One day, your in-house agency is running smoothly. The next thing you know, you look around and realize you’re definitely not in Kansas anymore.

We’ve all been there. Maybe your company entered a high-demand period, and busy just became bottlenecked. Maybe there’s a new corporate direction that requires a total evolution of your team. Or perhaps you’ve been tasked with providing new, higher-level services that are outside your team’s current comfort zone.

Wherever the whirlwind dropped your in-house team, the task is clear: To build a cohesive, high-performing group, you must have clarity of purpose, focused coaching and leadership, and intentional investment in your people. To create and sustain that team, you need a playbook.

Here are the three essential steps to get you started.

1. Lay the Foundation with Clarity

You can’t build a strong house on a shaky foundation. Without it, any whirlwind that comes along will sweep away weak structures. For an in-house agency, that strong foundation is clarity. It starts at the top with your mission, vision and value proposition.

Mission: This defines your purpose. It’s what you do. An effective mission is simple and actionable. At Cella by Randstad Digital, our mission is:
“Solving complex challenges is hard. We make it easier.”
As leaders, this is our North Star. We constantly ask: “Is this making it easier for our clients, our partners, and each other?”

Vision: This is your forward-looking aspiration. It’s where you’re going and the kind of organization you’re striving to become.

Value Proposition: This is your why, as in “Why use us?” It’s a clear statement of the tangible benefits your clients and upper management receive from your team versus an external (or alternative) one.

Clarity must also cascade to every individual. It’s essential that each team member understands their own role, responsibilities and how they will be evaluated. Just as importantly, they need to understand the roles of their colleagues. A great starting point is a thorough job description and a team RACI (Responsible, Accountable, Consulted, Informed) chart.

When people know what’s expected of them and how their work supports the team’s success, you’ll see engagement and performance skyrocket.

2. Be the Coach, Not Just the Manager

A manager handles the day-to-day. A coach establishes the goals (making it to the Emerald City, if you will), sets clear expectations and holds the team accountable for the win.

Set Team Goals

  • Focus: Don’t overwhelm the team. Stick to two or three primary goals that directly support the larger organization’s objectives.
  • Engage: Involve your team in the goal-setting process. They’ll have valuable insights and be far more bought-in if they help draw the map.

Set Clear Expectations

It’s vital to set both performance and behavioral expectations. This removes ambiguity and has a massive positive impact on morale.

Here are two examples from my own team:

  • Performance Expectation: Prioritize quality. This is a non-negotiable. Without it, we don’t have a place here. This applies to your individual work and the team’s collective output.
  • Behavioral Expectation: Show genuine care and concern for team members. We support each other, full stop. No one makes this journey alone. We have to have each other’s backs, every time.

Promote Accountability

In a busy studio, long-term goals can get lost in the whirlwind of daily tasks. This makes accountability one of your most challenging, and critical, coaching roles.

  • Lose the ambiguity. When assigning a project, agree up front on the details of the deliverables, the process and a final due date.
  • Schedule regular, brief check-ins. Keep your door (and your chat) open for questions.
  • If a deadline is missed, ask why. Then be quiet. This puts the responsibility where it belongs: on your team member.
  • Be consistent with your follow-through.
  • If missed deadlines become a pattern, it’s time for a direct performance coaching discussion.

The more you model and expect accountability, the more it will become a natural and positive part of your team’s culture.

3. Invest in Your People

Once you have a clear foundation and clear expectations, you’re ready to invest in your team.

Trust, collaboration and strong communication are the hallmarks of any high-performing team. Well-planned team-building activities can powerfully strengthen these pillars. Investing in this way not only builds a more cohesive group but also sends a clear message: You are valued.

Pro tip: Don’t use “team building” to awkwardly force a lesson. The most effective activities are often the simplest. Creating a relaxed environment that encourages informal conversation and a little fun does more for building strong, supportive bonds than most trust fall exercises.

From Good to Great

Building a successful in-house agency goes far beyond just hiring a group of A-players. It’s an ongoing process of leadership.

With a foundation of clarity, a commitment to coaching, and a genuine investment in your staff, your team can grow in transformative ways and be ready to handle any challenge that comes along.

Cella by Randstad Digital builds and manages embedded creative teams for some of the world’s most renowned brands. With Cella on your side, you get a proven in-house agency model, top-notch talent, stellar management and maximum team output. Let us design, build and run your creative team for you.