The days of the webmaster holding the keys to digital kingdom are long gone; today, most of your people need digital knowledge. Actively reward people who promote others’ digital learning by hiring people with the ability to explain the tools, value, and methods of digital strategy to people who otherwise may not use or fully understand them. And find ways to reward those behaviors, like spot bonuses, high profile projects, or formal recognition programs.
You can also identify a knowledge-sharing goal as a key performance indicator of project success by asking, “How did people working on this project advance their digital capability?” Finally, remind the entire team that successful enablement is its own reward — the more digital skills are distributed, the more the digital team can focus on higher-value work.
Adapted from “Four Ways to Scale Digital Capabilities Beyond Your Team” by Perry Hewitt.