About the Episode
About the Episode: The podcast Profcast at the University of Antwerp isn’t just thinking outside the box, it’s checking multiple boxes. Each episode features one professor, focusing on their research but also on the person behind the research. Building academic reputation? Check. Establishing good partnerships between academics and marketing in house? Check. Helping current students know their professors? Check. Reaching international audiences? Check. Celine Kuysters joins us to share how the podcast she co-created has generated over 27,279 listens in 31 countries over its four seasons.
Key Takeaways
- Podcasts boost academic reputation and reach: Profcast showcases faculty expertise, supporting brand recognition and reaching international audiences.
- Humanizing faculty fosters engagement: Personal stories from professors resonate with prospective students, providing a more approachable view of academia.
- Cost-effective content with longevity: Investing in quality audio equipment upfront allowed Profcast to be an affordable yet impactful project with reusable content.
Episode Summary
Why Did the University of Antwerp Create Profcast?
When the pandemic disrupted traditional campus tours and live events, Celine and her team needed a new way to engage both prospective and current students. Recognizing the growing popularity of podcasts, they saw an opportunity to highlight the academic expertise of their professors while introducing them as real people with unique interests and stories. The Profcast series not only brought visibility to research topics like sustainability and public health but also served as a gateway for students to connect with faculty in a more personal way.
The University of Antwerp’s approach was designed to support academic reputation while resonating with younger audiences. By exploring academic topics through relatable discussions, Profcast allows prospective students to imagine themselves learning from these faculty members, even before they step onto campus.
How Did Celine and Her Team Launch Profcast?
Celine’s colleague, Lothar, initially conceived Profcast during a brainstorming session, and the idea quickly took shape with minimal resources. Rather than outsourcing, the team chose a DIY approach, purchasing microphones, a mixing panel, and audio editing tools for about €1,000. They used YouTube tutorials and trial-and-error to learn the technical side of podcasting. Though there were some initial missteps, the team refined their recording and editing process over time.
To prepare professors for recording, Celine and her team provided a brief overview of the questions in advance, allowing professors to feel comfortable with the conversational tone of the show. While some faculty members were initially hesitant, the team encouraged them by highlighting the benefits of reaching a wider audience, especially prospective students and alumni. Over time, Profcast became a sought-after feature, with professors actively requesting to appear on the show.
What Challenges Did Profcast Encounter?
The primary challenge for Profcast was convincing professors to participate, especially in the early days. Faculty members were concerned about speaking on topics outside of traditional classroom settings and feared that their words might be misinterpreted. By fostering a casual, supportive environment and emphasizing the ability to edit out mistakes, Celine and her team helped ease these concerns.
Another challenge involved balancing academic content with accessibility. In some cases, faculty members would delve into highly technical explanations that required some simplification for general listeners. To address this, Celine’s team took time to prepare questions that would guide the conversation toward approachable language without diluting the academic content.
Finally, producing episodes required a time commitment, with each episode demanding around 16 hours of work for research, recording, and editing. However, this investment was worthwhile as the podcast’s reach and engagement grew with each season, helping to establish Profcast as a core component of the university’s communications strategy.
What Impact Has Profcast Had on the University’s Marketing and Reputation?
The impact of Profcast has been substantial. With more than 27,000 listens across 31 countries, the podcast has helped position the University of Antwerp as a forward-thinking institution that values transparency and connection. It serves as a valuable recruiting tool, particularly for international students who want to know more about the faculty. Additionally, the podcast helps strengthen the university’s academic reputation by spotlighting the depth of expertise among its faculty members.
Even beyond prospective students, Profcast has inspired current students, with some initiating their own podcast projects. The university has seen a boost in faculty engagement as well, with professors promoting episodes in their email signatures and sharing them within academic networks. This cross-promotion extends the podcast’s reach, helping the university maintain a presence in global academic conversations.
What Are the Future Plans for Profcast?
Celine and her team are considering expanding Profcast further, potentially rebranding and producing additional English episodes to appeal to a broader audience. They are also exploring ways to use the episodes across other content platforms, ensuring that Profcast remains a key resource for the university’s marketing strategy.
Listen to Profcast episodes: https://www.uantwerpen.be/en/about-uantwerp/faculties/faculty-of-business-and-economics/news/profcast/
About The Enrollify Podcast Network:
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Mission Admissions and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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