You may have already experienced this unpleasant experience: you hire a “professional” web marketing, and you realize after a few days or weeks that this person is unable to do what you hired him for. Finding a good web marketing pro is not easy. We do not hire a web marketer as easily as an accountant.
Even hiring a developer is simpler: you offer him a test program, and if the test is successful, you know you have a competent person in front of you. In marketing, testing is more difficult and training, CV or even previous experiences are not always sufficient to actually assess the person’s skills.
If hiring a web marketer is clearly not the simplest thing in the world, it’s far from impossible mission. In this article, we offer three tricks to make sure you make the right choice and find good marketers. But before, let’s start by trying to understand is that also difficult to hire a web marketing pro.
Why it is difficult to hire a (real) web marketing pro
There are three reasons why hiring a web marketing pro is often very difficult.
The first answer that comes to mind is difficult to move forward, but nevertheless it is necessary: the marketers are excellent baratineurs. There is no question here of making the marketers pass for malicious and unsavory people. In fact, it is structural. It’s impossible to mess up a long time trying to pretend to be a seasoned developer. We are quickly unmasked. When hiring a marketer, it is much harder to verify or test the skills. Reason why some web marketers take advantage to tell stories and sell skills they do not always have. In marketing more than in any field, it is quite easy to talk about things you do not know while appearing credible.
Marketers also tend to attribute feats for which they are not entirely responsible. For example, when a web marketer boasts of having increased the revenue of a company from x to y in one year. The growth of a company’s income is always the result of the work of several professions: engineers, salesmen, managers, etc. If a marketer claims that he has tripled a company’s turnover, ask how it contributed to that growth in practice. This is what he will answer that is really interesting and that needs to be taken into account. We will come back to this later.
The educational system is bad for the trades of web marketing
When evaluating a person’s CV, particular attention is given to the schools or universities in which they have been trained. When looking for a web marketer, the graduate course is not a good indicator of skills. What marketers learn at university or in the grandes écoles is only theoretical knowledge. This is in any case true in the vast majority of higher education institutions. Not to mention the fact that one can very well with tracking a marketing training without ever having worked web marketing (inbound marketing, social networks, email marketing…). Even if things evolve gradually, the current educational system remains inefficient in the teaching of web marketing. It is not because one leaves HEC Paris that one is a good web marketer.
Most web marketers – even the youngest ones – have trained themselves, attending conferences or webinars, reading background articles on the internet, taking online courses, interviewing professionals, Keeping abreast of the latest trends, etc. The intention is not to blame the education system. In fact, this is still a structural problem: web marketing is evolving too fast to be the object of a quality education. The programs should be changed annually.
When you want to hire a web marketing pro, you have to be more interested in the actual experiences of the candidate and his achievements than in his / her academic / academic training.
# 1 Ask the right questions during the interview
Toyota is known to be the inventor of the “5 whys” method, which allows to unravel the causal relationships in simple or complex problems in order to trace the root cause. Why talk about this method of problem solving? Because we could, on the model of “5 forks”, invent the method of “5 how” to evaluate the skills of a web marketing pro. There, it is not a matter of going back to the root cause, but of determining precisely what a candidate has accomplished.
Suppose we are in recruitment interview. You ask him what he has accomplished in his previous experience. He replied: “I have increased the turnover of company X from 10,000 to 100,000 euros in one year.” It is from there that everything begins and you will successively ask him 5 questions in the form of how. First question: “How did you get this result? “. The candidate will answer something like: “Via content marketing and guest posting”. Second question: “How could such rapid growth have been achieved by these means? “.
Otherwise, how did the candidate use the means he indicated to obtain the result communicated at the beginning? The candidate will respond, for example, that they post three articles online per week and publish them on sites such as x, y, or z. Third question: “How did you do to promote your articles? “. Candidate response: We shared the articles on Facebook and Twitter. Fourth question: how much traffic did it generate per month? Candidate response: 1,000 visitors. Fifth and final question: how did you convert this traffic into revenue? Candidate response: by placing CTAs and a form on the blog.
