Financial PR Case Study: AON | Vested

Launching a Podcast to Showcase Company Culture


Aon wanted to find a way to connect its 50,000 global employees in over 120 countries. They also wanted to educate and inform their 4 primary constituencies – clients (both current and prospective), colleagues/employees, communities and potential future employees – about the work and initiatives across all 5 of Aon’s divisions.


Vested and Aon created the “On Aon” podcast series, which features people, solutions, innovations and news as well as other engaging topics around culture, inclusion and diversity from around the firm and their clients. The episodes are hosted by various Aon executives from all over the world and provide a behind-the-scenes look at every division of Aon. Each show originates from a brainstorming session between Vested and Aon, where the two teams identify timely topics for discussion as well as the appropriate guests and hosts.


As of early April 2024, the podcast has received 52,080 total all-time downloads (approximately 600 per episode), which is well above the industry average. And other than direct downloads, the podcast had the highest level of engagement of any form of marketing content via their social and paid campaigns. Collectively, the first 16 episodes received over 229,000 impressions and over 2,300 clicks on LinkedIn. On Facebook, the first 16 episodes received over 41,600 impressions collectively and over 370 clicks. Episode 21, “On Aon’s Conversation with CEO Greg Case”, received 818 downloads within 7 days of premiering. The podcast has become an integral tool for the Aon’s Human Resources department, as well as for their sales team as they engage existing and prospective clients.