January 19, 2023
The searches for growth marketing managers have grown by 360% in the last year as per Google Trends. It’s the era of fast-paced growth for startups and Growth Marketers are leading the transformation toward modern and disruptive ways of marketing for organizations.
With more new businesses opening up than ever before, technology innovations being brought up every single day, and consumer demand changing directions rapidly – standing out among the noisy landscape has become tricky.
Enter growth marketing, which has now become an integral part of scaling up businesses. Gone are the days when acquiring customers was almost guaranteed with paid ads and inorganic marketing. Modern businesses need a strategic combination of virality, word of mouth, and organic growth.
It's evident you need to hire top Growth Marketers to accelerate your customer acquisition and drive business growth. But what should you look out for in growth marketing candidates? How can you hire an ideal Growth Marketer? What are the steps you would need to
We find answers to all of these, and more in this blog. Stick around for a deep insightful discussion about how to hire a Growth Marketer for your company.
You will find different organizations having their own versions of the role of a Growth Marketer. While it tells you how versatile the role is, you also need to deeply understand the various role and responsibilities of a Growth Marketing candidate.
Unlike traditional marketers who primarily work on the top of the funnel, Growth Marketers hold the stakes for the entire customer acquisition funnel. In other words, a Growth Marketer acts as a marketing manager who drives revenue and not just leads.
To understand how significantly the role differs from that of a marketer, let’s take a look at the sales funnel, which typically looks like:
Traditional marketing covers only the top two stages, i.e. awareness and acquisition of the sales funnel. Growth Marketing, on the other hand, covers the entire funnel from awareness to revenue.
Now as Growth Marketers work in each stage of the funnel, their roles are multifaceted at the ground level. Growth Marketers are responsible for the entire customer base, growing the base, retaining more customers, and building a prolific brand in the middle of all revenue-oriented practices.
To sum it up, the goal of Growth Marketers is to capitalize on all the growth opportunities (and even create some) for your business. To fulfill an organization’s growth objectives, a Growth Marketer should be well versed in the following:
For all the chores, Growth Marketers follow the same workflow:
Ideate→ Experiment → Analyze → Release
A typical day for a Growth Marketer consists of the following responsibilities
A Growth Marketer plays a huge role in driving business growth both as a marketing leader and a part of the growth team. By studying the latest trends, ideating creative campaigns, executing them constantly, and analyzing the results – Growth Marketers focus on creating data-driven strategies that improve key performance metrics.
Throughout the sales funnel – from awareness to revenue, a Growth Marketer is responsible for proactively experimenting with marketing tactics and optimizing the key metrics.
While the skills required for a full-stack Growth Marketer are way too many, you should primarily check for management capabilities in your target candidates. Additionally, how hands-on a candidate is with data-driven experiments and rapid adaptations, defines how good a marketer they can be.
Growth Marketing is not a role that has been there for long. It’s a fairly new role, and even the most expert recruiters fail to differentiate it from marketing and end up hiring the wrong candidates.
So prior to planning and sourcing talent for filling the role of Growth Marketer, find out how does an ideal candidate looks like.
Begin with competitor analysis of candidates hired for a similar role. Find out the professional backgrounds, experience, and more common aspects of Growth Marketers working with successful brands.
Analytical skills, creativity, data-driven actions, decision-making, adaptability, and core marketing expertise are the primary skills you should be looking for in a Growth Marketer.
But skill requirements are not always enough. Fill up the following criteria for creating an ideal Growth Marketer candidate persona:
Now you know how to spot an ideal Growth Marketer. But how would you know if the candidate you pick would serve your company well?
Growth Marketing is a wide spectrum of skills and responsibilities, and one persona cannot do it all – especially while scaling up. You need people specialized in SEO, content marketing, paid ads, media buying, and more verticals covered under growth.
So the next step is analyzing your company’s unique talent requirements, and business goals, and documenting the right expectations with the filling of this role.
Suppose you have a small growth team with members who are well-versed in SEO, SEM, and paid social. In that case, you need an expert in content marketing or social media growth.
The idea is to compliment your existing team’s skillset and yet bring quality talent who enable rapid growth.
The first thing candidates check out before applying to your job or replying to your outreach, is the job description. So your JD should be significantly appealing and persuasive in order to get top talent to apply to your recruitment.
Ensure including the following in your job descriptions:
Growth Marketers are essential to a company's ability to market to customers and sell the items. They are responsible for managing the marketing department's workforce and budget, as well as forecasting and optimizing our marketing initiatives.
Once you have sourced enough active and passive candidates, begin your recruitment process. Start evaluating candidates with assessment or direct interviews based on the seniority level you are hiring for.
If you’re building up your growth team and hiring entry-level employees, an assignment can be good to kickstart your recruitment. On the other hand, senior candidates can be ideally evaluated with interviews.
Regardless of whether you are evaluating a growth marketing candidate sourced via active or passive sourcing, here are the four parameters you should always be covering:
Reach out to shortlisted candidates and inform them or negotiate the payroll. Once the candidates accept your offer verbally, finish up the documentation formalities quickly and share the offer letter.
Onboard your candidates when they sign and accept the offer letter. Also, do not forget to update the other candidates who were not shortlisted, with feedback.
A unique combination of design thinking and analytical ability make a Growth Marketer stand out in their job. Here are the top 5 qualities you should be seeking in your target Growth Marketer while hiring:
Growth is one of the most critical departments of fast-growth companies today. While hiring Growth Marketers might sound easy in the first place, the supply of quality talent is much smaller when compared to demand.
The most optimal way you can find great growth marketing talent as per your requirements and preferences is by accelerating your passive candidate sourcing and engagement.
Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.
Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.
Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.
From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:
While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.
A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.
As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.
To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.
Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:
While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with
Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.
Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.
Apart from having relevant industry experience, a good Content Marketer must possess the following skills.
A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.
Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.
Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.
Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..
A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.
Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.
Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.
Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.
Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.
Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:
Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.
Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?
You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.
Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.
Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.
As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.
Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.
Here are the necessary components you must have in your job description:
The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.
Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.
Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:
Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.
Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.
Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.
Reach out to selected Content Marketers and communicate about the compensation.
Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.
Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.
Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?
Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.
Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox: