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:
Role
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.
Responsibilities
Requirements
Soft Skills
Also Read: LinkedIn Sourcing techniques to Find Ideal Candidates
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.
Nurturebox is a one-stop talent sourcing and engagement automation platform. Let’s check out how you can capitalize on outbound recruiting of Growth Marketers using Nurturebox in a jiffy:
How to Hire
