Socialization in Radio Broadcasting Careers by Brian Villwock

1. Socialization In Radio
Broadcasting Careers
By Brian Villwock

2. Socialization in Radio Broadcasting Careers
Article Overview
- There is a fear amongst young people to pursue a career in the
competitive field of radio broadcasting.
- The belief is that broadcast radio jobs are shrinking with growth of
internet & satellite radio stations.

3. Socialization in Radio Broadcasting Careers
Article Overview Continued… A deeper look at broadcast radio:
-”73% of vehicle owners with an FM radio say they use it during most car trips
(NPD group)”
-”84% of car owners use radio at their top choice for in-car entertainment (Online
radio was just 12% while satellite was 15%)”
-”About 92% of the U.S. population listen to traditional radio in an average week,
which is a number that has varied very little over the decades”
- “When asked what entertainment source they used most often in the car, 58% of
respondents said AM/FM radio. Only 11% said online radio.”
Courtesy of Work In Entertainment - http://www.workinentertainment.com/blog/radio-jobs-how-to-get-started/

4. Socialization in Radio Broadcasting Careers
Article Overview Continued...
- While internet & satellite radio stations provide an alternative to
traditional radio, local radio stations provide relationships to the
audience & a personal touch.
- The career path in local radio is different.

5. Socialization in Radio Broadcasting Careers
Career Research describes Socialization on the job as….
“How people learn to fit into a new organization or job.”
“It is a process by which an individual learns appropriate attitudes, behaviors, and
knowledge associated with a particular role in an organization.”

6. Socialization in Radio Broadcasting Careers
As we learned, there are 3 stages in the Socialization Process, including…
-Anticipatory/Pre-arrival - Socialization that occurs before entry into the
organization.
-Encounter - Sensemaking stage that occurs when a new employee enters an
organization
- Metamorphosis - The stage reached at the “completion” of the socialization
process.

7. Socialization in Radio Broadcasting Careers
-For many organizations, the way in which these
socialization stages occurs can differ greatly.
-Careers in Radio have a socialization process very
unique to others.
- The Radio Broadcasting industry truly employees a
“Start from the Bottom” philosophy.

8. Socialization in Radio Broadcasting Careers
Anticipatory/Pre-arrival
- Like most careers, aspiring radio broadcasters learn skills for their careers by
attending secondary education institutions such as universities and trade
schools.
- Through their education, students attempt to find a niche or specialization in
the broadcasting field.
- To truly learn the radio broadcasting industry, students must gain hands on
experience.
- Internships are the next step.

9. Socialization in Radio Broadcasting Careers
Recruitment and Interviewing
- Radio stations are constantly looking for college students to be interns.
- Interns provide free labor in exchange for training & networking.
- Interns must be enrolled in school and able to earn credits for work
completed.
- Internship openings are posted on the radio station’s website, job sites such
as Indeed, LinkedIn and each state’s Association of Broadcasters website.
- Finding internships usually doesn’t require active recruiting, as interested
candidates usually reach out to the stations.

10. Socialization in Radio Broadcasting Careers
Recruitment and Interviewing Continued
- Interviewing for an internship is less complicated than other positions. Usually
involves a one on one interview with the show host.
- If candidate displays a simple understanding of concepts, solid work ethic and
desirable availability… They qualify for the internship.
- Other positions in Radio Broadcasting require more experience, knowledge &
skills.
- Internships are the foot in the door.

11. Socialization in Radio Broadcasting Careers
Recruitment and Interviewing Continued
- Internships serve as an extended interview process. The employer is able to
see if the intern possesses the skills and work ethic for an entry level position.
- Once Internships are complete, the best way to continue up the ladder is
through an entry level position.
- There are 2 paths in a radio station: The Creative Path & The Executive Path

12. Socialization in Radio Broadcasting Careers
The Creative Path
- Work In Media suggest the first step on this path is to become a Promotions
Assistant for a radio station.
- A Promotions Assistant is an entry level, labor intensive position.
- Includes tasks such as assisting coordinating on-site events and promotions,
running contests, answering phones, setting up equipment, helping out the talent,
mingling with fans and audience members, driving the station van, etc.

