Sponsoring
Sponsorship is using your position and influence to help someone get ahead. It's similar in many ways to mentorship, the topic of my last post. But sponsorship is a bit tricker. Most people understand mentorship and have good feelings about it. Sponsorship is a bit less familiar and might even feel a bit unseemly — at least it used to feel that way to me.
Although I'd heard the concept before, a talk Carla Harris gave at Google in 2022 made an impression on me and brought it to the forefront. (She has a 2019 TED Talk that hits a lot of the same points). She spoke about the value of sponsorship, both on the receiving end early in her career and now as a sponsor herself. More than just her description, what I most appreciated was her candor. It gave me a permission structure to use this concept myself. I started using it with junior engineers when thinking about their careers; I thought about it myself when debugging how some decision played out. It also helped me to think of it less judgmentally. Now I see it as being thoughtful and pragmatic about how decisions are made.
So what it it? Sponsoring is similar to mentoring in that it's an investment in someone, but the mechanism is different. Mentoring is a commitment to problem-solve issues as they come up, teach skills, and serve as a sounding board, amongst other things. Sponsoring is more strategic. The sponsor is committing to understand the sponsored's goals and strengths, and (here's the important part) help them get ahead. The time commitment isn't as large, but the actual commitment is greater. Assuming they see eye-to-eye, the sponsor commits to putting their reputation on the line to help the their person achieve their goals. Some examples would be vouching for the sponsored during a staffing conversations or seeking out and advocating for them when opportunities comes up.
In some ways, sponsorship acknowledges and even co-opts the "you have to know somebody" way that the world actually works. Underrepresented groups can benefit from sponsorship as a way to wedge into existing power structures. If that describes you, consider asking for someone to explicitly sponsor you; if you're in a traditionally privileged group, consider sponsoring someone who isn't so much. My Google peer Rachel observed: "women are often over-mentored and under-sponsored."
Maybe You're Going Up For Promotion
With this in mind, let's apply this to promotions.
Try as we might to bring rigor and de-bias these decisions, they are complicated and are made by real-world humans. Organizations rely on their senior people to bring their experience, knowledge, and judgment to bear.
Consider how the promotion decision will be made for your case. One key question is who'll be in the room? This isn't just who is invited and who will attend, but more who will be influential in the discussion and decision making process, and for what kinds of questions. Not everyone has an equal voice.
Say you're an engineer going up for promotion to senior engineer. Then likely a senior tech lead (not necessarily your tech lead!) will be asked to speak to the quality of your work (e.g. good code, considered alternatives, future-proofing). A senior manager will likely be asked to assess how well you worked with others and made good decisions. And these are just two of the factors — there will be many others depending on your role and level. You need to work down the rubric and think through who'll be asked to attest to each area as it comes up. Who will be asked to speak to concerns when they're raised ("was that really that hard?")?
Sometimes you might know who the key person will be, but often you won't. Enlist your manager or other senior leaders to think it through with you. Game plan the decision out.
And then assess their level of support. This may be something you can do yourself (if you have a relationship already) or maybe you'll need your manager's help. But somehow you need to ask them, as candidly as you can, "If asked about X, what will you say?" It can sometimes be hard to get an honest answer, so you may need to push a little. Reassure them you'd much rather know now if you have their support or not and you're not going to hold it against them.
If you don't have their support yet, that's OK. Think about work you can do to change that over time.
Day-To-Day Decisions
Not all decisions are as high-stakes as promotions. Leaders make decisions all the time, like whom to trust to lead a project or run a meeting. I like to think about these small-but-important decisions too in the context of sponsorship. Is your manager your sponsor? What about your TL?
Thanks to Josh Loftus, Maren Stever, Jane Manning, and Rachel Grey for their reviews.