It’s performance review season — a time to reflect on your own “naughty or nice” list at work. But what if it were more than a year-end tradition? When approached with strategy and intention, your review can become the ultimate gift: a launchpad for growth and a springboard to a standout year ahead.
Ready to sleigh your review? Here’s how:
1. Reflect before the review.
Ask yourself: What went well this year? Where could I improve?
Don’t wait for your boss to tell you or miss out on the chance to position yourself for new opportunities or recognition. Show up prepared by citing specific examples of your achievements, tie those to overarching organizational or client goals, and identify areas where you want to grow. Just as you would prepare for any media interview or new business pitch, taking time to reflect before your review will help you take control of the narrative, highlight your impact and demonstrate your potential for growth.
2. Consider where you want to be next year.
Visualize your ideal role, skills, or responsibilities.
Admittedly, I used to dread the standard end-of-year review question: “Where do you see yourself in five years?” That’s because it can be challenging to think that far ahead when you have so much on your plate right now. But, trust me, your future self will thank you if you ponder what you really want this time next year. Then, use the performance review process to connect your aspirations with your company’s (or client’s) objectives. Otherwise, you likely will find yourself in the exact same spot next year.
(Side note: In the event that your aspirations or values do not align with the objectives of your workplace, then it’s time to consider and plan for your next career move.)
3. Think ahead about resources.
What do you need to excel in the coming year?
Consider the range of professional development opportunities available to you, including conferences, mentorship programs, certifications and coaching. Bring a clear ask to your review conversation to show initiative and a commitment to continued growth. For example, a $5,000 per person professional development budget could fund six months of one-on-one coaching, offering tailored support, lasting impact and measurable ROI. Skipping this step may mean feeling stuck without the tools or support to meet new challenges, holding you back from your full potential.
4. Set clear goals.
Collaborate with your manager to outline SMART goals.
Performance reviews are the perfect time to set a roadmap for the year ahead. Work with your manager to outline SMART goals — Specific, Measurable, Achievable, Relevant and Time-bound — that align with your role and feed into your organization’s overarching goals.
Clear objectives eliminate ambiguity, keeping you focused and making your accomplishments easier to measure and share. When objectives like increasing media coverage or improving stakeholder engagement are strategically aligned with go-to-market goals, it’s far easier to justify additional resources, secure buy-in for new initiatives and prove your team’s value. Clear metrics become the bridge that connects expertise and effort to success and recognition.
5. Advocate for yourself.
Be your own biggest cheerleader.
The cost of undervaluing your work could lead to overlooked promotions, opportunities or raises. Don’t downplay your accomplishments, and never expect anyone else to look out for your career. Even if your current manager also fulfills the role of mentor, ultimately, only you sit behind the wheel on your career journey. Be sure to highlight the unique value you bring and tie it to the client or company goals, organizational culture and market trends. For example, if you are leading the way in how AI tools can fuel creativity, increase efficiency or improve margin, document how you are applying this critical knowledge. This is your moment to show how indispensable you are.
Performance reviews aren’t just a year-end formality — they’re a powerful opportunity to invest in your future. Neglecting reflection, planning or self-advocacy risks leaving growth (and money!) on the table, along with opportunities to move forward. By approaching this season with purpose, you can unwrap new possibilities and set yourself up for success in the year ahead.
Katie Neal is principal & CEO of Katie Neal Coaching & Consulting, where she helps communications, marketing and media professionals advance their careers and enrich their lives. She is also president of the PRSA Thoroughbred Chapter in Lexington, Ky. Connect with her on LinkedIn, Instagram or at katienealconsulting.com.
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