Career Development / Career Skills

COMMANDING QUALITIES
Strategic Vision Most Important Leadership Trait, Say Executives Surveyed

What are the most important attributes for today’s managers? According to 34 percent of executives polled recently, strategic vision is the most essential quality for successful leadership. Strong interpersonal skills and integrity each received 29 percent of the response.

The survey was developed by The Creative Group, a specialized staffing service that provides marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes 250 responses — 125 from advertising executives among the nation’s 1,000 largest advertising agencies and 125 from senior marketing executives among the nation’s 1,000 largest companies.

Advertising and marketing executives were asked, “In your opinion, which single quality among the following is the most essential for effective leadership?” Their responses:

“As the economy continues to show signs of improvement, company leaders are focused on developing a loyal and motivated workforce,” said Tracey Turner, executive director of The Creative Group. “Managers who share their firm’s strategic vision with staff members and describe the role each employee will play in achieving company objectives have the best chance of retaining their top performers.”

Added Turner, “Integrity has always been an essential leadership quality, but the focus has intensified in the wake of widely publicized corporate misdeeds in recent years. Managers must make a concerted effort to earn employee trust. Even seemingly minor missteps can call their credibility into question.”

Following are four of the most common mistakes that can undermine a manager’s credibility with employees, according to Turner:

• Deserting your team. Managers who fail to stand up for staff members when they are unfairly criticized or when times are tough lose their employees’ trust.
   
• Sending mixed signals. If you’re receiving contradictory messages from a client or senior executives, you may be passing this confusion on to your team. Make sure you have all the facts, and be consistent in the direction you give. If parameters or goals change, explain why.
   
• Not giving credit where it’s due. Acknowledge employee contributions on projects, and never take credit for someone else’s ideas or efforts. Shining the spotlight on your team makes everyone look good.
   
• Breaking promises. Only promise what you know you can deliver to your staff. If, for example, employees have been told they will receive a promotion, raise or bonus when company profits improve, follow through on your word as soon as feasible.

Source: The Creative Group 
career development for marketers, marketing management career skills