How do I hire the right digital paid media pro for my company?
The power of digital paid media is extraordinary. You can boost brand awareness, amplify your reach, enhance your targeting, maximize your content marketing, and gather incredibly finite market insights. However, not all digital paid media professionals are the same. In fact, their skills and experiences vary quite a bit. Answer these four questions before you hire your next digital paid media pro:
What communication responsibilities will they have?
Digital paid media pros may be part of an account team, a marketing team, a large digital paid media team, or they may work largely alone. They may have direct communication with clients or business stakeholders.
Answer this question: What communications will be critical to the success of the role? Consider what skills and experiences will be necessary. Then, consider giving a written communication assessment. Simply ask candidates to respond to specific questions that are relevant to the success in the role. If you don’t have this capability built into your HR software, then Google forms is a handy tool.
What evangelism or new business responsibilities will they have?
Stakeholders, clients, and marketing teammates can all benefit from a greater understanding of digital paid media. The evangelism or new business responsibilities of digital paid media professional will vary depending on the organization, campaign, and stakeholders.
Answer this question: What evangelism or new business responsibilities must the person in this role have? If the role requires influential communication, then hire someone with the appropriate abilities. Consider what skills and experiences will be necessary, and then select a candidate who can handle the required level of influence.
How hands-on will they need to be?
A digital paid media pro may work entirely in strategy or completely in vendor oversight. Or, they may work entirely in hands-on campaign creation and optimization. A large percentage of digital paid media professionals work somewhere in the middle.
Answer this question: How hands-on will this person be? In order to set appropriate expectations and hire the right person, determine how much of each of these skills and experiences a candidate must possess. Then, select a candidate who desires and can handle the required level of hands-on involvement.
What should they know before the role and what can they learn on the job?
There are more than 20 significant social media channels alone. On top of that, there are search engine ads, affiliate advertising, banner ads, native advertising.
Answer this question: What specific knowledge should be possessed before the role and what can be learned during the role? Determine what channels and forms of digital paid media must be known prior to the role. Maybe you don’t know what is best for you. In that case, you need someone skilled at evaluating and testing what efforts have the most potential.
Final Thoughts
This isn’t a comprehensive list of things to consider before making your next digital paid media hire. However, these are four critically important things to consider prior to making that hire. Answer these four questions before you do so. Focus not only on doing good qualification, but also focus on setting appropriate expectations with potential candidates. If you are struggling to find the digital advertising talent you need, we can help. Contact us.
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