Red Flags to Watch for When Hiring Your Next Marketer

Looking to hire your next marketing superstar or hunting for a new marketing gig? Navigating the current marketing job market can feel like walking through a minefield. On our latest episode of Blame It On Marketing, we dove deep into the key red flags to watch out for and the green lights that mean "You're in the right place!" With insights from recruitment guru Brian Fraser, here's what you need to know.

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The Evolving Marketing Job Market

Brian Fraser, Head of Marketing and Digital at a boutique recruitment agency in Scotland, shared his take on how the marketing recruitment landscape has shifted over the past few years. Reflecting on the pandemic era, he noted:

"Back in 2020, if you weren't online, you didn't exist. Every business and agency was scrambling to ramp up their digital presence, leading to a fierce competition for marketing talent."

Since then, while the demand for digital marketers remains strong, the playing field is leveling out. Brian observes that businesses are now more cautious, influenced by economic uncertainties like the war and fluctuating budgets. This has made recruiting marketers both a challenge and an opportunity.

Shifting Priorities: What Marketers Want

Post-pandemic, there's been a noticeable shift in what marketers prioritize in their roles. Emma and Ruta highlighted several key changes:

• Flexibility and Hybrid Work: While fully remote became the norm, there's now a strong preference for hybrid models that offer the best of both worlds.
• Learning and Development: With marketing tools and strategies evolving rapidly, continuous learning opportunities are a top priority.
• Work-Life Balance: Companies that respect personal time and offer flexible schedules are more attractive to top talent.

Brian adds, "The majority of people are looking for hybrid setups where they have the independence to work from home one day and collaborate in the office on another. They value being treated like adults, with trust and flexibility rather than strict day-to-day schedules."

Spotting Red Flags in Job Descriptions

When it comes to job ads, Brian is particularly picky. Here are some red flags he warns both employers and job seekers to watch out for:

• Lack of Benefits: If a job ad doesn't list any benefits, it might indicate internal issues or a lack of investment in employees.
• Buzzwords and Overhyped Titles: Terms like "rockstar," "ninja," or "world-class" can be off-putting and often mask a lack of genuine substance in the role.
• Unrealistic Expectations: Job descriptions that ask for a marketer to handle everything—from social media to PPC to SEO—are setting up for failure. Emma rightly points out, "If you need a marketing generalist to do everything, that's not a job you want."
• Salary Omissions: Not listing salary ranges can be a red flag. It might suggest disparities or a lack of transparency within the company.

Brian emphasizes, "A decent job ad should be like a billboard. It should lure in the right candidate by clearly outlining what makes the role and the company attractive."

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Green Flags: What to Look For

On the flip side, there are several green flags that indicate a job or company is worth considering:

• Clear Role Definitions: Job ads that specify responsibilities and the tools you'll be using show that the company understands what the role entails.
• Transparent Communication: Companies that provide detailed information about team structures, reporting lines, and career progression opportunities.
• Strong Employer Value Proposition: Businesses that clearly articulate their values, culture, and what makes them unique are more likely to attract the right talent.
• Realistic Expectations: Job descriptions that acknowledge the need for learning and development, and set achievable goals for new hires.

Emma shares her approach: "When I write a job description, I include specific details like the tools we use and the support you'll get from the senior leadership team. It shows that we've put thought into what the role genuinely requires."

Interviewing Tips: Asking the Right Questions

Both employers and job seekers have roles to play during the interview process. Brian advises on how to navigate this two-way street effectively:

For Job Seekers:

• Understand the Business: Research the company's financial health, growth plans, and how marketing fits into their overall strategy.
• Ask About Culture and Values: "73% of candidates want to work for businesses that align with their morals and values," says Ruta. Don't hesitate to inquire about DE&I initiatives or team-building activities.
• Clarify Role Expectations: Ask about daily responsibilities, team dynamics, and what success looks like in the role.
• Inquire About Growth Opportunities: Understand the potential for career advancement and how performance is measured.

Ruta adds, "Don't be afraid to ask about the company's runway, especially in startups. Knowing how long they can sustain operations is crucial."

For Employers:

• Focus on Results: Ask candidates to share specific successes and the metrics that demonstrate their impact.
• Evaluate Emotional Intelligence: Understanding how a candidate handles failures and stress is vital. Questions like, "Tell me about a time something went wrong and how you handled it," can reveal a lot.
• Be Transparent: Share details about team structure, company values, and what the role truly entails to attract the right fit.
• Encourage a Conversational Interview: Create a relaxed environment where candidates feel comfortable sharing their authentic selves.

Brian emphasizes, "Interviews should be a dialogue, not an interrogation. Building a connection can help both parties determine if it's the right match."

Final Takeaways

The marketing job market is more competitive and nuanced than ever. Whether you're hiring or seeking a role, being aware of these red and green flags can make all the difference.

• For Employers: Craft clear, honest job descriptions that reflect your company’s values and the true nature of the role.
• For Job Seekers: Don't shy away from asking tough questions. Ensure the role and company align with your career goals and personal values.
• Both Sides: Remember that interviewing is a two-way street. It's about finding a mutual fit for long-term success.

As Ruta aptly puts it, "A new job is a huge risk, so make sure you're assessing the company as much as they're assessing you."

Ready to navigate the marketing job market with confidence? Keep these insights in mind, and you'll be well on your way to finding the perfect match.

Join the Conversation

Have your own experiences with hiring or being hired in the marketing field? Share your stories and tips in the comments below or tune into our podcast for more spicy discussions!

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