Podcasting as a marketing and communication modality: exploring its impact on Potential New Members’ satisfaction, attitudes, and decision-making in UTC sorority recruitment

This study explores podcasting as a marketing and communication modality within the context of sorority recruitment, specifically examining its impact on Potential New Members’ (PNMs) preparedness, satisfaction, attitudes, and decision-making. Centered around Scrappy’s Sorority Scoop, a four-episode podcast created by the University of Tennessee at Chattanooga 2025-2026 Panhellenic Council, this research investigates how podcast engagement influences the recruitment experience. Using qualitative interviews with eight participants who both joined a Panhellenic chapter and listened to the full podcast series prior to recruitment, the study identifies key themes related to the podcast’s effectiveness. Findings indicate that podcasting enhances PNMs’ understanding of the recruitment process, reduces anxiety, increases confidence, and supports more authentic and self-assured decision-making. Additionally, the conversational and peer-led format of the podcast fostered relatability and trust, strengthening its influence as a communication tool. This research contributes to the limited literature on podcasting in structured organizational environments and highlights its potential as an accessible, scalable strategy for improving participant experiences in recruitment contexts. Implications suggest that institutions and organizations can leverage podcasting to better inform, engage, and support individuals navigating complex decision-making processes.