What are Key Responsibility Areas (KRAs)

Key Responsibility Areas (KRAs) refer to the essential areas of the job that the employee must handle and execute. These areas detail the principal tasks and milestones that an employee is expected to achieve in order to help their work to be successful in the long run and the company in general. KRAs contributes to establishing operational parameters, focusing efforts towards organizational targets, and performance assessment.

Using the sales position as an example, KRAs could be comprised of sales target achievement, maintaining customer relationships, lead generation, and market feedback. Tasks which include finishing projects by the deadline and within budget, meeting the quality standards, and managing the resources and stakeholders.

Through KRAs, supervisors and employees will both have a common understanding of what performance in a particular role is, thus fostering efficiency, feedback and development within the organization. KRAs are a tool for assessing performance and providing a framework for improvement or recognition simultaneously.

Example

In a marketing manager job, you could have Key Responsibility Areas (KRAs) such as developing and executing marketing plans to create greater brand awareness, leads generation, and sales boosting. This includes studying the market trends, targeting the target audiences and managing creative materials. Beyond this, another KRA could be Digital Marketing campaign management across platforms such as social media, emails, and search engine optimization (SEO) with the aim to enhance online visibility and engagement. Moreover, the marketing manager could follow up on and analyse campaign performance metrics to measure effectiveness and get the data needed for optimization. The marketing manager fills the KRAs role effectively, helping achieve the company´s marketing objectives, including brand expansion, customer acquisition and revenue generation.