Marketing departments are not immune to crises, which can disrupt a team’s ability to fulfill its responsibilities, damage a brand’s reputation, and impact other business metrics. While discussions often focus on what marketing leaders should do during a crisis, building a resilient team can help prevent crises from occurring in the first place. Resilient marketing teams possess qualities such as candor, resourcefulness, compassion, and humility, allowing them to have open discussions, find innovative solutions, care for one another, and admit mistakes.
Transforming existing teams into resilient ones involves evaluating current employees and nurturing them through empathy, trust, and constructive criticism. Empathetic leaders who understand their team’s experiences can decrease burnout and increase engagement, resulting in a stronger team that can weather any storm. Building trust with employees allows them to take risks and make mistakes, ultimately preparing them for crisis situations. Investing in professional development through trust-centered training can create a well-rounded team that can fill gaps when needed.
When hiring for a more resilient team, marketing leaders should prioritize candidates with resilient characteristics and diverse backgrounds. Diversity within teams can enhance organizational resilience by developing different capabilities that support the resilience process, including anticipation, coping, and adaptation. Data specialists are also essential additions to a resilient team, as they can use data to identify issues before they escalate into crises, allowing for corrective action to be taken proactively.
The ultimate benefit of a resilient team is the ability to quickly resolve and even avoid crises altogether. While a competent leader is important, a team of resilient individuals can support and strengthen the marketing department, as well as the entire organization. By prioritizing resilience in team building, marketing leaders can create a strong foundation for navigating unexpected challenges and ensuring the success of their department in the long run.
