Independent, self-sufficient people, by nature, struggle while adapting to others, especially to those who may impact their rhythm or productivity. For example, a search specialist who is having a hard time identifying the appropriate channels for a content writer will be on edge and visibly stressed, especially if there is a publication deadline.
While the search specialist is right in making sure the right data is collected, s/he may be trying too hard to identify more than the content writer really needs. Open communication which is normal behavior for the content writer, but not the search specialist will need to be managed, or departmental chemistry will suffer.
Expectations need to be clearly communicated from several perspectives so everyone is on the same wavelength:
What is expected of the individual employee
How these expectations impact other members of the department
How the tasks fit into the overall project and project timelines.
If this is properly communicated and executed, the marketing manager can use stressors to actually improve productivity.
How to develop a competency needs list for your department
As a manager, you will want to strategically address the logical (short- and mid-term) growth of the competencies you will need to meet internal and external client demands. Employee competency trends develop in the same way you see Web and data trends developing, you will want to build a wish list for the long-term competencies you feel will eventually be needed.
Obviously, new clients will have new ideas and expectations, but in most cases, you know generally what demands will be if you stay in the present mission/vision focus.
The key to ensuring the proper creation of this list is to approach it from a consultative paradigm of thought. Start by identifying what new jobs might need to be created in the department particularly skills that cannot (or should not) be outsourced. Identify why the job exists, so there are foundational reasons to support the hard skills and competencies necessary for task completion.
Then identify SMEs, either inside or outside your organization, to make sure you have pinpointed the key accountabilities. Refer to Tests in Print, or consult a Human Capital Strategist to ensure you have a path to identifying the skills, attributes, and traits that are necessary to achieve your goals. Make your list from what you have discovered.
Only then you are ready to move on to the next step.
Organize your competency list into a simple Knowledge Management System (KMS)
Your first step is to create a matrix with the competencies you presently have in the department. Underneath each skill identify which of your employees possess that skill, and the level of that skill which you would assign them. Your second matrix would be the skills that you determine will be needed in the short-, medium- and long-term.
You will want to prioritize them based on your present and future project estimations. Once you have a clear understanding of what competencies you have, and at what skill level, you can begin the process of sharing and building a KMS that works for you.
Please do not think this process needs to be a complicated system, replete with extensive software and management systems. It does not have to be more than an organized SMART objective. You can make it more sophisticated down the road if you find the need.
Your second step is to make sure there is agreement among department members, and those that must use and interact with those competencies. Identify where competencies are similar, in which one individual can strengthen another, to increase the overall departmental skill level.
During this time you may discover overlaps of duties that can be eliminated, and the time savings can be directed at diversifying particular skills or enhancing weak skill sets. In other words, you are now beginning to manage, share, and enhance your knowledge base for greater levels of productivity. You begin to address what 76% of the CMOs/marketing managers say is missing from their departments around the world.
Your third step will be to create, schedule, and manage knowledge acquisition through all available resources and methods. This is a process you cannot push to the side and say, I’ll get to it next week. It begins the day a new employee walks in the door.
Let’s take a moment or two to summarize how you take a new employee through the process:
Identify the competencies your employee brings to the table. Use all of the behavioral/personality data you have gathered along with skills test results and any other competency-based screening to develop a thorough list as your foundation.
Identify and classify similar hard skills that are consistent with their present hard and soft skill sets. Compare and contrast which factors are compatible with competencies you need to fulfill your present and future (internal/external) client requests. Do not hesitate to ask for any forecasts that might be available from those clients.
Pinpoint the mindsets and behaviors which are consistent with the upcoming projects and the new employee.
Identify any additional training or exposure the employee may have with those competencies if any. If not, identify free or low-cost websites or software programs that can introduce the employee to the related skillsets.
Assign a growth and development process (SMART) to those with mindsets/behaviors which will include mentoring or monitoring by other employees or yourself. Schedule opportunities to identify progress on the project to ensure the appropriate progress is continuous and consistent.