Any tips on how to deal with juniors who are really difficult to work with? Long story short, the juniors on my team think every deadline we give them is 'impossible to reach'. Maybe it's a generation gap thing, but we've had to do much more in much less time. I want to understand and work around their capacities but they're just being difficult on purpose. I'd kill to fire them all, if I'm being honest. Is there something that helped you straighten out a situation like this?

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You don't have to fire them all, you just have to fire one. And make it clear why. The rest will fall into line. If you don't want to go that extreme, just make it clear that deadlines are sacrosanct. It's a business and that's how things work. A lot of people need to have that work done when it's supposed to be done. It's possible they've never been trained to honor deadlines, so you could give that a try.

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I've run into a situation like this. To be honest, what helped me is being even nicer than I was to them. Help your juniors understand the importance of their work and how it contributes to the team's goals. It really increases their sense of purpose and motivation. A good meeting, maybe even outside of work, for a brunch (and get the company to expense it hahah) could do wonders.

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Just hang tight, they’ll take ACD jobs at a new agency next month.

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Well hell, I’ll be your junior for a while if you need it.

For juniors, make incremental reviews for each step in the process.

Instead of a bid deadline for a finished thing, have deadline 1 be unfinished rough sketches/ideas in a 5-page slide deck. Give them feedback, make deadline 2 be to refine a couple ideas. Deadline 3 is to sharpen. Deadline 4 is to make the finished thing.

The bite-sized deadlines help make it more digestible.

Also, how’s the brief? Is it inspirational? Or boring? A boring brief feels like drudgery, whereas an inspirational brief makes people actually *want* to do a good job on it.

To add a little to this excellent comment and approach, tell them how many ideas you want to see for the R1 review and give them the 5-page template. Keep them on a short leash so they can see how they can get to great ideas faster. They need reps. And this can be a humbling way for them to see that.
You also may want to do group critiques. I find that helps increase folks’ competitive nature and will to want to win.

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