The Ultimate Guide to Hiring a Marketer: Dos and Don’ts

Before Your First Marketing Hire

What is the Role of a Marketer

What is the Marketer’s Role in Your Business

A marketer’s role can be very different depending on your business. They are responsible for developing and implementing strategies to promote your brand, attract customers and drive sales. Before you start the hiring process you need to define what tasks you need a marketer to do. A marketing consultant can provide tailored strategies and hands-on management to help your business grow and succeed.

What Types of Marketing Skills Do You Need

Consider the types of marketing skills for your business:

• Brand Strategy: Building and maintaining your brand image and identity.

• Digital Marketing: Using online channels to reach and connect with your audience.

• Social Media: Managing and growing your social media presence.

• Content Creation: Creating content that attracts and retains customers.

• Marketing Specialist: Expertise in specific marketing domains to enhance your digital presence and drive results.

Why Marketing is Key to Business Growth

Marketing is key to business growth. It increases brand awareness, generates leads and ultimately drives sales. A good marketing strategy will set you apart from the competition and create a loyal customer base.

What Roles Can a Marketer Play

Brand Strategist

A brand strategist develops and maintains your brand identity. They position your brand in the market so it stands out and resonates with your target audience.

Digital Marketer

A digital marketer uses online channels to promote your business. This includes SEO, email marketing, PPC and more. They are key to reaching a tech savvy audience.

Social Media Manager

A social media manager manages your social media presence. They create and post content, engage with followers and develop strategies to grow your social media footprint.

Content Creator

Content creators create various types of content, blogs, videos and infographics. Their goal is to create content that attracts and retains customers.

The Benefits of a Multi-skilled Marketer

Skills

A multi-skilled marketer brings many skills to the table so they can handle different parts of your marketing strategy, including managing significant components of marketing programs. This is especially useful for small businesses with limited resources.

Flexibility

Marketing trends and technologies are always changing. A marketer who can adapt to these changes will keep your business one step ahead.

Big Picture Thinking

A multi-skilled marketer is often a strategic thinker. They can see the overall picture and align all marketing activities to your business goals.

Timing is Everything

When to Hire a Marketer

Review Your Current Marketing

Look at your current marketing and see how it’s working. If you’re not getting the results you want it might be time to bring in a professional.

Business Growth

If your business is growing fast and you need to scale your marketing, a marketer can help manage that growth.

Your Budget

Hiring a marketer is an investment. Make sure you have the budget to not only hire them but also support their initiatives. Additionally, consider the costs and advantages of hiring freelance marketers compared to agencies or in-house hires. Freelance marketers can often be more cost-effective and flexible, providing specialized skills for specific marketing needs.

When to Hire a Marketer

No Growth

If your business is stagnant, a marketer can bring in new ideas to get things moving again.

Overwhelmed Team

If your current team is overwhelmed with marketing tasks a dedicated marketer can take some of that pressure off.

New Product or Service Launch

Launching a new product or service requires a solid marketing plan. A marketer can ensure your launch is successful.

New Markets

Entering new markets means understanding the local audience and marketing to them. A marketer can bring the expertise for this expansion.

How Marketing Impacts Your Business

Review Past Campaigns

Review past online marketing campaigns to see how they performed across various digital channels. This will help you identify where a marketer can make a difference.

Clear Objectives

Define what you want to achieve with your marketing. Clear objectives will guide your hiring process and help you find a marketer who fits your goals.

Long-term Benefits of Hiring a Marketer

Long-term Growth

A good marketer can create and implement strategies for long term business growth.

Brand Loyalty

Good marketing builds strong relationships with customers and repeat business.

Competitive Advantage

A marketer can help you stay ahead of the competition by identifying trends and adapting your strategy.

Writing the Job Description

Job Description to Attract the Best

List the specific tasks the marketer will do, such as managing campaigns, creating content, measuring performance metrics.

Company Culture and Values

Showcase what makes your company special. Candidates want to know if they will fit in with your company culture and values.

Essential Skills and Qualifications

• Digital marketing skills

• Marketing strategy experience

• Marketing campaign management

• Understanding Business Media: Importance of understanding a client’s business model for media buying decisions and optimizing marketing campaigns

Type of Marketing Projects

Describe the type of projects they will work on, social media management, content creation, brand strategy development.

What Makes a Good Job Description

Job Title and Intro

Start with the job title and a quick summary of the role. This gives the candidate an instant understanding of what the job is.

Key Tasks

List the main duties and responsibilities of the role. Be specific to attract the right candidate.

Skills and Experience

List the skills and experience required for the role. This will filter out the unqualified and attract the right ones.

Company

Give an overview of your company, mission, values and culture. This will help candidates decide if they would be a good fit.

Benefits and Perks

Highlight the benefits and perks of working at your company. This will make your job listing more attractive to potential candidates.

Finding the Right Candidate

Using Keywords

Use keywords in your job description so it appears in search results when candidates are looking for marketing jobs.

Growth Opportunities

Showcase the growth opportunities within your company. Ambitious candidates will be attracted to roles that offer career progression.

Company Culture

Give a sneak peek into your company culture. This will help candidates imagine what it would be like to work at your company and attract those who fit your values.

Job Description Mistakes

Too Vague

Don’t be too vague with your job description and fail to define the role and responsibilities. This will attract the wrong candidates.

Too Many Requirements

While you need to list the required skills and experience, don’t make the list too long and scare off potential candidates.

Soft Skills

Soft skills like communication, adaptability and teamwork are important for a marketer. Make sure you mention these in your job description.

Who is the Ideal Candidate

Characteristics of a Good Marketer

Entrepreneurial

A good marketer thinks like an entrepreneur, looking for ways to solve problems and grow.

