Welcome to Advance Your Agency, the series that’s all about helping digital marketing agencies grow and thrive. Today, we’re diving into a topic that’s often talked about but not always fully understood: the critical role managers play in employee engagement.
“Employees leave their managers, not their companies.”
It’s one of those quotes that seems to pop up everywhere, from LinkedIn to leadership seminars. And guess what? It’s not just a catchy phrase—it’s backed by cold, hard data. In the U.S., a study by DDI found that 57% of people leave their managers, not their companies. Across the pond in the UK, nearly half of employees quit because of their line managers, according to Totaljobs. And Gallup? They found that a whopping 70% of team engagement is determined solely by the manager.
So, if you’re running an agency—or even just managing a small team—understanding the impact you can have on your employees’ engagement is crucial. Mismanage someone, and it could spell disaster for your agency.
How Managers Make the Difference
Let’s be honest: your experience at work is often shaped by who’s managing you. But here’s the kicker—many agencies fall into the trap of promoting people into management roles simply because it’s the only way to progress. What’s the result? Brilliant creatives and strategists find themselves in roles they’re not suited for, managing people when they’d rather be doing the work they excel at.
A great manager provides purpose, direction, and support for professional development. They’re the ones who make sure their team members feel valued, heard, and motivated. But here’s the problem: only 20% of employees strongly believe they’re managed in a motivating way, according to Gallup. That means most managers are missing the mark, big time.
The Pandemic Made This Even Worse
Remote and hybrid work became the new normal during the pandemic, and with it came new challenges. Employees with poor managers are feeling the pain even more now. The lack of in-person interaction means these employees are more isolated and more dependent on their immediate managers. If those managers aren’t up to the task, it’s a recipe for disengagement.
Marketing agencies, which often have the flexibility to work fully remotely, need to be particularly careful. Implementing remote work without a strong management structure can lead to serious issues, both for employees and managers.
How to Create Better Managers
So, we’ve established that managers are crucial to employee engagement. But how do you make sure your managers are up to the task? Here’s the playbook.
Determine Whether It’s Something They Want to Do
First things first—does your employee actually want to manage people? Too many organizations, especially in digital agencies, make management the only path to higher seniority. But being a great contributor doesn’t automatically translate to being a great manager.
Management requires a whole different set of skills—empathy, adaptability, and the ability to motivate others. If someone isn’t interested in or suited for these tasks, don’t push them into management. Find another way for them to progress.
Establish Different Progression Tracks
Create multiple paths for progression within your agency. Sure, one path can be management, but there should also be a track for those who want to excel as individual contributors. This way, your star employees can continue to grow and develop without feeling pressured to take on a role they’re not interested in.
Set Clear Expectations and Make Them Accountable
For those who do want to manage, it’s essential to set clear expectations. Make sure they know they’ll be held accountable for things like employee satisfaction, engagement scores, and retention rates. Regularly review their performance against these metrics and encourage them to reflect on their experiences. The goal is to help them continually improve and adapt to new challenges.
Afford Them the Time
One of the biggest complaints from managers is that they don’t have time to manage people effectively. In agencies, where every minute can be billable, this is a common issue. But here’s the thing: investing time in management is investing in the future of your business.
Good management reduces employee churn, boosts morale, and leads to better work quality. If you expect managers to juggle their old workload with their new responsibilities, you’re setting them—and your agency—up for failure.
Provide Them with Training
Nobody’s born a great manager. It takes training, coaching, and experience. Invest in your managers by offering them the support they need to develop their skills. Whether it’s through formal training programs or one-on-one coaching, giving them the tools they need to succeed will pay off in the long run.
Training should cover essential management skills like handling difficult conversations, understanding human motivation, and fostering a culture of psychological safety. By equipping your managers with these skills, you empower them to lead their teams effectively.
Creating better managers isn’t just about improving your bottom line—it’s about building a culture where employees feel supported, valued, and engaged. We’d love to hear your thoughts on this topic, so join the conversation in The Local Pack or hit us up on social media.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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