Digital marketing is an ever-changing landscape, and the best digital marketers have the right mix of technical and soft skills to navigate it. Here are my tips on what to look for in a digital marketing candidate – and how to find them.
#1 Look for a candidate who knows multiple platforms and is constantly learning
The way the digital marketing space is at the moment, your success is really at the mercy of the big players. When Google or Facebook change the way they operate, you need people who understand the landscape, or your results will suffer.
This isn’t just about the technical skills because it’s constantly changing. You need someone who not only understands and immerses themselves in these platforms but continuously updates their knowledge. You might get a sense of what they already know via their resume, but it’s also important to ask about their approach to learning, including the tools they call on and how they keep up to date.
#2 Look for a candidate who can explain the ‘why’ as well as the ‘what’
The best digital marketers are those who truly understand why you are (or aren’t!) getting the results. It’s all well and good if they can explain what you need to do to get results, but they also need to explain why it is the right strategy. This means they can quickly pivot when an approach stops working and should have a good sense of the trends that will shape your strategy into the future.
These are also the people you will be able to put in front of your internal or external clients because they can clearly articulate their strategy. This mix of technical skill and strategic thinking is gold when it comes to your digital marketing.
So in your interview, don’t just ask a candidate what they would do – ask them to explain why they would do it. If they can’t, they may not be the right fit to take your business further.
#3 Look for a candidate who is adaptable
In such a fast-paced world, what you did yesterday may not be relevant today. A candidate who is adaptable to constant change is a must. Those who can constantly tweak their strategy to meet changing demands will be the people who can support your business through the good times and the challenging ones.
#4 Look off the beaten path
The best digital marketers are often those who are currently employed elsewhere, so it’s a space where finding candidates who aren’t on the market is key. These people aren’t searching job boards and traditional job sites, so you need to think creatively. Utilising your networks on LinkedIn and seeking a recruitment partner with the right network will help you find the best talent.
#5 Make the right pitch
It’s a competitive marketplace for top digital marketing talent, so your pitch is key – particularly if you are looking to attract someone who isn’t actively on the market. You may also be competing for talent with the bigger players, who can offer many attractive perks, so thinking about what you can offer beyond salary is important.
Without being too stereotypical here, many of the best digital marketers are from the ‘digital native’ generations because they have been immersed in it from a very young age. Many younger candidates have entered the market during an employment revolution, where work-from-home and flexible hours aren’t just a perk – they are an expectation. We know these generations value more than just a pay cheque, and things like corporate culture, lived values, flexibility, work/life balance and wellbeing play an important part in your offer.
Be clear on what you offer in these spaces and how you support your team to drive results, not watch the clock.
If you are looking to find the right digital marketers for your business, PPS can help. Drop me a line to discuss your challenges and find out how we can help you reach the best candidates in a competitive market.