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How to invest your workforce for Maximum impact

October 17, 2023

Employee Skill Training: Upskilling, Reskilling, and Beyond | Inkling

In the dynamic theater of modern business, where change is the only constant, orchestrating a workforce that produces a resounding impact is both an art and a science. Each company seeks not just a workforce but a symphony—an ensemble that, when perfectly tuned and conducted, produces harmonious melodies of productivity, innovation, and growth.

Recruiting is the overture, setting the tone for the performance. It's about finding the right musicians, those whose instruments and skills harmonize with the company's melody. Nurturing their growth is the ongoing practice and rehearsal, refining their skills and ensuring they can seamlessly play their parts.

Employee engagement becomes the tempo, the rhythm that propels the orchestra forward. It's the beat that invigorates, creating an atmosphere where creativity dances and collaboration reigns supreme. Upskilling, on the other hand, is the continuous tuning, ensuring each instrument is finely tuned, ready to adapt to new musical scores.

And sponsoring employee initiatives? That's providing the stage, the audience, and the spotlight, encouraging solo performances and enriching the collective symphony.

In this enthralling concert of commerce, leaders are the conductors, wielding the baton of vision and strategy. They guide this orchestra of talent, blending different skills, experiences, and aspirations into a seamless, melodious performance.

Each note, each instrument, each musician contributes to a composition that defines the company's legacy. The aspiration is not just to perform, but to create a magnum opus—a masterpiece that resonates in the annals of business history, leaving an indelible mark on the hearts and minds of the audience. The audience here? It's the world, impacted by the symphony of innovation, prosperity, and positive change.

1. Recruiting the Right Talent

Recruiting the right talent is the foundational step in building a high-impact workforce. It's about finding individuals whose skills, values, and aspirations align with the organization's mission and goals.

a. Define Clear Job Descriptions and Expectations

Begin by defining clear job descriptions and expectations for the roles you are looking to fill. Clearly articulate the skills, qualifications, and responsibilities required for each role. This will attract candidates who understand what is expected of them and are enthusiastic about contributing to your company.

b. Leverage Advanced Recruitment Tools

Utilize modern recruitment tools, including applicant tracking systems and AI-powered screening platforms. These technologies can help streamline the hiring process, identify suitable candidates, and save valuable time for your HR team.

c. Cultivate a Strong Employer Brand

Develop a strong employer brand that showcases your company culture, values, and employee experiences. A positive employer brand can attract top talent and create a pool of enthusiastic candidates eager to work for your organization.

2. Nurturing Employee Growth

Once you have the right talent on board, the focus shifts to nurturing their growth and development within the organization.

Article: The real problems with upskilling — People Matters

a. Offer Training and Development Opportunities

Provide continuous learning and development opportunities to your employees. This could include workshops, seminars, online courses, and mentorship programs. Encourage them to develop new skills and broaden their knowledge base.

b. Establish Clear Career Paths

Outline clear career paths and growth trajectories within the organization. When employees understand the potential for advancement and see a future with your company, they are more likely to stay committed and strive for excellence.

c. Encourage Open Communication and Feedback

Create a culture of open communication and feedback where employees feel comfortable discussing their career aspirations, concerns, and ideas. Regular check-ins and performance evaluations can provide insights into their progress and areas for improvement.

3. Fostering Employee Engagement

Engaged employees are enthusiastic about their work, committed to the organization, and more likely to contribute their best efforts. Fostering engagement is crucial for maximizing workforce impact.

Read more about it here.

How Companies Can Use Upskilling and Reskilling | FlexJobs

a. Promote a Positive Work Environment

Cultivate a positive work environment where employees feel valued, respected, and supported. Recognize and celebrate their achievements, milestones, and contributions to the company's success.

b. Encourage Team Collaboration and Involvement

Promote collaboration and teamwork within your organization. Encourage employees to share their ideas, work together on projects, and contribute to decision-making processes. Involve them in discussions that affect their work and the company as a whole.

c. Align Individual Goals with Organizational Goals

Ensure that each employee understands how their work contributes to the organization's larger objectives. When employees see the direct impact of their efforts, they feel a stronger sense of purpose and motivation to excel.

4. Investing in Upskilling

In today's landscape, upskilling is crucial to keep your workforce relevant and competitive. Estimates suggest that 375 million workers worldwide (that’s 14% of the global workforce) will have to switch occupations or learn new skills by 2030 due to artificial intelligence and automation. And, according to the World Economic Forum’s 2018 “The Future of Jobs Report,” at least 54% of all employees will need significant reskilling and upskilling by 2022.

It’s clear that investing in your staff’s skills development is crucial. Upskilling and reskilling your workforce can help your teams maximize their current potential, as well as enable them to take on new tasks wherever (and whenever) the company needs additional support.

Article: Future-proof your workforce: Reskilling & Upskilling for the  digital age — People Matters

a. Identify Skills Gaps

Regularly assess the skills and competencies of your workforce to identify gaps. Understand the skills that are essential for your industry and organization and determine where additional training is required.

b. Offer Tailored Training Programs

Design training programs that address specific skill gaps within your workforce. These programs could be conducted internally or in collaboration with external training providers. Tailor the training to align with the needs and goals of your organization.

c. Encourage a Learning Culture

Promote a culture of continuous learning within your organization. Encourage employees to seek out learning opportunities, share knowledge, and support each other in their growth journeys.

