Posts Tagged ‘selection’

How to Hire a Marketing Person Part 1 – Before Interviews

February 27, 2017 Leave a comment

I wrote a post on onboarding a new marketing person, but realized that I haven’t posted about how to find that great new marketing person.  Finding a great person is difficult and a key responsibility for a hiring manager.  You want the hiring process (the paperwork, the job description, interviews, etc.) to be done as efficiently and accurately as possible.  This post will focus on what to do before the interviews start.


Follow this process when hiring someone for your marketing team:

  1. Write up new hire request and get approval from the necessary individuals. This includes figuring out salary range and adding this cost to the budget (including the overhead).
  2. Create the hiring plan including the time line for the hiring.  Share the plan with others in the company.  The hiring process could be 10 weeks or longer from approval to new employee start.  Make sure you take consideration of company events, trade shows, vacations and holidays when creating the time line.  The time line could be something like this:
    • Get approval and create plan
    • Do the posting of the job opening to the job boards & update website (1 day)
    • Gather resumes (2 weeks)
    • Review resumes (1 week)
    • Select top candidates (up to 15) (1 day)
    • Set up phone call interviews (1 week)
    • Hold phone call interviews (1 week)
    • Select top candidates (up to 5) (1 day)
    • Set up face to face interviews (1 week)
    • Hold face to face interviews (1 week)
    • Make determination (1 day)
    • Make offer and send paperwork (3 days)
    • Possible new employee gives notice to previous company (2 weeks)
    • Start date of new employee and onboarding start
  3. Finalize the job description.   Take your time on this important task for attracting great candidates.  Watch out for corporate-speak or terminology that is only known by those in your organization or a specific industry.  Watch out for acronyms.  Candidates might get confused if they don’t understand the terminology and therefore might not apply for the position.  Look at the description from the eyes of a job candidate.  Multiple folks should review the job description before posting.  A job description contains 4 parts: title, responsibilities, requirements and company information/benefits.
    • Make sure the job title clearly states what the job is all about.  Title is the 1st thing that attracts a candidate to a job opening.
    • Determine the job responsibilities for the position.
    • Determine the skill requirements for the position.  Mark which skills are necessary and which ones are added bonus.  Include what technologies they need to know.  Mention the level of education and experience you require for the role.
    • Firm up company information and benefits such as if relocation would be paid for.  Benefits should be beneficial to all genders, races and ages.
  4. Look at your job description before you post, answer the following questions and make adjustments:
    • Will the job description turn off qualified job candidates?
    • Are there too many skills required listed and are they too stringent?
    • Is there any  company specific terminology that will confuse job candidates?
    • Are the mentioned benefits unspectacular?
  5. If new position, update your organization chart.  Be clear on who the position reports to and who reports to the new hire.
  6. Determine where to find your next employee.  Consider posting on Glassdoor, LinkedIn, Indeed and ZipRecruiter sites.  Determine if you want to use outside recruiters or not.  If you have an internal recruiter, discuss with them the hiring plan.
  7. Post on the selected job boards and contact the selected recruiters.  Put the job description on the organization’s website. Make sure your career page on your website is accurate, interesting and showing your organization’s culture.  Send out an internal announcements to staff about the opening.
  8. Determine resume submission close date.  Depends on how many resumes you have received.  When you get around 100 resumes you should consider closing down the resume submissions.  Update the job boards by removing the position.
  9. Get resumes into one place.  I suggest numbering the resumes and putting them into a spreadsheet to keep organized.  You need to select the reviewers.  Have two individuals review the resumes.  Make sure the reviewers know the due date for review completion.
  10. Review resumes and select top candidates (up to 15) for phone interviews.  I would score each candidate on a scale of 1 to 10 with 10 being high.  Select the top ones by combining the scores but give each of the reviewers 1 to 2 candidates that they can select for the phone interview no matter what the other person thought of them.  Notify the candidates that were not selected.  And then notify the selected ones and schedule the interview call.

Feel free to read the second part of this hiring series on hiring process once the interviews start.  Hiring is one of the most critical responsibilities of a manager.  It is not easy.  It takes time and energy.  A bad hire can be stressful for a manager and possibly disastrous for an organization.  Be organized and do what is necessary to hire a great marketing person.  Please let me know your thoughts on hiring.

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Organization Videos – Show Time Part 2

July 18, 2016 Leave a comment



This post is part 2 of a two part blog post series on the value of videos for an organization (a company, law firm or non-profit) and how to create these videos effectively and efficiently.  Part 1 discussed the reasons for your organization to have videos and the different types of videos.  Here is the link to that post.  This blog post will discuss how to select a video vendor and how to make the videos more effective.

So how do you select a video vendor?

Well, my friend, Jayson Duncan, who is Chief Storyteller of Miller Farm Media, wrote an excellent blog post on “Eleven Tips for Hiring a Video Production Agency“. Check it out.

Here are some additional thoughts from me:

  • Get feedback from other team members including what vendors to contact.
  • Pick a selection team and discuss the objectives.  Publicly put the objectives where others can see them.   And firm up the 3 video vendors that will be brought in.
  • Don’t waste the video vendors’ time.  Be prepared. Know what your budget will be for video and what you want to accomplish.
  • Meet with the 3 video vendors and have them show you some examples.  Also have them give you an estimated quote for a project so that you know if you are in alignment with them in regards to pricing.
  • Have the selection team meet, vote on their choices.  Pick the vendor that is the best fit or make the decision to look for more candidates.

Make sure that your vendor is knowledgeable, has the necessary equipment and is the right culture fit.  It probably will be an obvious choice.

How do you make your videos more effective?

  • Where it makes sense, use graphic pictures, voice over and music so that the compelling message can be conveyed.
  • Be engaging.
  • Don’t make them too long.  People are busy. Keep it short. Even if it’s got humor; because after someone laughs they’re ready to move on.
  • It should always be about the viewer and not your organization.
  • Pick a style that fits your target audience.  You need to identify your target audience and determine what videos would work best for the audience.
  • Be consistent with branding and messaging.
  • Post your videos on YouTube but also post the videos on another video hosting service such as Wistia.  You can do better call to actions and tracking with Wistia which also integrates with HubSpot Marketing Automation Solution.
  • Be nimble.  Don’t do a year long video plan and budget for a certain type of videos.  Take advantage of opportunities.

Hope that these 2 blog posts helped you understand why your organization should have videos, the types of videos available, how to select a video vendor and the best way to make the videos effective.  Feel free to let me know what are your thoughts on videos for organizations.

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