Lynchpin Biomedia

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Great Marketing Hires

Jul 26, 2013

Social & Media Experience Needed

I streamed “The Lord of The Rings: The Return of the King” through Netflix on my Apple TV last weekend. The assault of CGI graphics made me think of how technology has changed the way I digest content. Since The Return of the King took Best Picture in 2003, a few mind-altering communication revolutions have come into being; namely Facebook, YouTube, Twitter, smart phones and their never-ending supply of apps.

For good or for bad, the ever-evolving world of communications and social media has changed both the content we digest and how we digest it.  As a result, the entire marketing toolbox used to influence target audiences has changed, too.

One problem hiring managers face is being hardwired to searching for the same type of talent even in the face of such dramatic change. The gut says to do one thing, while the left side of the brain says another. Case in point: Look at the chart below and say the COLOR of the word, not the word itself:

BLUE  RED  GREEN  RED PURPLE
RED  GREEN YELLOW BLUE
PINK  RED  BLUE  PURPLE GREEN

Being hardwired can suck. Just look what it is doing to your search for the best marketingcommunications candidates:

After a review of 33 job descriptions for mid-level marketing positions on Monster.com, the following profile of experience emerged as the heir apparent candidate for today’s marketing departments around the nation:

  • Social media and SEM experience a must

  • 3+ years marketing or related experience

  • Degree in business, preferably in marketing

  • MBA highly desired


Oh yeah, and candidates should also be highly motivated, fast-thinking, oral communicators.

Really? You want a politician?


This is who you should hire for your next marketing position:


A former Google programmer who designs Facebook-like social network?
Nope.  Programming is and will always be a necessary skill, but one that does not translate into marketing effectiveness.  Marketing is, in its simplest form, the influence of behavior through communications. Zeros and Ones are the vehicle, not the message.

A newly minted MBA, with an undergraduate degree in marketing?
Not so fast. Academia is great for institutional skills like accounting and statistics. Few would argue that academia prepares students for fast-paced and ever-changing landscapes. The 5,000 word essay is now a 140 character Tweet.

A journalist?
Yes. There are no greater content generators than journalists. They get to the facts, are critical thinkers, know deadlines, and have an anchored moral compass. A journalist’s nose for sound-bite-facts translate seamlessly into today’s communications menu. “Journalists are great at understanding an audience and creating content that buyers want to consume—it’s the bread and butter of their skill set,” says David Meerman Scott. Gone are the days of “clever” marketing.  In today’s blood-raw world of “everyone’s a whistle-blowing critic”, facts, truth and great content are what create influential, sustainable marketing communications.

Your marketing gene puddle may be running dry on great content and applicable skills, and long on meetings. Adding a power content generator that is soft-wired to navigate a fluid world with influential content can make your marketing communications stand out for a long, long time – maybe even until the next Academy Awards, which I plan to watch on my 4D, cloud-based smellovision.

Don’t just hire. Hire smart.

 
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4 comments
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Jarod Weathers
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Jason Jasura
Great article.