American Idle 3

How To Get The Gig You Want

This is the third part of our current series dealing with those who are idle across America. This time we want to concentrate on helping you get the job you want. Let's face it, if you're currently unemployed or underemployed, it would be nice to have some information to help you finally grab the gig you want.

We want to begin by saying it's a terrible mistake for someone not to even be considered simply because they're out of work. The changing nature of our business has caused many good people to become victims. They deserve the opportunity to be considered for a job. Managers who refuse to hire someone because they're out of work may be missing an opportunity to hire the best person for the job.

So the question becomes exactly what do GMs and PDs look for when hiring? First let's examine the PD requirements. We spoke to several GMs, consultants and VPs of Programming covering various-sized markets. Each of them said they don't want a programmer who claims to have all the answers. Not only is that not realistic, it's a turnoff. No one could possibly have the answers until they get into the market and feel its dynamics. They have to learn the lifestyle and understand what makes the market unique. The listening patterns and market history all have to be examined thoroughly.

One major-market GM said that creativity is important to him when looking to hire a programmer. He isn't necessarily influenced by a slick, well-prepared PD's resume -- one that may look like you're applying for an accounting slot. "Show me that you really want the job in a creative way," he said.

Another GM, who manages a big station in the South, said he hired his last PD because the guy sent written material creatively dealing with things he thought would be major issues. It turns out he was right. And he did this two or three times via e-mail. It convinced the GM that this guy was a thinker, knew how to communicate in writing and really wanted the job. "That's critical," he said. "And I liked the fact that he did it all on one sheet."

General Philosophies

The general philosophies have to be in line for both the GM and PD or it's not going to work. There needs to be a gut feeling. It's like a PD's instinct on a song. You have to hope there's a little chemistry. The hardest thing about interviews is that some people who are uncomfortable in them end up being great air talent or programmers. Others look really incredible on paper but they can't handle the job. We spoke to a major-market Midwest GM who said he always asks his prospective PDs about their personal goals. He wants to know their plan for the station in six months or a year should they be hired.

He also said it's important to prioritize the things that need to be addressed. Organization is key. This particular GM said he was impressed with and hired his current PD based on interesting articles from various newspapers he sent about the format. He also did a full report on the market and explained what he would do and where he felt the niche was. All the GMs said they liked persistence. Now there are ways to be persistent without being a pest. You want to keep your name in front of the GM without going overboard. GMs want to hire people who really want to work for their station. They are not looking for people who didn't get the big gig in New York, Los Angeles or Chicago, but might settle for the job in their market, but would be looking to move on in a year.

Now this same strategy doesn't always apply. If, as we mentioned in last week's editorial, you are taking a job you know holds little promise or possibilities, you can't make that obvious or you will never get the job. What you have to do is be honest with yourself. There are "tunnel jobs" and there are "destination jobs." Tunnel Jobs and markets are those that you settle for just to stay employed. Destination jobs are those you want to hang onto as long as you can, usually in a market that offers other things that are important to you. I've had both and I can tell you not only is necessity the "mother of invention," it's also a great equalizer.

Jocking The Box

Now let's look at the air talent situation. What are most PDs looking for in an air talent? Like GMs, they want people who actually know something about the station. They like people who think out of the box. They want experienced people whose act is really going to make a difference. They're looking for creativity. What can you do to make your package stand out? Some people are now sending resumes via hypertext with icon boxes you can click on with a mouse. These gestures make it very convenient and are appreciated. In addition, I recommend that you have at least two resumes and two different audio presentations, each tailored to the market and the job you're seeking.

Unfortunately, most of us want to remain in the Urban format, if possible. That's where we are most familiar. But remember, good programmers can program any format. Great jocks can work with any music. If the only difference is the tune titles; you can always turn the monitor down and let the music play. And if you keep an open mind, you just might learn some techniques and formatics in another format that can boost your career development.

