Performance Evaluation & Feedback for Ad Pros

Published on 18 July 2023 11 min read

Set clear performance goals
Create a feedback-friendly culture
Use the right tools for evaluation
Provide constructive feedback
Follow up on progress
Handle negative feedback effectively
Reward and recognize high performers
Ensure consistent performance check-ins
Encourage self-evaluation
Make performance evaluations a regular part of your business

Unlocking the potential of advertising professionals starts with effective performance evaluations and feedback in the advertising field. This process can be a game-changer for businesses—specifically in the ad industry—where creativity, innovation, and performance drive success. So how do you make sure your performance evaluations and feedback really hit the mark? Let's dive in.

Set clear performance goals

The first step in performance evaluations and feedback in the advertising field is setting clear performance goals. Clear goals provide a roadmap for your ad professionals, making it easier for them to understand what's expected from them. It's like providing a GPS for your team. They know where they're headed and how to get there.

Be Specific: When you're setting goals, remember to be as specific as possible. For instance, instead of saying "increase client satisfaction," aim for something more concrete like "improve client satisfaction scores by 20% within the next quarter."

Make Them Achievable: Goals should be challenging, sure, but they also need to be achievable. If you set a goal that's too high, it could lead to frustration and demotivation. Imagine asking a sprinter to run a mile in 3 minutes—it's not going to happen, right? Same goes for your team. Keep the goals challenging, but realistic.

Time-Bound: Goals need deadlines. Without a timeframe, a goal is just a wish. Deadlines create a sense of urgency and help keep your team focused. So, going back to our client satisfaction example, you would want to say "improve client satisfaction scores by 20% within the next quarter."

Remember, setting clear performance goals is the foundation of effective performance evaluations and feedback in the advertising field. It's like setting the stage before the play begins. With the right goals in place, you're setting your team—and your business—up for success.

Create a feedback-friendly culture

Now that you've set clear performance goals, it's time to create a culture where feedback is welcomed and appreciated. Think of it like this: You've set the stage with your goals, and now it's time to rehearse the play. Feedback is that rehearsal—it helps your team get better.

Open Communication: A feedback-friendly culture starts with open communication. Encourage your team to share their ideas, thoughts, and concerns. When your ad professionals feel heard, they're more likely to accept feedback and make improvements. It’s similar to how a brainstorming session works - more ideas on the table lead to better solutions.

Regular Feedback: Feedback shouldn't be a one-time event. Make it a regular practice. Consider it as a routine health checkup for your team's performance. Regular feedback helps identify potential issues early and keeps everyone on track towards their goals.

Positive and Negative Feedback: Feedback isn’t always about pointing out what’s wrong. It’s equally important to highlight what’s going right. When you balance positive and negative feedback, you encourage a culture of continuous learning and improvement. It's like the old saying goes, "you catch more flies with honey than vinegar."

Remember, creating a feedback-friendly culture is a vital part of performance evaluations and feedback in the advertising field. It's about creating an environment where your team can learn, grow, and excel in their roles. And when that happens, everyone wins.

Use the right tools for evaluation

Just like you wouldn't try to hammer a nail with a screwdriver, you shouldn't try to evaluate performance without the right tools. Having the correct tools for performance evaluations and feedback in the advertising field can make the process smoother and more effective.

A Performance Management System: This is like the control center of your performance evaluations. A good system can track goals, provide real-time feedback, and generate evaluation reports. It's the digital equivalent of having a super-efficient assistant keeping tabs on everything for you.

360-Degree Feedback Tools: Getting feedback from all angles gives you a full picture of performance. These tools collect feedback from peers, subordinates, and supervisors. It's a bit like gathering all the pieces of a puzzle to see the whole image.

Self-Evaluation Tools: Self-evaluations give your ad pros a chance to reflect on their own performance. It's like looking in a mirror to check if your tie is straight before a big meeting.

Project Management Tools: These tools can help track individual contributions to team projects. It's like having a bird's-eye view of who's doing what.

Using the right tools for performance evaluations can provide a more accurate and fair assessment. Remember, the goal of these tools isn't to catch your team out, but to help them—and you—create the best ads possible.

Provide Constructive Feedback

Constructive feedback is like the compass in your ad pro's journey on the performance landscape. It helps them understand what they’re doing well and where they need to improve. But remember, giving feedback is a delicate process. It's like walking on a tightrope—you have to maintain balance and be careful with your words.

