A bunch of our radio brothers and sisters lost their jobs this week amid iHeartMedia layoffs. We can all be mad at the employer, the advertising industry’s diversification, and changing competitive headwinds for our industry, but that does not help the unemployed make their next move.
There is a huge question for anyone who has lost a job: Do I still want to do this? If not radio, now what? Will my spouse and family be open to moving across the country? Let’s go through the scenarios. Perhaps this will give you a few ideas.
For those downsized by iHeartMedia last week, this was not your fault. You were working hard, completing the tasks assigned and likely going above and beyond every day. The corporate people only know how to count beans. Probably some of the people making decisions never worked in a radio station. If there was one person who knew that you were at risk, it was the market manager. The market manager likely knew a RIF was on the way. The market manager also knows the return on investment that the company demands per employee. If you are a disk jockey who is voice tracking multiple stations, it is really tough to find the ROI.
If you are a news/talk host, the ROI is simple to define. How many endorsements does the host have? How much money does the show bill? If the ROI desired is a multiple of five, that figure is pretty easy to identify. If you are a host who is still standing, learn what that multiple is. Be an advocate for getting billing on your show. Are you host who arrives 30 minutes or less before your shift and bolts out of the building like Tartan Nation sprints for another beer? Change your behavior now.
Get there early, hang out with the sales team, call your endorsement clients personally — thus, take control of your destiny.
If You Want to Stay in Radio
You are getting ready to visit the unemployment office. You don’t know if there is a radio job for you, and you want to figure out what is next. I personally don’t know what I would do outside of media. You may be like me. You are Cortés — you have landed in Mexico to conquer a new land. Cortés famously burned the boats to show his army that there was no turning back. It was either do or die. Well, I believe in you and your desire to remain in this industry.
Radio needs talent more than ever. Ask a program director about hiring experienced air personalities — the list is pretty weak for experienced hands, even for a premier position that pays very well. Talent is needed, but radio has never been for the faint of heart. Moving across the country for a new or better job is frightening.
If you were released, you have been or will be given exit paperwork. Ask for a release from your non-compete clause if you’re not getting severance. If you are being paid, ask for a release after your severance package ends. I don’t know if you will receive it, but you can ask. Many states don’t allow non-compete provisions, so know the law.
How to Put Your Best Foot Forward
Update your cover letter and resume immediately. I find that the cover letter is the most important item in a job search. This letter should be personalized and lean into the new opportunity. Your resume — I have a multiple-page resume that I have used. The job experts say that the resume should be one page. I think that makes sense if you have little to no experience. If you are a grizzled radio veteran, your multi-dimensional experience cannot be defined in just one page. Make it presentable and always send it as a PDF.
Your audition audio — have a few prepped files. The first is a sizzle reel. This should be no more than two minutes. When sending the audio, attach the file and also send an audio link for online listening. I recommend using YouTube and uploading it as an unlisted file. You should also have a complete hour of your show ready to go if the hiring manager wants it.
Many brand managers like a complete hour because it gives them a better feel for the flow on the air. Never email a file with a one-hour show — just send the link. YouTube is a great choice because it is universally trusted to click on.
If the job is out of market, make sure that you are in a good place for that Zoom call interview. If you are at home, make sure that your backdrop looks great and that the lighting is robust. Best impressions matter because the hiring manager will not have a chance to see your body language, feel your handshake, or make eye contact.
If You’re Ready to Leave Radio
If you think that radio is a thing of the past and it is time to transition to something else — I had a boss who always preached pulling out a plain piece of paper and sitting at a table or desk alone. Make a list of your qualifications on the left and jobs that you would enjoy doing on the right. Look at your extensive skills and match them to a new career that you can pursue. You may need some training, and your unemployment office likely has resources to connect you with the right steps.
If you were a victim of the RIF, this was not your fault. You are an amazing talent with much to give. Don’t be discouraged — take this on. If you work for one of the companies that have been struggling with debt, start making your plan for what is next today. Protect yourself. Have tremendous loyalty and dedication to your employer. Even if they don’t have it for you, this is about your personal integrity. Make that step.
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Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
