HIRING & DEVELOPING

MARKETING’S FUTURE

NEW SKILLS TO MEET

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

Company

Marketing Finance IT Customer Service

TRADITIONAL COMPANY STRUCTURE

MARKETING’S NEW ROLE

SOURCE: HBR – Decision-Driven Marketing, July-August 2014 http://hbr.org/2014/07/decision-driven-marketing/ar/2

Decisions at the Seams Marketing works with other functions at its boundaries to make and execute shared decisions.

NEW MARKETING TEAM MEMBERS

THINK FEEL DO

SOURCE: HBR – The Ultimate Marketing Machine, July-August 2014

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: rharrington@ouc.com