Uso del podcast corporativo como herramienta de comunicación de los ODS en las principales entidades financieras españolas

Introduction: Corporate social responsibility (CSR) is the mechanism through which organizations integrate the Sustainable Development Goals (SDGs) into their corporate strategies. On the other hand, the communication of responsibility and commitment initiatives with citizens is an important factor in achieving social legitimacy for the company. Moreover, digital communication tools, including corporate podcast, are powerful allies for disseminating a corporate brand message aligned with sustainability, commitment and social responsibility. Therefore, the main objective of this article is to analyze how the banking sector uses corporate podcast as a tool for communicating content related to the SDGs. Methodology: A content analysis of the headlines and explanatory texts of the podcast deliveries issued by the largest financial institutions in Spain during the year 2022 was carried out. Results: 36.1% of the podcasts analyzed address the SDGs, with 12 of the 17 SDGs set by the United Nations being represented. Discussion: The results show a significant use of corporate podcasts as a SDGs communication tool, which is consistent with companies' growing commitment to a more engaged communication linked to CSR. Conclusions: This research represents a further step in understanding how organizations use the communicative possibilities provided by digital platforms, specifically podcasts, to communicate CSR-related issues.