In this week’s PTW consultant Mike Bettelli offers some expert advice on finding talent now that radio minor league systems seem non-existent.
Mike Bettelli
by Mike Bettelli
The Search Is Always On
Whether you have an immediate need for America’s hottest new morning show or a board op to run George Noory overnight, the search for talent is always on. If you need somebody right now, look to the traditional sources. Some options: you can place an ad in FMQB or other trade sites. Contact radio friends around the country and ask them who they would like to have leave their market, or call up some headhunters and get some MP3’s on your computer, or a CD or tape. You do owe it to your station to take some new approaches to finding talent.
Radio doesn’t have a minor league system anymore. We’re not growing talent in the small markets of America. There’s just too much satellite, babysitting board operators and bad habits being cultivated in small town radio. So, start thinking in unconventional ways about how to find talent. There may be some incredible people with twenty years in the business knocking on your door, but don’t count on it. Think about cultivating talent, being open to discovering people and doing your best to sell the industry to folks who may know nothing about it.
From Security At Target to Targeting Radio Listeners
Justin Flores is one of the brightest young PDs we’ve worked with. He’s currently an Operations Manager for two FM’s in Central California. How did Justin get into radio? His wife wangled him a tour at a station for his birthday. Justin loved everything about radio. He was happy busting shoplifters at a Target store – but once he actually saw the inside of a station – he knew that was it! Are you open to spending some time with a person who already loves the medium?
We also love the story of two guys who were so entertaining talking about sports at the gym where they worked out that another gym member with a radio connection got them an interview at KJR-AM in Seattle. They soon had their own weekend show, and spent the rest of the week selling auto parts.
Traffic Reporters, Morning Show Sidekicks, Bartenders and Servers
So where is all that raw talent out there? If you have Metro Traffic or AAA reports in your market, you’ve got a pool of people who are working with morning shows every day. They’re gaining the kind of confidence you can only get by going one-on-one with your market’s best talents. Look for talent everywhere, not just on the radio dial. A longtime client found his afternoon drive talent in a bar! Well… not exactly, but the PM Drive host had only “bartender” as previous work experience. Another client moved from being a waitress to doing radio sales to GM. When you think about it, there’s more in common between waitressing and sales or bartending and communicating than there is between a degree in advertising or radio and the real world.
The Virtual Open Door Policy
Don’t ever pass up a chance to talk with someone who wants to work in radio. Did you ever get rejected in your career? Did someone tell you you’d never hit the big markets? Do you remember how that felt? Be encouraging and spend a little time with the person who bothers to come into the station (like Justin) and see what it’s all about.
Take a different approach to airchecks and resumes. If your standard procedure is to listen for a few seconds and then blow up the MP3 or toss out the CD or tape… try this idea: When the applicant calls you, take the call, then be honest and let the person know exactly how you feel about their efforts. This doesn’t take an enormous amount of time and can pay off. At the very least send them a quick e-mail message.
Make suggestions for improvements, then toss out or delete the audition. Tell the applicant you’ll look forward to an improved aircheck in a month or so. This way you’ll be able to track development (if it’s going to happen) with several people. You’ll also become an important part of their growth in radio.
Stop By for a Static Sticker, a Free Hot Dog and a Job Application
Be open to new ways of looking for a staff. Sponsor a job fair. Take applications with you to remotes. Ask people to come by the station and see what it’s like. If you see something special in a clerk or cab driver or bartender (not that radio PD’s spend that much time in bars!) ask them if they’ve ever thought about radio as a career. Keep working every angle and you’ll find good people. The radio environment we now work in requires people with special skills who may not come from the traditional sources. The valuable managers will know how to find them.
Blog On By And Say Hello
After almost twenty years in the syndication business I have started a new company with my long time colleague, Ken Moultrie. We have worked with every size market and situation and know that what most Program Directors really want is a little feedback and somebody to kick around ideas with. Come to our Website, call us or send us an e-mail. We’d love to hear from you.
Mike Bettelli is a Partner/Consultant with Broadcast Partners/The New BP. He can be reached at: 206-849-2456, mike@thenewbp.com or www.thenewbp.com
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