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MCKINLEY’S MANTRAS What we’ve learned over 20 years of recruiting highly skilled marketing talent. 1995 to 2015 “During interviews I often ask questions solely to understand someone's thought process and logic. I'm a people person and am in the people business. Having the right experience is only a part of what's required of a candidate in our business.” ~Goldy Kamali, CEO, FedScoop A person is not a resume. Michelle Boggs, President, CEO and Co-Founder I often hear the following from McKinley’s new clients: “I don’t know why I can’t find a good candidate for this job opening! I’ve been sorting through hundreds of resumes, but I just can’t find the right person.” This statement reveals a fundamental problem of the traditional hiring process: resumes are not people. Resumes can tell us a great deal about a candidate, but to truly know if someone will be a good fit for your organization, you have to go beyond the resume. You have to understand their story. When I co-founded McKinley twenty years ago, I knew that recruiting needed to become more personalized. While we were still a few years away from the rapid-fire pace of online job applications, I saw the speed of business accelerating and the art of recruitment being lost in the process. So I developed a candidate vetting process that we still use today: each allows us to fully understand the strengths of each candidate: what motivates them, what has propelled their careers, and, most importantly, how and why the candidate’s behaviors and decisions fueled—or slowed— his or her accomplishments. Twenty years later, our unique “...to truly know if someone will be a good fit for your organization, you have to go beyond the resume. You have to understand their story.” McKinley candidate meets with at least three people within our organization, and we make sure that each candidate is interviewed by people from several different business units. This process Copyright © 2015 McKinley Marketing Partners recruiting process—and the underlying principle that a resume is not a person—is what helps us find the best marketing talent for our clients, again and again. www.mckinleymarketingpartners.com “The first thing to look for when searching for a great employee is somebody with a personality that fits with your company culture. Most skills can be learned, but it is difficult to train people on their personality. If you can find people who are fun, friendly, caring and love helping others, you are on to a winner.” ~Sir Richard Branson, CEO, Virgin Airlines Culture fit isn’t secondary. Susie Aubuchon, SVP, Client Services “Culture fit” used to be a subject that was breeched only at the end of a job interview— relegated to a category of “additional questions.” An interviewer would ask a candidate, “So, what do you like to do in your spare time?” or a candidate would ask “What’s the working environment like here?” and both parties would feel that they’d gauged the cultural fit question to a satisfactory degree. I’ve been with McKinley for more than a decade, and I’ve learned that cultural fit should never be a secondary consideration. As “company culture” has entered into the everyday language of recruiters and hiring managers, it’s become clear that an employee who fits well into the company culture actually performs better. A study conducted by RedPeg, a company that studies corporate culture, found that employees who were identified as a good cultural fit are nearly 20 percent more likely to be a top performer within an organization. This is especially true in marketing. When creativity, collaboration, and innovation are essential for success, a culture conflict can be distracting and damaging to progress. Copyright © 2015 McKinley Marketing Partners Companies have also realized employees—and the internal culture they create—are an extension of their brand. Before social media, internal culture truly existed in an enclosed bubble. But social media has erased this boundary. Now a company’s employees are public representatives of their brands, and the culture they foster and project will directly affect the clients and employees the company attracts. McKinley’s consultative recruiting approach enables us to fully understand the culture of each of our clients. We spend time in their offices and “Employees who are identified as a good cultural fit are nearly 20 percent more likely to be a top performer.” get to know their people before we send over any potential candidates. It’s one of the most important parts of our engagement with clients. www.mckinleymarketingpartners.com Leverage employees’ passions to maximize marketing strategies. Victoria Flood, Director, Business Development I work with clients in a number of fields—from hospitality to government contractors to nonprofits. While each client has industry-specific marketing objectives, companies across industries are constantly asking themselves the same questions: Which marketing efforts will deliver the most ROI? How can I do more with less? How can I avoid the disruptions and inefficiencies caused by employee turnover? My answer is always this: make sure that you create an environment for marketers that fosters creativity and “Create an environment for marketers that fosters creativity and innovation.” innovation. Hire a team with diverse skill sets. Discourage people from working in silos. Align individual strengths with specific initiatives, and, when appropriate, let your team’s passions, interests, and ambitions influence your marketing approach. Let your marketing team generate content (blog posts, white papers, etc.) or learn a