My intention with a short email isn’t to talk about the bigger, cultural issues our world is facing around diversity but I think we can all agree it’s a topic that we need to keep front and center. That’s true in our agencies as well. Our clients are starting to demand it. It will have influence over our ability to hire and retain talent and it changes the caliber of our work. In fact, 42% of marketers feel the brands they work for don’t accurately reflect the racial diversity of our society. It’s a big deal and we need to pay attention to the challenge. Forbes asked me to write about how this is impacting agencies, our clients and our industry. I also offered up some tactics for thinking about and broadening the diversity in your own shop. I hope you’ll check it out and find it of value. We will be talking about best practices and new tactics for hiring the right team member in our upcoming workshop, Running Your Agency for Growth, Profit (and a little sanity!) coming up in March. It’s two days of how to operate your agency for maximum profit using the right structure, operating systems, and staffing to make it all possible. Hope to see you there! This was originally published in the weekly AMI newsletter. To subscribe, click here.
Given the amount of competition out there, the challenges of landing a new client and the struggles with keeping the clients you have – I totally get the hunger to have the right answers. After all, that’s what they’re paying us for, right? Our expertise. Our years of experience. Our guidance. I want to suggest that while all of that is true – our expertise, experience, and guidance should show up in a different way. It’s not about the answers we provide, it’s about the questions we ask. When we are meeting with a prospective new client, the sentence I love to hear more than any other is “I’ve never been asked that before.” That means I am adding value. I am taking them in a direction they haven’t been before or coming at their issue from a different perspective. And odds are, the closer I am getting to the best answers. Many agency owners are frustrated that they’re the only ones who can do strategy inside their shop. I believe that’s because they’re the only ones who know how to ask questions that go beyond the surface or the expected. If you recognize your shop in that description, it’s time to teach your employees how to ask better questions. It helps if they’re naturally curious. Is their brain wired to wonder? That’s a critical trait when you hire. But if you have some team members who aren’t, then you need to help them exercise that muscle/develop that habit. Here are some tips you can offer as you’re coaching them. Keep it open-ended: Try to keep the conversation going by asking questions that require a longer response than a yes or no. Certain words trigger [...]
We’ve all heard about or been accused of being helicopter parents by now. The results of helicopter parenting (aka a parent who takes an overprotective or excessive interest in the life of their child or children) often show up in the workplace. You might recognize the employees who need a ton of praise for seemingly simple accomplishments, require direction/instruction as opposed to being self-directed, and/or seem moody and anxious and have no real goals or sense of direction. I am not suggesting for a minute that all employees of any age group fit this description. But I talk to enough of you to know that odds are good that you have one or two in your shop. What I want you to consider for a moment is if you’re actually making it worse. Ideally, every employee would come to you in perfect condition, not needing any mentoring or education. Let me know if that ever happens. Until then — you are responsible for molding them into the team member you’re hoping for. Here are some of the ways I see agency owners/leaders helicopter their employees, stunting their growth and productivity. You own their growth: How many times have you had an employee walk into your office and ask what their career path was? You can coach them through mapping out a plan but they should drive it. If you tell them what they want to be when they grow up — odds are, you’ll get it wrong and they’ll get disenchanted and leave. You handle the details: Is your employee traveling on behalf of the business? Do you still make all their travel arrangements? Let them at the very least, make a few recommendations or [...]
For most agency owners, one of their biggest fears is losing that key employee who helps you run the show. Especially in today’s competitive job market, it’s a fair concern. Many long- term agency employees are being lured away by the stability of a corporate job or the thrill of a start-up. I did a podcast about how many agency owners consider offering minority partnerships as a way to lock in that senior team member. That podcast triggered a lot of conversation on social media and among some of our coaching clients. Forbes also found the topic of interest and asked me to put together some questions that owners should ponder before they extend that offer. The article that resulted from that exploration is here. I’d love to know what else you think should be part of the consideration set. Not to change the subject, but we're fast approaching the holiday season. Have you taken a break, enjoyed your family and friends and just unplugged for more than a weekend? If not, you have 6 weeks before the end of the year. Don’t miss the opportunity. This was originally published in the weekly AMI newsletter. To subscribe, click here.
Most agencies today are struggling to recruit and retain good talent. If that’s you, you’re not alone. Our industry is experiencing a 30% turnover on average. If you’re not seeing that issue in your shop, my guess is that you have discovered the secret that every agency has but few truly leverage. Culture. Yes, you have to pay them a fair wage (check your salaries against our 2019 salary survey if you’re not sure) and offer decent benefits. But we all know those are just table stakes. Agencies are in a very unique position to create “brag-worthy benefits” that will help you attract and keep strong team members. I recently wrote an article for MediaPost that outlined some of the most important elements of culture. As always, I’d love your thoughts. But it’s not just about the list of perks and opportunities. It’s also your agency’s spirit. When I walk in the door, is it like a tomb with everyone whispering or not talking at all? Does spontaneous fun break out at least once a week? Do you give your team permission to generate that fun and demonstrate your support by participating? Create a culture that has your employees sharing it on social media and over the dinner table. That sense of belonging and energy is very hard to walk away from and very attractive when someone is looking for a place to call home.
