When we talk about professional development, most conversations revolve around hard skills. When learning how to master a platform or build a report, you take a course, you practice, you improve.

But what about communication? Leadership? Adaptability? These are the skills that separate good teams from great ones, and they’re also the hardest to teach.

The Hiring Headache: Soft Skills Matter More Than Ever

Ask any hiring manager what makes a candidate stand out, and they’ll tell you: technical skills are only part of the equation. A marketer might be a whiz at Google Analytics, but if they can’t present their findings to the team or adapt to a changing strategy, that expertise falls flat.

The problem? Soft skills are notoriously difficult to assess in an interview, and even harder to develop once someone’s in the role. Yet they’re the key to long-term success.

Why Traditional PDPs Get It Wrong

Most personal development plans (PDPs) focus on hard skills. Employees want to learn a new tool, get certified, or improve a specific technical competency. These goals are relatively simple to define and track.

Soft skills, on the other hand, tend to get sidelined. It’s difficult to measure progress, and even harder to justify investment when there’s no clear ROI (at least on paper). But ignoring soft skills is a huge mistake.

A great marketer isn’t just someone who can execute a campaign. They’re someone who can inspire a team, pitch ideas persuasively, and navigate challenges with confidence. These are the skills that fuel career growth, yet most PDPs barely scratch the surface.

To delve deeper into the strategies and templates needed to create effective PDPs for your team, download our comprehensive eBook, "Mastering Your Team’s Professional Development: A Comprehensive Pack for Marketing Leaders." This resource will provide you with customisable templates for job descriptions, KPIs, and PDP plans, along with actionable insights to help you implement these strategies effectively. Empower your marketing team today here.

To go alongside the eBook, download our Job Description Templates here and our customisable PDP pack here.

The Best Way to Build Soft Skills? Outsource to a Coach

Here’s the reality: soft skills aren’t something you can learn from a textbook or an online course alone. They require feedback, real-world application, and guidance from someone who’s been there before.

That’s where coaching comes in. A great coach doesn’t just help someone learn, they help them unlearn bad habits, refine their approach, and develop self-awareness. Whether it’s refining communication skills, building confidence in leadership, or learning how to influence without authority, coaching has a transformational impact on soft skills.

How to Reframe PDPs Around Soft Skills

If your team’s PDPs are all about technical skills, it’s time for a rethink. Here’s how to shift the focus to soft skills and ensure they get the attention they deserve:

1. Identify Key Soft Skills Gaps - Use a structured approach to assess where your team needs development (hint: our skills gap analysis template can help!).

2. Incorporate Coaching - Instead of just listing ‘improve leadership skills’ as a vague goal, give your team access to expert coaching that provides actionable insights (cough, cough Fabric offers 1-1 and group coaching with expert marketing practitioners in all specialisms).

3. Set Real-World Goals - Make soft skills tangible by tying them to specific challenges, like leading a project, handling difficult conversations, or presenting to stakeholders.

4. Encourage Continuous Feedback - Unlike hard skills, soft skills evolve over time. Regular check-ins and coaching sessions help reinforce learning and ensure growth sticks.

Want to Build a Team with Stronger Soft Skills? Start Here

Soft skills are the hardest to teach, but they’re also the most valuable. If you want to future-proof your team, it’s time to prioritise them in your professional development plans.

The first step? Understanding where the gaps are. Download our Skills Gap Analysis Template to pinpoint development opportunities and build a stronger, more adaptable team.

How Fabric Can Help

At Fabric, we specialise in helping marketers develop their skills that drive real impact. From expert-led coaching to tailored professional development plans, we provide the tools and support your team needs to thrive.

We have coaches that specialise in everything from leadership and communication, to strategic thinking and beyond that can coach your team to greatness based on their specific needs.

Want to see how Fabric can help your team grow? Download our brochure here to learn more.