What's stopping you from finding a marketer?

[subornaakter24]

Quite often employers fail to formulate their wishes correctly. Develop a marketing strategy? We don’t need that. We would like to set up a website, negotiate with the press, shoot a good commercial, design a flyer… They say SEO is very popular now. We don’t quite understand how it works, but we need it.

Therefore, it is not always possible to occupant resident lists make the right decision, and people who cope well with individual production tasks, but are not able to influence the overall performance and development of the company as a whole, are hired for this position.

What's stopping you from finding a marketer?

As a rule, employers and HR departments, when hiring a new employee, act according to the formula: a resume indicating education, professional skills and experience (40%), interview results (40%), reviews and recommendations from previous employers (20%). During the interview, the candidate will have to answer a number of standard questions: work experience, what duties he had to perform, the reason for leaving, expectations from the new position. Moreover, such skills as strategic thinking and solving business problems are usually not assessed.

If you are interested in how to find a good marketer, then you need to act differently. This is explained as follows:

A marketer becomes good only in the process of work. A specialized education is not an indicator of professionalism, it is important to be able to apply the acquired knowledge. A marketer must be flexible, able to think quickly and navigate the situation. Such a specialist must constantly engage in self-education and implement the acquired knowledge in practice, applying new techniques and methods to a specific product. Agree, no university will instill such skills - this is a matter of practice!

Marketing expertise is a relative concept. Experience comes with time, but during hiring it is only taken into account if the candidate held a position that entails personal responsibility, such as heading a department or project.

Most professions have a clear list of responsibilities, for example, a doctor always treats, and a teacher always teaches. Unfortunately, a marketer cannot be included in this list, since different companies have different requirements for them. An applicant can write in a resume that he "promoted new products", although in reality he was an ordinary employee of the department, whose responsibilities consisted of coordinating advertising publications.

It is also quite common to see marketers who are great at one product and then try to apply their skills to another, without taking into account either the specifics of the industry or the features of the new product itself.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Interview with the applicant. This is a rather important stage, but it happens that the person who conducts it (manager or HR specialist) may not have full information about the functional responsibilities of the marketer, so a candidate for the position, who has a good command of terminology and uses it appropriately, can easily mislead him about his skills and abilities.

If a candidate starts talking about Kotler, a marketing-savvy manager will have a strong desire to interrupt him and advise him to try his luck at a company specializing in research. Of course, Kotler is a significant figure in marketing, but what matters to an employer is not the candidate's theoretical knowledge, but his practical skills.

The position of a marketer is quite specific. For example, the list of duties of a general practitioner does not depend on where he works: in a hospital in a big city or a small town. With a marketer, things are completely different - he has to solve business problems taking into account specific conditions.