Quick and Simple Tips for Hiring a Marketer in 2024

Last updated: August 4th, 2024

Finding and hiring a marketer worth their salt is fast becoming a challenge for businesses aiming to stay ahead of the competition. For that reason, hiring a marketer that is right for your brand should be a top priority. But how do you go about doing that?

In this blog post, we will delve into practical strategies to streamline your recruitment process and attract top marketing talent in 2023.

Successful interviews should accomplish two goals: getting the best out of the person being interviewed and selling your company as a place where they want to work. In fact, nine in ten people (91%) say the interview process influences their opinion of a company.

Leverage LinkedIn for Hiring a Marketer

According to HubSpot, 76% of marketers say that marketing has changed more in the last 3 years than the last 50. Which is why hiring and retaining top talent remains high on the list of challenges that marketers face this year:

LinkedIn offers an abundance of opportunities to connect with talented marketing professionals. Here are a few ways you can use LinkedIn to headhunt for top-shelf marketing talent this year:

Join Relevant Groups

LinkedIn hosts numerous groups that cater to virtually any profession or interest, including marketing. By joining these groups, you will have an opportunity to engage with other group members, participate in discussions, and share relevant content.

You can find groups by using the search bar at the top of the LinkedIn homepage, then selecting “Groups” from the dropdown menu. Some suggested groups might include “Digital Marketing” or “Marketing Professionals Worldwide”. By being active and contributing valuable insights in these groups, you can connect and network with marketing professionals who share similar interests.

Leverage Advanced Search Features

LinkedIn’s advanced search feature is a powerful tool that can help you find marketing professionals based on specific criteria. You can search by location, industry, current company, past company, school, and other factors.

For example, if you’re interested in connecting with marketing professionals who work in tech startups in your area, you can input these criteria and LinkedIn will show you a list of relevant professionals.

Once you’ve found some potential connections, don’t just send a generic connection request. Instead, write a personalized note explaining why you’d like to connect. This makes you stand out and increases the likelihood that the person will accept your connection request.

Tap into Competitor Success

Another approach is to research your competitors on LinkedIn. Look for individuals who have excelled in marketing roles within those companies, particularly those who have received multiple promotions. This indicates their value and competence.

By tapping into competitor success, you are essentially leveraging the professional networking site to gain insight into the skillsets, strategies and approaches that have proven successful in similar industries or markets. The high-performing individuals in these competitor companies can potentially provide inspiration or valuable lessons that can be applied to your own marketing efforts.

Moreover, establishing connections with these professionals might foster knowledge exchanges, potential collaborations or even spark healthy competition, pushing you to elevate your own game.

Question #1: What do you read to enhance your skills and understanding of the field?

Marketing is ever-evolving, and if a candidate isn’t keeping up with the changes, you should think twice about letting them advance through the interview process.

A red flag for me is when someone says they don’t read marketing blogs (and that’s not just because I write one!). The good marketing blogs have some of the most up-to-date, comprehensive information about everything new in marketing that’s out there. Magazines and journals have long lead times, so by the time you read an article, it’s already out of date.

I’ve heard some candidates say that they prefer to learn by doing. You should be learning by doing. But you should also be reading and learning from other people with more experience and better insights. If you’re not, you aren’t growing as a marketer, and no one wants to hire a marketer that’s averse to growth.

I’m the owner of a digital marketing company and I still consume media about marketing every single day. I read blogs. I watch videos. I listen to podcasts. It’s time consuming, and it’s not like I have a ton of extra time in my day while running two businesses. But it’s what you have to do if you want to succeed in marketing.

When asking this question in an interview, include follow-up questions about any website or podcast they mention to find out how much they’re really consuming marketing content (or whether they’re just paying lip service by mentioning popular publications). And throw out a couple of interesting things you’ve read lately to see if it sparks a meaningful discussion.

Expand Your Network for Talent Discovery

While LinkedIn is an excellent resource, exploring additional avenues can yield exceptional marketing talent.

Here are some alternative strategies to consider:

Leverage other Social Media Platforms: Other social media sites, such as Twitter, Facebook and Instagram, can also be valuable tools for talent discovery. Use these platforms to share job postings, showcase your company culture and values, and engage with potential candidates.
Professional Organization Networks: In addition to LinkedIn, joining industry-specific groups and professional organizations can be a game-changer for talent discovery. Groups like Entrepreneurs Organization or the Young Presidents Organization (YPO) provide opportunities to connect with high-caliber individuals who possess valuable marketing expertise:

Engaging with these communities allows you to build relationships and share job openings, creating a powerful network of potential candidates. To further boost your network, consider offering referral incentives within these groups, encouraging members to recommend talented individuals they know.

