Why Podcast Learning?

The global podcast audience is booming, with an estimated 504.9 million listeners worldwide in 2024, up from 274.8 million in 2019.

So, where do podcasts fit into learning and development?

The podcast advertising market surpassed $1 billion in the U.S. in 2021, indicating the growing investment and confidence in this medium by advertisers seeking to reach engaged audiences. The average podcast listener consumes 9 podcasts per week. It’s time for businesses to leverage these engagement trends by aligning corporate training podcasts with strategic objectives, such as employee development, and talent retention, thereby demonstrating tangible return on investment (ROI).

Introduction to Podcast Learning

74% of listeners already use podcasts to learn new things. Whether it’s personal development content, a la Diary of a CEO and HBR’s Ideacast, or more lighthearted, general knowledge stuff like No Such Thing As a Fish, people are constantly learning from podcasts. This statistic clearly shows that it’s not like people don’t want to learn, or that they don’t want to better themselves. And yet engagement rates in corporate e-learning are abysmal. Why? Well, given that 74% of people use podcasts to learn, it is surprising that just 14% actually have learning podcast options at work. Assemble You was created in an attempt to mobilise people who don’t engage with traditional e-learning, by offering consumer-grade experiences and reducing friction via modalities that people love and are familiar with - in this case, podcasts. 

If audio is a learning style, why isn’t there more audio training?

Contrary to popular belief, there is no research to suggest that people’s learning preferences translate into effectiveness. The theory that one person may be a kinesthetic learner and another a visual learner has been effectively debunked.

However, that doesn’t mean there isn’t a case for mixed modalities or learning modes. Some people may simply enjoy listening to a podcast more than sitting in front of their computer watching a video. Josh Bersin advocates for learning in the flow of work - the idea that we should remove friction in the learning experience, and supply training when and where it’s most convenient. With podcasts, we can go further still - doesn’t it make sense to supply training that fits into the flow of life? Indeed, as Rachel Aroesti writes for The Guardian, “For many of us, podcasts have become constant companions.” 

It’s not as though people are listening to podcasts just for their fill of true crime, either. After all, according to Infinite Dial, business, news, and education were all in the top ten most listened-to genres in 2023. These podcast trends neatly prove that workplace learning engagement rates - cited to be as low as 3-6% - are not all they seem. Rather than the obvious inference that people do not want to learn, we posit that this discrepancy is proof that we need to do more to make the training process painless. As with most things, people are easily put off, so we must cater to them effectively.

Screen-Fatigue

Screen fatigue is real, and estimates suggest that it affects more than 50% of us. Research published in the Public Medical Journal found that vision-related issues are likely to be higher among students taking online classes, as their screen time is increased. Podcasts allow people to take a break from their screens in a productive way. This article on the University College London website explains “a podcast can be a great tool to get your focus off screen”. As physical and mental health have become increasingly focused on by businesses over the last few decades, providing training that removes users from their screen and allows freedom of movement is of real significance.

Training Sensitive Subjects

Podcasts also offer privacy in a way that screen-based content can’t. Consider an employee who feels he is the victim of bullying, but is looking for guidance on his next steps. Or a new manager trying to navigate a type of disagreement between two team members that she’s never experienced. Podcasts offer a way to interact with sensitive training, without having it up on their screen for colleagues to see. In line with our mission at Assemble You, podcasts remove barriers to learning and help learners feel psychologically safe.

Convenience

Podcast learning also offers convenience like no other modality. The number one reason employees say they don’t do training is a lack of time. In fact, research by Josh Bersin via Deloitte found that employees typically have only about 1% of their workweek available for training and development. Podcasts can help increase that percentage, by making “spare time” more productive. Learners are able to do chores, exercise, commute, and many other things while consuming content. Auditory training doesn’t require you to find a 25th hour or an 8th day, it simply dovetails into your existing schedule.

