How to Hire a Marketing Person: A Strategist’s Guide

Hiring a marketing person isn’t just about filling a role; it’s about investing in the future growth of your business. It requires a strategic approach, careful evaluation, and a deep understanding of your specific needs. To effectively hire a marketing person, start by clearly defining your marketing goals, identifying the necessary skills and experience required to achieve those goals, actively sourcing candidates through multiple channels, rigorously evaluating candidates based on their skills and cultural fit, and then onboarding and empowering the chosen candidate for success.

Defining Your Marketing Needs

Before even thinking about job descriptions, you need absolute clarity on what you want marketing to achieve for your business. What are your key performance indicators (KPIs)? Is it lead generation, brand awareness, increased sales, or something else entirely? This understanding forms the bedrock of your entire hiring process.

Identify Your Goals

Get granular. Instead of “increase sales,” think “increase online sales by 20% within the next year.” Instead of “improve brand awareness,” aim for “increase social media engagement by 50%.” These specific, measurable goals will dictate the type of marketing expertise you need.

Determine Required Skills

Once you have your goals, map out the skills required to reach them. Do you need someone strong in search engine optimization (SEO), content marketing, social media management, paid advertising (PPC), email marketing, marketing analytics, or perhaps a broader generalist? Don’t assume you need everything; focus on the skills that will have the biggest impact on your prioritized goals.

Consider Your Budget

Marketing budgets vary wildly. Be realistic about what you can afford to spend on salary and resources. This will influence the seniority and specialization of the candidates you attract. A smaller budget might necessitate a highly skilled generalist, while a larger budget allows for a specialist in a crucial area.

Sourcing Candidates: Where to Find Your Marketing Star

The best marketing talent isn’t always actively looking for a job. You need to cast a wide net and explore various sourcing channels.

Job Boards and Online Platforms

Utilize popular job boards like LinkedIn, Indeed, and Glassdoor. However, don’t just post and pray. Craft compelling job descriptions that highlight your company culture and the opportunity for growth.

Networking and Referrals

Leverage your existing network. Ask employees, clients, and industry contacts for referrals. Referrals often lead to higher-quality candidates who are already vetted by someone you trust.

Social Media

Actively search for talent on platforms like LinkedIn, Twitter, and even Instagram. Engage with marketing professionals in relevant groups and communities. Showcasing your company culture and marketing successes on social media can also attract attention from potential candidates.

Industry Events and Conferences

Attend marketing conferences and industry events. This is a great way to meet potential candidates in person and assess their passion for the field.

Evaluating Candidates: Separating the Wheat from the Chaff

Now comes the crucial part: evaluating the candidates. Don’t rely solely on resumes and cover letters. Implement a multi-stage process to assess their skills, experience, and cultural fit.

Resume Screening

Carefully review resumes, focusing on relevant experience, quantifiable achievements, and keywords that align with your required skills. Don’t dismiss candidates immediately if they don’t tick every box; consider their overall potential.

Skills Assessments

Implement skills assessments to gauge their technical abilities. This could involve asking them to analyze a marketing scenario, develop a sample campaign, or demonstrate their proficiency in a specific marketing tool.

Interviews

Conduct structured interviews with clear, consistent questions. Ask behavioral questions to understand how they’ve handled challenges in the past. For example, “Tell me about a time you failed in a marketing campaign and what you learned from it.”

Portfolio Review

Request a portfolio of their past work. This allows you to see their creative skills, analytical abilities, and overall marketing expertise in action.

Cultural Fit Assessment

Assess their cultural fit with your company. Do their values align with yours? Are they a good team player? This is crucial for long-term success and integration into your company.

Onboarding and Empowering Your Marketing Hire

Hiring is only half the battle. You need to onboard and empower your new marketing person to thrive.

Comprehensive Onboarding

Provide a thorough onboarding process that covers your company’s mission, values, marketing strategy, target audience, and key marketing tools.

Clear Expectations and Goals

Set clear expectations and define measurable goals. Ensure they understand their responsibilities and how their performance will be evaluated.

Ongoing Training and Development

Invest in ongoing training and development to keep their skills sharp and up-to-date with the latest marketing trends.

Autonomy and Empowerment

Give them autonomy and empower them to make decisions. Trust their expertise and encourage them to take risks and experiment.

Regular Feedback and Communication

Provide regular feedback and maintain open communication. This helps them stay on track, address challenges, and feel valued.

FAQs: Your Marketing Hiring Questions Answered

Here are some frequently asked questions that can further clarify the process of hiring the right marketing talent for your organization:

1. What are the essential qualities of a good marketing person?

Adaptability, creativity, analytical skills, strong communication skills, and a deep understanding of your target audience are all essential. They should also be proactive, results-oriented, and possess a growth mindset.

2. Should I hire a marketing generalist or a specialist?

It depends on your needs and budget. A generalist is a good choice for smaller businesses with limited resources, while a specialist is ideal for larger companies with specific marketing needs.

3. How important is experience in my specific industry?

While industry experience can be beneficial, it’s not always essential. Strong marketing fundamentals and the ability to learn quickly are often more important. Look for transferable skills and a willingness to understand your industry.

4. What questions should I ask during a marketing interview?

Ask about their experience with specific marketing tools and techniques, their approach to problem-solving, their ability to work independently and as part of a team, and their understanding of your company and target audience.

5. How can I assess a candidate’s creativity?

Ask them to describe a creative marketing campaign they developed or participated in. Look for original ideas, innovative approaches, and a willingness to think outside the box.

6. What are the signs of a bad marketing hire?

Lack of results, poor communication skills, resistance to feedback, a negative attitude, and a failure to meet deadlines are all red flags.

7. How much should I pay a marketing person?

Salary ranges vary depending on experience, location, and skills. Research industry benchmarks and consider your budget when setting a salary.

8. What is the best way to onboard a new marketing hire?

Provide a structured onboarding program that covers your company’s mission, values, marketing strategy, target audience, and key marketing tools. Assign a mentor and provide ongoing support and training.

9. How can I measure the success of a marketing hire?

Track key performance indicators (KPIs) such as website traffic, lead generation, conversion rates, social media engagement, and sales.

10. What if my marketing hire isn’t performing as expected?

Provide constructive feedback, identify areas for improvement, and offer additional training and support. If performance doesn’t improve, consider alternative solutions such as reassignment or termination.

11. Should I use a marketing agency or hire in-house?

That depends on your budget, needs, and long-term goals. A marketing agency can provide expertise and resources on a project basis, while hiring in-house offers more control and continuity.

12. What are the latest trends in marketing hiring?

The demand for data-driven marketers, content creators, social media experts, and specialists in emerging technologies such as AI and automation is on the rise. Companies are also increasingly prioritizing cultural fit and soft skills.

By following these guidelines and asking the right questions, you can find a marketing person who will drive growth and success for your business. The key is to be strategic, thorough, and focused on finding the right fit for your specific needs.