Talent and Its Management as Critical Success Factors in the Future of Radio

Abstract Speculation concerning the relevance of radios future presents itself whenever another audio medium is invented as a possible competitor. This has generated a growing discussion to what extent the coverage of a radio channel i.e. the ability to attract listenership could benefit from better talent management. Talent management is instrumental for the success of most organisations. Despite this, there has been minimal research on the implications that talent management has on the radio industry. The study investigated how talent was defined in the radio business as well as the implications of talent management activities on the future of radio by researching Ghanaian and Finnish radio business ecosystems. The primary data for the research was collected qualitatively through interviews designed to allow for a free flowing and open discussion between the author and the interviewee. The participants of the research varied from DJ’s, program directors to radio presenters with over ten years of work experience. Ten interviewees were selected. Five from both commercial and public radio in Ghana and five from Yle radio in Finland. Data from Ghana was the focus while data from Yle radio were control interviews, used to get potentially new views on how people from different contexts perceived the issues under investigation. Secondary data was examined to understand context on radio business, like listener- ship levels in both countries, as well as recent developments on talent management. The key findings indicated that, talent in radio was mostly considered as presenters and DJ’s. Also, activities like formal recruiting, talent planning, scouting for talents, internships and recommendations impacted radio by acquiring unique talents that increased listenership. Likewise, trainings,seminars and workshops and feedback also positively impacted talents by helping them improve their skills and productivity. Recommendations for the future study were made. Based on the findings, this may provide insight on how the industry can remain a relevant and competitive media in the future