Creating a compelling career change podcast
Rationale joined forces with St James’s Place (SJP) Financial Adviser Academy to develop a new podcast series.
We wanted to build their Financial Adviser Academy brand by through emotional storytelling, and resonate SJP’s audience considering a career change, while offering broader listeners valuable insight on the conditions for success.
The SJP team were keen to provide valuable resources and insights to individuals considering a switch in their life course or career choice. To address this, we developed a podcast that effectively conveys the resilience and mindset required to successfully make significant life changes.
Logo design
Podcast recording
We worked with SJP to define the goal of the series, and developed a strategy to engage their target audiences with a compelling proposition.
We undertook a series of activities to define, articulate and amplify the podcast including discovery workshops, creating a cohesive and dynamic visual identity, and informing social media activation.
To achieve this, we:
- Developed a compelling narrative that communicated the new career change podcast, including the podcast name: ‘The Switch’ and launch activations.
- Developed a visual identity for the podcast, honouring SJP’s brand guidelines, while creating a distinctive and recognisable look for the podcast.
- Sourced and selected a roster of high-profile and diverse guests, including lawyer and celebrity quizzer, Shaun Wallace; and the UK’s most successful female jockey, Hayley Turner, who talked openly about their highs, lows, and the pivotal moments where they decided to make the switch.
- Conducted intro calls with guests to develop scripting notes and thought-provoking interview questions.
- Coordinated and managed podcast recordings.
- Edited and refined the content, enhancing the listening experience while preserving the authenticity of each guest’s story.
- Created activation assets to promote each episode by producing social media video cuts for ‘special’ episodes, designing and crafting attention-grabbing social assets that furthered ‘The Switch’ identity.
The Switch podcast available on Spotify
“Rationale’s creativity and branding expertise were evident from the start. They understood our vision and target audience, delivering captivating episodes that seamlessly blended captivating storytelling and valuable insights. Thanks to Rationale, our podcast has become a tremendous success.”
Alex Hall Executive Manager, Recruitment Marketing, Field Management Team St. James's Place Financial Adviser Academy
Instagram assets
The podcast won ‘Best Podcast’ at the Citywire Engage and Goldmine awards and reached Top Ten in Careers on Apple podcasts.
Its engaging content, complemented by high production value, has elevated the academy’s brand and attracted a broader audience in a new way.
‘The Switch’ is resonating with a growing audience, gaining positive feedback and demonstrating the effectiveness of the storytelling approach to career change. We are continuing to work with SJP to launch series 2 of ‘The Switch’ to share more meaningful stories of success and resilience during life transitions.
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