Hiring a marketing manager? Look for a candidate with these 3 skills
One of the biggest mistakes businesses make is overlooking the importance of marketing.
When a business hits 10 employees, it is a good idea to hire an outsourced marketing department. There are a lot of great companies in this space that are well-equipped to help your business build its brand, delivering your 'story' to those who need to hear it and filling your sales pipeline so that your sales team have no excuses not to sell. However, when they hit 50 employees, it's a different story. You need to be looking at the big picture, and what your business really needs to achieve to hit the next major milestone. There are a few skills that are integral in a marketing manager who is going to take your companies places:
Before a candidate even walks in the door, they need to know about your company. Why? Because if they don't do the basics now, they never will. That means knowing your story how you tell it now, and being able to communicate that effectively to you and your team. If they can't tell you story the way it needs to be told, they cannot take your business to the next level. This means that they need to read everything there is to know about you before they walk into a job interview. Then they need to work out whether this story "sells" or what they can add to it to make it easier for the market to respond.
Ability to sell your story
If you have a marketing manager and they are going for a job interview with your company, the chances are that they have been to your website. That means they would have seen your social media handles and company blog. If they don't connect with the company on social media, request to connect with key people in the organisation on LinkedIn, and write a comment on a few of your blogs - then they aren't really wanting the job. More than that, they possibly are not going to champion social media engagement for your company, thus, they cannot be a marketing manager with influence. Instead, look for marketing managers that do all of these things and go one step forward by sharing your content or posts, or writing in a LinkedIn group that you have posted one of your blogs in, and sharing their enthusiasm for your company.
Know what engagement is and lead by example
You cannot lead a marketing team without indepth knowledge of data science. While they may not have to write a marketing strategy any longer, as their a robots to do that, they will need to definitely understand the analytics behind all your data, and be able to adapt your communications, public relations activities, social media posts, content, lead generation campaigns and so on, according to data science. Many of the traditional skills of a marketing manager have been outsourced to robots, technology or agencies, but data science is critical to making the right decisions.
Indepth knowledge of data science
There are many marketing managers that rely too heavily on marketing agencies. While the partnership is imperative to ensuring that the company is able to do the things they need to do from a marketing perspective, someone has to "own" marketing, and that person is the marketing manager. When you meet candidates and their eyes glaze over when you mention data science, you know that they are possibly too old school. That's not going to take your company to the next level. It also shows that the person has not invested in keeping up-to-date with the requirements of their jobs.