Be prepared to defend your position, whether you're an air talent or a programmer. I remember what one of my mentors once told me, "When you come to me with a problem in mind, have a solution." So when you're defending a break in your aircheck critique session, have a reason in mind for having done the break that way. When, as the PD, you're defending a contest or promotion that didn't turn out the way you had hoped to your GM, don't look for a jock to blame. Accept some responsibility, but have a defense. e.g. "The reason we haven't had a winner isn't that the contest is too hard or nobody's listening. It's because we're being more thorough, screening each of the callers to make sure they haven't won in the last 30 days."

Most importantly, if you're an air talent being critiqued, don't let little things bother you. If the main points being brought up when you're asked to "stay after class" are: "Hit the call letters harder here," or "You started your back-announce too soon here," or "Do the weather the first thing in the set," you're all right. If the PD is picking out those little things, don't worry. But if at the end of your aircheck session, your PD shows you how to place an ad in the "on-the-beach" section of All Access, you should be concerned.

Here's a tip: Listen to your own show at least three times a week. Take out the things that bother you about your show and fix them yourself. Remember, you're competing in a very competitive arena where there's only one opening at a time for one shift or one gig at a time. If the PD or GM has 30 or 40 packages in front of them, competition for these slots is going to be extremely fierce. Yours has got to stand out.

Mental Preparation

When you're looking for work, there will be days when the phone rings a lot and you get lots of e-mails and other days when there are no e-mails or callbacks. Make the best of this. It's a mental process. The worse thing is when someone calls, is interested in your skills and promises to call back after you forward your package and resume, but doesn't and won't take follow-up phone calls. You have to endure the frustration you feel when you don't get calls returned or a response to a package. You have to develop the callousness to cope.

You should remember too, that these guys are just as bogged down with the day-to-day operation of their stations as you were when you were working. It's just disappointing to watch the game being played and not be in it. What you don't want to do is sit by the phone 18 hours a day, waiting for it to ring. You'll drive yourself nuts. Most job hunters get scared when the phone stops ringing. The biggest negative is that someone won't take your calls. But you've got to expect that a number of calls won't be taken or returned. If you get 20% of your calls returned or taken, that's good. The bottom line is to get a bite -- that's your first goal.

Structure your job search the way a salesperson does to find leads. Live in rejection, but try each day to get a couple of bites you didn't have before. Then tally up how many new leads you got that day, how many new contacts were made and compare that against how many jobs are really available. Here's a money-saving tip. If you decide to mail your package rather than sending e-mail, the US postal service priority mail two-day service is a great bargain. It looks just as impressive as the overnight service, but for a lot less money.

When you leave a phone message, give the person a reason to call back besides listening to your story of why you desperately need a job. e.g. "I wanted your advice on a matter," or "I have something interesting to share with you." Or "I want to update you on my situation." When you finally get through and have a conversation, recap it in writing and send it to your potential employer; that shows good follow-through. Keep others who are trying to help you land a gig fully informed on your progress and appraised of your conversations.

Even though losing your gig and not being able to find another one makes you feel like you've been dumped by your lover, don't bad-mouth your former employer (even if they deserve it). Then learn to double your money. Fold it in half and stick it back in your pocket.

You have to erase self-doubt by reflecting on your accomplishments. You've got to believe in yourself. There are many days when you will want to just throw your hands in the air. Unemployment is something to take personally. Remember this: An average PD job lasts two to three years. Some others may last longer because of the fit between the company, PD and GM. There has to be a cross-support system. When you look deeper into available opportunities, you have to be selective and sit it out when possible so you don't go through the same problems in subsequent jobs. This is also a period when many consider a change in job direction. If you're willing to start all over again, in addition to re-paying dues you've already paid, you can also expect a big cut in salary. But it beats a blank.

Finally, don't expect that you will always have easy sailing. Parts of your journey in this business are likely to be rough. Don't let the rough places put you out of commission. Keep on with the journey. Just the way you weather the storm shows what material you are made of. Don't let a setback like losing your job stop you. Think of it as a mere incident that has to be overcome before you can move on and reach your goal.

Word.

(Next week - Survival Training)