A promotion to a higher-level position with a pay increase is a significant achievement for any employee. However, getting a promotion isn’t always as easy as it seems, as many employees often think they’re doing well in their roles but continue to get passed over for promotion year after year.
To help employees determine where exactly they’re going wrong, 20 Forbes Business Council members discuss reasons why someone may not be getting promoted, as well as specific actions they can take to improve their odds.
1. Failing To Demonstrate Leadership Potential
A common reason for not getting promoted, even when deserved, is a lack of demonstrated leadership potential. While excelling in a role is important, promotions often require influencing others and driving team success. Employees should actively seek opportunities to lead, mentor, communicate effectively and showcase strategic thinking to improve their odds. – Elie Y. Katz, National Retail Solutions (NRS)
2. Waiting For Permission To Lead
Many employees wait for permission to lead, but leadership isn’t granted; it’s taken. Step up, solve problems and act as if you already hold the role you want. When you do, you become invaluable. Promotions then become a formality, as you’re not asking but proving you’re already doing the job. – Matthew Mathison, MBL Partners
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3. Assuming Doing A Good Job Is Enough
Being great at your job doesn’t mean you’re ready for the next level. That star salesperson might struggle as a manager without proper development. What looks like unfair treatment is protection, as premature promotion often leads to failure. Great leaders say, “I see your potential. Let’s build the skills you need to succeed at that next level.” – David Goldstein, 9% Club
4. Prioritizing Results Over Relationships
I often see people focused on results over relationships. It’s not just about hitting numbers—it’s how you collaborate, build trust and show up for others. It can also be a matter of timing or company structure, so honest conversations are key. And if an employee is truly ready but the opportunity isn’t there, employers should advocate for them or help them find a path that aligns with their ambitions. That’s leadership. – Robin Daniels, Zensai
5. Lacking A Sponsor
Sponsorship is a critical step in advancement for employees. A sponsor will advocate for your skills and look out for new opportunities to advance your career. It can be difficult to do things on your own, and this is particularly true for womxn in tech. Sponsorship at all levels is a game-changer, and it’s also one of the most meaningful ways men in leadership can contribute to systemic change. – Cerys Goodall, Vetster
6. Playing It Safe
Promotions aren’t won by the straight-A students of corporate virtue. Integrity, loyalty and leadership skills are fundamental, but they don’t lead the parade. In this fast-changing world, it’s the red-light crossers—the adaptive, the fast learners, the bold persuaders—who rise. If you play it safe, you’ll stay safe exactly where you are. – Igor Kucherenko, Pateplay
7. Failing To Bring New Ideas And Improvements
One reason people don’t get promoted is that they don’t bring new ideas to the table and don’t improve processes. In the age of AI, employees who use AI tools or can automate are already far more productive than everyone else. They deliver more value in less time, making them significantly more valuable to leadership. If you want to get promoted, start thinking in terms of results and AI. – Leonard Martin Schmedding, Everlast Consulting
8. Focusing Only On Assigned Tasks
Most people believe they deserve a promotion because they effectively execute their assigned tasks. However, true promotion-worthy individuals are those who can position their work from a higher perspective and understand how it fits into the company’s strategy and business values. While good problem solvers may eventually be replaced by AI, those who can ask the right questions remain irreplaceable. – Boyan Wan, ChatVisor.ai
9. Tying Promotions To The Calendar
I had an employee who thought they deserved a raise because they had been “working for over a year already.” Employees must understand that promotions and raises should be awarded based on the economic health of the company and the role that the employee plays in the company’s success, not determined by the calendar. – Josh Gilbert, Temperance Beer Co.
10. Relying On Tenure Or A Consistent Performance
People assume tenure or consistent performance qualifies for advancement. In skills-forward organizations, it’s about skills development rather than just time served. The skills needed to succeed in a higher role, like strategic thinking, team leadership or influence, may be very different from the skills that define their current success. Employees should invest time with a mentor or leadership coach to get ahead. – Michelle Sims, YUPRO Placement
11. Failing To Align Efforts With Business Goals
One reason could be that their work, while high quality, isn’t directly tied to ROI or driving top-line revenue. To boost their chances of promotion, they should align their efforts with business growth goals and clearly show how their contributions impact the company’s financial success. – Asaad Hakeem, SARC MedIQ Inc.
12. Inadequately Communicating The Value Of Your Contributions
One reason someone may not be promoted is a lack of perceived value of their contributions. Focus on solving high-priority problems for others and effectively communicating the impact of your solutions. To improve your odds, shift your mindset to become the “person of choice” by aligning your efforts with what others value most. – Dr. Grace Lee, Mastery Insights Inc.
13. Being Too Humble
Sometimes, being too humble holds people back. In our society, people usually perceive speaking up as arrogance. Team members should keep records of their work and identify advocates who can support their career progression. – AyoOluwa Nihinlola, uLesson Education Limited
14. Coming Up Short On Needed Skills
One of the most common reasons for not promoting a person is their lack of ability to operate at a different level. A person can be highly effective in their role and execute on tasks, yet lack the broader vision and strategic skills needed for the next step. Getting those needed skills requires self-development, coaching and the desire to step out of one’s comfort zone and do things differently. – Gaidar Magdanurov, Acronis
15. Misinterpreting Results Or Values
Mind the metrics-values gap. From the employer’s seat, promotions hinge on two levers: results and resonance with our values. When someone is stalled, it’s usually because one of those is out of tune and they don’t see it. We coach them to request the exact success scorecard, gather 360-degree feedback and map every win to the metrics and behaviors we reward. If they close the gaps, momentum follows. – Marie Holive, Proteus International
16. Having No Visibility
Lack of visibility is a common reason for not getting promoted. You might be overlooked if leadership isn’t aware of your impact. To improve your odds, proactively share achievements, take on strategic projects, seek feedback and build those relationships with decision makers. Position yourself as someone who not only meets expectations, but also drives meaningful results. – Barbara Schreihans, Your Tax Coach LLC
17. Failing To Earn Leadership’s Trust
No promotion for an employee typically happens when there is a lack of trust in the employee. If someone isn’t being promoted, it could mean leadership doesn’t trust that they can do the job. Sell them on it. – Kenda Laney, Laney Media
18. Not Sharing Your Story
In my experience as an employer, I’ve watched talent get overlooked simply because they aren’t telling their story effectively. Promotions aren’t just about doing good work; they’re about making your impact visible. I encourage team members to document wins, share insights and connect their role to the bigger picture. Quiet excellence needs a spotlight to grow. – Brandon Aversano, Alloy Market
19. Lacking Ownership Mentality
One way to get promoted is to think like an owner. Considering what you would do if this were your company is hard when you are not very senior, but this ownership mentality can be seen from the first day someone joins a firm to the day they become the CEO. Ownership is a broad term and covers pretty much every character trait or flaw. – Bharat Kapoor, Kearney PERLab
20. Neglecting To Be Flexible
Successful businesses need to adapt to their environment. Having employees who can be flexible in their responsibilities goes a long way toward helping achieve this. For example, baseball players who can play second base or outfield and bat well have more value. If you look for ways to be a utility player for your team, you’ll see more opportunities come your way. – Jamie Wood, Artiea Capital Management
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