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How to Hire the Perfect Marketer For Your Team, Part 1

By Kevin Simonson, CEO of Metric Digital

The whole hiring process can be a real pain.

And luck is the last thing companies can rely on.

Consider this:

It takes a new employee from 8 to 26 weeks to achieve full productivity.

A lot of time, money and resources are on the line.

And the wrong hire can cost you. A lot.

According to data from a 3-year study by LeadershipIQ, here are some more statistics to think about:

- 46% of new employees fail within 18 months, and only 19% will achieve full success

- 26% of new hires fail because they can’t accept feedback

- 23% fail because they’re unable to understand and manage emotions

- 17% fail because they lack the necessary motivation to excel

- 15% fail because they have the wrong temperament for the job

- 11% fail because they lack the necessary technical skills

Meaning?

The "right hire" is more a matter of compatibility than sheer knowledge.

There are millions of marketers out there, but hiring a skilled marketer that fits is not all that easy.

Skills and knowledge are merely the first filters of the hiring funnel.

And if you anticipate hiring more people in the future, you’ll need that funnel. The goal is to make sure there are always a pipeline of people saying, “Hire us!” 

Here is the Marketer Hiring Framework we use at Metric Digital

STAGE 1: Detect what makes an effective marketer

This should reflect your company core values and align with the mission the candidate should help accomplish.

For your marketing hire, you'll mainly look for these attributes:

a) Adaptability. Are they comfortable with small changes? Are they flexible enough to alter plans in the face of changing client and marketplace demands?

b) Patience. Is this person willing to do incremental work, day after day? Can she transcend all the annoying blips marketing is known for?

c) Restlessness. Are they quick starters? Do they initiate useful projects instead of waiting for permission and approval?

d) Results orientation. Do they have a history of executing, not just having good ideas? Are they measuring their performance against company goals?

e) Company-specific requirements. Are they the kind of person you want to spend a third of your life with? Will they positively contribute to the culture?

f) Other. (languages, bureaucratic aspects, etc)

STAGE 2: Writing the job ad

The problem is, not every hiring manager or CEO knows how to communicate these elements compellingly. And the job posting is a piece of communication worth crafting.

The way you structure the job posting is entirely up to you.

But the key is to have it do double duty:

Attract candidates, but also function as a primary evaluation tool

If your applicants can’t follow the instructions, you can eliminate them from the pool and move on much faster.

Here’s a sample job ad:

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“Hello from [company]! We are a firm that specializes in [talk about what the company does] and we’re a cool set of people.

We value [imagination, execution, results, etc.]

We’re looking for a marketer to add to our growing team, with the following job duties to be performed:

- Duty A

- Duty B

- Duty C

We’re looking for a marketer who [what you’re looking for] ….

Compensation will be in the form of [whatever your structure is] …

To apply, send us a short cover letter explaining why you’d be a good fit, and how you’d possibly handle [situation].

Email your cover letter to [address] and use the subject line [whatever subject you like to make it easier for sorting.]

Please, don’t send [whatever you don’t want look at].”

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In part 2 of this series, we'll cover the following:

STAGE 3: Conducting interviews

STAGE 4: Hiring

... and the future of recruiting marketers.

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Kevin Simonson CEO & Co-Founder, Metric Digital The Metric Digital Blog A Blog on All Things Digital Marketing