The media industry in Kenya is fast-paced, dynamic, and increasingly competitive. With digital transformation redefining how news is produced and consumed Statista projects that the industry is set to grow by 11% between 2024 and 2027.
The inevitable? Skilled journalists are in high demand and if newsrooms cannot offer compelling reasons to stay, they quickly move to their competitors, international outlets as regional correspondents, or freelance opportunities. So how can a media organisation stand out as the best employer?
A good paycheck isn’t everything but it is a critical starting point. On the other hand, Kenya Union of Journalists (KUJ) has long underscored the lack of a uniform pay scale with journalists earning between KES 50,000-80,000 monthly, editors KES 100,000-150,000, and content creators KES 40,000-70,000.
Many talented journalists have left Kenyan newsrooms for better-paying international outlets or corporate jobs as communication specialists. This talent drain is further exacerbated by delayed salaries and the bad habit of continuous restructuring that has plagued Kenyan media.
Beyond a stable financial input in any form of employment, a culture of growth and mentorship is important. Journalists want more than just a paycheck, they also want a career. This can be achieved by offering clear development paths. This includes training opportunities, leadership accelerator programs, and knowledge-sharing workshops. TUKO.co.ke for example has partnered with Google to continuously train and certify their team members on all things digital media. This is directly reflected in our website and social media engagement as the team members are fully conversant in social media optimization and RSS editing.
With the digital disruption came the unique opportunity for Kenyan media to diversify their revenue streams. A media house that invests in cutting-edge newsroom for multimedia storytelling and date driven journalism is a media house that will naturally attract ambitious professionals looking to diversify. According to Deloitte’s 2024 Media Outlook, training journalists on data analytics or social media management could further differentiate media employers.
The goal is to fuel purpose and fulfillment through nurturing talent. Giving journalists space to own their storytelling techniques fosters a commitment that money can’t buy. This can take the shape of adopting hybrid working environments to allow journalists the freedom to explore story ideas, and blending staff with project-based work to tap into the freelance allure for journalistic independence.
Beyond corporate strategy, a supportive work environment is a non-negotiable. Poor leadership with punitive power distances and a general disregard for employee welfare repels talent faster than anything else. Working with creatives demands respect, teamwork and open communication that will build loyalty. This offers balance to the emotional toll of covering intense stories like crime and politics, especially at a time when journalists are struggling with political pressures and attacks against press freedom.
It takes more than journalistic skills to write a good story; it takes heart to do this job which can sometimes be thankless. Journalists want to work for media organisations that uphold integrity and resist political or commercial pressure. Story suppression and staff sackings erode credibility with audiences and staff alike. Leaders who stand by their journalists and prioritize truth attract passionate professionals.
Attracting and retaining top talent in Kenya’s media industry requires more than hiring big names—it demands an environment where professionals feel valued, supported, and empowered. Competitive pay lays the foundation, but growth opportunities, technological innovation, creative freedom, positive culture, recognition, and ethical leadership seal the deal. As freelancing rises and digital platforms expand, media houses must adapt, drawing lessons from initiatives like talent academies and global best practices.
About Author
Julia Majale is TUKO.co.ke’s Managing Director. She is a multi-skilled journalist with over a decade of experience, having worked in diverse roles as an editor, writer, and social media in digital and legacy media. She has a track record of modern editorial practice and newsroom management, having served as Managing Editor for four years. She holds a Master’s Degree from Aga Khan University and a Bachelor’s in Communication from Daystar University. Email: julia.majale@tuko.co.ke
