Let’s start with what we know.
Studies have
shown countless times: the most trusted communicator and biggest aspect of
employee retention is a good people manager. How many of us have used a trusted
people manager as a reference and ongoing place for ‘checking in’?
Most of us
have a manager – short of running your own small company, there is someone to
whom you must answer for your activities, productivity and results.
Some of us also
have sought mentors beyond our managers and friends with good advice. Not as
common, not a role as well understood, not something we think to offer or use
on an ongoing basis.
Today, we hear
a lot about sponsors. Like mentors, we sort of know the two things might be
linked. There are books saying how we need them. Personal brand seminars urge
you to identify them. Companies or artists might see sponsors as a means for
financial supplements on top of bank loans or grants.
We have all
used references. These are people who we hope will talk to our strengths and
help us land projects and positions we desire. Or fix us up with nice dates. Or
sign our passport applications. Or help get our applications approved.
Let’s look at
career sponsorship. Many of us have given references. The call comes a day
before: “Can you be a reference? Just tell them how it was to work with me!”
“Sure,” we say. “No problem. You know I’m a fan.” We might check the rules our
workplace has about providing references to past employees - or we might be doing it as a personal
favour for someone with whom we worked at another company – or it might be an
internal reference. “Joey is great; you can’t go wrong with Joey!”
Mentors and
sponsors – the search for the magical silver bullet of attaining a great career
or coveted “in” seems a cheerleading squad away.
Seems simple;
so why all the questions?
The meaning of words
“Mentoring,”
“coaching,” and “sponsorship” are common terms; we need to be clear about what
we are seeking and why.
Let’s spend a
moment reviewing mentoring vs. coaching.
A direct manager,
even with genuine concern for supporting a worker to a promotion or new
assignment, is first and foremost occupied with – and accountable for - getting
the current job or assignment done to the best of the employee’s and team’s
abilities.
This
can create uncertainty of where the mentoring relationship fits/does not fit in
the workplace; it can feel
in direct opposition to the manager’s immediate performance needs.
Mentoring puts the
work and the success back on the mentoree. The mentoree owns their actions and
decisions at all times. They choose – or don’t – to take the advice or
challenges given by their mentor. They are answerable to no one but themselves
on their progress. The mentoree sets the direction and the mentor guides.
Both a manager and
mentor will create dialogue, encourage you and nudge you. However, while both
your manager at work and your mentor "coach" you - there are some
differences in the approach.
Manager
- coaching
|
Mentor
- coaching
|
Direct
or indirect reporting line
|
No
direct or indirect reporting
line
|
Clarify
your existing job & accountabilities for you
|
Explore
broad career options
|
Create
objectives for your current assignments
|
Encourage
self-reflection and goals
|
Teach to have
good performance on their team and for their projects
|
Ask questions
around perceived barriers with only your development in mind
|
Support
personal & career development – usually inside your organization
|
Support
personal & career development for anywhere you choose
|
Hold
you accountable for following direction and achieving
your & their team objectives
|
Cheer
you on, while pointing out when you are not being accountable to yourself
|
Assign
actions
|
Suggest
actions
|
Listen
and escalate issues as they impact the team or project
|
Listen
and keep information as confidential
|
Fundamentally
one of obligation, driven by your manager
|
Fundamentally
one of choice, driven by you
|
So what does a
sponsor do?
A
sponsor is there to support choices you’ve made with your manager or mentor –
or perhaps as a result of your own self-reflection. They might question your
choices to better understand them but ultimately their role is to work with you
to plan how best to use their influence to get what you seek.
A
sponsor is part of your PR campaign; a sponsor is your billboard. A sponsor
reflects who you are and what you are seeking and backs those choices with
their own brand.
So when does
sponsorship come into play?
Any
time; all the time.
The
first time you went after a babysitting job and needed to reassure a nervous
parent that you could be trusted not to empty the fridge or host an impromptu
party or the time you wanted to join your first volunteer board – you have been
using sponsorship in some form.
Why do I need
sponsors?
It
is a frame of reference that provides reassurance and context when forming a
new relationship.
You
have probably already needed supporters and references throughout your career.
We need someone to speak up for us at any time – from informal introductions to
expand our networks, to new teams looking to understand each other, to job
searches, to finding a mentor.
Who can be a sponsor?
Anyone
can be a sponsor; even those you think might not hold obvious power/influence. If
someone is willing to stand up for you and support your brand that can have a
powerful impact. Think of a person who reported to you who would publicly state
they would be willing and eager to do it again or the peer who sent a note of
praise or thanks.
