BTSR guidebook ~ Training & skills self-evaluation
Lincs FM - Performance Coaching
| Date: | April 2009 |
|---|---|
| Contact: | Nia Williams |
| Telephone: | 01522 549900 |
The growth of the Lincs FM Group from one station to eight in thirteen years and the increase of employees within the Group meant that meaningful training was essential to meet the needs of the business.
In December 2005 it was decided that in order to maintain the competitive advantage/market share, whilst increasing listeners to the Group stations (measured through the quarterly RAJAR results), and to get the best out of the Presenters and Journalists within the Group, a dedicated Coach was needed for the Programme Department.
With this in mind the Programme Manager at Trax FM was promoted to Group Programme Manager for the Lincs FM Group. His new role was solely to coach, mentor and develop all employees within the Programme Department. It was agreed that the role of Group Programme Manager would be permanent to enable all employees within the Programme Department to receive valuable coaching from an experienced Programmer to allow new employees to be trained to a high standard and also as a way of developing new Journalists fresh from University.
The objective of having a Group Programme Manager dedicated to coaching was to improve the overall performance of On-air employees and therefore retain and grow audience share throughout the Lincs FM Group, which in turn would increase revenue, productivity and enhance employee satisfaction. These objectives would be measured by quarterly RAJAR results, increased revenue and a decrease in turnover for the Programme Department. There was no set timescale for improvement but a need to see an increase in figures over the coming months/years.
How the Programme was Designed & Delivered
Once it was identified that a dedicated Coach was the best way to improve performance in the Programme Department, the ideal candidate was the Programme Manager at Trax FM. He had over 20 years experience in the radio industry, including presenting, managing Programme Teams at several radio stations and launching and relaunching a number of others stations.
He has also worked with various Radio Consultants and believes passionately in the coaching process to improve performance and further careers: “Traditional snooping sessions cannot do this, coaching can.” He adds, “They develop existing and new talent, empower, challenge and lead to a satisfied and more productive department.”
In order to deliver the coaching scheme, the Group Programme Manager visits all stations and carries out one-to-one coaching with all Programme employees, approximately 40 people. The meetings are honest, open and carried out at regular intervals. They hold up a mirror to the On-air Performers’ work and review what went well, what didn’t work so well and agree action points for the next meeting. They also act as a forum for ideas and focus on audience benefits, which increases awareness, creates responsibility and drives performance.
The Group Programme Manager also writes and delivers training specific for different sections of programming. All Breakfast Presenters were required to attend a breakfast “boot-camp”, which provided training on all aspects of a breakfast show, from delivering effective travel news to ensuring that listeners are engaged. This training was well received and subsequently training was developed in other areas. These included Afternoon and Mid-Morning Presenter “boot-camps”, and Automation training.
These training and coaching sessions are developed from the identification of skills gaps through performance appraisals, reviews, one-to-one sessions and day-to-day discussions. The success of the coaching sessions is measured through the feedback from the employee and their Manager, improved on- and off-air performance and through the quarterly RAJAR results.
The only cost of this coaching initiative has been the salary associated with the Group Programme Manager, but this cost is outweighed by the benefits of the scheme, the improved performance of all our On-air employees and the increase in listeners.
Outcomes & Benefits
Since the introduction of a dedicated Coach within the Lincs FM Group, the Programme Department has thrived. All On-air employees are benefiting from the sessions, performing to a high standard. The feedback is very positive and employees enjoy the regular sessions and gain greatly from the feedback provided by the Group Programme Manager.
The on-air performance has improved dramatically, the links are more succinct and interesting, which engages listeners, clients and improves the sound of the stations. The Programme employees are more motivated and enjoy their shows knowing that they are producing quality radio. Their confidence has increased with regular coaching and they now go out and about in the patch to speak to listeners and to encourage even more people to listen to the Group stations.
Revenue has also increased year on year since 2006, with the month of March 2008 being the best month ever seen by the Group. Audience figures have improved since 2005. Weekly listeners (15+) have increased by 13% from 555,000 to 628,000 (source: RAJAR/Ipsos MORI/RSMB). This is a great achievement, of which the Group is very proud. Part of this success must be attributed to the introduction of the Group Programme Manager and the essential work he has done to improve the output at all the Lincs FM Group stations.
The creation of a dedicated Coach for the Lincs FM Group has far exceeded the initial expectations. He is highly respected by employees, has a strong relationship with those he coaches and even has a Facebook group dedicated to him. The cost of employing the Group Programme Manager is minimal compared to the benefits of having him available to all Programme employees and the role is now considered an integral part of the Lincs FM Group. The Group is also looking to offer Group Programme Manager training/coaching to external bodies.
