JDs And KRA's - CiteHR
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Let me introduce myself as Rachana Arbatti working as a HR Generalist. I found this site very informative and useful and hence became a member today.
I am in the process of making JDs for our company. I would request all my HR peers to help me design a Job Description and KRA for a Marketing Manager, HR Manager and a Finance Manager

Hi Rachana i'm not an expert on this but will tell you what i know
jd varies from industry to industry.mine is a logistic company dealing in FTl.
JD for Marketting manager would be according to my company
1. setting monthly targets for marketing executive
2.analyzing tender terms and condition
3.checking the potential of customer
4.analyzing tender rates with previous available data
5.meeting with the potential customers
KRA would be
1. increasing the profit margin of company
2.getting new customers for the company
3.retaining the customers

If you want to set KRA's then you first need to
Develope a Vision, Mission and Business plan for short term and long term.
Develope a alignment matrix between your Vision plan, SBU goals, and front line management.
Goals to be derived from the following areas:
Business Plans & Strategies
Areas that need development & growth
Bottleneck Areas which are likely to withhold the optimization of the performance
Areas that need improvement in satisfaction of external & internal customers (internal customers also means user department)
Areas that need improvement in employees competencies & satisfaction
Depending upon the priority of goals you can asign weightage to them.
I hope you will get some clarity from this.

Dear Mahima,

The guidelines for preparing KRAs as givern by Mr. Kumar will help you a lot. However i would like to add followings to help design KRAs

The KRAs can also be derived from the duties and responsibilities also.

You have to classify from tghe list , the duties which may be m,easured in the form of:-

Quality of Out put

Quantoty of Output


Cost Factor

Then take the KRAs as per thier priority and importance and the value they can add and contribution they can give to the Establishment.

Then put weghtage to the KRAs

Example KRA for Marketing Head

Increase market share from X% to Y%

Incraese market penetration from X areas to Y areas

Increase profit from X% to Y%

Launch X Nos. of New products/produtc variation/product Extension by (month)

Change packaging of X products by (months)

Incraese customer sataisfaction from X% to Y%

(For thsi a customer satisfaction index has to be designed)

Retain X No. of old Customers

Develop X no. of new customes

Reduce outstanding from X days/months to Y days/months

Incraese motivation of Sales/Mktg staff from X% to Y%

Recover Bad Debt at least Rs. X Lacs/Crores

Reduce Distribution Cost from X to Y

Reduce Transporattaion time from X to Y

Develop Mr./Ms as succesor of Mr./Ms by the year

and so on

Dear All, First You Have Recruted Hod Of Different Deptt.in Your Organisation. You Have Job Discription. On The Basis Of Jobdiscription You Can Make Job
Hello Rachana,
It is always advisable to give as much info as you can, for example, the type and size of industry.
I am sure if you search the web you can get good examples such as
Marketing Manager Job Description
There is a link here to a Sample JD for a Marketing Manager
Sample Marketing Manager Job Description
Also see
ICICI Lombard General Insurance Company Ltd - Marketing Manager - Business Analysis, job in Mumbai, Market Research Exec - Qualitative, Market Research Exec - Quantitative, Market Research Manager
Best wishes

Dear Friends, The views expressed herein are very informative. Can anyone think KRA of a Company Seretary where the main job is to ensure regular & event based compliances. Rgds Anu
Dear All,
The views expressed herein are very informative.
Can anyone think KRA of a Administration Executive or Asst. to HR where the main job is to take care of the whole office Travel, hotels, tie ups, purchase etc.

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