with Steve Pratt, Author of the hit book Earn It
with Steve Pratt, Author of the hit book Earn It
CASE STUDY
Company size
Website
Internal communications professionals shape culture, align employees and help organizations navigate change, yet the profession rarely receives the attention it deserves.
Staffbase recognized an opportunity.
Rather than speaking only about its software, the company wanted to become the most trusted voice for internal communicators by creating content they would genuinely look forward to.
The challenge was that most B2B content in the category felt predictable. Webinars, white papers and panel discussions often covered important topics, but rarely created the kind of experience that kept people coming back.
Staffbase didn’t need another marketing channel.
It wanted to create the podcast internal communicators recommended to one another.
Together, JAR and Staffbase created Infernal Communication, a podcast that challenged the conventions of B2B thought leadership by combining humour, storytelling and practical advice.
Rather than producing another interview series, the show leaned into the everyday frustrations, absurdities and victories familiar to internal communicators. Comedy became a storytelling device rather than a distraction, making conversations more memorable while reinforcing the professional lessons at the heart of every episode.
JAR partnered with Staffbase throughout the production process, including:
Every editorial decision was guided by one question:
Would an internal communicator look forward to the next episode, even if Staffbase’s name wasn’t attached to it?
Staffbase already understood internal communications.
The challenge wasn’t demonstrating expertise.
It was presenting that expertise in a way people genuinely wanted to spend time with.
The JAR System shifted the focus away from educating audiences through traditional B2B content and toward creating an experience that entertained while it informed. Instead of asking how the podcast could showcase Staffbase’s products, it asked how every episode could help communicators feel understood, inspired and better equipped to do their jobs.
That shift shaped everything from the writing and production style to the pacing, humour and recurring segments that gave the show its personality.
The result was a podcast that strengthened Staffbase’s authority by becoming part of the culture of the profession it served.
The JAR System transformed Infernal Communication from a branded podcast into a destination for internal communications professionals.
| Before | After applying the JAR System |
|---|---|
| Promote internal communications software | Champion the people working in internal communications |
| Deliver traditional B2B thought leadership | Combine humour with practical professional insight |
| Talk about communication challenges | Help communicators solve them |
| Build product awareness | Build a professional community around the brand |
| Publish branded content | Create a podcast people actively recommended to colleagues |
Thought leadership doesn’t have to sound serious to be taken seriously.
Many B2B brands assume credibility requires formality. In reality, audiences are far more likely to remember ideas that make them think, laugh and feel understood.
Staffbase already had deep expertise in employee communications. The opportunity was to package that expertise in a way that reflected the personality of the people it wanted to reach. By defining the podcast’s job before production began, the JAR System transformed traditional thought leadership into something listeners actively anticipated.
The result demonstrates that when brands respect their audience’s intelligence and their humanity, engagement follows naturally.
Before production began, JAR worked with Staffbase to define the podcast’s Job, Audience and Result.
Help internal communicators become more effective by delivering practical insight through entertaining, memorable conversations.
The podcast wasn’t designed to promote software.
It was designed to elevate the profession.
The series was created for internal communications professionals, employee experience leaders and communication teams responsible for connecting people inside complex organizations.
These listeners wanted more than tactical advice.
They wanted a community that understood the realities of their work.
Success meant building the category’s most engaging podcast while strengthening Staffbase’s position as the company that genuinely understood internal communicators.
Once the Job, Audience and Result were established, every editorial decision became easier, from the tone of the show and guest selection to the balance between comedy and practical insight.
Season One achieved an average 90% listener consumption rate, demonstrating extraordinary engagement throughout each episode.
The podcast exceeded its original audience target by 10 times, reaching more than 63,000 downloads during its first season.
Infernal Communication earned industry recognition, including a Hermes Platinum Award, demonstrating that thoughtful, entertaining B2B content can compete creatively with consumer media.
The podcast attracted more than 1,000 followers, creating an ongoing audience that returned for every new conversation while strengthening Staffbase’s relationship with internal communicators around the world.
“A delightful, skilled, enthusiastic team of podcasting professionals that were able to take our idea to the next level and 10x our goals and expectations. Capturing the attention and adoration of some of the biggest brands in the world has allowed us to advocate for the podcast internally and demonstrated the value that a podcast brings to our business.”
Kyla Sims
Brand Storyteller
Staffbase
