What Makes an Employee Management Material?

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Marketing executives value leadership and motivational skills over expertise when deciding; which employees to promote to management, according to a recent report from the Creative Group.

The report was based on data from a survey of 200 advertising executives randomly selected from agencies with 20 or more employees and 200 brand marketing executives randomly selected from companies with 100 or more employees.

Some 53% of respondents say motivational/leadership skills is the factor that weighs most heavily when their company promotes professionals to management positions.

Interpersonal/soft skills is the next most influential factor (19% cite it as most important), followed by strategic business expertise (13%).

Technical expertise and seniority trail at 8% and 7%, respectively.

About the research: The report was based on data from a survey of 200 advertising executives randomly selected from agencies with 20 or more employees and 200 brand marketing executives randomly selected from companies with 100 or more employees.

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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