Why Every CEO or CFO Needs a Podcast to Build a Personal Brand

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Podcasting isn’t just for influencers and marketing teams anymore.

It’s becoming a core tool for leadership visibility. The executives willing to speak openly and let people see the human side of their role are the ones getting noticed. The rest risk fading into the background.

At RecFest 2025, STOIX co-founders, Neil and Rory, asked Nitin Sharma, Founder of rectools and James Whitelock, Managing Director at ThinkinCircles Ltd, why is it important for a CEO or CFO in 2025 to engage in a podcast and why is personal brand important?

In short, podcast appearances builds trust, attracts talent, and sets the tone for the whole company. And for leaders in finance especially, it’s proof you’re more than just the numbers.

Visibility that Works as Hard as You Do

Nitin didn’t waste any time getting into the numbers. “The reality is that the stats are really easy to find and very straightforward. Something like 78% of people have admitted to researching a product, service or person after hearing about them or seeing them on a podcast.”

For leaders, that means a podcast appearance isn’t a throwaway media moment. It is a direct path to the people who might buy from you, work for you, or invite you to speak on the big stages. As Nitin put it, “If you’re thinking about kind of personal brand, trying to boost your own thought leadership profile, open doors to keynote speaking, a podcast is the best medium to do that.”

The Psychology Behind It

For Nitin, it comes down to two things. “People buy from people like them, or people buy from people they like. Likeability, relatability. They’re the only two reasons why people will engage with you, buy from you, join your team, work under your leadership. This is your chance to do that.”

And while some organisations are still wary, he is clear on the risk of staying quiet. “They’re the ones that will get left behind. Regardless of whether you’re a blue chip, a FTSE listed business, whatever, people are looking for social purpose.”

As Nitin pointed out, even finance leaders are making these judgments. “Even a CFO is looking for social purpose and is looking at a business and going, is this a leader that I would have a drink with, that I would spend time with? I spend 40 hours of my week as a minimum dedicating myself and my skills and my craft to this business.”

You Already Know the Material

One barrier that James often sees is leaders second-guessing what they would say. His advice? Remember that your expertise is second nature. “If they’re talking about the stuff that they know, they do on a daily basis, they know it back to front, they’re thought leaders in this space.”

He also thinks the right host makes all the difference. “It just takes a little bit of kind of consideration. It just takes a decent host just to put them at ease and just let them fly.”

Lasting Impressions

Podcasts also work as a permanent calling card. Nitin gave the example of a hiring conversation where the candidate can send over past interviews. “Here’s a couple of podcasts that I’ve featured on where I’ve talked specifically about this industry or this pain point that you guys are experiencing.”

Proof You’re More Than the Job Title

James pointed out another benefit. “It’s also that proof that you’re doing something else, it isn’t just that you’re crunching the numbers and doing what a CFO does. This means you’ve got a personality, you’re engaging.”

And as Neil added in the conversation, many CFOs claim they are “not your typical accountant.” His challenge to them is simple: “Prove it, talk to me about it.”