Manager in the Middle —Ask Janea

Manager in the Middle—Ask Janea
—HR in Out of Home—Got people problems?  Let’s solve them together!

by Janea S. McDonald, PhD, PHR, SHRM-CP
janea@edgehrconsulting.com  www.edgehrconsulting.com

• Dear Janea, I manage a team at a billboard company, and I feel like I’m being pulled in two directions. Leadership wants us to maximize revenue, fill every available space, and push harder to grow. But my team—including sales personnel, admin, graphic designers, installers, and real estate professionals—is struggling under the pressure.I know we need to hit our financial goals, but if we push too hard, I fear we’ll start losing our best people. How do I find the right balance between profitability and taking care of my team?– Billboard Manager in the MiddleDear Billboard Manager in the Middle,You’ve hit on one of the biggest leadership challenges in the billboard industry: balancing the relentless pursuit of revenue with keeping employees engaged, motivated, and productive. It’s a high-pressure business, and when one team is overwhelmed, the whole operation suffers.A helpful framework for tackling this issue is the Blake and Mouton Managerial Grid, which maps leadership styles based on two concerns:
  • Production (Revenue, Efficiency, Output) – How much do you focus on filling inventory, selling ad space, cutting costs, and meeting business goals?
  • People (Employee Engagement, Retention, Well-being) – How much do you focus on supporting your team, reducing burnout, and creating a sustainable work environment?

  	Low People	High People
  High Production	Task-Oriented Management: Focus on sales numbers, can lead to burnout and mistakes.	Team Management: Maximize revenue and take care of teams, leads to high employee value and business success.
  Low Production	Impoverished Management: Leadership void, morale and revenue suffer.	Country Club Management: High employee morale but fails to push for results, business struggles.

  Here’s how it applies to your situation:

  1. Impoverished Management (Low Production, Low People): This is a leadership void—employees fend for themselves, and sales suffer. If your company ignores both profit and people, morale and revenue will tank.
  2. Task-Oriented Management (High Production, Low People): This happens when billboard companies are obsessed with hitting sales numbers and filling boards at all costs. Salespeople get burned out, designers rush low-quality work, installers take safety risks, and admins drown in paperwork. The business might see short-term profits, but turnover will be high, and mistakes will pile up.
  3. Country Club Management (High People, Low Production): This is the other extreme—keeping employees happy but failing to push for results. If sales quotas aren’t met, boards go empty, and the business struggles.
  4. Middle-of-the-Road Management (Moderate Production, Moderate People): Many billboard managers land here, trying to keep both leadership and employees content. But playing it safe means never optimizing either—your team feels “okay,” but growth and engagement both stagnate.
  5. Team Management (High Production, High People): This is where you want to be. The best billboard companies maximize revenue AND take care of their teams. Employees feel valued, and the business thrives.

  So, how do you lead your team toward balance?

  • Sales Team: Shift from a “sell at all costs” mindset to relationship-based selling. Teach reps to build long-term partnerships instead of just chasing quotas. Consider incentives that reward client retention and campaign success, not just quick sales.
  • Admin Staff: Streamline their work with better tools and automation. If they’re drowning in contracts and client requests, invest in software or additional support to ease their load.
  • Graphic Designers: Protect their creativity. Rushed, last-minute changes can drain morale and hurt campaign quality. Work with sales to set realistic deadlines and manage client expectations.
  • Installers: These are the unsung heroes of the billboard world. If they’re overworked, safety and quality suffer. Ensure they have realistic timelines, proper staffing, and the right equipment to do their jobs safely and efficiently.
  • Real Estate Team: Negotiating leases, handling zoning issues, and scouting locations is a demanding job. If they’re overextended, opportunities will be missed. Support them by clearly defining priorities and ensuring leadership understands the complexity of their work.

  Make Your Case to Leadership

  Executives want profitability—but losing experienced employees costs money, too. Present the numbers:

  • High turnover hurts client relationships and wastes time on recruiting.
  • Overworked teams make costly mistakes—bad designs, missed deadlines, and contract errors.
  • Employees who feel valued work harder, sell better, and stay longer.

  When your salespeople, admins, designers, installers, and real estate team are supported and engaged, they’ll deliver better results—and that’s what ultimately drives billboard profitability.

Let me know if you have a question or a people problem – I am happy to help!  If you aren’t already, follow me on social media (Instagram and Facebook: janearayphd).  I’ve got some exciting stuff in the pipeline… free learning opportunities!  Who doesn’t love to learn?  Especially when it’s free! 

Please keep sending in your questions as you’re not the only one out there experiencing workplace issues, and others can benefit from reading how to handle specific situations.

This is your chance to get expert advice and see your question featured!  Email me at janea@edgehrconsulting.com.  Let’s work together to make people problems easier to handle. Visit www.edgehrconsulting.com

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