Tag Archives: talent

Just In Time Learning

66In a post I wrote about “Where You Should Be Recruiting Radio Talent” I mentioned a concept of “Just In Time Learning” that struck a chord with many readers. Commenter’s said they found the idea interesting and something they had never heard or thought of before. So I thought I’d expand on that thought with a little more detail and why it’s time has come.

Toyota’s Better Idea

Manufacturers used to stock everything they would need to build a product in warehouses. It was expensive and often wasteful. Then the idea of having parts shipped just-in-time to be assembled into a finished product was introduced.

Originally called “just-in-time production,” it builds on the approach created by the founder of Toyota, Sakichi Toyoda, his son Kiichiro Toyoda, and the engineer Taiichi Ohno. The principles underlying the TPS are embodied in The Toyota Way.

College Degree Credential Creep

Once upon a time, college was an optional final stage of learning in the United States. Today even a Starbucks barista probably has a college degree. So what’s causing this college degree credential creep? In many cases the reason is that employers feel that by requiring candidates to have a bachelor’s degree they will see a higher quality group of candidates. It has nothing to do with what job skills are actually required. It’s used mainly as a screening tool. Unfortunately, two-thirds of the workforce in America gets screened out when a B.A. degree requirement is inserted into the advertisement. Burning Glass researched how the demand for a bachelor’s degree is reshaping the workforce and you can read more about all of this here.

The 20th Century College Education

When the 20th Century began, America had about a thousand colleges and those colleges had less than 200,000 students enrolled in them. By mid-century the number of colleges exploded and colleges that once had about a thousand students expanded to universities with enrollments of tens of thousands of students.

Unfortunately our 20th Century higher education system simply wasn’t designed to deliver what’s needed in a 21st Century world.

Your Teacher, Your Doctor and Your Barber

In our high tech world, things can quickly scale. Productivity grows quickly. But a teacher still teaches at the same pace. Your doctor can only see patients at the same pace.  And your barber can only cut hair at the same pace as each of these professions did in the 20th Century.

When something can’t scale, the price to provide the service goes up.

In the case of higher education, this price problem has been compounded by states reducing funding to their colleges and universities, resulting in public colleges being funded more and more by student tuition and lots of fees. This has resulted in a trillion dollar student loan crisis in America.

Certifications vs. Degrees

For the radio industry, the answer may be professional certifications versus bachelor’s degrees. Students simply can’t afford to go to college for four to six years and come out with tens of thousands of dollars in student loan debt to take an entry level radio job that will pay them fifteen to eighteen thousand dollars a year. Even worse, most likely the job you’re most looking to fill – sales – a college grad won’t have received any course work in learning about. Broadcasting in college is focused on teaching all of the low demand jobs in radio and the classes in the high demand jobs are either non-existent or being eliminated.

The Radio Advertising Bureau offers professional certifications in selling starting with their Radio Marketing Professional (RMP) certification. Burning Glass says that jobs in fields with strong certification and licensure standards have avoided the problem of “upcredentially.” They write: “This suggests that developing certifications that better reflect industry needs, together with industry acceptance of these alternative credentials, could reduce pressure on job seekers to pursue a bachelor’s degree and ensure that middle-skill Americans continue to have opportunities for rewarding careers, while continuing to provide employers with access to the talent they need.”

Radio’s Recruitment Mission

The National Association of Broadcasters (NAB) and the Radio Advertising Bureau (RAB) need to spearhead the radio industry in creating bonafide certification programs for all job classifications that will be accepted by the radio industry as the equivalent (or better) than a bachelor’s degree. These programs need to be offered to high school aged students and recent high school graduates.

Certification programs can be designed to provide the kind of just-in-time learning needed for each radio position. When a person shows they’re ready to advance additional certification training can be taken to prepare them for the next higher position.

Done in this way, the training will be up-to-date, cutting edge instruction to insure the student is learning exactly the skills needed for the position they will be moving into.

Time for Radio to Think Different

The radio industry will need to attract new talent in order to stay viable and continue growing. Embracing a better form of training for the skills needed and making this a requirement versus a college bachelor’s degree is 21st Century thinking.

Many of these programs are already in place, but industry recognition and acceptance of them lags in comparison to requiring a college degree.

It’s time to think differently about how we find, train and grow the radio talent of tomorrow.

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Filed under Education, Mentor, Radio, Sales, Uncategorized

Radio Would Be a Great Business… If It Weren’t For the Employees

21I’m sure the title of this week’s post caught your attention. If you’ve ever been a manager, quite possibly this thought has crossed your mind on more than one occasion. Unfortunately, technology has provided many a radio company the opportunity to give this concept a whirl.

The reality is radio is a people business. Take away the people and do you really have radio anymore?

My best sales people were a pain in the derriere. My best air talents were likewise. And I mean that in the nicest possible way. The fact of the matter is, great talents are always a handful to manage, but they are the engine that creates great radio.

Managing great talent is the art of keeping them from killing one another. Managing great talent is respecting that they are outstanding at what they do and at the same time looking them in the eye and under no uncertain terms letting them know that their talent doesn’t transcend to every other aspect of their life.

Very talented people often think that because they are outstanding in one area, they are in all areas and this is often what leads to their downfall.

Managing great talent is like keeping a nuclear reactor under control. You need to know when to push the control rods in to calm things down and when to pull them out to create a powerful, positive reaction.

Managing great talent will exhaust you. Managing great talent will frustrate you. Managing great talent will challenge you. Managing great talent will be the greatest experience of your life.

I’ve had the honor of running some great radio stations over my radio career and I’ve been fortunate to have worked with some incredibly talented people in every area of radio station operations. I credit my success to them and doing my best to clear the field of obstacles that might prevent them from performing at their highest personal best.

Since I started teaching, I’m finding a similar scenario with students. Great students will get every piece of knowledge they can out of you. They are self-motivated to excel. And yes, they too, can be a handful. But the greatest reward a teacher can experience is having students who want to learn and then apply what they’ve learned to grow and excel at whatever they put their mind too.

Warren Buffett’s “3 Qualities to Look for in Hiring:”

Integrity, Intelligence & Energy.

If you don’t have the first one, the other two will kill you.

To sum it all up, the most important thing any business or school can do is pay attention to how it recruits the people it will work with. You can’t teach attitude. You hire attitude. Everything else can be taught.

Radio is a great business if you will do these three things: 1) focus on hiring great employees, 2) make sure everyone is focused on the same goal and 3) let your people know you really care about them.

Just remember, like a high performance automobile will command a lot of attention, the finest race horses will command a lot of attention, so will high performance talent. Anything that performs at the highest levels of its field will command a lot of attention.

If you like winning, then everything it takes to get there will be worth it.

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Filed under Education, Mentor, Radio, Sales, Uncategorized