8 Ways to be an Effective Sponsor

I get asked sometimes what being an ‘effective sponsor’ really means.

If you’re a leader looking to make a greater impact on team engagement, retention and building equity in your team, sponsorship is an essential ingredient.

 

What is a Career Sponsor?

Sponsors are influential leaders within an organisation, who believe in the moral and commercial importance of inclusion, equity and diversity of thought. They are proactive advocates of the talent around them and want to be part of the retention-solution.

In my experience, not all ‘sponsors’ are equal.

In my leadership coaching work, I have seen a number of well-meaning leaders call themselves ‘sponsors’ – but their actions are in fact incongruent with their intention.

 

What Is the #1 Ingredient of an Effective Career Sponsor?

A key attribute of effective sponsorship is proactivity.

Effective sponsors take action. And a lot of it. Sponsorship actually becomes one of their key, strategic priorities – rather than a tick-box exercise.

There are other actions that effective sponsors take that they weave into their daily activities. And I thought I’d share, from my experience, what those effective activities are.

 

8 Ways to Be An Effective Sponsor

1. You publicly advocate for others
2. You connect people and make strategic introductions
3. You give people honest feedback
4. You offer advice on how to level up
5. You help people define their career paths
6. You let people know about potential career opportunities
7. You get involved in creating visible, stretching assignments for others
8. You check in on others’ wellbeing

 

 

Let’s talk about these in a bit more detail:

 

Effective sponsors publicly advocate for others

Talking about your own achievements is one thing. Having someone else, who has some influence and power, do it on your behalf is game-changing. Effective sponsors make the time to talk about other’s impacts in public and private settings.

 

Effective sponsors connect people and make introductions

The role of the proactive sponsor is to leverage their own network and make connections between people. Some people have easy access to networks while others do not. Being that connector can take a high performer from the shadows, into the limelight.

 

Effective sponsors give honest feedback and advice on how to level up

I am a huge advocate of constructive, honest feedback. It saves so much time! I’ve seen countless careers fast-tracked, or the career trajectory changed, as a result of a simple 5-minute conversation with a proactive sponsor!

 

Effective sponsors let people know about opportunities

At a presentation I gave once, I was told by a member of the audience that “work is a level playing field and everyone has the same opportunities”. I disagree.

Sure, the opportunities might be there, but awareness and access to these opportunities can differ hugely.

Effective sponsors will actively share information about stretching and potentially career-changing opportunities, giving everyone an equal chance to put themselves forwards.

 

Effective sponsors are interested in others’ wellbeing

Is it a sponsor’s role to care about other people’s wellbeing? Absolutely it is. (To be honest, it’s everyone’s responsibility if you’re interested in building a profitable culture).

Sponsors are often people of influence and have access to decision making tables. They know that a well cohort, is more likely to be a productive one.

How Can Rebecca Allen Support My Leadership and My Team?

Creating systems and processes around how you’re supporting your teams is imperative.

Sponsorship is just one cog.

There are many others that are equally important such as eliminating bias; clarifying objectives; defining team principles; and learning tools to manage conflict or disagreement. Evolved leadership is about aspiring to be better, every day.

 

Related Resources You Might Like:

 

Ep 189 – 3 Ways To Be An Exceptional Career Sponsor