13. Socialization in Radio Broadcasting Careers
The Creative Path Continued
- A Promotions Assistant is a foot in the door, or stepping stone in a path to
sucess in radio broadcasting.
- The Career Path After Being a Promotions Assistant is very fulfilling.
- Potential Jobs include: Promotions Manager, Producer, Board Operator,
Operations Manager, On Air Talent, Programming Director and/or Brand
Manager.

14. Socialization in Radio Broadcasting Careers
The Executive Path
- Work In Media suggest the first step on this path is to become a Sales
Assistant for a radio station.
- A Sales Assistant is an entry level, clerical-support position.
- - Includes tasks such as providing clerical support, answering phones,
greeting guests, maintaining office supplies, dealing with clients, supporting
sales & promotions staff, & reviewing sales orders and contracts.

15. Socialization in Radio Broadcasting Careers
The Executive Path Continued
- Sales staffs at radio stations have increased by about 15-20 percent over the last
decade. The growth of social media has increased selling opportunities.
- Many of the larger radio conglomerates also own outdoor advertising & live
entertainment events under their corporate umbrella.
- Leads to positions such as Account Executive, Account Managers, Director of
Sales, National/Local Sales Manager, General Sales Manager, General Manager
and/or President.

16. Socialization in Radio Broadcasting Careers
Role Development Process
- Individuals develop roles through interaction with others.
- Leader-Member Exchange Role-Development Process: Role Taking, Role Making &
Routinization.
- Role Taking - Station managers use this time to assess the new promotions & sales
assistant’s skills & abilities.
- Role Making - The new promotions & sales assistants begin to work on projects & tasks
as part of the team.
- Routinization - The new promotions & sales assistants work hard to maintain a good
reputation by showing trust, respect, empathy, patience, & persistence.

17. Socialization in Radio Broadcasting Careers
Role Development Process Continued
- Through this process, station managers are able to establish “In-Group” & “Out-Group”
team members.
- “In Group” team members prove themselves loyal, trustworthy and skilled, showing that
they are outgoing, enjoy working in a team environment, communicate effectively,
understand social media & editing software or can create leads, Prepare promotions
plans & advertising proposals & can develop sales pieces.
- “Out Group” team members betray the trust of the managers, or prove that they're
unmotivated or incompetent by not completing the tasks or showing the skills listed
above. Low rewards & low support.

18. Socialization in Radio Broadcasting Careers
Organizational Exit
- Completing tasks and proving to be loyal trustworthy & skilled will also lead to the
possibility of promotion or new opportunities outside of the organization.
- Radio professionals often times sign a non-compete upon accepting employment
with the radio station or organization. This can make moving to a new job at a
different station very difficult, if not impossible.
- Constant fluctuation of ratings leads to inconsistencies in sales and performance.
Even those with a proven track record could be laid off due to circumstances
beyond their control.

19. Socialization in Radio Broadcasting Careers
Questions
- With all the inconsistencies in ratings and sales, doesn’t that lead to high turnover
in these entry level positions? Should young people still have a fear about
pursuing a career in radio broadcasting?
- Won’t growing technology and expanding media continue to grow and compete
with traditional radio?
- Are internships and entry-level positions the only path into radio broadcasting?
- Can those professionals who choose the creative path transition to the executive
path and vice-versa?

20. Bibliography
Clapp, Brian. (2015, March 25) A simple plan to start your radio career. Work in Entertainment.
Retrieved from www.workinentertainment.com/blog/radio-jobs-how-to-get-started/
Mind Tools Organizational Team. (n.d.) The leader-member exchange theory: getting the best
from all team members. Mind Tools. Retrieved from www.mindtools.com/pages/article/leader-
member-exchange.htm
Organizational Socialization (n.d.) Career Research. Retrieved from
career.iresearchnet.com/career-development/organizational-socialization/

21. THE END
Thank You!