Collaborate with Marketing Agencies: Establishing partnerships with specialized marketing agencies can open doors to a vast network of experienced marketers. These agencies often have connections with talented professionals who may be seeking new opportunities. Keep an eye out for potential collaborations or even explore opportunities to co-create marketing campaigns. Such partnerships not only expand your network but also provide a platform for cross-pollination of ideas and talent.
Attend Industry Events and Conferences: Industry events and conferences offer valuable opportunities to network with marketing professionals from various backgrounds. By attending these events, you can connect with individuals who are passionate about their work and stay updated on the latest trends and innovations in the field. Engage in conversations, participate in panel discussions, and seize networking breaks to establish connections with potential candidates.
Employee Referral Programs: Encourage your existing employees to actively participate in the talent acquisition process by implementing an employee referral program. Motivate them to refer qualified candidates from their own networks by offering incentives such as referral bonuses or recognition. Your employees can serve as brand ambassadors and effectively reach out to their connections, leveraging their relationships to identify top-notch marketing talent.
Use Online Job Boards and Platforms: While LinkedIn remains a primary platform for professional networking, don’t overlook the power of online job boards and industry-specific platforms. Websites like Indeed, Glassdoor, and industry-specific job boards can attract a diverse pool of talent actively seeking new opportunities. Post detailed job descriptions highlighting the specific skills and qualifications you are looking for.

Additionally, consider utilizing niche platforms that cater specifically to the marketing industry, as they may attract candidates with specialized marketing knowledge and experience, such as:

- MarketingHire: Offers jobs in a variety of marketing disciplines, including digital marketing, SEO, content marketing, and more.
- TalentZoo: Has job postings for roles in marketing, advertising, digital marketing, and social media. It also provides resources like career advice and industry news.
- Adrants: Provides job listings in the advertising and marketing industries, and also includes news and commentary on current marketing and advertising trends.
- CreativeGuild: This is a global directory of creative companies and job opportunities, and includes marketing roles. It is run by The CreativeMornings, a free, monthly breakfast lecture series for the creative community.
- AngelList: While not solely for marketers, AngelList can be a great platform for those looking to find marketing roles in startups.

Question #2: What would you change about our business/marketing?

When you ask this question, know that candidates will be conservative in their answers. No one wants to feel like they’re slamming a company they hope to work for. But conservative or not, they should have answers.

The reason I ask this question is because if a candidate can’t tell you specifically what they would fix or change or make better about your business, then how can you expect them to perform if you do decide to bring them on? The last thing you want to do is hire people who don’t have any vision or who are content to just be told what to do.

I’ve had people answer this question by telling me they haven’t had a chance to look at the website or do any research, and that’s a huge red flag for me. In some cases, that can disqualify a candidate right there. But if I like them, I might say, “No worries. Here’s my laptop. Browse the site. Tell me what you would change.” This is a good way to see if they can think on the spot and figure out things on their own. If they have real expertise, it will show.

If you’re interviewing for a position, do your homework. Because I’d have to really like you to have you browse the website during the interview, and most interviewers wouldn’t even do that.

Craft Compelling Job Requests

Effectively communicating your job openings is paramount to attracting top marketing talent. Consider the following guidelines when crafting your direct message to your prospect:

Clarity and Specificity: Clearly define the marketing role you are looking to fill, whether it’s a paid media specialist, SEO expert, or social media manager. Outline the desired qualifications, skills, and responsibilities. This clarity helps candidates determine if they are a good fit.
Showcasing Your Company’s Value Proposition: Highlight what sets your company apart from competitors. Emphasize the culture, growth opportunities, exciting projects, and any unique perks or benefits. Paint a compelling picture that makes candidates envision themselves thriving in your dynamic team.
Encouraging Referrals: Leverage your existing network to identify potential candidates. Encourage employees, industry peers, and professional connections to refer qualified individuals. Offering referral bonuses or rewards demonstrates your appreciation for their support.

Here’s an example from our own careers page:

Question #3: Would you be open to a trial assignment?

Marketing assessments are a great way to get a sense of what value a candidate could bring to the company as an employee. These tests can be short and sweet or more in-depth, depending on the type of worker you’re hiring. A short test could be writing some copy for a Facebook ad; something more in-depth could be creating a social media strategy for a marketing campaign or writing a blog post.

If I’m asking a candidate to do a time-consuming trial, I pay them for their time. I think it’s the right thing to do, and it’s easy to set up through Basecamp.

You don’t want to be shelling out money for people you have no intention of hiring, of course, so save this step for when you’re down to the final two or three. But gauging their interest in the idea earlier in the interview process will give you a good sense of how interested they are in working for you.

Another assessment I like to do is to have the interviewee come in to the office for a couple of hours and solve some problems for a fictional company. I have them put something together and then present it to me. It’s a great way to learn:

How they think about things
How they are at presentations
How much they know

It goes a lot further than just asking them questions during an interview.

