Marketing and creative roles are complementary and working together can help companies achieve their marketing goals effectively. However, expecting creative professionals to have expertise in marketing, such as analytics or strategy, is unrealistic.
Digital marketing is evolving rapidly, and the skills required to keep up are changing too. Titles like "Social Media Marketing Manager" and "Content Creator" have become commonplace. Expecting someone to be equally good at creating content as developing a social media strategy is unrealistic.
The trend of hiring a jack-of-all-trades is all too common. This person is expected to be able to do everything from design graphics to lead generation. But this is rarely possible and could be a sign of an amateur hiring manager.
The truth is that marketing roles are highly specialized and require different skill sets. Looking for the perfect candidate isn't practical - looking for the best one is. Instead, focus on the role's needs and be realistic about what is achievable.
Understanding Employers' Role in Hiring
Employers must be realistic about the skills needed for a digital marketing position. The job descriptions should outline the responsibilities and skills critical for success. With this information, job seekers can decide if they have the appropriate qualifications. Lastly, it prevents hiring anyone who cannot handle the workload or needs help understanding the level of expertise.
- Define the skills and experience you need from a candidate
- Research what similar companies are looking for in their employees
- Outline the specific responsibilities of the role
- List the required qualifications and preferred skills
- Highlight the company culture and values that you want candidates to align with
At Creative Culture, we seek applicants with skills and experience in digital marketing. This means we value people for people their strategic (i.e., planning) or tactical (i.e., creating) mindset. As a result, you must coordinate campaigns across multiple platforms while staying organized.
Additionally, we are looking for creative skills such as copywriting and design. These skills will make our messaging stand out from the competition.
Finally, we prioritize candidates with higher education or related work experience. They can apply their skills and knowledge to an evolving landscape of digital tools for reaching consumers.
List the skills and experience you feel are necessary to complete the job.
Research what similar companies are looking for in their employees
You might wonder, what do my competitors have to do with my hiring process? Understanding the role's traditional responsibilities and being competitive in compensation, benefits, and recruitment ensures realistic expectations for all parties involved. Getting informed on the standard responsibilities for the role you want to fill is important. Remaining competitive in compensation, benefits and recruitment efforts is essential to ensure you set realistic expectations for everyone.
Make sure you're keeping up with the times. Compare your desired skills to those typically asked for your role at other companies.
You should only ask people to take on responsibilities they can handle. Generally, digital marketing professionals should refrain from crossover into IT support, customer service or administrative tasks.
However, we understand that bandwidth for different roles can be tight at startup companies. Ensuring you're not overwhelming a single position with too many responsibilities is vital for everyone at your company. Not just the new employee.
Outline the specific responsibilities of the role
Now that you better understand what skills and experience you need from each candidate, it's time to write the job description. List the specific responsibilities of the position. It's important to outline expectations and success metrics.
The responsibilities for a marketing role can vary depending on the specific position, size of the organization, and industry. However, in general, a marketing role could have anywhere from five to ten core responsibilities. This can depend on whether the position is entry-level or senior.
Some typical responsibilities for marketing roles might include:
- Developing marketing strategies and campaigns
- Conducting market research and analyzing data
- Creating content for various marketing channels
- Managing social media accounts
- Creating and executing digital advertising campaigns
Some day-to-day responsibilities for creative roles might include:
- Participating in brainstorming sessions
- Presenting and pitching creative ideas to clients or stakeholders
- Developing and executing innovative concepts for marketing campaigns
- Working with a variety of creative software, such as Adobe Creative Suite, Sketch, or Figma
- Staying up-to-date on industry trends and best practices
Notice some overlap here because marketing and creative roles often go hand in hand. Marketing and creative roles often go hand in hand because marketing is all about communication. Creative professionals are experts at developing compelling and visually appealing content that resonates with audiences.
List the required qualifications and preferred skills
It's the employers' responsibility to ensure the qualifications and skills listed match the duties and responsibilities needed. For example, if you are looking for a graphic designer to create visuals for your social media campaigns, requesting experience with Adobe Creative Suite is helpful.
It also lists the qualifications and skills you would prefer but not require. These can include soft skills like strong communication, organizational or problem-solving skills.
You might also mention any educational qualifications you prefer the person to have, such as a college degree or industry certification.
Highlight the company culture and values that you want candidates to align with
Company culture and values are an essential part of the hiring process - now more than ever. According to Teamstage.io 94% of entrepreneurs and 88% of job seekers say that a healthy culture at work is vital for success.
Team cohesion depends on ensuring potential employees fit in with the company's culture and values. Mention what you value in your team members, such as integrity, curiosity or ambition.
Company culture sets the tone of procedures, encourages productive collaboration and reflects an organization's values.
A strong company culture also serves as an effective recruiting tool. It helps attract talented individuals who share similar values and goals.
Furthermore, a healthy corporate environment can boost morale and foster constructive conversations, which leads to better problem-solving and innovation. A positive work culture encourages employees to strive for success.
It creates an atmosphere of collaboration and innovation, making achieving corporate goals easier. When personnel feels supported in their roles, they can develop innovative solutions freely.
Summary
Overall, marketing and creative roles work hand in hand to create compelling marketing content. The creative team brings their expertise to developing visually appealing and engaging content.
In contrast, the marketing team brings their knowledge of the target audience, market trends, and business objectives. Collaboration between the two teams helps create cohesive and effective marketing campaigns tailored to the audience's needs.
However, it's important to remember not all creatives have have an understanding of marketing. Reading analytics or developing a strategy. When you ask for too much from one person, you may create unrealistic expectations, resulting in less effective marketing.
Therefore, building a diverse and complementary team that can work together to achieve the company's marketing goals is essential. Be realistic and consider the necessary qualifications and preferred skills. Highlight the company culture and values you want candidates to align with, and confirm they understand their roles.