Accessibility

Another obvious use case is accessibility. 2 million people in the UK alone are living with sight loss, and so audio-first content enables them to experience training as it has been designed. Additionally, sections of the neurodivergent audience find audio to help reduce overstimulation and sensory challenges. 80% of the global workforce is deskless. Podcast learning means that swathes of employees aren’t precluded from upskilling by the nature of their jobs. Construction workers, nurses, drivers, and others don’t have easy, constant access to computer screens. But in many roles, employees can listen to something on a mobile device whilst maintaining focus on their work without having to move away from their ordinary tasks. Our lessons are all designed to be listened to on the go and are a hands-free experience. Auditory training options offer equity of opportunity so that talented people from any and all positions can learn and progress.

Is Podcast Learning Effective?

In the last year, we’ve conducted several controlled pilots from a range of organisations. In those pilots, we had over 200 people listen to our lessons and answer survey questions.

In our report, we discovered that...

These findings not only validate the efficacy of podcast learning, but also underscore its potential to revolutionise the way individuals engage with educational content. By providing accessible, impactful, and versatile learning experiences, we aim to empower individuals and organisations to thrive in an ever-evolving landscape of knowledge and skills development.

Does podcast training work for all skills?

Human Skills vs Technical Skills

Skills in the workplace generally fall into two categories, traditionally called soft skills and hard skills. Recently, we’ve started using labels that better encompass the nature of the skills: human skills, instead of soft skills, and technical skills instead of hard skills.

Both are essential for success in the workplace, but they differ in their nature, application, and development. 

Human skills refer to interpersonal, social, and emotional abilities that enable individuals to effectively interact and collaborate with others. Examples include communication, leadership, teamwork, problem-solving, adaptability, empathy, and emotional intelligence. Our podcast library is predominantly made up of human skills training.

Technical skills, on the other hand, are specific, job-related competencies that are acquired through education, training, and practical experience. These skills are often task-oriented and require specialised knowledge or expertise in a particular field. That is where we leverage our TikTok-style training.

Examples include programming, data analysis, graphic design, accounting, mechanical engineering, and medical diagnosis.

According to the World Economic Forum's Future of Jobs Report, human skills such as complex problem-solving, critical thinking, creativity, emotional intelligence, and people management are increasingly valued by employers and are expected to be in high demand in the future job market.For example, as automation and artificial intelligence reshape the workforce, skills like adaptability, creativity, and emotional intelligence become crucial for individuals to thrive in rapidly changing environments.Podcasts are highly effective for training human skills due to their unique auditory nature and flexibility, making them an ideal medium for fostering personal and professional development.

‍World Economic Forum's Future of Jobs Report

Why is podcast learning effective?

Engagement Through Storytelling

At Assemble You, storytelling is central to what we do, and human skills such as communication, leadership, empathy, and collaboration, are often best learned through real-life scenarios and storytelling.

Podcasts have the power to engage listeners through compelling narratives, case studies, and interviews, allowing them to immerse themselves in practical examples and learn from the experiences of others.

Continuous Learning and Reinforcement

Podcasts offer a platform for continuous learning and reinforcement of human skills. By removing time-consuming and expensive video production, we’re able to move quickly when new content gaps appear and pass the savings onto clients.

With new content released regularly, learners can stay updated on industry trends, best practices, and emerging insights, fostering a culture of lifelong learning within organisations.

Engagement Through Storytelling

At Assemble You, storytelling is central to what we do, and human skills such as communication, leadership, empathy, and collaboration, are often best learned through real-life scenarios and storytelling.

Podcasts have the power to engage listeners through compelling narratives, case studies, and interviews, allowing them to immerse themselves in practical examples and learn from the experiences of others.

Retention and Application of Learning

Research found that spacing out learning over time and reinforcing it through repetition leads to better retention and application of knowledge.

Podcasts lend themselves well to this spaced learning approach, as employees can revisit episodes and reinforce key concepts at their own pace.

