Need Help Crafting Job Descriptions and KRAs for Key Manager Roles – Any Advice?

Let me introduce myself as Rachana Arbatti, working as an HR Generalist. I found this site very informative and useful, hence I became a member today.

I am in the process of creating job descriptions for our company. I would like to request all my HR peers to assist me in designing job descriptions and KRAs 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.

Job descriptions vary from industry to industry. Mine is a logistics company dealing in FTL. The job description for a Marketing Manager would be according to my company:

1. Setting monthly targets for marketing executives.
2. Analyzing tender terms and conditions.
3. Checking the potential of customers.
4. Analyzing tender rates with previous available data.
5. Meeting with potential customers.

Key Result Areas (KRAs) would include:

1. Increasing the profit margin of the company.
2. Acquiring new customers for the company.
3. Retaining existing customers.

Hi,

If you want to set KRAs, then you first need to develop a Vision, Mission, and Business plan for the short term and long term. Develop an alignment matrix between your Vision plan, SBU goals, and front-line management. Goals should 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 mean user departments)
- Areas that need improvement in employees' competencies & satisfaction

Depending upon the priority of goals, you can assign weightage to them. I hope you will get some clarity from this.

Regards,
A. Kumar

Dear Mahima,

The guidelines for preparing KRAs as given by Mr. Kumar will help you a lot. However, I would like to add the following to help design KRAs.

The KRAs can also be derived from the duties and responsibilities as well. You have to classify from the list, the duties which may be measured in the form of:

- Quality of Output
- Quantity of Output
- Time
- Cost Factor

Then, take the KRAs as per their priority and importance and the value they can add and the contribution they can give to the Establishment. Then put weightage to the KRAs.

Example KRA for Marketing Head:

- Increase market share from X% to Y%
- Increase market penetration from X areas to Y areas
- Increase profit from X% to Y%
- Launch X Nos. of New products/product variation/product Extension by (month)
- Change packaging of X products by (months)
- Increase customer satisfaction from X% to Y% (For this, a customer satisfaction index has to be designed)
- Retain X No. of old Customers
- Develop X no. of new customers
- Reduce outstanding from X days/months to Y days/months
- Increase 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 Transportation time from X to Y
- Develop Mr./Ms. as successor of Mr./Ms. by the year

And so on.

Dear All,

First, you have recruited Heads of different departments in your organization. You have a job description. Based on the job description, you can create job roles.

Hello Rachana,

It is always advisable to give as much info as you can, for example, the type and size of the industry. I am sure if you search the web, you can find good examples such as [Marketing Manager Job Description](http://www.salescareersonline.com/articles/article_09162006.html). There is a link here to a Sample JD for a Marketing Manager: [Sample Marketing Manager Job Description](http://www.salescareersonline.com/articles/article_09162006_2.html). 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](http://jobs.monsterindia.com/details/5421531.html).

Best wishes,
Narasimhan

Dear Friends,

The views expressed herein are very informative. Can anyone think of the key result areas (KRAs) of a Company Secretary whose main job is to ensure regular and event-based compliances?

Regards,
Anu

Dear All,

The views expressed herein are very informative. Can anyone think of the KRA of an Administration Executive or Assistant to HR where the main job is to take care of the whole office travel, hotels, tie-ups, purchases, etc.

Regards,
Anu