E-commerce Link: Hiring 3.0
You're looking for the always-on digital natives who "get it." The skilled men and women who can get the social marketing job done. But in times where sales and leads trump Facebook friend and Twitter follower counts, how can you hire outcome-driven talent?
Let's be honest: Almost anyone a little Web-savvy can teach you to set up a Facebook page. But you'll be hard-pressed to make that Facebook fan or profile page pay consistent, tangible dividends alone.
If you want to improve social marketing ROI quickly, look no further than your hiring practices. Who you hire—and how you go about it—can make all the difference. Here are two tips that will dramatically improve your social marketing programs:
Tip 1: Adjust Your Expectations
In the best selling book, "The Secret," top success gurus discuss "the law of attraction." The law states, in essence, that humans "attract to us" what we project to those around us. Said differently, if you want something better in life, you must outwardly project better things toward others.
I recently read a job description for a social marketing manager stating a handful of core qualifications that showed a remarkably high expectation of social media marketing know-how. The hiring company expected the new hire to "credibly validate campaigns and programs against business goals."
This employer clearly expects tangible outcomes. The hiring company is projecting an expectation of excellence, signaling "we need more than someone who will push buttons and come to meetings with a surface level/dashboard analysis."
The description also states prospective employees must have a "track record of success and leadership in demonstrating the measurable impact of marketing programs to executives from diverse backgrounds (e.g., sales, marketing, finance)."
Again, the company is signaling that new hire prospects need to be using correct success metrics. For instance, they need to know about customer lifetime value, not Facebook friend count.