How to Find the Best Employees in the Marketing Industry

Whether you’re a dedicated HR representative at your company or an industry leader specializing in the vast world of marketing, creative and consumer-centric, finding the best employees is likely to be at the forefront of your mind.

In these unprecedented times – from COVID-19 to the Great Resignation – a mere bachelor’s degree probably isn’t the only criteria that will jump with jazz hands from a candidate’s resume to catch an employer’s eye. .

Not to mention, in a sea of ​​applicants (literally: colleges nationwide are staying afloat while juggling a rigorous course load, part-time work, and passion projects), employers may not know where start recruiting.

Aside from internal referrals via a company-wide email or Slack message, it’s in an employer’s best interest to use a job posting site like ZipRecruiter.

With ZipRecruiter, companies can hire employees for free (which is one of the best ways to find employees)! Additionally, employers can efficiently organize their job postings to target the exact candidate they are looking for.

But back to marketing. Candidates come from a Cheesecake Factory-sized menu of personalities, expertise and qualifications, each baked differently. Some may be more interested in the creative side – branding, campaigns – while others may be more focused on sales, trend analysis and forecasting. Some can be both.

We turned to Stacy Schwartz, MBA, assistant professor of digital practice at Rutgers Business School and founding director of the university’s Master of Science in Digital Marketing program, to discuss what employers can look for to hire the best candidate for them.

Schwartz told The Post she has worked in the digital marketing industry “since birth” – when she was hired as the eleventh employee of internet advertising pioneer DoubleClick in 1996.

Ahead, find all the considerations to keep in mind if you’re currently looking for a marketing candidate for your team, or if you’re researching whether opening a new position is a possibility. Also, don’t forget to check out ZipRecruiter as a board for your job posting.

Marketing Candidates Must Focus on Customer Needs

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You’ve heard it before—”the customer is always right.” However, for a marketing employee, this is a crucial trait: keeping in mind the holistic values ​​of your brand. Whether you work for a social media agency or a business division of a global brand, building and maintaining those relationships is critical.

“Marketing majors are very customer-centric; they are taught that sustainable business growth and long-term success requires constant attention to customer needs and wants,” Schwartz told the Post. “They stay tuned to the market to anticipate changes in those needs and wants, so the company has the ability to modify market offerings accordingly.”

Marketing candidates should be versatile in learning about the industry

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Without a doubt, marketing is an ever-changing field. Just look at social media alone: ​​vertical videos perform better than traditional horizontal videos on social media these days, leveraging micro-influencers as a key marketing vehicle. That said, the employee you hire should be equally vigilant about both science and the art of marketing.

Additionally, the undergraduate marketing curriculum is both quantitative and qualitative, so those with a tangible marketing degree can come to your company with a 360-degree view of the industry as a whole. “Students learn the ‘science’ of marketing, including topics related to marketing analytics, customer insights, consumer behavior, pricing, and artificial intelligence,” Schwartz said. “They also learn the ‘art’ of marketing through courses related to advertising, social media and multicultural marketing approaches.”

Interestingly, science and art “come together” in courses related to marketing strategy and brand management, according to Schwartz. “Coming from a business school, they are required to complete core courses like finance, accounting, supply chain, management and business analytics.”

Marketing candidates need to be data savvy

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OK, while Excel can sometimes be the bane of our existence, having a good working knowledge is a crucial benchmark to consider when hiring a marketing candidate, according to Schwartz.

“In our increasingly digital world, the volume and variety of customer data collection opportunities can be overwhelming,” Schwartz said. “Marketing majors learn to measure what matters and develop meaningful customer insights in a noisy environment.”

Marketing candidates must be flexible and creative problem solvers

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With an eye for trends, Schwartz believes it’s ideal to stay tuned with new devices and new ways to plan, share and accelerate your brand’s content and vision.

Not to mention that creativity and data capabilities go hand in hand. “They use data to solve problems, but creativity to reduce clutter and get their message heard,” Schwartz said.

Marketing candidates must demonstrate practical experience

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According to Schwartz, when going through a round of applications, even entry-level candidates should be able to demonstrate some level of hands-on marketing experience. This can be accomplished through a formal internship, co-op work, or part-time employment, although these are not the only ways candidates can market themselves.

“Students may present a marketing plan they developed for a real client as part of a class project, or perhaps the results of their marketing efforts to sell tickets to an on-campus event or join a student club,” Schwartz said. . “Students can also earn industry certifications (free or low-cost) from leading digital marketing companies, such as Google, Meta, HubSpot, and Hootsuite.”

Most of these virtual certifications come with free online courses that also prepare them to use these tools in the real world, and can be highlighted on a candidate’s resume when uploaded to a certification site. job posting like ZipRecruiter.

Marketing candidates must pivot in the face of an obstacle

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While this candy bar is great in a multitude of industries, Schwartz thinks it’s especially applicable in the field of marketing.

“Beyond that, a good salesperson must be passionate about building collaborative relationships with their prospects and resilient in the face of rejection,” Schwartz said. “Like any strategic marketer, a sales-focused position must pivot (with enthusiasm!) when faced with an obstacle.”

Additionally, a good seller must understand not only the product they are selling, but the entire ecosystem in which they are selling. “If the prospect isn’t buying from you, what else could they do with that budget?” Schwartz pointed out. “It may not go to your most direct competitor, but to an entirely different solution.”

To fully empathize with your customer, your marketing employee must have a basic understanding of potential solutions to meet your brand’s needs.

Marketing candidates need to be aware of trends

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In our transcendent digital world, creative marketing positions require a deep understanding of data and targeting, not just content and design. After all, what’s good creative design without an audience?

Today, media consumption is fragmented and controlled by the customer. “Viewers are letting themselves be marketed, and it’s harder than ever for marketers to develop compelling, relevant content that captures enough of even 15 seconds of their audience’s attention,” Schwartz said. “So marketers should spend as much time producing high-quality content as they spend deciding where it will live and how it will surface to be seen.”

Marketing candidates must be experts in building partnerships

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If you’re a business reporter with an organized spreadsheet of branded contacts and emails, you’re golden. If you’re a wedding planning company that receives annual reports on the latest bridal trends, you’re also a diamond in the rough.

“It’s a great idea to network and maintain an active contact list because the industry is constantly changing,” Schwartz said. “Creative partnerships between media companies and vendor platforms abound and contribute to the success of our marketing programs.” Also, companies merge and acquire, and you may end up working with unexpected people you’ve met before.

That said, having a rolodex of connections isn’t a major factor, especially in an entry-level candidate. “We use sponsored stories and advertorials to make sure our content has a chance to be seen,” she added. “We also use tactics such as brand ambassadors and influencer marketing programs to generate ‘earned’ media (powered by paid) that reduces clutter.”

The bottom line

ZipRecruiter
ZipRecruiter

Marketing candidates are some of the most intrinsically motivated industry leaders you can hire. From creative to analytical, your next candidate is sure to wear many hats. To maximize your pool of quality candidates, check out ZipRecruiter to start writing your job posting.


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About William G.

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