to make the podcast feel less like work, we were going to have to reach beyond internal comms.
And finally, it needed to have broad appeal. Our guiding vision was an internal comms pro listening to an episode and then turning to their partner, friend, or colleague and saying, "Did you know...?" because the truths and insights would be so universal that anyone could relate.
And that’s how Infernal Communication was born.
The podcast really does have something for everyone and is completely unique in our industry. We really had fun with it and we think listeners will pick up on that.
Infernal Communication achieved its goal of cultivating a loyal listenership amongst our target audience groups of both internal communication professionals and those who have a general interest in the art of communication across North America (and beyond).
We have achieved almost 70,000 all time downloads to date, a very healthy 74% average consumption rate amongst those that listen in via Apple podcasts, 28 5* star ratings, charted on Apple podcasts "Career" category in the US, Canada and Great Britain, was chosen to be spotlighted on Apple podcasts "New Shows" category, and won a Platinum Hermes Creative Award in the “podcast” category and a Bronze Signal Hill Award under the "Branded Show- Best Writing" category - yet what we value the most is the great listener feedback we have recieved, including statements such as:
"Love this podcast so much. Thoughtful, well-researched topics, seriously brilliant guests, and Kyla’s warmth and energy make every episode a delight to listen to. Can’t wait for Season 2 to keep learning and laughing along!"
"I need to thank the team who puts this podcast together. Soon after Infernal Communication launched, it rose to the top of my list of favorite podcasts. I appreciate its fresh approach to internal comms topics. “Several short questions about writing” immediately helped me improve my work. Other episodes, such as “Make it Pretty,” empowered me to shift conversations with stakeholders. I’m grateful that our profession has an energizing and thought-provoking resource that supports our well-being and helps elevate our craft."
This is a big factor of how we define success - that folks in Staffbase's industry listen to the podcast and really feel "seen" by it and feel that the team behind the podcast really cares about them and the challenges they face.
