In these days of economic uncertainty and high unemployment, individuals need to ensure they stand out from the pack. Dave Beasing wants to make sure that Programmers are properly focusing on “Brand YOU.” This week’s Programming To Win is a useful checklist of ways to position and promote one’s self in the job market.
by Dave Beasing
Dave Beasing
I don’t have to tell you that a lot of talented radio programmers are out of work. The Great Recession hit our industry early, and it looks like our recovery will be late at best.
If you’re still employed – putting confidence aside – you can’t help but wonder, “Why have I been spared?” Talking with your unemployed friends, you think, “There, but for the grace of God, go I.”
So, to learn a little about self-preservation, I decided to ask this very question of some recent job applicants, some of whom have been unemployed for months or years. “Looking back, is there anything you would have done differently that might have helped you keep that last job?” Answers have varied, but a common theme emerges. In radio, especially in recent years, we’ve all been so busy keeping our station brands afloat that we haven’t worried about our own personal brands. Of course, putting your company first in priority is admirable. But if you’re really good at what you do, if your employment provides a good return-on-investment, doesn’t your company benefit by knowing that? Likewise, your having a stronger industry profile is good for business, too.
In his book Linchpin: Are You Indispensible?, Seth Godin explains that the world economy is shifting from one that values loyal “factory worker” types to a system that relies on those who are uniquely qualified, people that organizations just can’t do without. If your job amounts only to “filling in the blanks” on a corporate template, Godin would warn that you are easily replaced by another person or by technology. In radio, many programmers have been reduced to following the company handbook for their formats – to plugging in the approved songs, sweepers and spots without applying any creativity of their own. Is it any wonder that you find it difficult to stand out from the crowd? Being perceived as indispensible won’t happen by accident. It requires a plan.
So remembering that YOU are a brand – one that must be marketed like any other brand – let’s apply a little Marketing 101 to Brand YOU. Using a standard Marketing Model, here are some thought starters.
WHO’S YOUR TARGET?
Who do you want to know about you? Program Directors, Group Execs, Label Execs, Talent? Don’t aim too high – or too low. One of the oft missed opportunities is keeping in touch with the people you’ve already influenced earlier in your career.
Who has the power and in whose self-interest is it to help you? Each target requires a specific marketing effort of its own, so choose carefully. Rather than aim your message at too many with a “one size fits all” approach, commit to being thorough and thoughtful with the targets you choose.
WHAT’S YOUR PRODUCT?
Who are you? Economic realities have forced many to rethink the basic premise of what they do for a living and how they do it. The time to have that heart-to-heart with yourself is now, rather than waiting until you suffer a setback.
What are you good at? What’s your passion? What gets you out of bed in the morning? While you continue to do exemplary work in all areas, how can you focus just a little more on the one thing that sets you apart? Do you have a unique talent that others in your organization appreciate?
Are you the “go to” person for computer-related issues? For great commercial copy? Are you the one person who’s ever been able to get through to that ornery (but highly rated) morning DJ? Are your golf skills and sparkling personality helpful to closing deals – even though you’re not in sales? Are you the one who knows a Twitter from a Facebook – and how each can build consumer loyalty?
You are one-of-a-kind. So is Brand YOU.
HOW SHOULD YOU BE POSITIONED?
As a programmer, you know that the station positioning slogan not only helps the audience understand your station, it’s a great internal mission statement, too. Even if you don’t actually tell your target that you’re “The Best Programmer of the 80s, 90s and Today,” having your own personal positioning statement can help you stay focused.
Like other products, the Brand YOU positioning slogan has three requirements:
- Is it unique? You’re not going to differentiate yourself from others in your field if it isn’t.
- Is it credible? Will the target believe this? For example, positioning yourself as the world’s foremost expert on 90s Hip Hop might not stick if you’ve never programmed the format.
3. Is it based in a key benefit? If your target has no use for a Program Director who is a good quilter, that might not be your best position.
So whether you’re “The PD Who Can Program ALL Formats Simultaneously” or “The Creative Guy,” or “The Best Writer in the Company” or “The Clients’ Favorite Program Director” or “The Social Media Marketing Guru” or “The PowerPoint Whiz”…
Think about how you want to be perceived. Use your positioning statement as a filter to guide you. Are you creating the impression that you seek? Are you focused on creating that impression?
HOW WILL YOU PROMOTE THIS POSITION?
What’s the best way to reach each target on your list? Is it sharing great ideas by email, attaching a truly exceptional memo or promo? Sending holiday cards or birthday cards? Forwarding articles of definite interest? Will you create a Facebook page that displays your professional side (and omits the beer bong pictures and bad jokes)?
If you’re already interacting with a target, you may simply need to improve the quality of your communications. Prepare talking points before every conversation. Narrow your emails around a point that demonstrates your position.
Your target leads a busy life. Have the discipline to stay on message. Initiate interactions only if they’re welcome. Then use – but don’t abuse – the opportunity. Find the right balance between being shy and being annoying.
TIMES HAVE CHANGED
None of this is meant to suggest that radio’s unemployed have themselves to blame. Clearly, they’re victims of shrinking opportunities. They’re also victims of a changing workforce.
If your father’s generation showed up on time, worked hard, did what they were asked and didn’t cause trouble, they were probably assured of a long career and a healthy retirement. Dad was a hard working, loyal, company man at a time when that was all that was asked – and that was a lot.
Today, you have two options:
- Provide services others can provide, only cheaper.
- Provide an essential service no one else can.
The choice is simple.
Dave Beasing is program director of Bonneville’s innovative new KSWD “100.3 The Sound” in Los Angeles. He has mentored hundreds of radio programmers as a researcher and consultant.
