The Problem and the Solution of Hiring Talent
Experiences sell now, not products and services, says Lynn Baus, Shaw + Scott’s VP of digital experience. So brands need to hire marketers who create “incredible tailored and seamlessly holistic” experiences in this customer-first space.
These are complex new marketing roles calling for highly skilled personnel, she says.
“For brands, the search for marketing talent can be frustrating,” Baus says. “Navigating the complexity required to execute a cohesive experience often requires not only expertise with the areas of strategic, analytical and creative thinking, it also requires those experts to have some cross-domain knowledge. Individuals who can not only provide valuable expertise, but also communicate and collaborate effectively with cross-functional players comprises a small pool. The demand for this level of marketing talent simply outstrips the [supply].
“In emerging fields, such as User Experience,” she continues, “it can be difficult to identify which candidates have the capabilities and skills that would push the brand forward, because a successful pattern hasn’t yet been set.”
If readers look at the “UX Specialist” subhead in the main story, they’ll see that what Baus is saying about this role is quite true.
“Finding the right candidate often requires introspection on the part of the brand to understand how advanced their need for customer insights is,” she says, “and [whether] they should invest in a generalist to help build broad insights across many aspects of the customer experience or a specialist that allows deep dives in parts of that need.”
Some decisions are less complicated.
“In roles which have a longer history, such as data analytics,” Baus says, “the perception that analytics is focused mainly on reporting or number-crunching can dissuade many data science candidates from pursuing this type of position — because it can be perceived [as] lacking strategic or creative potential. During the recruitment process, it’s important to communicate an emphasis on providing insight and the influence on strategic outcomes to draw in candidates with the curious mindset essential to marketing efforts.”
To learn more about how to build a balanced team with the right talent, check out Build the Ultimate Marketing Team.