Hire marketers outside of your expertise

1. Create a list of marketing channels and roles that you need to fill for those channels.

Common roles are copywriters, CRO specialists, SEO executives, social media marketers, social media ad experts, product marketers, and PPC managers. For example, if Facebook ads are bringing in the bulk of your sales and you want to increase their effectiveness, you would hire copywriters and Facebook ad specialists.

2. Choose between in-house and freelance contracts based on how much involved you want them to be.

If you want your marketers to work every day on your business, integrate fully with your team, and be more involved, go for the in-house route. If not, and you want flexible marketing support as and when you need extra help, hire freelance marketers.

3. Check job boards such as Glassdoor and freelance marketplaces to find the average salary for each role and decide on a budget.

Use the job boards for the role you want to hire. For in-house employees, that might be Indeed, Glassdoor or Total Jobs. For freelancers, Upwork or Fiverr. But note the salary differences between senior and junior levels. On Upwork, for example, you can see a range of acceptable fees by creating a job post – you don’t have to publish it.

4. Make a list of criteria that you need for each role (years of experience, education, and skills) and write a job description that covers all the required criteria.

For example, if you’re hiring a Growth Marketer, you may need someone that’s data-driven and experienced with the suite of tools you use. Use Google search to add more essential criteria for someone in that role: search “what skill should [role] have”.

5. Review your job description and ask others in your team to give feedback.

Ask current employees, colleagues, and friends for referrals or introductions to people they know who fit the job criteria.

6. Publish the job description on general job boards such as Indeed, and marketing-specialized job boards such as Problogger, The Drum and MarketerHire.

7. Choose applicants that match the criteria included in your job description and invite them for a face-to-face or video interview.

Use software like Zoom and Google Meet for video or audio interviews.

8. Make a list of questions to ask that combine soft skills, like creativity and communication ability, knowledge of your industry, and skills in the area they applied for. Interview the selected applicants.

For example, ask an experienced product marketer, “How would you market this feature of our product?” For entry-level jobs, ask, “Is there anything in particular about our company or industry that interested you?”

9. Get a second opinion about candidates from an employee or team member, and shortlist some candidates for more in-depth review.

Tell the employee or team member about the candidate, have them be present at the interview, or interact with the candidate before or after the interview. A more in-depth review would depend on the role. For example, senior positions might need practical assessments, while entry-level roles might not.

10. Select the candidate that best fits with your company culture, budget, and required skills and expertise.