ATLANTA — Companies succeed and fail based on the quality of the talent on the team. Bain & Company, an international private equity firm, recently said that companies with a high “talent and leadership index” increase revenue 2.2 times faster and profit 1.8 times faster than companies with low scores.

However, attracting top talent in today’s competitive market is no easy feat. It requires a strategic approach beyond merely posting job openings and hoping for the best. Just as AI algorithms are meticulously designed and fine-tuned to deliver optimal results, companies must also craft their talent acquisition strategies with precision and care.

If you want to attract top talent — be attractive

Let’s compare recruiting content or sales talent in broadcast media to finding a date. You need a good company profile and online reputation — your social and digital presence and company reviews — and enticing outreach and solid communication skills.

You only have seconds to grab attention, or you are swiped right out of the running. This is true for both recruiter and candidate. Everyone is putting the best version of themselves out there, and both sides want the fairytale.

Put yourself in the candidate’s shoes — search for “on-air talent jobs in radio broadcasting” and read a few job posts. Do you find them attractive?

The essential duties might mention “you will run the control board” and “provide on-air/ fill-in/voice track for music formats, news and traffic.” The required skills might be “the need to communicate clearly” and “being able to work days, nights and weekends.” Qualifications may include “on-air experience” and a “track record of success in ratings and revenue.” Managers often craft job postings by peppering the description with an exhaustive list of duties and responsibilities — a wish list born out of the frustration of unmet expectations.

What I did not find when I did this search was inspiration — the desire to apply.

Now, have a glance at the ad at the top of the page for Uber drivers:

I’m getting some inspiration now. This ad is giving flexibility. They are calling me a partner, and they need me; I’m feeling total freedom, and I’m going to get cash.

Is that the reality of working for Uber? I’m guessing not. Being on air at a radio station would be much cooler. I could interact and connect with so many people at once. I can be a voice for my community, be their partner, and share my knowledge. Why not sell more of that in job postings?

If you want to attract top talent — be more attractive.

A strategic approach

Broadcasting is evolving at an unprecedented pace, with new media platforms and content creators constantly contending for the attention of audiences and talent alike. The competition is fierce. Attracting the right people requires a strategic approach to position the role and the company as an attractive career option, and you must be inspiring.

Do you believe that linear radio maintains an enduring power and reach with its ability to connect with audiences on a mass scale? Then talk about it! There’s an electrifying rush that comes with live broadcasting — that real-time vibe of engaging with loyal listeners that prerecorded content can never replicate. Market that and sell the candidates on that feeling.

Don’t just market it, though; be it. Look at your company culture and make sure you are proud of it and are communicating it. Top talent wants a company that fosters a collaborative, supportive and respectful work environment. A place that encourages creative experimentation and innovation is crucial to keeping talent engaged and motivated.

Let’s talk money because people don’t work for free. Are you offering competitive compensation packages and benefits? Balance is also a significant recruitment tool — you should highlight ways you promote work-life balance in the fast-paced radio industry.

The future is paramount. Are you being too complacent in the face of technological advancements? Integrating digital platforms and social media into operations is essential for engaging with audiences across multiple touchpoints. On-air talent must be empowered to leverage these platforms, extending their reach and building deeper connections with their audience.

Now — the hiring process. Cast the net wide in unconventional places. Be open to training when the talent is there. Use structured questions and assessments to uncover raw talent. During the interview, be compelling and provide benefits they can feel. Highlight opportunities to learn to grow and use technology.

Get scrappy and relentlessly innovate to position your company as the prime destination for broadcasting’s elite.

The talent war is far from over, but by offering a compelling combination of creative freedom, technological innovation and a positive work environment, linear radio can communicate its place as a prestigious and coveted career path for aspiring broadcasters.

Perfect your pitch and show a clear vision. Be. More. Attractive.

The author is senior vice president, Talent Management and Human Resources at Futuri.

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