So, how can you provide constructive feedback in the advertising field? Here are a few pointers:

Be Specific: Generic feedback doesn't help anyone. Instead of saying "Good job," try "Your idea in the last campaign was creative and drove engagement."
Focus on the Behavior, Not the Person: It's important to separate the work from the worker. Instead of saying "You're not creative enough," try "The designs could use a little more innovation."
Provide Examples: Specific instances make feedback more tangible. It's like showing someone a picture instead of trying to describe it.
Be Timely: Feedback is most effective when it's fresh. Try to provide it soon after the event or behavior you're referring to.
Make it a Two-Way Conversation: Encourage your ad pros to share their thoughts and feelings about the feedback. This isn't a monologue; it's a dialogue.

Getting feedback right can be a game-changer in performance evaluations and feedback in the advertising field. It's not just about pointing out flaws—it's about guiding your team to be the best they can be.

Follow up on Progress

Imagine setting out on a road trip without a GPS or map. You're likely to end up lost, right? The same applies to performance evaluations and feedback in the advertising field. Once you've given feedback, it's important to follow up on progress. It's like providing a roadmap to your ad pros, guiding them towards improvement and growth.

So, how can you effectively follow up on progress? Here are some tips:

Set a Timeline: Just like ads have deadlines, feedback should also have a timeline. Set a date for revisiting the feedback and assessing improvements.
Monitor Progress: Keep an eye on the work of your ad pros. Note any changes in their performance and behaviors. It's like being a coach on the sidelines, watching the game unfold.
Provide Ongoing Feedback: Don't wait for formal evaluations to give feedback. Make it a regular part of your interactions. It's like watering a plant regularly, not just when it's wilting.
Recognize Improvement: When you see progress, acknowledge it. It motivates ad pros and reinforces positive behaviors. It's like giving a high-five after a well-played game.
Offer Support: If there's a lack of progress, don't just point it out. Offer help and resources. It's like lending a hand to someone struggling to climb a hill.

Following up on progress is crucial in managing performance evaluations and feedback in the advertising field. It shows your ad pros that you're invested in their growth and not just checking boxes in a performance review.

Handle Negative Feedback Effectively

Let's face it, no one enjoys receiving negative feedback. It's like getting a bitter pill to swallow. However, just as that pill can help cure an ailment, negative feedback, when handled correctly, can be a powerful tool for growth in the advertising field.

So, how should you go about this tricky task? Here are some tips:

Be Specific and Clear: Don't beat around the bush. Clearly state what the issue is. It's like pointing out the specific piece of a puzzle that doesn't fit, rather than just saying the whole puzzle is wrong.
Focus on the Issue, not the Person: This is a golden rule in giving negative feedback. Discuss the performance, not the character. It's like criticizing a bad shot in a game, not the player.
Make it a Two-Way Conversation: Allow your ad pro to express their views and feelings. It's like having a tennis match, not a monologue.
Offer Solutions: Don't just highlight the problem. Suggest ways to improve. It's like showing a lost traveler the right path, not just telling them they're lost.
End on a Positive Note: Balance the negative with some positive. Highlight their strengths. It's like easing the sting of a band-aid with a lollipop.

Remember, the goal of negative feedback is to foster improvement, not to discourage or demoralize. Handling negative feedback effectively is a key ingredient in shaping performance evaluations and feedback in the advertising field.

Reward and Recognize High Performers

It's no secret that everyone loves a pat on the back for a job well done. It's like getting a gold star on your homework or winning a trophy for a sports competition. Recognizing and rewarding high performers is just as important as addressing areas of improvement. It's a vital part of performance evaluations and feedback in the advertising field.

Think about it. If you ran a marathon and no one cheered you on or recognized your effort, would you feel motivated to run another? Probably not. The same goes for your ad pros. They need to know their hard work is noticed and valued. So how can you do this effectively? Here are some tips:

Public Recognition: Announce their achievements in a team meeting or company-wide email. It's like shining a spotlight on a star performer.
Reward Effort as well as Results: Not every task will result in a big win, but the effort put into it is still worthy of recognition. It's like rewarding the hours spent practicing, not just the final performance.
Provide Opportunities: Offer them challenging assignments or opportunities for professional development. It's like giving a talented chef the chance to create their own signature dish.
Create a Reward System: Implement a system where employees can earn points or rewards for high performance. It's like a loyalty program, but for your ad pros' hard work and dedication.

Remember, when you take the time to reward and recognize high performers, you're not just making them feel good. You're also motivating them to keep up their good work and inspiring others to strive for the same. It's a win-win situation in the world of performance evaluations and feedback in the advertising field.