These successive questions make it possible to enter progressively into the details and to bring the candidate into his entrenchments. With this method, you can quickly get a good idea of the person in front of you. In the example below, the candidate should have been asked for clarification on each of the questions. The answers given here are far too deficient. To understand the level of accuracy you would expect from a candidate, let’s get back to question 2: “How did you get such rapid growth through these means? “.
A reply worthy of the name should look like this: “We started by posting two articles a week on the company blog. One article became viral and was successful in generating 20,000 visits. Then we asked experts on our topic to write content for us. We also targeted blogs with high traffic in connection with our theme and proposed them of the guest posting. All this allowed us to acquire a great legitimacy on the web and allowed us to benefit from the audience of influencers.
In the third question (“How did you do this to promote your articles?”), A relevant answer would be, for example: “We identified and targeted community platforms about topics related to our activity and shared our articles. We also created a fan community on Facebook and tried to engage our target on this channel. For the last question (the fifth), here is an example of a dense response that you are entitled to expect: “We have set up CTAs on all the pages of our articles, in connection with the subjects covered in our articles. This allowed us to boost our conversion rate to 3%, which is 600 leads per month. We were able to convert 5% of these leads, on average 30 leads, each lead having an average value of 3,000 euros.
In most cases, the answers you get will be closer to those proposed earlier than those that we have just formulated. How do you get a marketer to talk? How to push him in his entrenchments? How to ask him to detail his achievements? Answer: by being yourself a web marketing pro. Hence the second rule.
# 2 “Only marketers should hire marketers”
If many companies can not find real pro in web marketing, it is partly because the people in charge of recruiting these people do not know enough about themselves in web marketing. To effectively engage a web marketer, the interviewer must be a web marketer – or at least have a good knowledge of the subject. After all, would you let a marketer hire a develop or accountant? The answer is of course not. “Only marketers should engage marketers” is a common sense rule. A person who has no web marketing skills will not succeed in asking the right questions in the interviews, will not necessarily understand what the candidates are saying, focus on bad metrics … and ultimately choose bad candidates.
So you have to hire a marketer to do the interviews. He alone will be able to use the method of 5 how effectively. He alone will be able to ask the right questions and can determine, depending on the answers given, whether the candidate is a web marketing pro or not. Note: There is a gulf in theory and practice, especially in the field of web marketing. Reading blog articles does not make you a web marketing pro. What if no one in the company has marketing skills? Call a friend or a member of your network.
# 3 Test the candidates
It is good to put candidates to the test, asking them to show you achievements. If the candidate writes articles about web marketing, ask him to show you articles he has written. If the candidate has set up a project (website, Facebook campaign, promotion of SaaS software…) alongside his main activity, ask him to present it to you. This allows you to learn a lot about how the person works and how to run a project. In short, you will learn a lot about the actual skills of the candidate. Much more than with a resume!
If the candidate has nothing to show you, offer him a small exercise or create a marketing plan to find out how he works. You have no idea of exercise? Here’s one: After describing your company, organization and objectives, ask the candidate what he would do with an envelope of 5,000 euros to develop the company. This short question will allow you to quickly and efficiently decide between the candidates!
With method, it is not so difficult to recruit a really pro pro web marketing pro. But that means changing your approach, revising your recruitment method. Do not focus more on the CV, but on the results obtained by the candidate in his previous experiments. To learn more about this subject, we recommend reading this article from Markentive dedicated to the recruitment of digital marketing directors.
If you want to hire more specifically a web project manager, we recommend reading this well designed article from emarketer.com.
It is difficult to assess the skills of a marketer from a resume
One can not evaluate the skills and professionalism of a web marketer by analyzing his resume. This is why, to the limit, companies should not even ask for the CV. If you rely on this document to choose a candidate, you are likely to regret it. The CV does not provide detailed information on the candidate’s professional experience. When you want to hire a web marketer, ask for blog articles written by the candidate or documents showing some of his achievements is much more relevant. You need to know what the candidate actually did in the past.
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