Download MARKETING`S FUTURE

HIRING &
DEVELOPING
NEW SKILLS TO MEET
MARKETING’S FUTURE
ROSEANN HARRINGTON
Vice President
Marketing, Communications & Community Relations
Hiring the
Right Person
for the
Right Job
at the
Right Time
TOP 4 TAKEAWAYS
FOR PARTICIPANTS
1. Examples of the key attributes, skills and qualities necessary for
a marketer to thrive in your workgroup, company and industry
2. Best practices on how marketing professionals are bridging the
gap between IT, customer service and finance to optimize the
customer experience
3. Insight on what the new generation is looking for in a job and
organization so you can create an environment that is attractive
to top talent
4. Benchmark your marketing staff requirements against
industry standards
#FrostMAR
“Marketing has become too important
to be left just to the marketers.”
-Harvard Business Review
TRADITIONAL COMPANY STRUCTURE
Company
Marketing
Finance
IT
Customer
Service
MARKETING’S NEW ROLE
Decisions at the Seams
Marketing works with other functions at its boundaries to make and execute shared decisions.
SOURCE: HBR – Decision-Driven Marketing, July-August 2014
http://hbr.org/2014/07/decision-driven-marketing/ar/2
NEW MARKETING TEAM MEMBERS
THINK
FEEL
SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014
DO
THINKERS
Focus on data and analytics
• Architecture and modeling director
• Digital privacy analyst
• Market data analyst
• Senior data architect
• Senior data modeler
• Web analyst
SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014
FEELERS
Focus on engagement
• Customer service representative
• Member engagement coordinator
• Online community manager
• PR executive
• Social media community manager
• Usability specialist
SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014
DOERS
Focus on content and production
• Concept creator
• Designer
• Digital studio producer
• Marketing content manager
• Senior digital content strategist
• Web design production specialist
SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014
WHAT THE NEW GENERATION WANTS
YOUR
BRAND MATTERS!
HOW DO I FIND
The Right Person for the Right Job
at the Right Time?
STEP #1
DEVELOP A STRONG JOB DESCRIPTION
•
Hit the pause button
•
Don’t recycle job descriptions
•
Identify gaps in team skill-sets
•
List requirements for the job
•
Rank skills by must have, should have or could have
•
Cleary identify the work environment
•
Determine whether you need an expert or are willing
to train someone with potential
•
Identify the level of socialization required
for the position
•
Weigh an internal vs external selection process
STEP #2
WIDE PROMOTION OF POSITION
•
Broadcast position
description to your
contacts, including peers,
via email & social media
•
Include a short job
description, information on
the company, position title,
responsibilities, salary
range, qualifications
and supervisory
requirements
•
Post on trade
association sites
STEP #3
DEVELOP A MULTI-STEP SELECTION
PROCESS THAT ENSURES A GOOD FIT
•
Determine the number and type of interviews and
who will be included
•
Clearly define selection process expectations
•
Walk applicants around the office
•
Simulate the work environment and discuss the
corporate culture
•
Discuss the required level of professionalism, pace,
socialization, structure and overtime
•
Check references
•
Obtain samples of work and conduct assessments
STEP #4
MAKE A GOOD OFFER
•
Be timely
•
Make a competitive offer
•
Be creative in your compensation
including benefits, vacation,
overtime, financial incentives,
memberships,
tuition reimbursement
•
Highlight your
company attributes
•
Put it in writing
STEP #5
SUCCESSFUL ON-BOARDING
•
Have a plan for their first day
•
Have someone introduce
them around the office
in order to make them
feel welcome
•
Find a project they can
work on with others
•
Schedule time to see how they are doing
•
Make them aware of any staffing changes
especially if it involves their direct
supervision
QUESTIONS?
ROSEANN
HARRINGTON
Vice President
Marketing, Communications &
Community Relations
Twitter: @bizwomanhandbk
Email: [email protected]