LME 038 - Who Should You Promote?

Shownotes:
https://www.berndgeropp.com/who-should-you-promote

Checklist: Who to promote?:
https://www.berndgeropp.com/checklist-evaluate-leaders

 

In today’s episode, we’re tackling one of the most critical decisions you’ll face as a leader or entrepreneur: who to promote into a leadership role. This isn’t just about rewarding high performers—it’s about shaping the future of your team and of your business.

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Why Promotions Are More Than Just a Title

If you are a business owner and your business is growing, you’ve likely felt the pressure: more customers, more responsibilities, and, unfortunately, more chaos. You may have hired new employees to lighten your load, but somehow, you’re still trapped in the day-to-day grind, managing tasks and firefighting problems. Sound familiar?

Here’s the thing: growth demands structure. Once you have more than seven direct reports, it’s time to rethink your organization. You need leaders to take responsibility for specific areas—not just tasks—so you can focus on steering the business, not managing every detail.

But here’s the million-dollar question: who should you promote?

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Three Questions to Define the Role

Before you choose the right person, you need to clarify the role. Start by answering these three critical questions:

1. What will this leader be responsible for?
   Be specific. For example, if you’re hiring a marketing leader, will they oversee social media strategy? Content creation? Team management? Define their scope clearly.

Example: Suppose you’re hiring a team leader for your marketing department. Will they oversee just social media, or will they also manage email campaigns and SEO? Clarify their exact scope.

2. What decisions can they make independently?
   Leadership comes with autonomy. Decide which decisions this leader can make alone and when they need to consult you. For instance, can they approve campaign budgets? Adjust team schedules?

Example: Can this leader approve campaign budgets on their own, or must they get approval from you? Deciding on autonomy levels upfront avoids confusion later.

3. How will you measure their success?
   Reaching goals is obvious, but consider behavior too. Does the candidate inspire their team? Are they collaborative with peers? Success isn’t just about hitting numbers—it’s about embodying your company’s values.

Example: It’s not enough to say, “Hit marketing targets.” Will success also mean fostering collaboration across departments? Maintaining high team morale? Be specific.

 

Take time to write down your answers. These will serve as a foundation for your expectations and help you evaluate candidates objectively.

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Internal Promotion vs. External Hire

Once you’ve defined the role, the next step is deciding whether to promote from within or hire externally. Promoting an existing employee often makes sense—they know your business, your culture, and your challenges. But how do you decide if someone is ready?

Let’s dive into 10 key traits you should look for in potential leaders.

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The 10 Traits of a Strong Leader

1. Trustworthiness
   Only promote someone you trust. This isn’t about their technical skills—it’s about their integrity. Will they act in the company’s best interests, even when no one is watching?

You wouldn’t promote an employee who bent company rules to their advantage. Instead, look for someone who has consistently acted with integrity. Example like Sarah, who ensured compliance even when it meant pushing back on client demands.

2. Loyalty
   A leader must have your back, especially in tough situations. They can disagree with you privately, but once a decision is made, they should fully support it. Loyalty is non-negotiable.
   
   Example: Imagine promoting someone like Alex, who always defends company decisions to clients and colleagues, even when he personally disagrees. Contrast that with someone who undermines leadership in private—such behavior is a red flag.
   
   
3. Track Record
   Look for employees who consistently meet or exceed expectations in their current role. But beware: the best technical expert isn’t always the best leader. Leadership requires a completely different skill set.
   
   Example: Jane, your top salesperson, meets her quotas every month but prefers working independently. Meanwhile, Michael, a mid-level performer, often mentors junior staff and collaborates across teams. Michael might be the better leadership candidate because leadership requires teamwork, not solo success.

 

4. Willingness to Learn
   Leadership is a journey, not a destination. Your ideal candidate should embrace feedback, admit mistakes, and actively seek opportunities to grow.
   
   Example: Consider Anna, who eagerly took additional courses to upskill, versus Jack, who avoids feedback. Anna’s growth mindset signals readiness for leadership.
5. Team-Oriented Mindset
   Great leaders are team players. They motivate others, build strong relationships, and foster collaboration. Avoid promoting lone wolves—they’ll struggle to manage and inspire a team.
   
   Example: Rachel, who regularly volunteers to organize team-building activities, demonstrates a collaborative spirit. Contrast that with Mike, who prefers to work in isolation—he’s likely not leadership material.
   
   
6. Conflict Management Skills
   Conflicts are inevitable. A leader must address issues early and constructively, not avoid them. Someone who is conflict-averse can create bigger problems down the line.
   
   Example: When two team members disagreed over project responsibilities, Dave stepped in, facilitated a conversation, and found a solution both sides accepted. This ability to address conflict constructively is vital for a leader.
   
   
7. Problem-Solving Ability
   Leaders don’t just identify problems—they propose solutions. If an employee only brings you issues without ideas for solving them, they might not be ready for leadership.
   
   Example: During a product launch delay, Emma identified the bottleneck, proposed two solutions, and implemented the best one. Leaders need this kind of initiative.
   
   
8. Self-Discipline
   Leaders must manage themselves before they can manage others. This includes setting priorities, staying organized, and taking responsibility for their actions.
   
   Example: Look for employees like Tom, who consistently meets deadlines and manages their workload efficiently. If someone struggles with time management, they may not be ready for leadership.
   
   
9. Experience Leading
   While not mandatory, prior leadership experience—whether in a project, a volunteer role, or even a sports team—can be a strong indicator of readiness.
   
   Example: Kate successfully led a cross-functional project team last year, even though it wasn’t part of her formal role. This shows she can step into leadership naturally.
   
   
   
10. Decision-Making Capability
    Leaders must make decisions, even under pressure. Look for someone who doesn’t shy away from tough calls and is willing to stand by their choices.
    
    Example: When your team was stuck on a critical issue, Matt made a decisive call and owned the outcome. Leaders need the courage to make tough decisions.

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What If No One Fits the Bill?

You might be thinking, “None of my employees meet all 10 criteria.” That’s okay—no one is perfect. Focus on these must-haves: trustworthiness, loyalty, a solid track record, and a willingness to learn. The rest can often be developed over time with training and mentorship.

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How to Set New Leaders Up for Success

Promoting someone is just the beginning. Here’s how to ensure their success:

• Define Clear Expectations: Share the three questions you answered earlier. Make sure they understand their responsibilities, decision-making scope, and success metrics.
  
  For example, if you expect your new marketing leader to double website traffic, make that explicit.

• Provide Training: Leadership skills can be learned. Consider enrolling them in a leadership development program, such as my upcoming Leadership Crash Course.
• Offer Ongoing Support: Regular one-on-one meetings, feedback sessions, and mentorship can make a huge difference in their growth.
• Be Patient: Remember, leadership is a skill that takes time to master. Give them room to learn and grow.

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A Final Thought

Promotions aren’t just about filling a role—they’re about building the future of your organization. Choose wisely, invest in your people, and watch your business thrive.

 

Call-to-Action: Download the Checklist

In this episode I shared with you my framework for identifying the right leaders for your team.

Now, to make things even easier, I’ve put together a free checklist of the 10 Traits of a Strong Leader.

This checklist will help you evaluate your team members systematically and ensure you make the best promotion decisions.

Here’s how you can get it:
Simply visit berndgeropp.com/checklist-evaluate-leaders

or click the link in the show notes to download your copy. It’s quick, it’s free, and it’s a great tool to have on hand as you plan your next leadership promotion.

Remember, great leaders aren’t just found—they’re developed. Start today by using this checklist to spot potential in your team and nurture the next generation of leaders in your business.