On this week’s Dear Katie, I was asked a question that I think a lot of business owners have at one point or another in their growth journey: “We’re looking to hire someone in-house for marketing. Any suggestions?”
How does this work?
Often it goes something like this.
A firm posts a job listing for an in-house marketer.
They need a marketer with the skills to:
When they hear crickets back, they often wonder why.
Well, here’s why…look at the skills above.
A great strategist often isn’t a great designer. A social media whiz? They’re not spending time becoming experts in ad conversion.
Finding one employee with all of the skills above?
It’s nearly impossible.
Imagine asking a bookkeeper to also handle audits, a financial strategy and your tax return flawlessly.
You know marketing is essential for your firm’s growth, but it’s unrealistic for a single person to master every aspect of marketing.
It’s not going to happen. And even if a person does do a little bit of everything, they’re not an expert or specialist.
For example, 65% of SMBS run PPC ads, and someone who focuses primarily on ads will outperform a marketer who is also tasked with content marketing, managing your socials and more.
So, what do you do if you need someone who can do it all?
Often here is when it makes sense to hire an agency that can support all of your needs under one umbrella. You get strategy and execution (at a fraction of the cost of a full-time hire).
The right agency will create the strategy and execute it to help your firm succeed.
BUT, this doesn’t mean you’ll never need an in-house marketer.
Once your firm reaches a certain level, in-house hiring does make sense. If you’re at this level already, here are a few suggestions to help you find the marketer who is the right strategic fit for your firm.
When hiring an in-house marketer, consider the following:
Marketing is a broad field. To find the right candidate, you need to clearly define your needs.
Take the time to break down your priorities (social media, paid ads, website management, content creation, etc.) and identify the skillsets that align with your goals.
I know we just talked about this, but I think it’s important to reiterate this: Expecting one person to be a strategist, ad specialist, designer and content creator is unrealistic.
That said, one person might be able to oversee the strategy and manage outside providers.
But as far as execution goes, I recommend considering what you need done in-house versus someone who can oversee an external team.
I believe that everyone should be a master of both their craft and industry. Look for someone who will be willing to dive deep not just into their craft but also into your industry. You want someone who will invest their time into understanding the accounting industry.
Ask:
Bonus points if you can find someone who is already a master of your industry.
Marketing isn’t a one-size-fits-all strategy. Your in-house marketing hire must understand the pain points you solve and your services to tailor your campaigns to appeal to your ideal clients.
Nothing kills the vibe of a firm faster than hiring someone who doesn’t fit the culture. You’ve worked hard to build a team and a positive work culture – protect it! Just like a bad client can hurt your team’s morale, so can a team member.
In fact, 74% of employees feel that a poor cultural fit causes a lack of motivation.
When hiring, consider having different team members interview candidates just for the sake of assessing whether they’re a good cultural fit.
Before you hire someone, put their skills to the test. I recommend asking them to complete a test project first (and of course, to pay them for their time regardless of whether you hire them).
A test project is a great way to assess their skills and problem-solving capabilities.
Plus, you’ll get a chance to see whether they’re truly a good cultural fit for your team.
When you’re ready to go in-house with your marketing, keep these few points in mind when reviewing candidates. And remember to go into this with realistic expectations that one person can’t do it all. If you need someone to take care of all aspects of your marketing, then working with an agency may be the more practical option.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Clearly define your needs by identifying the specific marketing skills you require, such as strategy, execution, or both.
No, it’s unrealistic. One person can oversee strategy but should not be expected to excel in every marketing area.
Very important. Look for someone willing to understand your industry and the specific pain points your firm addresses.
Cultural fit is crucial; a mismatch can harm team morale. Involve team members in the interview process to assess this.
Yes, ask candidates to complete a test project to evaluate their skills and problem-solving abilities.
If you need comprehensive marketing support, an agency can provide strategy and execution more effectively than one in-house hire.