Having frequent conversations with potential leaders and asking for their input on what the agency can do to help them grow is critical—as is finding a way to support this talent as they navigate their growth path. It is not enough for an agency to want to help these leaders; rather, there must be a formal process for them to express what they need and for the agency to then empirically, objectively help. – Jayant Chaudhary, JLB USA
The number of high-potential employees in any organization is usually minimal, and keeping them engaged with opportunities for growing into that potential is often key to keeping them around. Retaining these employees can be challenging for agencies, in particular, in an industry where professionals leap into new organizations and up their salaries regularly and turnover is often accepted as a given.
Executive growth programs are one way of elevating and retaining top talent and can be fueled by different incentives, such as salary, stock, bonuses and more. What is the best way for agencies to retain potential senior leaders in 2022? Below, the members of Forbes Agency Council share the most effective methods agencies can use to keep their A-players happy to stick around for a long time.
1. Let Them Make Their Mark
While salary is important, I believe it is influence and opportunities for development that matter most to exceptional talent. If they are allowed to make a mark on the agency, co-develop products and services and navigate across several disciplines, then that development is always ongoing. – André Jensen, LEAD Agency A/S
2. Prioritize Employees Living Full Lives
Retention can be a challenge for companies that are our size. One of the key parts of our culture at The Crouch Group is that we stress living a full and whole life. We want our employees to be involved in their kids’ lives, to be involved in the community or to pursue a passion, such as playing in a band. As a result of this culture, most of our employees have worked here for many years. – Tim Crouch, The Crouch Group, Inc.
3. Help Them Grow, And Demonstrate Your Gratitude
Whether it’s your team leaders or individual employees, you should help them personally grow alongside your team’s growth. Listen to their goals and help get them there. Invest in training or opportunities that help them advance personally and professionally. Most importantly, acknowledge their hard work and accomplishments along the way. Simple gratitude goes a long way to keep employees motivated. – Jill Collins, Audacity Health
4. Establish A Win-Win Situation
The best way for agencies to retain exceptional talent is to establish a win-win situation. For far too long, the agency life was about grueling hours, late nights, endless tasks and being constantly available. In the last 24 months, we’ve seen a significant pivot (it now skews in favor of the workforce) where there has to be a success factor for both parties. – Aleksandar Sasha Jovicic, Executive Digital
5. Get To Know Your Staff And Be There For Them
While salary, bonuses and perks are great tools for retaining exceptional talent, we’ve found getting to know our staff and encouraging their personal growth to be of equal importance. It isn’t enough to throw money at a person. You have to ensure they know and understand that you are there for them when they have questions, that you value their opinion and that you appreciate their work and effort. – David Wurst, WebCitz, LLC
6. Consider How The Scope Of Work Suits Their Goals
Salary, benefits, commissions, bonuses and employee stock ownership plans are all great incentives for attracting the right talent; however, the scope of work should also be considered. Ask your team about what is important to them. Where do they see themselves in one, three or five years? What kinds of responsibilities do they want to take on? Pride in the work we do and the challenges we take on can often be as important as financial incentives. – Justin Buckley, ATTN Agency
7. Keep The Communication Lines Open
It’s more important than ever to check in. From work to personal life, so much is happening in everyone’s world, every day. Touching base in an informal way ensures you have the opportunity to measure how things are going, discuss any issues or challenges, solicit feedback or assess how someone is feeling. Bottom line: Stay in touch. When you genuinely care, it matters. – Carm Lyman, Lyman Agency
8. Find Out What ‘Softer’ Benefits Matter To Each Person
Although money is important to many people, knowing what other, “softer” benefits matter to each individual is critical. Paid time off, help with education and working on accounts that fit with one’s values are also forms of rewards. Above all, create a supportive and fun work environment and ensure that people have a sense of “belonging,” even when working remotely. – Nancy A Shenker, theONswitch & nunu ventures
9. Create A Mentoring Program
One great way to retain talented individuals is to create a mentoring program. This investment can provide immediate payoff in the form of skill-building and professional development, but it also has the potential to build stronger connections and equip prospective leaders for advancement within your agency. – Sara Steever, Paulsen
10. Correctly Staff Teams And Give Them Interesting Work
Bring in interesting work and staff teams correctly so that they are set up to successfully work with each other and their clients. Pride in an agency and the work we take on goes a long way toward building loyalty. – Steve Peretz, Appnovation
11. Show Appreciation For Staff And Their Individual Interests
You need to understand your staff’s personal motivations and invest your own time into understanding how to cultivate those individual interests. Beyond incentivizing them, show your senior leadership that they are valued consistently and be vocal about that to them and to their peers. Acknowledging individuals and their accomplishments goes such a long way toward engendering loyalty and deepening motivation. – Steph Lund, M&C Saatchi Sport & Entertainment
12. Keep Your Commitments And Be A Role Model
As leaders, we set the path forward. It’s critical to always follow through on commitments and stay true to shared agency values. Things such as transparency, proper behavior and avoiding a toxic culture top the list. Make sure to set the best example and always try to showcase yourself as the leader that your team deserves. – Jody Resnick, Trighton Interactive
13. Create Formal Processes To Help Them Navigate Growth
Having frequent conversations with potential leaders and asking for their input on what the agency can do to help them grow is critical—as is finding a way to support this talent as they navigate their growth path. It is not enough for an agency to want to help these leaders; rather, there must be a formal process for them to express what they need and for the agency to then empirically, objectively help. – Jayant Chaudhary, JLB USA
14. Give Lots Of Very Detailed Feedback
Make them feel proud of a common mission that is meaningful in the world. Pay people competitively and ensure they experience a high quality of life by ensuring good work-life balance, giving them plenty of time off, being kind and understanding when they have needs and doing meaningful work. – Matthew Earle, Reputation.ca Ltd
15. Show True Respect For Their Work
Agencies that were not in crisis mode are the ones that saw the coming employment landscape and prepared for its arrival; Weber Shandwick is the best example. A creative’s loyalty is won by showing respect for their work, not marginalizing it through stock options. By showing true respect for a colleague’s work, management can often build stronger bridges than any spot bonus ever could. – Andrew Roth, Meet the People
16. Invest In Your Team
You need to know what your people care about—not just professionally, but personally as well. Find out what matters to them and show genuine and authentic interest. The more time you take to foster a connection, the more success you’ll have in keeping the people who make your company great. – Larry Fisher, Rise Interactive
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