Ensure Consistent Performance Check-ins

Remember the last time you went on a long road trip? You probably checked your map or GPS regularly to make sure you were still on track. The same idea applies to performance evaluations and feedback in the advertising field. Regular performance check-ins are like your GPS — they guide your team members towards their goals and let you know if they're heading off track.

Consistent performance check-ins are a key part of managing a successful advertising team. They help you keep track of progress, address issues early, and ensure everyone is aligned with the company's goals. Here's how you can make them effective:

Set a schedule: You wouldn't expect a plant to thrive if you only watered it once a year, right? Similarly, performance should be checked regularly. This could mean monthly, quarterly, or even weekly check-ins — whatever works best for your team.
Make it a two-way street: Check-ins shouldn't be a monologue. Encourage your team members to share their thoughts, ideas, and concerns. It's like having a coffee chat with a friend, where both sides are equally involved in the conversation.
Focus on the future: While it's important to discuss past performance, check-ins should also look ahead. Discuss future goals, upcoming projects, and ways to improve. It's like planning your route before you hit the road.
Keep it relaxed: Performance check-ins should be a comfortable space where your team members feel free to speak their minds. It's like a casual catch-up, not a formal interview.

In the end, consistent performance check-ins are about more than just tracking progress. They're about building a strong, supportive relationship with your team members. And that's a key ingredient in the recipe for success in performance evaluations and feedback in the advertising field.

Encourage Self-Evaluation

Imagine you're at an art show, looking at a painting. You might have one interpretation of it, but the artist might see something completely different. The same can be said for performance evaluations and feedback in the advertising field. The way we see ourselves can often differ from how others perceive us. That's why self-evaluation is so important.

Self-evaluation is like looking in a mirror. It helps your team members reflect on their strengths, pinpoint areas for improvement, and set their own goals. Here's how you can encourage it:

Make it a habit: Just like brushing your teeth every day, make self-evaluation a regular part of your team's routine. This can be as simple as taking a few minutes at the end of the day to reflect on what went well and what could be improved.
Provide a framework: Self-evaluation isn't about being hard on oneself. It's about identifying areas for growth. Provide a simple framework your team can follow. For example, they could ask themselves: "What's one thing I did well today?" and "What's one thing I could do better next time?"
Recognize self-evaluation in performance reviews: Self-evaluation isn't just beneficial for individuals—it's valuable for managers as well. When team members evaluate themselves, they can provide insights you might have missed. So, during performance reviews, recognize and discuss their self-evaluations.
Encourage honesty and self-compassion: Self-evaluation isn’t about being too critical or too lenient. Encourage your team to be honest, but also compassionate with themselves. After all, nobody's perfect, and we're all learning and growing.

So, go ahead and encourage your team to take a good look in the "performance mirror". Self-evaluation is a powerful tool that can help everyone in the advertising field grow and succeed.

Make Performance Evaluations a Regular Part of Your Business

Let's face it, performance evaluations and feedback in the advertising field aren't always met with a round of applause. They can be nerve-wracking for both the giver and receiver. But, what if we told you they could be as routine as your morning coffee? Well, they can be, and here's how to make that happen:

Make it a calendar event: Scheduling regular performance evaluations is like setting a reminder to water your plants. It's a way to ensure that they're not neglected. So, mark your calendars and stick to the schedule. This way, your team knows when to expect feedback and can prepare for it.
Integrate it into your processes: Performance evaluations shouldn't feel like an add-on. Instead, make them an integral part of your business operations. For example, you could tie them to project milestones or quarterly goals. This makes them feel less like a chore and more like a natural part of the workflow.
Use the right tools: There are plenty of tools out there designed to make performance evaluations easier and more efficient. For instance, project management software can help track progress and performance, making it easier to give precise, timely feedback.
Keep it constructive: The keyword here is 'constructive'. Performance evaluations are not about pointing fingers or laying blame. They're about identifying areas for improvement and setting goals. So, keep the conversation focused on growth and learning.

By making performance evaluations and feedback a regular part of your business, you'll encourage a culture of continuous improvement. Remember, the goal is to help each other grow, not to find faults. After all, we're all on the same team, aiming for the same goal: success in the advertising field.

If you're interested in diving deeper into the world of advertising and learning how to create truly memorable ads, don't miss Jessy Moussallem's workshop, 'What Makes a Memorable Advertisement?'. This workshop will teach you the key elements of successful advertising and help you improve your performance evaluation and feedback skills for ad professionals.