1: one who … undertakes responsibility for the person's
religious education or spiritual welfare
2: one who assumes responsibility for some other person or
thing
3: a person or an organization that pays for or plans and
carries out a project or activity
1. One
who assumes responsibility for another person or a group during a period of
instruction, apprenticeship or probation
2. One
who vouches for the suitability of a candidate for admission…
5. One
that finances a project or an event carried out by another person or group
Let’s think of a sponsor as someone vouching
for a candidate’s suitability or backing a person’s idea or project in some
fashion.
Where do I find
sponsors?
Everywhere.
A
sponsor can come from beside, below or above you and, sometimes, even outside
your circle.
We
are observed every day: the kind word you have for the coffee barrista who
starts remembering your favourite drink; the other team who had to do the
project your team’s way and were allowed a voice (or not) in some other way;
the eye rolls; smiles; promises (kept or not) – it is not just the big end
results but our walk along the way that is noted, filed and discussed. You
might be surprised how many folks have an opinion about you, your work and your
attitude /ethics /character.
A
sponsor is someone who knows you and on whom you can rely to spread your story
the way you wish it to be told. A sponsor is someone you trust and who trust
the foundation and consistency of your actions.
As
well, you can have multiple sponsors at any time; it is not an exclusive
relationship – which is why you can also sponsor more than one person.
However,
there are a few building blocks which should be in place before you start
asking people to be a sponsor. Like any role, it becomes simpler if
accountabilities and expectations are discussed and defined.
1 – Identify the
types of sponsorship you are seeking
Understand
and negotiate with your sponsors the type of sponsorship you are seeking at any
particular point in time. Permutations will reflect both parties and can change
over time.
To
the extent that you both agree is
possible, your sponsor can be any or all of the following:
- Advocate – speaking on your behalf
- Fan – cheerleader, believer
- Reference – thoughtful feedback
and character opinions
- Patron – financial or other
type of backer
- Champion – campaigner, activist
- Supporter – positive place in
your network
- Mentor (or ex-mentor) – working with you to define
long-term goals
A
sponsor can also be active or passive.
- An active sponsor will talk about you
without being prompted and may seek opportunities to reference you in a
conversation.
- A passive sponsor will wait to be
approached before offering their insight /experience /opinion.
Depending
on your requirements, you will need to ensure your sponsors agree to take on an
active role. If you have been a sponsor, you probably waited for the phone to
ring and did not necessarily go out and beat the bushes to extoll the virtues
of the person you were sponsoring. The onus for building a brand still falls to
the person being sponsored.
2 – Remember that
sponsorship is a relationship requiring care & feeding
I believe
mentoring is:
·
Building a community for others
·
Relationship-based
·
Collaborative
·
Fluid and inclusive
The
heart of successful mentoring and excellent sponsorship is therefore in the
relationship. Like dating, sponsor
relationships don't always work out.
Sometimes
the chemistry just isn't there; the two people involved just don't understand
each other. Maybe neither can agree on a definition of "sponsorship"
or what actions are required. Maybe someone is just looking to do superficial
approaches when the other is looking for substance.
Sponsorship is an
activity driven by the sponsor and sponsored, requiring action as well as trust
by both.
Be true to yourself. Be ready to do some work (on either side of the
relationship). Be prepared to date a little if necessary.
3 – Know your
brand; arm your sponsors
In the past, for many of us the
approach to sponsorship was: do good work; hope people say nice things about
it. As we become more mindful about our careers and lives, it makes sense to
become more thoughtful about how we create support for our aspirations.
When looking for sponsorship, you
can offer:
- Exact
purpose of sponsorship (general /ongoing or particular /time-boxed)
- Specific
skills, traits or attributes you wish to be mentioned
- Adjectives
& adverbs you want as your descriptors
- Timelines
in which sponsorship will (or will not) be useful
- A
request for active or passive support
- A
discussion to ensure your sponsor is actually comfortable with the request
- An
‘elevator speech’ about you and/or what you’re seeking
- A
view to how sponsorship might be mutually beneficial
It is like writing your personal ad
with (or for) your sponsor. This helps your sponsor feel more confident that
they can support you properly and for you to be comfortable with what might be
said.
Why does any of this matter?
According to the
US Department of Labor, the average worker changes careers three to five times.
As well, a
2008 study by the US Department of Labor cites a
person will change jobs every 4.1 years, making it seven to ten jobs across
the multiple careers. Some of us have changed twice that much already and are
not yet done in our careers. We need sponsorship as a tool in our tool box to
build the lives we can value.
Mentoring
and sponsorship require time and effort; great mentoring and sponsorship
require us to take accountability for our own desires and careers. Our lives
are all about relationships, choices and dreams; as those carve a trail both
behind and before us, our personal stories form. Sponsorship is a means to
spread our story and share the stories of others. Sponsoring and being
sponsored is another tool by which we build community.
Building
community is how we flourish – however we define success.