But There Are Limitations

There are limitations to podcast learning, particularly in the realm of technical skills (which is why we also offer TikTok-style training). Technical skills often involve complex concepts, processes, and tools that require visual representation for better comprehension.

Sometimes, learners need to see something to understand exactly how to reproduce it, like an Excel formula, for example.

Engagement Through Storytelling

At Assemble You, storytelling is central to what we do, and human skills such as communication, leadership, empathy, and collaboration, are often best learned through real-life scenarios and storytelling.

Podcasts have the power to engage listeners through compelling narratives, case studies, and interviews, allowing them to immerse themselves in practical examples and learn from the experiences of others.

Our Methodology

In crafting our podcast-style lessons, we adhere to a meticulous process that ensures the delivery of high-quality, engaging content tailored to the needs of our clients.

Our roadmap for content creation is guided by a blend of essential factors...

Our Roadmap

In crafting our podcast-style lessons, we adhere to a meticulous process that ensures the delivery of high-quality, engaging content tailored to the needs of our clients.

Our roadmap for content creation is guided by a blend of essential factors...

Client Feedback

We value input from our clients, incorporating their feedback to address specific learning objectives and organisational requirements.

Keyword Research

Leveraging keyword research enables us to identify trending topics and prioritise content creation accordingly, ensuring relevance and visibility in the ever-evolving landscape of corporate training.

Partner Requests

Collaborating with industry partners allows us to tap into specialised expertise and address niche areas of interest, enriching our content with diverse perspectives and insights.

Workplace Reports

Drawing insights from workplace reports equips us with valuable data on emerging trends, challenges, and opportunities in the corporate environment, guiding our content strategy to align with current needs and priorities.

Our Production Process

Once we've identified a topic for development, our process unfolds seamlessly...

Expert Collaboration

We enlist the expertise of great minds, such as DEI activists like Max Siegel and HR consultant Kathy Powers-Moore, who both heavily contributed to our DEI lessons, to lend their insights and shape the content. For technical subjects like cybersecurity, we engage specialists like Senior Software Engineer Ashish Kumar to ensure accuracy and depth.

Detailed Writing Briefs

Our writers receive comprehensive briefs outlining the scope, tone, and objectives of each lesson. These briefs mandate the use of real-world examples, citation of at least five credible sources from esteemed publications like HBR and Forbes, and adherence to clear, accessible language standards.

Rigorous Editing

Every draft undergoes meticulous scrutiny by our internal editing team, ensuring clarity, coherence, and alignment with our quality standards.

Professional Voice-Over

Once the written content is polished, it transitions to our roster of professional voice-over artists, meticulously selected to match the tone and style of each topic. With British-English accents, our voice-over actors bring a touch of refinement and professionalism to every lesson.

Post-Production Refinement

Our post-production team adds the final polish, refining the recording to optimise clarity, pacing, and overall impact.

Metadata Creation

To facilitate seamless integration into learning management systems (LMS), we provide comprehensive metadata, equipping L&D managers with the necessary information for efficient content upload and management.

Through this rigorous and collaborative process, we ensure that our podcast-style training courses not only meet but exceed the expectations of our clients and learners, fostering continuous growth and development in the ever-evolving landscape of corporate education.
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Podcasts provide a time-efficient solution, allowing employees to access training content during commute times, lunch breaks, or while performing routine tasks.

Lengths of Our Podcasts

Microlearning, which involves delivering content in short, focused bursts, has been shown to improve knowledge retention and engagement. A study by researchers at Dresden University found that microlearning modules resulted in 22% higher retention rates compared to longer training sessions. Shorter content durations allow for more efficient learning experiences, enabling learners to focus on specific topics or concepts without cognitive overload.

About 93% of frontline workers responding to a recent survey said they want more learning and development opportunities, according to a Kahoot report. Yet Employee Experience Platform YOOBIC write that frontline workers feel they don't have enough time for training. Shorter pieces of content, such as 5-10 minute videos or podcasts, can be easily integrated into employees' schedules and consumed during brief breaks or downtime, maximising learning opportunities.