new skill via a marketing campaign (social media, a new email platform, etc.). You’ll see a higher ROI because employees will put more effort into marketing strategies that inspire them. You’ll do more with less because you’ll be leveraging your team’s strengths, not dodging their weaknesses. And you’ll minimize employee turnover by letting employees do work that is truly meaningful to them. Your team’s passion is your best resource for authentic content and innovative strategies. Don’t ignore this asset. Copyright © 2015 McKinley Marketing Partners www.mckinleymarketingpartners.com Identify the problem you’re trying to solve, then find the person you need to solve it. About McKinley McKinley works with companies and organizations of all sizes to find the perfect marketing resource for their team. Our unique process goes beyond the traditional interview and enables us to fully understand our candidates’ capabilities, personalities, and work styles, ensuring that they will exceed our clients’ expectations and fit into our clients’ company culture. McKinley maintains a qualified bench of fully vetted marketing experts who are ready to fill roles across various industries and functions – from communications to digital marketing to project management – for however long they’re needed. Our own marketing expertise — combined with our carefully refined recruiting process – helps us deliver specialized marketing talent quickly. Christopher McKinley, Senior Director, Business Development Clients often come to McKinley when they need to fill a position—fast. When you lose a critical person on your team, the vacancy itself seems like the problem. But I always start by asking my clients, “What problem are you trying to solve? What goal are you trying to reach? What marketing objective are you trying to complete?” Framing the hiring need this way—focusing on what skill set and personality traits you need to solve a specific problem, as opposed to evaluating candidates to see how their skill set could be worked into the organization—is incredibly empowering. It helps our clients take a step back and concentrate on the skill set they really need, instead of focusing on simply finding a replica of the person they’ve lost or a resume with bullet points that are an exact match of the job description. But identifying the root problem is easier said than done. This is when an outside perspective becomes truly valuable. McKinley works with our clients to complete a holistic analysis of their marketing team—what are their objectives, what does their collective skill set and soft-skill set encompass—and then develop a long-term roadmap for maximizing their marketing talent base. Just like a marketing campaign, building a marketing team should be considered a strategic process—with clear objectives, milestones, and KPIs. Copyright © 2015 McKinley Marketing Partners www.mckinleymarketingpartners.com “Failure comes part and parcel with invention. On the surface, hiring people who have failed may not seem logical, but failing big teaches people how to address problems and take the right path the next time around.” ~Jeff Bezos, CEO, Amazon Marketers will become more influential in overall Business Strategy (so hire wisely). Martin Hendershot, Director, Client Services While marketing trends have changed, a solid understanding of traditional marketing will always be necessary for successful marketing teams. McKinley’s 2015 Marketing Hiring Trends survey found that the most companies are looking for candidates with expertise in marketing strategy and project management as well as digital marketing. However, companies reported that their future hiring choices would focus on digital expertise: digital marketing, content marketing, and data analysis. Copyright © 2015 McKinley Marketing Partners The increased demand for digital skills reflects marketers’ (and company executives’) growing confidence in the value of digital marketing strategies, most likely because it is now easier to measure the success of digital marketing efforts. Unlike many offline marketing tactics, digital marketing provides data and analytics about customer engagement, enabling marketers to measure ROI. SiteCore’s 2014 report on the digital marketing landscape found that 80 percent of surveyed organizations reported tracking ROI of digital marketing activities. However, with great data comes great responsibility. Marketers are increasingly influential in major business decisions. Gartner’s 2014 study of digital marketing budgets found that 42 percent of all marketers say that they participate in strategic planning and investment decisions that shape the business. Because digital marketing provides marketers with the tools and data they need to actively participate in directing business objectives, companies must recruit marketers who can transform the insights gleaned from data and analytics into successful long-term strategies. www.mckinleymarketingpartners.com McKinley works with you to find the perfect resource for your team – for however long they are needed. With a dedicated McKinley team member working to support your needs and a talented “bench” of vetted marketing talent at-theready, we can quickly provide professionals who match our clients’ marketing needs and company culture. If a qualified candidate is available, the turnaround time can be 24 hours or less. Visit www.mckinleymarketingpartners.com for more details about the talent network we have built. 111 Franklin Street @mckinleyinc Alexandria, VA 22314 Phone: 703.836.4445 facebook.com/McKinleyMarketingPartners Fax: 703.836.4554 linkedin.com/company/mckinley-marketing-partners