The rise of CEO podcasts and why they matter

Upbeat background music fades in. 

Podcast Host: "Welcome to CEO Success Stories, the podcast that dives deep into the minds of top business leaders, uncovering the strategies, mindsets, and experiences that drive them forward. I’m [Your Name], and whether you’re a CEO looking for fresh ideas, an aspiring leader, or someone curious about what it takes to lead at the highest level, you’ve come to the right place." 

Fear not. You're not about to read a transcript of a new podcast that SEC Newgate is launching.  

The intro above is a ChatGPT-generated script for a podcast series featuring CEO interviews. Not bad, right?  

Slightly ironic, though, considering the rise of CEOs on podcasts stems from the desire to form more authentic relationships with their audience. 

And I know a thing or two about authenticity. Six years ago, I launched my podcast  Show Me The Way, a space for executive women to share what it truly takes to reach the top. Similarly, my  In Conversation with Business Leaders  podcast for SEC Newgate allows clients to showcase their impact on colleagues, communities, and climate. 

Remember the days when we talked about "peak podcast"? Not anymore. Now, it’s all about finding your niche. With more than a quarter of the UK population listening to podcasts for at least an hour a week, and 546.7 million podcast listeners globally (expected to rise 20% by 2027), podcasts are more popular than ever. 

As my former boss Mike Bloomberg once said, “It’s not about the number of eyeballs; it’s about the right eyeballs.” Or ear lobes. And Diary of a CEO with Steven Bartlett, which doesn’t always feature CEOs, is the 5th most listened-to podcast in the UK. 

Brief pause, the music shifts to a more dynamic beat. 

Podcast Host: "Each week, we sit down with the brightest CEOs from around the globe to discuss bold moves, pivotal moments, and lessons learned on their journey to the top. From navigating disruption and fostering innovation to building company culture and driving sustainable growth, we’re here to give you the insights to thrive in your own leadership journey." 

The script nails it again. The point of a CEO podcast isn’t to regurgitate the company line (LinkedIn or an AGM report can handle that) but to reveal a more rounded, human side of leadership. 

Take, for example, Kamala Harris’ recent interview on Alexandra Cooper’s Call Her Daddy. Despite Cooper's usual avoidance of politics, this conversation was intended to reach younger white women—though 25% of her audience is male. 

When we think of great orators, the reason they stand out is that they have the space to fully explore their ideas. A podcast offers that space. It’s not just a speech or an interview—it’s a conversation. There’s an expectation that the guest will share more, which builds empathy and trust. 

An FT article by Anjli Raval highlights how Nicolai Tangen, head of Norway’s $1.6 trillion oil fund, has launched a podcast to shed light on the companies Norway invests in. With over 5 million downloads, featuring names like David Solomon from Goldman Sachs and Satya Nadella from Microsoft, it’s become a recruiting tool, especially in New York and London. 

However, seasoned podcast creator Richard Miron cautions CEOs against delivering a "sanitized, unquestioned version" of themselves. Sounding wooden and scripted will only turn listeners away. 

There’s also overlap with LinkedIn. The rise of the social CEO sees leaders sharing more than expected. Some, like the former CEO of FTX Digital, may go too far—his LinkedIn now lists his role as “Inmate at FCI Cumberland." Others, like Aviva’s Amanda Blanc, strike a perfect balance, sharing personal anecdotes like her connection to Aviva's St. Helen’s building and highlighting the success of Aviva’s parental leave policy, with 80% of new parents taking six months off. 

CEOs are also using podcasts to influence employees indirectly. Activist hedge fund Elliott Management launched a podcast to push for the resignation of Southwest Airlines’ CEO. Through interviews with a company director, the podcast tried to give concerned employees a message of hope while continuing its campaign to oust the CEO. 

Podcasts have become essential for CEOs to move beyond traditional communication. They provide a more intimate and accessible way to engage listeners, showcasing not just leadership values but the human side of leadership. However, real success comes from content that feels genuine, engaging, and well-produced. 

Music fades out. 
Podcast Host: "So, let’s get started."