As a director in the fast-paced world of digital advertising, providing effective feedback can feel like navigating a minefield. You’re already juggling countless responsibilities, and the thought of a potentially uncomfortable conversation can add another layer of stress to your already demanding role.
But what if we could transform these challenging moments into meaningful opportunities for growth?
1. Acknowledging the Situation Will Help You Manage the Emotional Tension During Feedback
First and foremost, recognise that feedback conversations are inherently emotional. Before you even start, take a moment to centre yourself. Understand that the person you’re speaking with may be feeling vulnerable, defensive, or anxious. Your role is not to judge, but to support and guide.
Begin by acknowledging the context — perhaps recognise the challenges they’ve been facing or the pressures of the current work environment.
A simple, “I know things have been incredibly challenging lately” can instantly lower defensive barriers.
2. Make Sure the Feedback Is Grounded in Roles, Responsibilities, and Established Goals
Effective feedback must be rooted in concrete expectations. For this, refer to:
- Specific role responsibilities your agency has
- Established team goals
- Measurable performance indicators
This approach removes personal bias and focuses the conversation on professional development.
Instead of saying, “You’re not performing well,” try, “Let’s review how we’re tracking against our team’s quarterly objectives.”
3. Clarify That the Feedback Has Come From Multiple People Across The Team
When discussing performance concerns, emphasise that the feedback comes from multiple sources. This depersonalises the conversation and demonstrates a holistic view.
Phrases like, “The team has observed…” or “Several stakeholders have shared…” help prevent the feedback from feeling like a personal attack.
4. Be Constructive by Framing the Feedback as a Growth Opportunity
Your language is crucial.
Transform potential criticism into a pathway for development. Instead of highlighting shortcomings, focus on potential.
“I see an opportunity for you to develop your project management skills” is far more motivating than “You’re struggling with project management.”
5. Encourage Dialogue Throughout The Session
360 feedback isn’t a monologue — it’s a conversation. Encourage your team member to share their perspective.
Ask open questions:
- “How do you see your current performance?”
- “What challenges are you experiencing?”
- “What support do you need to succeed?”
This approach not only provides valuable insights but also makes the team member feel valued and heard.
6. Agree on Next Steps at The End
Always conclude with clear, actionable next steps. Create a mutual action plan that includes:
- Specific goals
- Support mechanisms
- Follow-up timelines
- Potential resources or training
Closing Thoughts
Remember, you’re not just managing tasks — you’re supporting professionals navigating a complex, high-pressure industry. Your goal is to create an environment where people feel supported, understood, and equipped to grow.
These conversations might never become entirely comfortable, but they can become constructive, respectful, and ultimately, transformative.
By approaching feedback with empathy, clarity, and a genuine commitment to development, you’re not just managing a team — you’re building a culture of continuous improvement.
