How to attract talent to the radio industry

BOSTON — Despite facing challenges from the rise of digital media, the radio industry continues to be a dynamic and influential medium worldwide. From music to spoken word, podcasts to news broadcasts, radio offers diverse content that captivates audiences and engages with communities. However, to thrive in an increasingly competitive landscape, radio stations must focus on attracting top talent for all aspects of the business to drive innovation and creativity.

This article explores strategies and considerations for attracting top talent in the radio industry.

How do today’s leaders succeed in attracting talent? Greg Strassell is the executive vice president of programming for Hubbard Radio, and he has a specific process: “I make it a point to interview at least 10 talents in the business each month, whether we have openings or not. I’m always looking for the ‘it’ factor. What sets them apart with their talent? Do they desire success? Tom Brady was the sixth round draft pick for the New England Patriots, but his internal desire to succeed and win made him the success that he was to become.”

Embrace technological advancements

Technology is pivotal in the radio industry in today’s digital age. Embracing technological advancements enhances the quality of broadcasts and can help attract tech-savvy talent. Investing in state-of-the-art equipment, software and digital platforms demonstrates a commitment to innovation with an eye toward the future. This helps provide aspiring radio professionals with opportunities to hone their skills in a cutting-edge environment.

Offer creative freedom

One of the most amazing aspects of working in radio is the opportunity for creative expression. Radio companies should empower talent by offering creative freedom to develop unique and engaging content. Whether hosting a talk show, curating playlists, or producing investigative journalism, giving talent some autonomy to explore their creative vision fosters a sense of ownership and passion for their work.

Provide opportunities for growth

Radio professionals are constantly seeking opportunities for growth and advancement in their careers. Companies can attract top talent by offering opportunities for professional development, such as training workshops, seminars and mentorship programs. Providing avenues for skill enhancement and career advancement demonstrates a commitment to employees’ personal and professional growth, making the company an attractive destination for ambitious individuals.

Audacy owns legacy News Talk KDKA in Pittsburgh. Led by Audacy Pittsburgh SVP and Market Manager Michael Spacciapolli, it has taken a bold move to revolutionize overnight radio while building a bridge to attracting talent for the future with a new initiative called “Next Take,” a news information and talk program hosted by the University of Pittsburgh students.

Spacciapolli shares how this idea came together: “The vision for it is something I’ve focused on for almost three years, with a hope to build a platform for a show that allows the under-30 set to have a voice, share their view and news, and look at the world from their perspective. While doing that, we also build a bench — whether for producers, talent or reporters; a show will have multiple people on it. As it came together and through relationships and partnerships, I was able to launch it with limited-to-no costs and hit both of those key points. We’re now seeing content creation and a view of the world from a completely different set than what we get every day on KDKA, and we’re building a bench of talent. Where that goes, we don’t know, but we’re very hopeful there could be a lot there over the years to come.”

Foster a culture of success

Sue Carter is the content director of Gold 1043 in Melbourne, Australia, and I love her take on attracting talent: “Success and the sound of the station are two of your strongest tools. If you create a sound that talent can hear themselves on, you’re in a stronger position to attract the type of talent you want. When you approach or talk to talent, put yourself in their shoes. Be familiar with their work and compliment them. Great talent know the rules but want to push them to the limit, so encourage their creativity. Remember, radio is a small industry; someone always knows someone, so create the environment talent can thrive in.”

The author has been a strategist and media executive for decades with leadership roles for multiple prominent companies. He currently runs Buzz Knight Media consulting global companies and also hosts and produces two successful podcasts.

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