Digital

In today’s digital world, being digital savvy is key.

Good Communicator

Communication skills are important to convey messages clearly and concisely.

Coachable

Will to learn and adapt in the ever changing world of marketing.

Good Writer

Writing skills to create content and communication materials.

Works with Leverage

A marketer who knows how to use tools and resources to get more done with less effort.

Prioritises Ruthlessly

Ability to focus on the most important tasks and projects.

Generalist

Being jack of all trades in marketing can be an advantage especially for small business.

Slope

Look for someone who is on an upward trajectory in their career, always improving and achieving more.

Soft Skills

Adaptability

Marketing trends and technologies are changing all the time. A marketer who can adapt to these changes will keep your business ahead of the game.

Creativity

Creative thinking is important for developing unique marketing strategies and campaigns.

Problem solving

A good marketer should be able to identify problems and solve them.

Team Player

Marketing involves working with other departments. A marketer who can work in a team will help your marketing efforts succeed.

Marketing Profiles

Big Tech Turned Startup Marketer

This marketer has experience from big tech companies and can adapt to startup environment.

As startups grow, the need for dedicated marketing managers becomes more pronounced to handle increasing marketing demands.

Classically Trained CPG Marketer

Background in consumer packaged goods, this marketer is good at brand management and consumer insights.

Right Hand

A marketer who can support top executives and manage many things.

Banker/Consultant Turned Marketer

Analytical and strategic, this person brings a new perspective to marketing.

Agency Convert

With agency experience, this marketer is used to managing multiple clients and campaigns.

Finding the Right Fit for Your Business

Values Alignment

Make sure the candidate’s values match your business. This will create a smooth working relationship.

Cultural Fit

Good cultural fit leads to better job satisfaction and performance. How well will the candidate fit in with your team?

Long term potential

Look for candidates who are right for the role today and can grow with your business.

The Process

Vetting and Interviewing

Asking the right questions

Ask questions that reveal the candidate’s marketing skills, experience and strategic thinking. For example, ask how they would create a marketing campaign or how they measure success.

Review the Candidate’s Portfolio and Previous Work

Look at their past projects and campaigns to see their capability and creativity. This will give you insight into their practical skills and experience.

Candidate Fit with the Business Culture

Make sure the candidate aligns with your business values and culture for a smooth working relationship. Ask questions that reveal their work style and preferences.

Interview Process

Initial Screening

Start with a phone or video call to get a sense of the candidate’s background and interest in the role.

In-depth Interviews

Do in-depth interviews to drill deeper into the candidate’s experience, skills and cultural fit. Include multiple team members in this stage to get different perspectives.

Practical Exercises

Give practical tasks or case studies related to the role. This will allow you to see how the candidate handles real marketing challenges.

Final Assessment

Review feedback from all interview stages and practical exercises. Consider the candidate for the role and your business.

Common Mistakes to Avoid

Don’t Hire a Jack-of-All-Trades

Don’t hire someone who says they can do everything but nothing specific. Look for a candidate with strengths that match your top needs.

Not Setting the Wrong Level

Make sure the role’s responsibilities match the candidate’s experience and level. Hiring someone too senior or too junior will create mismatched expectations and job dissatisfaction.

Not Prioritising Ruthlessly

Prioritise the most important skills and attributes for your business not a long list of qualifications. This will attract candidates who are the best fit for the role.

Making the Offer

Salary and Benefits

Determine a salary range based on industry standards and the candidate’s experience. Offer a package that reflects their value to your business.

Making it Competitive

Add in benefits like health insurance, retirement plans and professional development opportunities. These will make your offer more attractive.

Negotiating the Offer

Be Transparent

Be clear about the salary and benefits from the start. Transparency will build trust and avoid confusion.

Be Flexible

Be open to negotiating parts of the offer, like flexible working hours or extra benefits. Flexibility is a big deal for candidates.

Close the Deal

Once both parties agree on the terms, put it in writing. Make sure all details are clear and agreed upon.

Onboarding for Success

Full Onboarding Process

Company Introduction

Introduce the new hire to your company’s history, mission, values and culture. This will give them context and their role in it.

Processes and Tools

Train the new hire on your company’s processes, tools and systems. So they can hit the ground running.

Team Introduction

Introduce the new hire to their team members and key stakeholders. Building relationships early on will help with collaboration and integration.

Goals and Expectations

Success Metrics

Define what success looks like in the role. Set measurable goals and performance metrics to guide them.

Check-ins

Schedule regular check-ins to discuss progress, challenges and feedback. So they stay on track and feel supported.

Ongoing Training and Support

Learning Opportunities

Offer continuous learning opportunities, training sessions, workshops and courses. So they can stay up to date with industry trends and grow their skills.

Development

Encourage the new hire to pursue development opportunities. Growth benefits both the individual and the company.

Work Environment

Work-life Balance

Offer flexible working hours and promote a positive work culture. Job satisfaction and productivity will follow.

Recognition

Recognise and celebrate the new hire’s achievements. Positive feedback will boost morale.

Your first marketer is a big step towards business growth. Remember your first marketer won’t be perfect. Look for someone with a growth mindset and entrepreneurial spirit.

De-risk the Hire

To reduce risk ask candidates to present a marketing plan or campaign proposal. This will give you insight into their strategic thinking and approach. Also consider a contract-to-hire arrangement so you can test them before making a long term commitment.

By following these tips you’ll make a informed decision and hire a marketer who will add value to your business.

Need Help with Your Marketing?

Are you struggling to find the time and resources to invest in the marketing that could transform your business? Take it to the next level with the help of Rusty Gimaev, a marketing guru with 20 years of experience. From everyday tasks to large-scale projects, Rusty and his team can help. Contact us now for a free consultation!