How marketers expect to have a performance review
In 2020, as a company, Marketing Eye didn't do any performance reviews as such. With many people working from home for the first time in their careers, it didn't seem quite right to do so.
But it is a new year, and if your marketing company truly wants to reach new heights, then its important that everyone is on the same page.
As part of any performance review, it's critical to do self evaluations. That means ensuring that the marketer in question, completes a form that covers:
- Accomplishments: What has the marketer accomplished since the last performance review? If a review hasn't been done in some time, focus on either 6 month or 12 month increments.
- Growth: How has the marketer grown during the period of time, personally and professionally?
- Did their role meet their expectations?
- Were they able to do the areas on their job description that was required?
- What tactics did they do/manage and what were the accomplishments from those tactics?
- What work related learning and development did they undertake? What did they take it upon themselves to do to become better marketers?
- What networking events did they participate in - virtually or in person? How did that contribute to their development or the company?
- What goals did they achieve? What goals didn't they achieve - and why?
- How have they positively contributed to company culture?
- How have they positively contributed to your company overall?
- How would they rate their performance?
The manager conducting the performance review for the marketer needs to also complete a form:
- What accomplishments did they achieve in managing the marketer?
- What training and development did they have in place and was it beneficial to the marketer and company?
- How did the manager handle challenges pertaining to the marketers work? How could the manager have done this better?
- How did the manager foster a positive work environment for the marketer?
- Did the manager mentor/coach the marketer? Was this structured or unstructured?
- Did the manager set KPI's for the marketer to reach goals related to their work?
- Did the manager celebrate wins gained by the marketer?
- Did the manager allow for time for training and development?
- Did the manager allow for time allocations for networking?
- How would you rate the performance of the manager (yourself) in managing the marketer? What could you have done better?
- What performance measures did the marketer meet or didn't meet?
- How would you rate the overall performance of the marketer?
All of the above should be done prior to any performance review.
The next step is for the manager and marketer to think about the year ahead and any financial remuneration that may be required at that point.
It's important that goals are set, with key expectations and timeframes. Types of goals for marketing professionals include:
- Training and development
- Industry participation
- Billable hours (agency only)
- Contribution to company culture
- Performance: Development, Marketing Tactics and Attitude
- Culture contribution
- Measurable marketing tactics and reporting
In essence, how can you set goals and performance measures to ensure that the marketer (or marketing professional) has a clear understanding of expectations. One of the biggest issues that marketers face is the lack of performance measures that managers set in place or unrealistic performance measures.
Last but not least, the actual performance review. While many industries require a formal approach, think about your audience. Your target market is a marketing professional who by nature is required to be tactical, creative and think outside the box. Leading by example, exploring ways in which you can create an environment that allows free flowing of conversation and feedback, that is conducive to giving the marketer in question the ability to see that as a manager you 'get them'.
Our performance reviews at Marketing Eye are always conducted in spaces that make the marketer feel happy and special. They are memorable occasions that foster great conversation and allows for everyone to be on the same page.
We often choose places that people would not go themselves, but perhaps, might like to. It may be a restaurant, a fun activity or an art gallery. Remember, a performance review is not meant to scare anyone. Instead it is meant to be an opportunity to ensure that marketers know where they are doing well, and where they need to improve, and what they need to do in the year ahead to achieve goals.
Example of Marketing Eye's Performance Review for a Marketer:
Location: Bistro Thierry (the restaurant was closed and only open for us), Toorak, Melbourne.
Time of day: 4pm to 5.30pm
Atmosphere: Casual but cool, sophisticated but approachable
Dress: Trendy work attire