Your team’s growth is your agency’s growth. It’s as simple as that. But too many agency owners underestimate the importance of developing their employees. They think hiring skilled people is enough. Spoiler alert: it’s not. If you’re not actively investing in the development of your team, you’re leaving money, performance, and potential on the table. Worse yet, when it’s time to sell your agency, a team that hasn’t grown alongside your business will be a glaring red flag to potential buyers.
Creating an employee development plan isn’t just about giving people something to do—it’s about equipping your team to take your agency to the next level while building their confidence, skills, and loyalty. Here’s how to make it happen.
Step 1: Align Development with Your Agency’s Goals
The first step in creating an effective employee development plan is to make sure it aligns with your agency’s big-picture goals. Ask yourself: What does the agency need to achieve in the next 12 months, and how can your team’s growth help you get there?
For example, if you want to improve your client retention rate, focus on developing your account managers’ communication and problem-solving skills. If you’re aiming to scale revenue, invest in sales training for your business development team. Every development plan should tie back to the agency’s priorities.
Pro Tip: Use your pro forma to map out quarterly goals and identify the skill gaps in your team. Then, create development plans designed to close those gaps and drive measurable results.
Step 2: Customize Plans for Each Team Member
No two employees are the same, which means cookie-cutter development plans won’t work. Take the time to understand each team member’s strengths, weaknesses, career goals, and learning style. A great leader recognizes that personalizing development plans shows employees that you care about their growth—not just the agency’s bottom line.
What to Include in an Individual Development Plan:
- Skill Assessments: Identify which skills need improvement and which ones to strengthen further.
- Specific Goals: Set measurable objectives, such as improving client presentation skills or mastering a new software platform.
- Actionable Steps: Outline exactly what they need to do to achieve these goals, whether it’s attending a workshop, completing an online course, or shadowing a senior team member.
- Timelines: Give clear deadlines for achieving milestones so there’s accountability.
- Resources: Provide the tools, budget, and support they need to succeed.
Step 3: Make Feedback the Foundation
Development without feedback is like driving without a map—you’re going somewhere, but you don’t know where. Regular feedback loops are critical to making employee development plans effective. Schedule one-on-one meetings to check in on progress, address challenges, and celebrate wins.
How to Give Effective Feedback:
- Be Specific: Vague praise or criticism doesn’t help anyone. Instead of saying, “You’re doing great,” say, “Your proactive communication with clients has significantly improved their satisfaction scores.”
- Tie It to Goals: Reinforce how their progress impacts their individual goals and the agency’s success.
- Ask for Feedback Too: Development is a two-way street. Encourage your team members to share what’s working, what’s not, and how you can better support them.
Step 4: Provide Opportunities for Growth
Development isn’t just about fixing weaknesses—it’s about giving your team opportunities to grow and shine. Create a culture where employees feel empowered to take on new challenges and stretch their capabilities.
Ideas for Growth Opportunities:
- Cross-Training: Allow team members to learn skills outside their current role. For example, let a designer spend time with the marketing team to understand campaign strategy.
- Mentorship Programs: Pair senior employees with junior staff to share knowledge and accelerate learning.
- External Training: Invest in workshops, conferences, or online courses that align with their development goals.
- Leadership Opportunities: Give high-potential team members the chance to lead projects, presentations, or meetings.
Step 5: Hold Everyone Accountable
A development plan is only as good as its execution. Accountability ensures that both you and your team stay on track.
How to Build Accountability:
- Use KPIs: Tie their progress to specific, measurable outcomes. For example, if a team member is working on client retention skills, measure their impact on churn rate.
- Schedule Regular Check-Ins: Set aside time monthly or quarterly to review progress and adjust plans as needed.
- Reward Progress: Recognize and reward employees who hit their development milestones. Whether it’s a bonus, a promotion, or even just a public acknowledgment, showing appreciation reinforces the behavior you want to see.
Why Employee Development Makes Your Agency More Sellable
Here’s the bottom line: Buyers want to see a business that doesn’t just survive—it thrives. A team that’s engaged, skilled, and constantly improving is a massive selling point. When potential buyers evaluate your agency, they’ll look at your team and ask, “Can they keep the business running and growing without the owner?”
A strong development plan ensures that the answer is a resounding “yes.” It shows that your agency has a pipeline of talent ready to take on bigger challenges and deliver consistent results.
Final Thoughts
Building a team that grows with your agency doesn’t happen by accident—it requires intention, effort, and a commitment to their success. When you prioritize employee development, you’re not just helping your team members achieve their potential—you’re creating a stronger, more profitable, and more scalable agency.
Start small. Identify one skill gap on your team, and create a development plan to address it. Over time, as your team grows and evolves, so will your agency’s success—and its value to potential buyers. Remember, you’re not just investing in your employees—you’re investing in the future of your business.