Putting Quality First

Clear, crisp audio captures learners' attention and maintains their focus throughout the training session, resulting in higher levels of engagement and participation. In their book "The Media Equation: How People Treat Computers, Television, and New Media Like Real People and Places," Byron Reeves and Clifford Nass discuss research indicating that users tend to prioritise the quality of audio over that of video.

Surprisingly, the fidelity of audio production holds more significance than the clarity of video imagery. This preference stems from our eyes' adaptability to various visual conditions whereas our ears naturally expect high-quality audio, mirroring real-life dialogue standards. Therefore, it's imperative to ensure top-notch audio recording quality.

Research found that 81% of customers are frustrated by poor audio quality during virtual meetings and training sessions.

At Assemble You, we invest in high-quality audio equipment and production to ensure that the training content meets learners' expectations for professionalism and quality.

Is audio learning effective for frontline workers?

There is research indicating that deskless workers, who may include frontline employees, field workers, and those in industries such as retail, hospitality, healthcare, and manufacturing, often face challenges in accessing workplace training.

Lack of Access to Technology

According to a report by the ADP Research Institute, deskless workers are less likely to have access to workplace technology compared to their desk-based counterparts. This limitation can hinder their ability to access online training platforms and digital learning resources.

Limited Time for Training

Deskless workers often have demanding schedules and may not have dedicated time for training during their shifts. A survey conducted by Speakap found that 83% of frontline workers feel they don't have enough time for training, citing busy work schedules as a primary barrier.

Communication Challenges

Traditional methods of delivering training, such as email or intranet announcements, may not effectively reach deskless workers who are not regularly accessing desktop computers. This can result in missed training opportunities and a lack of awareness about available resources.

Geographical Dispersion

Deskless workers may be spread across multiple locations, making it challenging to coordinate in-person training sessions or deliver consistent training experiences. This dispersion can lead to disparities in training quality and knowledge among employees.

Retention and Engagement Concerns

Without access to adequate training and development opportunities, deskless workers may feel undervalued and disengaged. A study by WorkJam found that 89% of deskless workers are more likely to stay with a company that invests in their training and development.

Impact on Performance and Safety

The lack of training for deskless workers can have implications for both individual and organisational performance. In industries such as healthcare and manufacturing, inadequate training can compromise employee safety and increase the risk of errors or accidents.

Audio-based learning can support higher-order thinking by encouraging learners to engage in activities that require complex cognitive processes, such as analysing case studies, evaluating evidence, and synthesising information.

For example, podcasts featuring in-depth discussions, debates, or expert interviews can prompt learners to analyse different perspectives, evaluate arguments, and generate new ideas, thereby promoting higher-order thinking skills.

Add audio learning to your offering for three key reasons:

You have deskless or frontline workers who are difficult to reach with other digital learning methods.

That could be a field sales team that is often on the move or warehouse operatives that don’t have access to a screen.

In many roles, employees can listen to something whilst maintaining focus on their work without having to move away from their ordinary tasks. Our lessons are all designed to be listened to on the go and are a hands-free experience.

You have screen-fatigued desk-based workers.

Sending out e-learning or video-based learning to this group is a big ask. So many of us are now engaging with screens for ten hours a day, and our eyes are tired.

Audio learning allows individuals to be away from their desks and learn while walking, exercising, or preparing food. This is high impact, with a low opportunity cost.

You have workers with varying needs (this one is inevitable!).

For various reasons, some individuals find listening a preferred way to absorb new information. Audio is a way to provide variety and choice. With podcast-style lessons, individuals can regain autonomy over their learning.

Is audio learning effective?

In the last year, we’ve conducted several controlled pilots from a range of organisations. In those pilots, we had over 200 people listen to our lessons and answer survey questions.

We discovered that...