It’s been a paradoxical time for radio. Many, many DJs, hosts, personalities, and shows have found themselves “on the beach.” Yet, for companies in a hiring mode, it’s seemingly never simple to find great talent that complements their stations or their brands.
This week’s “Guest List” features Greater Media’s SVP of Program Development, Buzz Knight. In this role, Buzz is at the forefront of identifying and evaluating talent for the company, working closely with his programmers to develop the next generation of media personalities.
Greater Media is a rare company. Many of their stations have live talent on the air at times when other companies are voicetracking. The company has a belief in personality radio, and Buzz is at the forefront. Throughout Buzz’s “Guest List,” you’ll see photos of just a few of Greater Media’s top personalities. It’s just not possible to include them all in a single post.
Here are his “5 Qualities We Look for When Hiring Talent.”
Working for a company like Greater Media is such a privilege because we still place great value on the importance of air talent.
Hiring personalities is an art. It’s critical to hone the important characteristics we look for in 2016 when we are on a search.
The pre-starting point is always a thorough investigation of ratings track record, but also an informal reputation check among trusted cohorts like industry counterparts and consultants or researchers.
Ratings performance can be disputable based on market conditions or company characteristics. On the reputation side, if there is bad news, it will surface quickly.
We tend to look at the following five key areas as priorities in additional evaluation of potential talent:
1) Is the talent willing to be coached?
This is one of the hardest and most important traits to be evaluated.
How willing is the talent to be part of a collaborative coaching process?
We will give talent as individuals room to grow and to be themselves but we have to all believe in the mantra of continuous improvement.
Talent is no exception.
2) Do they fit the culture of our company?
Fit means everything in an organization and the way a talent hire fits is no exception.
Our company is a talent focused company and is quite talent friendly but we aren’t afraid to ask a lot of our people on the air.
The talent/sales relationship is ever changing and growing in importance. An individual who gets that from the start is an important cultural fit.
Some companies aren’t for everyone and the same goes for talent.
An empathetic ear to a market and our listeners and customers is also important for a cultural fit.
We take our responsibility as license holders very seriously and making a difference in a community is a part of that responsibility.
3) Passion and exuberance for the craft are essential to the hiring process.
Talent has to light up the air and they also have to light up a room.
Passion shines through when you love what you do, and we have to be sensitive to that factor when picking talent to join our company.
By the way, talent that bad-mouths past employers is a red flag because it shows a lack of respect. It’s a strike against a new hire.
4) Curiosity and open mindedness in the world around you is an important trait of a good hire.
To keep up with the times whether it means maintaining a great social footprint or being a part of the changing world of connectivity is key to preparing for the present and the future.
It is easy for a jock to say they’re tuned into pop culture, but how can they prove it?
We look for talent that is consumed with staying fresh.
We also are seeking out personalities how think in video/visual terms to tell a story.
The key is being current and not living in the past to succeed as a talent in 2016, and curiosity plays an important role.
5) The ability to improvise and think on your feet is one of the final keys to a successful hiring process.
The days of robotic personality have stunted our industry and we have to look hard to find talent that can think on their feet.
Can they problem solve?
Can they add to a team dynamic?
This ability is all part of being that creative wizard that we are looking for to recruit to our team.
To us, that’s the secret sauce of uncovering and recruiting the next great talent.
Good luck, and let’s keep investing in personalities who make a difference.
There is no more powerful differentiator when it comes to comleting against all forms of audio delivery.
Buzz can be reached at bknight@greatermediaboston.com
More Guest Lists
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I feel I have all these qualities, but don’t have the track record as I was never a full-time talent in a rated market and now find myself with my first full-time job in an unrated market. How does one bypass that hurdle? Or how does evaluate that type of talent because obviously I would like to get to a rated market.
Chuck, I’ll ask Buzz to respond as well. Greater Media’s stations are essentially in large markets, thus the track record requirement. You might want to start with smaller companies that have many smaller market properties, like Alpha or Townsquare. Getting that foot in the door is always the toughest challenge, and that’s always been the case. Hope that helps.
Yes Fred I agree. But we are always on the look out for talent to add to our bank. Always happy to talk Chuck.
For almost 20 years so blessed to work for this company. To be a part of the Greater Media family . Family I think is the key to the success. And it stems all the way from the Top all the way down to a first hire. How many people can wake up and say…..Yes , I gotta go to work today…… 🙂
And of course, you’ll have a great show. Scott, love the approach and your work ethnic. You embody what Buzz is talking about.
Scott:Thanks for the nice words and all you do!
Okay…I’m ready!
Always keep the faith!
I first cracked the mic 3 and half years ago by chance after meeting the PD who saw something in my voice / personality. I learned really quickly and in return fell in love with radio. I had great ratings as the night girl in market 16 in America pretty solid for Brit living the american dream in radio 🙂
My question is how do you move forward from being the night person to a morning co-host person when you know you have the skills. I feel like radio is a waiting game, you essentially have to wait your “turn” or at least have people within your company fully support you in the move.
Is there an easier method?
Nai-ma, there are lots of different answers to your question. A couple of thoughts. Have you let your PD know you’d like to move up? That’s a start. There may not be an opening on your morning show and as anyone on the air will tell you, sometimes you have to look for opportunities elsewhere. There’s nothing wrong with waiting your turn as long as you have a sense you’ll have the chance for a daytime show. Finally, are you doing everything you can to maximize your role at the station, including volunteering for station events n the daytime? Building your own brand is always a smart move, whether you end up staying with the station you’re working for now or you head out to other stations or markets. Hope this helps.
I agree with Fred’s comments here.
Be very specific about the responsibilities you are willing to take on or learn.
Keep investing in your personal brand.
This is still, the best racket to make a living.
Tim Slats
WNCX/Cleveland
Without a doubt. Thanks for confirming that!