By Kirstie McDermott
When you get to a certain level in your chosen profession or excel at what you do, you tend to get promoted.
That's a good thing for most workers: a promotion is a tacit acknowledgement that you're great at what you do, and the company and its leadership values your abilities.
That is, unless the advancement on offer is what's called a "dry" promotion, which according to
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This is an increase from 32% in 2021, and is "a trend that is likely to continue," according to Brian Bloom, vice president of global benefits and mobility operations at Korn Ferry.
Companies say that dry promotions are a way to reward and recognize employees by giving them professional development opportunities, but if you're on the receiving end of one, you might feel a little differently.
Another way a promotion can fall flat is when you're so good at what you do that the company moves you up a level into management. Suddenly the thing you loved about your job is gone, and instead of doing the work you really enjoy, your days are filled with people problems, meetings, and managing schedules.
This has traditionally been how the vast majority of companies have handled promoting talented workers. Some people excel at management and it is a logical next step for them, but others feel differently. They would like their contribution recognized, but also want to carry on doing work they find fulfilling––and which is of value.
Dual track promotions
So what if there was another way?
At ecommerce platform Shopify, that's exactly what is happening, with a new approach the company is calling "dual tracks".
Shopify has identified "crafter" for individual contributors and "manager" for those who want to move towards leadership positions. This allows people to advance according to both their expertise and passion, rather than forcing them into roles that may not suit their skills or interests.
"Crafters" aren't expected to manage people, yet they're regarded as leaders and paid accordingly. Then, the distinct managerial track gives those with a genuine interest and skill in people management the opportunity to pursue this aspect.
Shopify isn't alone in this. Other large businesses have realized the drawbacks of more traditional promotion mechanisms with Walmart Global Tech, for example, launching a Fellow program which fosters growth in individual expertise, without mandating a shift to managerial positions.
At Google, engineering teams have created an "individual contributor" career path that is more prestigious than the manager path, and at Mastercard, employees can either progress as consultants or leaders.
The advantages are obvious, both for workers and for businesses. You get agency to choose the path that you are most passionate about while still experiencing career growth.
Additionally, recognizing and rewarding excellence in individual contributors decreases the likelihood of losing top talent to competitors while fostering a workplace where employees feel valued for their contributions.
However, not all companies are yet wise to the sense this makes. If your current employer is nudging you towards a management track you're not happy about, and the alternative is treading water, you may want to consider a move to a company where your unique ambitions will be rewarded.
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