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Hiring the next generation for any business including media companies can feel like wearing a blindfold in a game of Pin the Tail on the Donkey. But fear not! Here are both some serious and light-hearted best practices to help attract and hopefully, retain these digital newbies.
Younger generations value authenticity, diversity, and social responsibility. They want to work for companies that are as genuine as their Instagram filters. So, if your mission statement feels in any way old-school and lacks their own values, it’s likely time for a rewrite. If you’re able to show them that you believe hurricanes Milton and Helene have some correlation to global warming and that your company has a stake in social issues that don’t make you sound like “boomers without a cause,” they’ll swipe right on your job offer.
Keep in mind that this incoming class has never known a world without hi-tech. A world without 5G+ and WiFi to them is like a horror movie in which everyone is haunted by the ghost of dial-up! They desire and expect a hiring process to be as smooth as the latest TikTok dance video from Charli D’Amelio and Chase Hudson. For those over 65, that’s the equivalent of Fred Astaire and Ginger Rogers. If you’re over 50, it’s more like John Travolta in Saturday Night Fever, and for those over 40, it’s Patrick Swayze and Jennifer Grey.
Next Gen hopefuls also look for virtual interview platforms to keep things efficient. BTW, they have a real disdain for AI-created and posted jobs that may or may not even exist. And remember, if your website looks like it was designed before their date of birth, you might as well be sending them a fax. Frankly, many were born post the fax machine era.
What may be the greatest attraction to your position is “Flexibility!” It’s a magic word. Next Gen folks want to work from anywhere – be it the beach in Waikiki or their grandmother’s basement. Offering remote work options and flexible schedules can make your company more appealing. It’s not just about location but time. If they can fly on a plane in the pajamas don’t be surprised if they show up to a Zoom meeting dressed in that same sleepwear.
I have also learned not to be obsessed with education, degrees, and previous titles. Young folks are all about skills and potential. They’ve learned more from YouTube than from textbooks. So, focus on what they can do versus only on where they’ve been. Truth is your next genius might have learned everything from Minecraft.
The earlier you begin building relationships with potential candidates, the better – even before they graduate. Attend career fairs, offer internships, and host workshops. We all must always be planting seeds where there is water. Plus, it’s a great excuse to re-live your college days, minus all the beer-pong and ramen noodles.
Another important feature for them is an environment where everyone feels welcome – like a workplace version of “Cheers.” (I know – I know…most of them never even heard of Cheers, much less saw it on TV.) Rule-of-thumb is if everyone looks the same, they’re more likely to pass.
While new generations are passionate about meaningful work, they still need to pay their bills. Offering competitive compensation and benefits helps, but don’t forget extras like mental health support and wellness programs. Many are more interested in student loan contributions versus matching 401K benefits. The latter is way too far off in the distance to worry about while the student loans are lurking over their shoulders.
Do your best to give them timely updates and feedback. To them it’s kind of like dating – ghosting is a big no-no. Treat candidates well, and they’ll be more likely to say “yes” to an offer.
The bottom line is to try and address the unique needs and preferences of this incoming generation. We can all attract and retain top talent by creating a fun, dynamic, and exciting workplace for every generation. I know that in media, having a great time with a dash of humor goes a long way. Lastly, if they show up for an interview and walk between the bushes and bypass the front walkway, please don’t yell, “YOU KIDS GET OFF OF MY LAWN!!!”
Bob Lawrence serves as a Market Manager for Seven Mountains Media, overseeing the company’s Parkersburg, WV/Marietta, OH cluster. He has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco as well as programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
