Looking for a strong marketing candidate is a little like looking for a strong sales candidate. You want to find someone who is good at forming relationships and can tell you the strengths and unique features of a product. Since marketing is so web-reliant these days, marketing candidates also need a lot of tech savvy and a talent for analytical thinking. They also need to be creative problem solvers: Anyone can learn to use Google Analytics and to read demographic data, but it takes more to assimilate that data, then propose solutions to challenges and improvements on strengths.
So how do you find the candidates with all of these qualities?
First, ask the right questions:
“How do you define marketing?”
A good candidate will talk about more than just tactics. You want to hear that the candidate understands the importance of gaining customer input, monitoring the competition and allocating resources effectively with your goals in mind.
“How would you define our company’s mission?”
A strong candidate will be able to answer, because he or she will have done his or her homework.
“As a member of the marketing team, how do you see your role in relation to [list various departments]?” You want a team player who can work effectively with everyone in your organization and understands how the role of marketing fits in.
“Tell me about your experience with market research.”
A good candidate will be able to tell you about acquiring, interpreting, and presenting customer data.
“What marketing skills do you bring to the organization?”
You want people with hard skills, so ask if they don’t tell you specifically about their experience producing direct mail campaigns, managing databases, handling press relations or performing other key functions.
Second, ask yourself the right questions:
- Does he or she understand that business is about being cost effective and understanding your customers?
- Does he or she have good people/communication skills?
- Would he or she fit into your organization?
Listen to your candidates’ answers, not only to what they say but how they say it. If they exhibit the right combination of people skills, business knowledge and technological know-how, you know you’re headed in the right direction.