For many of you, the biggest pain point you are facing today is attracting and retaining talent. Agencies are really struggling to find strong prospects for their open positions and to keep their best players. I’ve even had agency owners tell me that they’re taking their foot off the new business gas pedal because they’re afraid they won’t be able to get the work done because of the staffing challenges. All of that means keeping the best players you already have on the team takes on an added importance. You can’t afford to lose a key teammate or be shorthanded. I spend a fair amount of time with agency employees and I think you might be surprised at what they want from you. They want: More mentorship from you (they want to learn from you because they admire your abilities) More training (this was their #1 criteria for job satisfaction) like digital certifications and our AE bootcamps More feedback when they’re trying something new More praise when they’re meeting or exceeding your expectations An opportunity to earn more (through defined, goal-centric bonus programs) when the agency does well A chance to stretch themselves with new challenges and by developing new skills As you can see, most of what they’re looking for won’t cost you a dime. But it will cost you some time and attention. I know what your days are like because my days are like that too. Don’t let your busyness cost you a key employee. Find ways to deliver on the list above to keep your team stable, happy and strong.
A couple of months ago I spent two days sequestered in a conference room with 45 agency employees that all have “digital” in their job description, their daily work or on their long list of responsibilities. They were from 20+ different AMI agencies and the reason we were all together was that they wanted to pick each other’s brains. In advance of the meeting, they put together a nine-page discussion guide of all of the topics they wanted to cover. Nine pages! I can’t tell you how impressed I was with these professionals. For two days, they shared, questioned, taught, learned and grew. They were so hungry to get better, to help their agencies get better and to help their clients knock it out of the park. I know there are times when you, as an agency owner, get frustrated with your employees. They don’t always work in the way you want them to work. Or they may not burn the midnight oil at the office like you used to do. And they definitely are bolder about asking for what they want than we were in our early days. But I am here to tell you — they love their work, respect you and genuinely want to keep adding to their skills. So take heart — your team is as committed to their craft as you were when you were their age. My experience also reinforced one of the biggest takeaways from our AMI/Audience Audit research findings. The most important benefit from your employees’ point of view is educational opportunities and the chance to sharpen their saw. That’s good news for your agency and for you.
In an AMI network meeting last week, the big topic was employee recruitment and retention. If your agency isn’t struggling with this issue, consider yourself one of the lucky few. Agencies (and it seems all businesses) are fighting tooth and nail to find and keep productive, committed employees. Many of you are looking for so long that you end up compromising just to get someone in place. And we all know how well that usually works. Overall, agency owners are incredibly generous with benefits and flexibility. But there’s a new benefit that I want to make sure you’ve got on your radar screen because it may be worth considering as a recruiting tool. One of the things we talk about in our Managing Millennials workshop is that all employees (but particularly millennials) love to have “brag-worthy” benefits and this one is definitely brag-worthy. The benefit is student loan repayment. You can read more about it in this Forbes article and see some examples of how it is being positioned and packaged. Employee recruiting and retention will be a major discussion at our owner’s workshop (Best Management Practices of Agency Owners) this coming March in Chicago. Registration is open if you’d like to hear how other agency owners are reducing their workweek, actually getting to their family events and putting more profit on the bottom line.
Before the recession (we when utter that phrase, I suspect we look like old men in overalls, smoking a corncob pipe and rocking on our porches but...) there were many agency owners who swore that they would never work with outside contractors. They believed that the quality and integrity of their work relied on having all of the work done by employees that toiled under their roof. Today -- I know very few agencies who still cling to that belief. Most agencies today have a stable of contractors that help them augment their offerings and skill sets. (Not to mention remote employees, etc.) The truth is, and our research shows this, that when an agency of 10 or 20 or 50 employees calls themselves a "full-service, integrated agency" their prospects do not believe them. The prospects know how complicated and specialized marketing has become and they know that it's pretty challenging to have every discipline under our roof and to deliver against all of those needs at the highest levels. The great news is -- there are plenty of freelancers, strategic partners, and solopreneurs that we can hire to help us serve clients better. The rub is when we walk the thin line of are they really an employee or are they a contractor. Should they legally be getting a W2 or a 1099 (in the US) from you at the end of the year? Independent contractors are generally outside the coverage of various laws that apply to the employer-employee relationship. Which means that it's easy to get into trouble if you do this wrong. This is especially important when it comes to issues like pensions and retirement accounts, workers compensation, and wage and hour [...]
There’s a talent shortage in the agency business. I can’t remember a time in recent years when agencies were hiring as much as they are today and having as much trouble finding the right fit employees. You’ve heard the adages about the costs of a bad hire and, if anything, they underreport the costs. But today, those costs are even greater because not only does the bad employee do incredible damage to your shop — they also leave a gaping hole that’s tough to fill. Unfortunately, in most cases, our bad hires are our own fault. We’re horrible interviewers. We talk way too much and we spend more time trying to convince the candidate that our agency is a wonderful place to work than we do discerning if this candidate will serve us, our team and our clients. We also don’t test the candidates well. iMedia asked me to expand on that idea in an article about how to get interview tests right. I’ll be curious to hear your thoughts. If our hiring practices could use some work, our onboarding could absolutely use an overhaul! Once you get a team member who is dedicated, committed to your team and clients and is hungry to keep getting better — don’t just bury them in work. Our research talking to over 950+ agency employees showed us that the #1 factor your employees consider as they decide whether or not to stay with you is if you’ve offered them educational opportunities. At AMI, we’re always looking for ways to help you build the team you already have. Our Advanced AE bootcamp gets rave reviews so if you want to enhance the skills of your AE crew — it’s [...]