Did you know, compared to all other business functions, the marketing department has the highest rate of staff turnover?
Why do you think that is?
Whether you are a leader with marketing reports, or you are thinking about developing the marketing function in your company, or you are a marketer…this is an interesting question to ask yourself and your team.
What will be interesting for all of us is what is said in the comments. Let’s have an open mind here, and look at this question objectively…
Your challenge here is two-fold: Firstly, consider the feedback from the question and rate you and your company on how well you perform in each area (1 = poor, 10 = excellent)
Secondly, based on that rating, what do you need to do to improve and develop the marketing function in your company and ultimately retain great people and their talent?
Markters are literally bored. They don’t feel challenged enough and they don’t feel that their work that they do is actually having a positive impact on the business and has no purpose.
So there’s a really interesting trend happening in marketing departments compared to all other business functions.
The marking department has the highest staff turnover rate so we have to ask ourselves, as leaders, as marketers, why is that? Why do marketing departments have the highest turnover rate of staff compared to all other business functions?
The first thing is high expectations from leadership. Also leadership under valuing the marketing department as well. Marketers are literally bored. They don’t feel challenged enough and they don’t feel that their work that they do is actually having a positive impact on the business and has no purpose.
They’re not being challenged enough. Marketers also feel like they are kept out of the loop. They’re not really getting involved in any strategic development whether that’s to do with products and services and they don’t really feel then that the work that they do is actually driving growth within the business. Therefore they feel like they aren’t making any progress either personally or at a professional level.
The rule is law because on a day-to-day basis they don’t feel like they’re doing any work that’s having any impact or has any purpose in the organization and perhaps one of the biggest things I feel, is one of the most important factors, is that marketers don’t have any assistance or direction or guidance with regards to their professional and personal development. In other words, they don’t feel like they’re making any professional progress.
It could be a number of other things as well like for example, the money could be better in a different job. I mean they all say that the grass is greener on the other side and in fact, the grass is greener where you water it. So let’s talk about that.
What could you be doing differently as an organizational leader? Someone that looks after the marketing department. What could you be doing differently to make sure that you’re marketing department, that people work for you in the marketing team, are happy feel like they do have a positive impact on the business? That they’re doing work with purpose. They feel like the work that they’re doing day to day is helping the organization to grow and to develop as a leader.
Is it possible for you to involve your team more at a strategic level so they feel more involved in what’s happening in the organization?
Is it possible for you to spend time with your team with regards to their professional and personal development?
Perhaps there’s an opportunity here for you to spend a little bit more time individually with your team members in the marketing department to find out what makes them tick. Where are their strengths? Where are their weaknesses? What kind of projects would really get them fired up and make them feel like they have a true purpose with an organization?
Ultimately we want people in our organization to be happy. We want them to be doing work that they really enjoy. They may not get to do that all the time but if we’re working towards that then hopefully what that will mean as an organization is that we have people that want to work here. That they’re happy they’re not going to leave and it’ll save us a lot of time and money on recruiting all the time.
We don’t want to get into that cycle where people are coming in and we’re training them and they’re leaving and they’re going somewhere else. We want people to stay, we want them to be happy.
What can you do as a leader? What can you do differently to make that happen in your organization?
I’d love to know what’s on your mind. Jump into the comment section. Let me know what you’ re thinking about what you’re doing to solve these problems and I’d love for you to rate yourself on the things that we’ve talked about in this video today.
I’ll speak to you soon.
Don’t forget to be awesome.