CAREER AND PERFORMANCE MANAGEMENT

FOR AWARD-WINNING INTEGRATED MARKETING AGENCY

Client Background: 

A renowned marketing and advertising agency celebrated for its innovative campaigns and creative prowess, approached element to design and implement a comprehensive career and performance management program. The agency faced challenges in evaluating creativity and design performance, making it difficult to establish a standardized competency framework for its design and creative professionals.

Challenges:

1. Evaluating Creativity: Measuring creativity and design performance is inherently subjective, making it difficult to standardize assessments.

2. Competency Framework: Developing a competency framework encompassing technical, behavioral, and leadership capabilities from an agency mindset.

3. Visibility and Growth: Providing employees with clear visibility into their current capabilities, learning needs, growth perspectives, and performance evaluations.

4. Benchmarking: Ensuring the system is benchmarked against global industry standards to remain competitive and attractive to top talent.

element's Approach:

Custom Competency Framework:

• Technical Capabilities: element identified key technical skills required for various roles within the agency, such as software proficiency, design techniques, and project management skills.

• Behavioral Capabilities: Emphasized creative thinking, innovation, collaboration, and communication skills.

• Leadership Capabilities: Focused on strategic thinking, team leadership, and client relationship management.

  
  

Proficiency Levels:

• Defined clear proficiency levels for each competency, ranging from beginner to expert, to help employees understand their current standing and areas for improvement.

• Integrated these levels with performance plans and career ladders, providing a structured path for career growth.

  
  

Performance Evaluation:

• Developed a multi-faceted evaluation system that included peer reviews, client feedback, and self-assessments to provide a holistic view of performance.

• Ensured the evaluation criteria were aligned with the competencies and proficiency levels, making the process transparent and fair.

  
  

Learning and Development:

• Designed personalized learning paths based on individual assessments to address skill gaps and promote continuous professional development.

• Included a mix of formal training, workshops, mentorship programs, and on-the-job learning opportunities.

  
  

Benchmarking Against Industry Standards:

• Conducted extensive research to benchmark the competency framework and performance management system against leading global brands in the marketing and advertising industry.

• Incorporated best practices and innovative approaches to ensure the program was cutting-edge and future-ready.

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Outcomes:

Enhanced Visibility and Growth:

• Employees gained a clearer understanding of their capabilities and career paths, leading to increased motivation and engagement.

• The structured career ladders and performance plans provided a roadmap for professional development.

  
  

Improved Performance Evaluation:

• The comprehensive evaluation system provided a fair and accurate assessment of employee performance, considering both creative and technical aspects.

• The feedback mechanism promoted continuous improvement and skill development.

  
  

Employer Branding:

• The program positioned the agency as a leader in employee development, known for building rewarding and successful careers.

• Attracted young talent globally who sought opportunities to work with the agency, enhancing its talent pool and creative potential.

  
  

Industry Recognition:

The competency framework and performance management system designed by element were recognized as far developed and futuristic, setting a new standard in the industry.