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Why 'good' marketing managers aren't really marketing managers

26th Sep 2024

In today’s fast-paced business environment, marketing managers play a pivotal role that extends well beyond strategic planning and campaign execution. One of their most vital yet often overlooked responsibilities is the effective onboarding of new team members and the fostering of a positive workplace culture. As marketing teams expand and evolve, it becomes imperative for marketing managers to not only ensure the smooth integration of new hires but also cultivate an environment that promotes collaboration, creativity, and growth. 

The onboarding experience: Setting the stage for success 

Onboarding is the first impression new team members have of their new workplace, and it is crucial that this experience is positive and welcoming. Recently, I found myself in the thick of recruitment as my wonderful coordinator, Holly, is heading overseas to enjoy all life has to offer in Canada. Fortunately, Holly’s departure coincided with an opportune moment for Travis Schultz & Partners to re-evaluate our Community and Brand team. This allowed us to expand our team and create two new roles with greater depth and scope. I am excited to see what this new team will achieve for our community and our firm. 

This recruitment process led me to reflect on the role we, as managers in the marketing, communications, brand, and events space, have in fostering a positive culture and developing a robust onboarding experience for our teams. Here are some key steps that marketing managers can take to ensure a successful onboarding process:

1. Warm welcome: A new recruit’s first day should be a big warm welcome. This can be as simple as a welcome note on their new workstation, a gift from the firm, or an onboarding pack, alongside the human element of existing team members popping by to say ‘hello’. I will never forget my second job out of university was with the effervescent Amber James (local queen of PR). Amber had a hand-drawn welcome poster and a bunch of flowers on my workstation – I immediately felt so loved!  
2. Comprehensive orientation programs: A well-structured orientation program that includes an overview of the company’s history, mission, and values can help new hires understand the bigger picture and their role within it. Managers should emphasise how each team member’s work contributes to the overall success of the firm. 
3. Clear role definition: New team members should have a clear understanding of their responsibilities and how their role fits into the broader strategy. Managers should provide detailed job descriptions, key performance indicators (KPIs), and examples of successful projects. 
4. Mentorship and buddy systems: Pairing new hires with experienced team members can help them navigate their new environment more effectively. Mentors can provide guidance, answer questions, and offer support, which can significantly reduce the learning curve. 
5. Regular check-ins: Frequent check-ins during the first few months can help identify any challenges or concerns early on. Managers should create a feedback loop where new hires feel comfortable sharing their experiences and suggestions. 

Fostering a positive culture: The heartbeat of the marketing team 

A positive culture is essential for the long-term success of any team. It not only boosts morale but also enhances productivity and creativity. During my recent recruitment efforts, I noticed a strong theme among candidates: the value of culture. This emphasis on culture could be due to the type of individuals our values-led team attracts or perhaps it reflects the current status quo for communications and events professionals. They want to work somewhere with a strong sense of purpose and a positive team environment. 

When you work in a values-driven team filled with expertise, it’s critical to foster individual voices and strengths to empower our team of professionals to build their own personal brand and ensure they feel supported by the broader firm strategy and branding efforts. 

Managers can foster a positive culture through several key initiatives: 

1. Open communication: Encouraging open and honest communication within the team is fundamental. Managers should create an environment where team members feel heard and valued. This can be achieved through regular team meetings, brainstorming sessions, and one-on-one discussions. 
2. Recognition and appreciation: Recognising and appreciating the hard work and achievements of team members is crucial for maintaining high morale. Whether it’s through a formal recognition process or simple thank-you messages, managers should ensure that team members feel acknowledged and appreciated. 
3. Professional development: Investing in the professional development of team members shows that the firm values their growth and future. Managers should provide opportunities for training, workshops, and conferences that align with team members’ career goals. 
4. Inclusivity and diversity: A diverse and inclusive team brings a variety of perspectives and ideas, which can lead to more innovative solutions. Managers should strive to create a culture where everyone feels included and respected, regardless of their background. 
5. Work-life balance: Promoting a healthy work-life balance is essential for preventing burnout and maintaining long-term productivity. Managers should encourage regular breaks, using annual leave and have flexibility when a team members life outside the office needs them. 

Marketing managers are not just leaders; they are the custodians of their team’s culture and the architects of their onboarding experiences. By actively engaging in onboarding new team members and fostering a positive culture, marketing managers can ensure that their teams are effective, happy, and engaged. This approach leads to better performance, higher retention rates, and a more dynamic and innovative team. 

As the business landscape continues to evolve, the importance of strong leadership in these areas cannot be overstated. Marketing managers who excel in these roles will undoubtedly set their teams – and their firms – up for long-term success. 

In my ongoing leadership journey, I strive to support our team in reaching their full potential while nurturing a vibrant and positive work culture. 

The ALA thanks Liberty Moore for this contribution.

 

Liberty Moore, Community & Brand Manager, embodies all things brand, communication, events, and marketing for Travis Schultz & Partners. She wears many hats, jumping between strategy and hands-on action. Liberty is passionate about meaningful marketing and helps bring the TSP vision to life with community involvement and authenticity. Liberty has a Bachelor of Communication (Public Relations) and previously held roles in marketing, PR and communication in a range of sectors including corporate, not-for-profit and agency in Brisbane and on the Sunshine Coast.

 

This is an edited version of an article published by Travis Schultz & Partners.

Also published in My Weekly Preview and Lawyers Weekly.

The views and opinions expressed in this article are the author’s and do not necessarily represent the views and opinions of the Australian Lawyers Alliance (ALA).

 

 

 

Tags: marketing workplace culture employee engagement Liberty Moore