- Why are performance reviews important for marketing managers and teams?
- What steps should they include and which questions should be asked?
- How can marketing teams develop a repeatable review process that works?
Be a Better Manager With Free Performance Review + Evaluation Form Templates.Click To Tweet
Be a Better Manager With Free Performance Review + Evaluation Form TemplatesEmployee reviews don’t need to be overly complex. However, you will need to keep documentation of your conversation so you have something to reference in the future, to ensure the important details of the review aren’t forgotten later. You'll also need to accurately evaluate performance before going into each meeting. To get started, download these two templates:
- Marketing Performance Evaluation Form (Word): Answer six simple questions to gauge performance.
- Marketing Employee Performance Review Template (Word): Then, use this sheet to document the meeting.
How Can CoSchedule Help Evaluate Team Productivity?As a marketing project management platform, CoSchedule is purpose-built for managing busy marketing teams. That includes your tasks and workflows for all projects and making sure everyone is getting their stuff done on time. One way CoSchedule measures that last item is with Team Performance Reports. It measures who’s rocking it and who’s falling behind so you can actually know who’s hitting their deadlines. Here's a quick look at how it works:
What Exactly is an Employee Performance Review?Here’s a short definition this post will work with: An employee performance review is an opportunity for team members and managers to assess what’s going well, what isn’t going well, and what’s necessary for future success with a company or organization. There are a few things to note about this definition:
- It shouldn’t feel like an interrogation. A good review shouldn’t focus solely on negatives.
- They aren’t one-and-done meetings. Feedback gathered in a review should be considered and implemented throughout the year.
- This should be a two-way conversation. They aren’t just about assessing the team member’s performance; they’re also an opportunity to get the employee’s take on how they’re doing and how the company is doing, too.
What Are the Benefits to Running Employee Reviews for Marketers?First things first, it’s important to understand that these meetings are more than just an annual requirement that you have to fulfill to keep HR happy. Here are a few reasons why they shouldn’t be blown off or phoned in without careful consideration for their purpose.
- Your team members need an honest assessment of their performance. If they don’t know how they’re doing (positively or negatively) or where they need to improve, they’re unlikely to reach their potential.
- You need to know what your team members need to succeed. Likewise, you can’t help your team achieve success unless you understand what they need from you.
- If you don’t set up employees for success, someone else will (when they leave your company). The market for marketing talent is tight. Don’t let people leave because they didn’t feel supported.
Help Your Team, Help Your Company (Before They Leave)As a case in point, according to Smart Insights, 54.9% of marketers switch companies in order to find a new challenge. Why not provide that challenge for them instead of leaving them to find it somewhere else? And if that statistic doesn’t have you convinced, these might:
Who Should Be in an Employee Review Meeting?In most cases, a marketing manager, their supervisor(s), and the employee themselves should be sufficient. If possible, including the CEO too is a good idea (at CoSchedule, CEO Garrett Moon offers direct feedback to each employee in the company during reviews). Then, once the review is completed, human resources will likely need to approve review paperwork (and any pay raises the team member might be due). Work with your HR department if you’re unsure what your internal processes are there.
How Often Should Reviews Be Conducted?Here’s a common misconception: staff reviews are a once-a-year deal where you get all your feedback out at once. This could not be more incorrect, but unfortunately, it’s a common attitude (particularly at large companies where one-on-one communication might be challenging to schedule, or just doesn’t happen organically). So, how often should feedback be scheduled? Consider the following:
- Weekly syncs: Set up a recurring one-on-one meeting with each team member to check in on how things are going.
- Quarterly check-ins: Then, schedule quarterly meetings to review how things have gone year-to-date and what’s needed for success over the long term.
- Annual reviews: Finally, these are holistic performance evaluations that take the entire previous year into consideration.
Scheduling Your Review MeetingsThe best way to make sure your review meetings actually happen is to schedule them on a regular basis. Schedule the following using your company’s shared Google or Outlook calendar:
- Weekly meetings: Stick to a set time each week.
- Quarterly reviews: Stick as closely to a 90-day window as you can.
- Annual reviews: Same as with quarterly reviews, they should be close to their start date each year.
Evaluating Employees Prior to Your MeetingsBefore heading into a review, you’ll need to know for yourself what you honestly think about each employee’s performance, both in terms of what they’re doing well and where they can improve. It can help to have some sort of checklist to run through when assessing each team member, especially if you have a large team. In order to keep your meetings focused and conversational, do this before meeting face to face. Here’s an outline of a checklist you can use:
- Does the team member demonstrate high level of job knowledge?
- Does the team member complete work accurately and on time?
- Does the team member work well with others?
- Does the team member communicate effectively?
- Does the team member demonstrate initiative?
- Does the team member consistent show up to work on time?
Planning Your Review QuestionsOnce you’re face-to-face for a review, what should you ask? It might be tempting to prepare a detailed list of questions to dig deep into the needs of your team members. That might work. After all, it stands to reason that more granular questions will get more detailed answers, right? Well, you might be able to have a more productive and insightful conversation by keeping your questions simple. There are only three you really need to ask:
- What’s going well? This can be an open-ended discussion around what’s going right for the employee, their work, and the company.
- What isn’t going well? Same as above, but for things that need improvement.
- What’s needed for a successful future? What should the employee keep doing? What should they change? And likewise, is there anything you or the company may need to consider as well?
The only three employee review questions #marketing managers need.Click To Tweet
Some Examples of Phrases You Might Use in Each Review PhaseThat’s where this next section comes in. While the discussion will sound awkward if it's overly scripted, there are ways to phrase things that best expresses the point you’re getting at. Here are some suggestions. For things that are going well:
- What do you attribute that success to?
- Is there anything we can do to better support your success?
- How can we do even better at this?
- How would you suggest correcting this problem?
- Are there any lessons you’ve learned from failure this year?
- If you were to [INSERT MISTAKE] again, is there anything you’d change in your approach?
- What should we be doing that we aren’t right now?
- If there was anything you could change right now, what would it be?
- Where do you want your career to go in the next year? Three years? Five years?