Hire Marketers With These 4 In-Demand Skills
Marketing teams are making significant investments in new hybrid thinkers, especially in martech and analytics. The most in-demand marketers are those who have skills beyond the silos of a professional title.
Here are the qualities CMOs should look for in award-winning talent:
Hire Marketers With Curiosity and Passion to Represent People
The most in-demand roles are available in martech and analytics. In martech-related positions, agencies look for employees who make insights actionable. It’s all about creating a personalized experience for the consumer. Successful marketers have the innate curiosity to discover what makes people tick and put those insights into action through personalized web experiences.
In analytics, agencies are looking for people who are proactive about insights. Not only do you need to anticipate the questions provoked by the data, you need the answers ready for clients. By anticipating and answering questions, the goal is to provide more in-depth questions that lead to deeper insights. Employers look for passionate people who have answers to questions they haven’t even thought of yet.
Hire Bridged and T-shaped People
It’s time for people to branch out. For so long, people have been put into silos where they can certainly hone skills, but only specific ones.
“We look for people who are marketers and technologists. The skills from each of these disciplines give tremendous value to the nontraditional teams agencies are forming,” said Patrick Smith, chief strategy officer of Bader Rutter.
The bar has been raised for analytics. No longer can data analysts keep their heads down and crunch numbers. Knowing how the tools work is the first building block in becoming a great analyst. But to be in demand and keep up with the next generation of marketers, you must be a great communicator. Not only can you come up with the numbers, but you must also be able to explain the impact of what the data shows. Being able to translate and articulate data is what employers are looking for in analysts.
Hire Marketers With the Ability to Walk the Talk
In the past, marketers often landed new jobs based on titles that imply great experience.
“To say you know Marketo or have exposure to marketing automation is one thing, but today’s platforms have such rich capabilities, we’re more interested in seeing what you can do,” said Kelly Trantow, lead activator of digital marketing at Bader Rutter.
Trantow detailed a recent interview with a candidate who could talk through several campaigns, but her fit was revealed when she sat down with Trantow, logged into the Marketo platform and moved through its functionality.
Marketers have learned to market themselves, and great personal case studies of results and optimizing campaigns are the sorts of stories interviewers want to hear. But functional proficiency is mandatory as well, and the new normal is being asked to demonstrate that proficiency.
Hire Marketers With a Modern Mindset
Marketers who can connect the dots have the mindset employers are looking for in candidates. When transitioning from job to job, it’s rare that marketers are cloning their role in a company. Candidates are being challenged to be multifaceted in an industry that is rapidly changing. Employers look for candidates who can sell themselves by translating and applying their skills to other channels. Disciplines will always evolve and change but having the right mindset can keep marketers in demand.
“Be hungry for more situations that challenge your thinking. Challenge the norm and go beyond your set tasks by plugging yourself into another team’s status meeting. What can you learn from others?” asked Steven Fischer, director of digital development at Bader Rutter.
This modern mindset is the key to succeeding in the advertising industry. Marketers who can connect dots between disciplines and embrace change will succeed in any role.