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Radio’s Next Generation Manager
June 15, 2022
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I was talking to a friend of mine over dinner last week who was trying to hire new employees for her department, and she asked me what a “Culture Curator” was. This is a title which, pre- Gen Z, typically applied to the Museum and Art Industry. My friend’s industry: however, has NOTHING to do with Museums or Art. So, she couldn’t understand why someone applying for a job in the entertainment business would use the title “Culture Curator” on a resume. But think about the times we are living in. It took me a second to figure out the angle, but because part of my job is to figure out how to attract younger demos to an ancient audio medium, I figured out quickly what the candidate meant by “Culture Curator.”
First of all, “Curator” is the new buzz word for programmer, strategist, planner etc. And Culture is the new “Umbrella Buzz Word” for “DEI:” Diversity, Equity, and Inclusion. Most corporations both large and small have made it a priority to ensure that the culture of the workplace is 100% a safe place for all its employees. This is a strategy (and policy) which has developed over the last few years which has truly tested the empathy of Americans when it comes to Social Justice, Gender, Non-Gender Specific, Race Religion etc. That’s a good thing. As a Woman in a predominately male/white business, I’ve seen a lot of injustice in my day. But kids today (yes, I said it), are doing a better job of ensuring that they are treated and judged by their merits vs. any other fact that might be associated with them. They will not put themselves in any type of situation that doesn’t reward them circumstances and opportunities that they feel they deserve.
Now, while this may give some “seasoned managers” the idea that Gen Zs are overconfident and entitled, it doesn’t necessarily mean that they are. Don’t get me wrong, some are, but every generation has that type. And it doesn’t mean that they don’t have a lot to learn. It just means that they have a better sense of whether they will be able to not only learn in some situations, but also be able to succeed and excel as well. The reason I mention this is because right now, we as an audio industry are trying to expand our talent and content in the younger demographics so we can keep the traditional radio business alive. Not only do we need to cultivate and nurture younger talent, but we need to grow a younger audience. But while seasoned hiring managers in our business think that PM drive in a decent market is the “job of a lifetime,” younger talent aren’t willing to pack up their lives and move across the country for a job with mediocre pay, no security, and more importantly, a cancerous working environment. Hence, the importance of “Culture Curation.”
I remember working for a station in the Midwest and trying to hire someone for PM drive on a very successful, well respected pop station. We posted the job and got a lot of interest from great talent. We narrowed it down to three top candidates. Now, keep in mind, there were also two very qualified candidates already working in the building who wanted the job as well. I am a BIG believer of promoting from within, especially when I see talent in the building busting their butts to fill in, work hard, grow, and earn the position. Sadly, management would not allow me to hire either of these personalities, but that’s a “whole ‘nuther column.” So, we flew in the absolute top candidate first. I picked her up, courted her, showed her around and did the best I could to convince her of the great opportunity that lie ahead with our company. In between entertaining her, she experienced several circumstances I had to deal with including a last-minute demand by my boss to have her audition live on the air during afternoon drive the very same day she was there. Okay, not an unreasonable demand, except for the fact that she had no time to prepare, she was employed by another company and was extremely uncomfortable doing it, and I had to tell the person who had been showing up every day to fill in for the shift, that he would not be doing it that day, because someone who wanted his job was auditioning for it. “NOT COOL!”
Add to that the fact that I had planned a nice dinner and to take her to a huge concert that night so she could experience a little bit of fun in the market and see what the station was all about. During that dinner, I got blown up by my boss for a good 45 minutes because the “free” concert tickets we got for his daughter for that show were crappy seats. Now, I’m a good actress…. but I ain’t that good. And because it was just the two of us, I had to ignore her for the amount of time it took me to solve that problem. PS, I was still new to this job, and it wasn’t the first time I had gotten blown up that day, so I was a little off my game. The experience pretty much ruined the entire night.
Needless to say, she handled everything like a pro. I wanted to hire her; I made her an offer before she left. She wanted to think on it. She went home, did some research, and found out a little more history on the cluster. She turned the job down despite a decent salary. I went back and got more money. I made her three offers and she turned me down every time. The last time she said no, she was very honest. And as much as we had developed a rapport, she told me that she could tell I was struggling with my job, that she didn’t like the vibe of the building and that she had heard the stories of a very challenging culture in the building for years before me. Her final words to me were, I am very flattered, thank you, I’d love to work with you, but that is not the kind of environment I can be productive and successful in.
Boy, did that open my eyes. It was a rude awakening for me too. I came from the “you do whatever it takes to get the job” school of radio. She came from the “know your value and go where you are appreciated,” school of …. well, a younger generation. I figured out quickly that for the first time in a long time, I was in the wrong place at the wrong time. In hindsight, we both ended up in much better situations after.
The bottom line is, a healthy culture is critical to the success of any business, especially now. If a candidate can tell before even accepting a position, that the potential working environment is unhealthy, then there is a serious problem. Not only is it an HR nightmare, but it prevents the over all goal of attracting valuable players for your team. Hence the need for a “Culture Curator,” a position that in the audio and content industry now should be a very well respected and well-paid position moving forward.
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