How do you onboard new talent at your agency? One of the most effective mentoring models is the “watch one, do one, teach one” method, a hands-on approach that equips newbies with the skills they need to thrive.
Popularized in the field of medicine, this method usually leads to quick uptake of new skills and even a boost in morale since your team will have shared experiences.
Let’s explore each phase of the process with insights from our white label social media team, as well as how to cultivate a strong mentoring culture within your agency.
The Watch Phase: Observing with Purpose
The “watch” phase is where new hires get their first glimpse into how things work. They watch experienced employees carry out their tasks and responsibilities, gaining insight into how to approach various aspects of agency life.
- Shadowing Experts
During this phase, the new team member shadows a senior staff member. It’s important that the mentor explains the purpose behind each action, whether it’s responding to client emails, creating a project plan, or running a campaign.
Let them ask questions to deepen their understanding of the workflow. For example, a new copywriter could sit in on client strategy meetings to see how messaging ideas are developed in real-time.
- Taking Notes and Asking Questions
Encourage the newbie to take notes and ask questions during this observation period. This is the ideal time for them to gain context—everything from why certain decisions are made to how timelines are managed.
Agency managers should ensure that mentors are open, communicative, and patient during this phase.
- Breaking Down Complex Tasks
Tasks like project management or media planning can be overwhelming at first glance. Break these tasks down into smaller, understandable components.
For example, instead of showing the full scope of a media plan, the mentor can explain how to allocate budgets across channels before diving into metrics and KPIs.
How to Scale to Exit
The Do Phase: Hands-on Experience
Once the mentee has observed enough, it’s time for them to take on responsibilities in a controlled environment. This phase is all about doing, with oversight from a mentor.
- Starting Small
The new employee should begin with small, manageable tasks that allow them to get a feel for their role. For instance, they could start by drafting a simple email campaign before tackling the more complex aspects of client communications. By starting small, they build confidence and proficiency.
- Providing Real-Time Feedback
A critical part of the “do” phase is feedback. Managers should emphasize that feedback is a tool for growth, not criticism. Regular check-ins after tasks can ensure the new hire is progressing and learning from their mistakes. Constructive feedback should focus on areas for improvement and what the mentee did well.
- Progressively Adding More Responsibility
As the mentee becomes more comfortable, gradually increase the complexity of their tasks. This could mean letting them manage a portion of a campaign independently or handle more direct client communication. The goal is to move them from smaller tasks to full accountability within a reasonable time frame.
The Teach Phase: Passing It Forward
The final phase, “Teach,” is about ensuring that the mentee can confidently explain and teach what they have learned to others. This step not only reinforces their knowledge but also fosters a culture of collaboration and growth.
- Peer Teaching and Presentations
Encourage the mentee to hold a small session where they explain a concept or task to their peers or even to new hires. This could be as simple as leading a team meeting on a subject they’ve recently mastered or presenting the steps they took to complete a project. Teaching is one of the best ways to solidify knowledge.
- Encouraging Mentorship Among New Employees
New employees who are trained through this process should eventually be encouraged to mentor the next round of new hires. This cycle ensures that knowledge and expertise stay fresh and that new perspectives are continually introduced.
- Creating Tutorials and Process Documentation
Ask the mentee to contribute to internal knowledge bases by creating tutorials or documentation on what they’ve learned. Whether it’s writing a guide on the client onboarding process or creating a checklist for running successful social media campaigns, this phase creates a long-lasting resource for future employees.
Building a Strong Mentoring Culture
For the “Watch One, Do One, Teach One” model to thrive, agencies must prioritize building a mentoring culture that supports continuous learning and growth.
First, take note that not everyone is cut out to be a mentor. When selecting mentors within your agency, look for individuals who are not only subject matter experts but also patient, communicative, and willing to invest in the growth of others. The mentor’s ability to provide constructive feedback and demonstrate empathy is essential to the process.
For the mentoring process to be effective, it needs to be structured. Agency managers should establish clear guidelines for each phase, setting expectations for both the mentor and the mentee. This might include outlining the frequency of check-ins, defining key milestones, and setting specific learning outcomes.
Mentorship takes time and effort, so it’s crucial that agency leaders acknowledge and reward those who take on the role of mentor. This can be done through formal recognition programs, bonuses, or even promotions. Recognizing the contribution of mentors sends a clear message that helping others grow is valued within the agency.
Some agencies cannot afford to bring on new team members at the rate at which they grow. If that’s you, an affordable resource solution is to outsource marketing to our white label social media team.