Use Data and Analytics in Hiring

The apps and technology of today make talent acquisition a lot easier than it was 15 or 20 years ago. We now have a window into whole databases of candidates, compiling their skills, experience levels, job history and more.

For instance, your brand can subscribe to an applicant tracking software (ATS) to streamline the hiring process and manage candidate data efficiently. These systems allow you to track applicant information, résumés, and communication history, making it easier to identify qualified candidates and maintain organized records.

Here are a few more ways that data and analytics plays a part in significantly improving the hiring process:

Skills Matching: By analyzing the data from your job postings (such as which skills and qualifications attracted the most qualified applicants), you can fine-tune your requirements to better match the ideal candidate profile.
Performance Metrics: Use performance data from existing employees to identify which skills, experiences, and characteristics correlate with high performance in a marketing role in your organization. This can help you identify the key traits to look for in applicants.
Candidate Source Analysis: Data can show you where your best candidates are coming from. This could be a specific job board, LinkedIn, industry groups, or referrals. By understanding the most effective sources, you can focus your recruitment efforts there.
Predictive Analytics: More advanced HR systems offer predictive analytics, which use data and machine learning algorithms to forecast how successful a candidate might be in a role. This can help you make more informed hiring decisions based on objective data rather than just gut feeling.
Diversity and Inclusion Metrics: Use data to track and improve diversity in your hiring process. This can help ensure you’re reaching a wide range of candidates and creating a more inclusive workplace.

Utilize Video Interviews

In 2024, video interviews have become an integral part of the hiring process. By some estimates, up to 60% of hiring managers use them when conducting interviews, particularly for remote positions:

Video interviews offer flexibility and can save time for both employers and candidates. Consider using platforms like Zoom, Google Meet, or specialized video interviewing software to conduct initial screenings or even final interviews.

They allow you to assess a candidate’s communication skills, professionalism, and ability to navigate digital tools — all crucial skills for modern marketers. Additionally, you can record these interviews (with the candidate’s permission) for later review or to share with other decision-makers in your organization.

Emphasize Adaptability and Continuous Learning

The marketing landscape is constantly evolving, with new platforms, technologies, and strategies emerging regularly.

According to a World Economic Forum report, 50% of all employees will need reskilling by 2025 due to the adoption of new technologies. This statistic underscores the importance of hiring marketers who are not only skilled in current practices but are also eager and able to learn and adapt.

When hiring a marketer in 2024, look for candidates who demonstrate:

A growth mindset: Seek individuals who view challenges as opportunities to learn and grow. During interviews, ask about how they’ve handled setbacks or adapted to significant changes in previous roles.
Proactive learning habits: Look for marketers who take initiative in their professional development. This could include:
- Pursuing relevant certifications or courses
- Attending industry conferences or webinars
- Following thought leaders and staying updated with industry publications
- Experimenting with new marketing tools or techniques in their personal projects
Experience with emerging technologies: While candidates may not be experts in every new technology, they should show an interest in and basic understanding of emerging trends. Key areas to consider include:
- Artificial Intelligence and Machine Learning in marketing
- Data analytics and visualization tools
- Marketing automation platforms
- Augmented and Virtual Reality in marketing campaigns
Agility in strategy development: Look for marketers who can quickly pivot strategies based on data insights or market changes. Ask for examples of how they’ve adjusted campaigns mid-flight or repositioned products/services in response to market shifts.
Cross-functional skills: Modern marketing often requires a broad skill set. Candidates who have experience or interest in multiple areas of marketing (e.g., content creation, SEO, social media, email marketing) are likely to be more adaptable.
Curiosity and critical thinking: Seek individuals who ask insightful questions and demonstrate a genuine interest in understanding the ‘why’ behind marketing strategies and consumer behaviors.

To assess these qualities during the hiring process:

Ask candidates to describe how they stay updated with industry trends
Present a hypothetical scenario where a marketing strategy becomes obsolete due to a new technology, and ask how they would adapt
Inquire about a time when they had to learn a new skill quickly to complete a project
Consider giving a small assignment that requires learning about a new marketing tool or technique

Implementing a continuous learning culture in your marketing team can also help attract and retain adaptable talent. This could include:

Offering learning stipends or time for professional development
Creating mentorship programs within the team
Encouraging knowledge sharing through regular team presentations or workshops
Rotating responsibilities to help team members develop diverse skill sets

By prioritizing adaptability and continuous learning in your hiring process, you’ll build a marketing team that’s not only equipped to handle current challenges but is also prepared to innovate and thrive in the face of future changes in the marketing landscape.

