Burn-out – how leaders can support those in their care

More facts about burn-out within the profession... not surprising...

Some of the most popular episodes of the Whole Marketer podcast were the mini-series we did in season 4 on burn-out. It was a much-requested topic and featured remarkable guests who had experienced burn-out directly, openly sharing their stories, the build up to it and their recovery.

Their stories resonated so much, as it can happen to us all regardless of level or sector and highlighted the importance to look out for signs of burn-out for ourselves and to support those around and in our care. 

Do we know the signs?

and what are we doing as a profession to take action though?

The main cause of burn-out?

Yes, you’ve guessed it… it’s extreme stress, but there are many causes of burnout: it could be doing too much, lack of rest and perspective etc

However, burn-out is more than feeling stressed; it’s a state of emotional, physical, and mental exhaustion caused by excessive and prolonged stress.

It can affect anyone, but our profession appears particularly prone as according to a 2020 US survey, 75% of the 7,000 marketing and communications professionals surveyed had experienced burn-out.

So, it’s no surprise that in my experience, seeing and hearing first-hand from marketers across all levels and different industries, sectors and brands, where I see the deeper inner workings of their day to day and the personal challenges they face, marketers increasingly need more support to identify and overcome burn-out.

Day-to-day stressors

The constant zoom meetings, lack of face-to-face interaction, constant pivoting during pandemic, being tasked with commercial recovery post-pandemic and now, depending on the markets they operate in, the impact of recessionary times.

Hybrid working blurring our work/life balance, without substantial breaks or time to recharge, plus a lack of certainty, all adding to the pressure.

This is before we add in life's other pressures: cost of living, ageing/ill parents, parenting challenges and juggles, illness whilst our immunity builds back up, relationship breakdowns and much more.

It's great for our profession that conversations about burn-out are more open and prevalent but awareness of the issue is only the start...

Recognising the signs

In my experience, most people that are heading towards burn-out either don't know it's about to hit them or there is something innate within them (the ‘be perfect’ drive, people pleaser, beliefs) that are driving them to keep going despite the signs… or not asking for help, fearful of how they will be perceived.

Look out for these signs and symptoms that lead to burn-out for your own well-being but also peers, colleagues and those in your care:

• Overwhelmed and emotionally exhausted – feeling drained, numb, or detached from others. You may also feel a sense of hopelessness or feel like you're stuck in a rut.
• Tiredness - reduction in energy or drive, feeling tired all the time, even after a good night’s sleep. This chronic fatigue may be accompanied by muscle aches and headaches.
• Avoidance of people, situations or tasks – fear that you may not have the resilience or strength to face into them. Feeling more negative than usual, becoming more critical of yourself and others, and feeling more irritable or short-tempered.
• Physical pain and symptoms – may include headaches, stomach problems and insomnia.
• Losing interest in things you once enjoyed – losing zest for activities, projects and life, or feeling like you don't have time for them anymore
• Constant stress and less productive than usual - from key situations, people, projects, inside or outside of work. It becomes harder to concentrate and make progress despite your efforts.

Let's stop stating facts and start taking action

Once you actually burn-out it can take weeks to recover from, but noticing the signs and providing time and support to take a step back, can help prevent from hitting true burn-out.

If you identify that someone in your care is heading that way, you can help them ahead of this.

Ideas for leaders (low cost so this isn't a barrier)

Give them some reflection and rest days, call it ‘days in lieu’ or ‘safari days’ or whatever is suitable within your organisation, so they aren't negatively deemed as sick days making the person feel worse, framed so it is perceived as a reward.

Maybe even cover the expenses (a train ride, entrance fee) for them to go somewhere they have not been before; preferably in nature that will allow them to become grounded and gain perspective.

Spend time with them to take stock and review what's on their plate – both personally and professionally, and help them to reduce and reprioritise.

Psychological safety is key. To share how they are feeling without judgement or negative consequences.

Be human

The line managers that I remember are the ones that said ‘take Friday off and regroup, if you ever need to… if you need to go be with your son, just go.’

Those that said ‘do what you need to do to get through this time’... even once when I had been offered another job outside the organisation they said ‘take the day off, go walk in a park and decide which is the right opportunity for you’ or those who sat and listened while I listed out loud all the tasks I had and reprioritised /allocated.

We don't always need fixing, just space and time to rest, talk aloud, regroup and reprioritise.

Further prevention

It's great if they come back recharged and raring to go again, but this isn't the goal. The goal is that they are empowered to take the reins to gain more balance.

Keeping communication flowing is fundamental as constant themes amongst individuals may highlight a need for culture, team structure, resource changes.

About Me:

Abigail Dixon, author and podcast host of The Whole Marketer, award-winning marketer and consultant, chartered marketer and fellow, founder of Labyrinth Marketing, CIM trainer and ICF certified coach.

www.thewholemarketer.com