Finding the Right Podcast Host and Why It’s (Usually) Not Your CEO

I’ve had this conversation many, many times: the client wants their CEO or President to be the podcast host. On paper, it makes perfect sense. They are the leader, the face of the organization, the chief spokesperson. The CEOs I have worked with have been highly impressive individuals - strategic, vastly capable, and strong leaders.  But here’s the reality: more often than not, they’re not the best person for the hosting job.

A podcast isn’t about delivering a message or articulating a vision — it’s about delivering *value* to an audience. It’s not an ad; it’s a platform for meaningful conversations that resonate with a specific demographic, and for digging into topics that matter to your listeners. And that means the host shouldn’t just be a spokesperson; they should be someone who can connect with the audience, bring out the best in yourguests, and guide the conversation with authenticity and skill.

Why your CEO might not be the best fit For starters, being a great podcast host isn’t just about talking—it’s about really listening. It’s about engaging with people at the heart of the story: the players, the experts, the people most affected. Your CEO might be great in a boardroom, but often they’re the ones doing the talking while others are doing the listening. They might not have the natural hosting personality needed to create an engaging, relatable podcast. They might be too formal, too focused on the company line, or simply not the best, most active listener—traits that can make a podcast feel stiff and, worse, uninteresting.

Then there’s the question of credibility.  Surprisingly, if your CEO is the host, listeners might assume that only one perspective will be presented—one that aligns with the organization’s interests and that is really just an extended ad for the organization. This is death for your podcast. Your show cannot, must not be an obvious advertisement. It needs to offer real, concrete value to the audience, and that often means bringing in diverse voices and perspectives, even if they challenge you.

Finding the right host is crucial. The host is the connection point with the audience. You want your audience to form an emotional bond with them—whether it’s a feeling of trust, a sense of identification (“this person knows exactly what I’m going through”), or even just an appreciation for their sense of humour. Finding the right host requires looking beyond the usual suspects.

Alright this all may sound daunting but it doesn’t need to be.  The first place to look is within your organization. Forget the org chart, seniority doesn’t matter as much as finding that person who can really connect with your target audience.

One client of mine had someone in mind who was peripheral to the organization who they thought would make an excellent host—and they were right. This person was energetic, personable, funny, knowledgeable, and, crucially, a natural listener who could seamlessly guide the conversation.

Another client ran a competition to find their host, casting a wide net to select for personality, journalism experience, and diversity. In the end, they settled on two hosts from outside the organization who fit the bill and also shared a natural chemistry. And it worked. This podcast has a niche audience, but it’s garnered hundreds of thousands of downloads in a relatively short period of time.

The search for a host needn’t be limited by geography, either. I’ve worked with hosts from across the continent, and even across the Atlantic. There’s no reason you can’t find the best host in the world—literally. And, of course, you can also get some help finding the host. This is something I do for clients. And sometimes the host the client wants is…me. I hosted the University of Liverpool podcast and Foresight: The CPA Podcast. These two podcasts differed significantly in content, format and tone. It’s always fun to find yourself at the centre of a client’s vision for their podcast; working together to find the exact voice that best fits their target audience.

Very few hosts come to the podcast perfectly formed. Usually they need some coaching. I like to take some time to learn their strengths and identify weaknesses that we can work on.  If the host is great at reading script, then I might develop a more carefully scripted podcast. If the host struggles to sound natural reading script, then I try to build a format that allows for a more free flowing, ad lib style.

However you find your host, it’s important to set them up for success, making sure their home space sounds like a professional studio. (More on that in another post.)

The bottom line: the host can make or break your podcast. So don’t pick them based on title, role, or geography—pick them based on their ability to connect, engage, and bring your podcast to life.