Consider Soft Skills

While technical skills are important, don’t overlook the value of soft skills:

In fact, a LinkedIn study found that 92% of talent professionals reported that soft skills are equally or more important than hard skills when hiring candidates. For marketers in 2024, the following soft skills are particularly valuable:

Excellent communication: Marketers need to articulate ideas clearly, both in writing and verbally. They should be able to craft compelling narratives, present data effectively, and communicate complex concepts in simple terms. This skill is crucial for creating marketing content, pitching ideas to clients or management, and collaborating with team members.
Creative problem-solving: The marketing landscape is constantly evolving, presenting new challenges. Marketers who can think outside the box and develop innovative solutions are invaluable. Look for candidates who can provide examples of how they’ve creatively solved marketing problems in the past.
Collaborative teamwork: Modern marketing often involves cross-functional collaboration. Marketers need to work effectively with designers, developers, sales teams, and other departments. During interviews, ask about experiences working in diverse teams or managing cross-departmental projects.
Emotional intelligence: This skill is crucial for understanding and connecting with diverse audiences. Emotionally intelligent marketers can better empathize with customer needs, manage client relationships, and navigate team dynamics. Consider using EQ assessments or scenario-based questions to evaluate this skill.
Time management: Marketers often juggle multiple projects and deadlines. Strong time management skills are crucial for meeting campaign deadlines and managing diverse responsibilities effectively.

To assess these soft skills during the hiring process, consider using:

Behavioral interview questions that ask candidates to provide specific examples of when they’ve demonstrated these skills
Role-playing exercises or case studies that simulate real marketing scenarios
Team interviews to see how candidates interact with potential colleagues
References checks that specifically inquire about the candidate’s soft skills

Remember, while hard skills can be taught relatively easily, soft skills are often more ingrained and harder to develop. By prioritizing these soft skills alongside technical abilities, you’ll be more likely to hire well-rounded marketers who can truly drive your marketing efforts forward in 2024 and beyond.

Offer Competitive Compensation and Benefits

In 2024, the competition for top marketing talent remains fierce. According to a recent survey by the American Marketing Association, 67% of marketing professionals cited compensation as the primary factor when considering a new job opportunity.

To attract and retain the best marketers, it’s crucial to offer a competitive package that goes beyond just salary. Here’s how to approach this:

Research current salary trends: Use resources like Glassdoor, PayScale, or industry-specific salary guides to understand current market rates for marketing roles. Consider factors such as location, experience level, and specific skill sets when determining salary ranges.
Performance-based incentives: Implement a bonus structure tied to key performance indicators (KPIs) such as lead generation, conversion rates, or ROI on marketing campaigns. Consider offering stock options or profit-sharing plans, especially for senior roles. This aligns the marketer’s interests with the company’s success.
Professional development opportunities: Allocate a budget for ongoing training and education. According to LinkedIn’s 2024 Workplace Learning Report, companies with a learning culture have a much higher retention rates:

Career advancement opportunities: Clearly communicate potential career paths within the organization. Offer regular performance reviews and opportunities for advancement. If possible, consider creating specialized roles or allowing for job crafting to retain top performers.
Transparency in compensation: Be clear about your compensation structure and how decisions are made. Consider implementing pay equity initiatives to ensure fair compensation across your marketing team.
Flexible work arrangements: Single Grain is a 100% remote digital marketing agency. We’re big fans of flexible work arrangements! A study by Buffer found that 98% of remote workers want to continue working remotely, at least some of the time, for the rest of their careers. If you can’t offer remote positions, then at least consider allowing adjustable start and end times to accommodate different lifestyles and peak productivity periods.

Remember, the most effective compensation packages are those that are tailored to your specific company culture and the needs of your target talent pool. Regularly survey your marketing team to understand what benefits they value most, and be prepared to adapt your offerings as the market and employee preferences evolve.

By offering a well-rounded, competitive compensation and benefits package, you’ll not only attract top marketing talent but also foster loyalty and long-term commitment from your marketing team, ultimately driving better results for your business.

Final Thoughts on Hiring a Marketer in 2024

As we navigate marketing in 2024, hiring the right talent has never been more crucial. The strategies outlined in this article — from leveraging LinkedIn and expanding your network to using data analytics and emphasizing adaptability — are designed to help you attract and identify the best marketing professionals for your organization.

Remember that the ideal marketer in 2024 is not just someone with technical skills, but a well-rounded professional who can adapt to new technologies, think creatively, and work collaboratively. By focusing on both hard and soft skills, cultural fit, and offering competitive compensation, you’ll be well-positioned to build a marketing team that can drive your business forward.

Ultimately, the key to successful hiring lies in being thorough, open-minded, and forward-thinking. By using these strategies and continuously refining your hiring process, you’ll be able to find marketers who not only meet your current needs but also have the potential to grow with your company and contribute to its long-term success!