5. Sponsor Employee Initiatives and Development

Demonstrate your commitment to employee growth by sponsoring initiatives that empower and develop your workforce.

a. Support Employee Resource Groups

Encourage the formation of employee resource groups focused on various interests, backgrounds, or career aspirations. Provide them with the necessary resources and support to drive initiatives that enhance diversity, inclusion, and professional development.

b. Offer Financial Assistance for Education

Consider offering financial assistance or scholarships for further education or certifications related to employees' roles or career advancement within the organization. This investment showcases your dedication to their development and growth.

Conclusion: Paving the Path to Prosperity

In the grand orchestra of business, the workforce is the virtuoso—each note played contributing to the symphony of success. From the first recruiting chord to the crescendo of upskilling, orchestrating a harmonious workforce is key to achieving maximum impact.

Recruitment sets the stage, seeking out the instrumental players—each unique but essential to the ensemble. Nurturing their growth is akin to tuning, ensuring they're in perfect harmony with the organizational tune. Employee engagement? That’s the rhythm that keeps everyone moving forward, the beat that gets hearts racing and ideas flowing.

Upskilling? Consider it the ongoing masterclass, fine-tuning skills and expanding the repertoire. Finally, sponsoring initiatives is akin to providing the stage, spotlight, and audience for each employee to shine.

In this symphony of success, the conductor is the visionary leader, wielding the baton of wisdom and strategy, guiding the orchestra to a standing ovation of achievement. Together, they compose a magnum opus, leaving a legacy of innovation, growth, and lasting impact.

Remember, in this grand symphony, every note matters, and when played right, the music echoes through the corridors of business history, leaving an indelible mark.

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:

  • Build positive brand awareness
  • Make your audience stick around for longer
  • Get better traction on social media
  • Gain more trust of your audience than ever
  • Generate qualified leads
  • Improve conversion rates
  • Boost business visibility with SEO
  • Position your brand as an authority
  • Cultivate loyal brand fans

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.

What is The Role of 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:

  • Research and Competitor Analysis: The first and foremost step to creating a content marketing strategy is effective initial research. It not only helps a Content Marketer understand the nuances of the industry through competitor analysis but also study and understand the target audience thoroughly.
  • Building Content Marketing Plans: Once the competitor research and target audience analysis is done, a Content Marketer needs to work on the different plans for all the business objectives, targeted channels, segments of the audience, and the bigger marketing strategy. A content marketing plan typically consists of:
  • Specific goals along with a pre-decided timeline
  • Various channels to be targeted for content distribution
  • Types of content to be created
  • Budget for the entire staff, outsourced services, and paid promotion (Collabs and Ads)
  • Creating Editorial Calendar: Creating, managing, and maintaining a content calendar is one of the most crucial responsibilities of a Content Marketer. It is a centralized visual document that enables effective collaboration among the marketing team and helps Content Marketers ensure on-time production and delivery.
  • Content Creation: Once the strategy and calendar have been approved by relevant stakeholders, Content Marketers need to do the on-ground work. This task usually depends on the scale of your company and content marketing strategy. Suppose an organization already has a set of writers, then the Content Marketer doesn’t need to create content by themselves.
  • Search Engine Optimization (SEO): Producing quality content that educates your target audience and resonates with them, isn’t enough. You need to optimize your content creation to make it search engine-friendly. While most companies need a dedicated SEO specialist for keyword research and planning, Content Marketers need to closely collaborate with them and should be well-versed in the basics of SEO.

While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with

  • Content editing and ensuring adherence to a certain style guide    
  • Continous publishing and distributing content
  • Measuring and analyzing performance

How to Hire a Content Marketer: Step-By-Step?

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.

Top Must-Have Skills in a Content Marketer

Apart from having relevant industry experience, a good Content Marketer must possess the following skills.

  1. Excellent Writing 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.

  1. Audience Research

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.

  1. Keyword Research

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.

  1. Data-oriented Content

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..

  1. Project Management, Planning, and Publishing –

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.

  1. Content Promotion

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.

  1. Performance Analysis

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.

Step 1: Create a Candidate Persona

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:

  • What are the educational qualification criteria for the role?
  • How many years and what type of work experience do you want in candidates?
  • What are the specific skill sets you’re looking for?
  • Which industry experience would you primarily prefer?
  • Are there any tools your candidates should be hands-on with?
  • What are some personality traits that will fit your company?
  • Where do they look for a new job?
  • What are their career and life goals?

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.

Step 2: Document the Role Requirements and Decide on Your Recruiting Process

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.

Step 3: Prepare a Content Marketing Job Description

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:

  • Job Title: The position you’re looking to fill. For example - Content Marketing Specialist or Content Marketing Manager.
  • Roles & Responsibilities: An outline of the candidate’s day-to-day activities. From ideation to implementation and the impact on the organization, everything should be covered.  
  • Skill Requirements: Skills and abilities a candidate must have to perform the job successfully.
  • Perks and Benefits: The compensation details, perks of the job, and any other benefits.
  • About the Company: Why should a candidate consider working with your company?

Content Marketer Job Description Template


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.


  • Develop, write and deliver persuasive copy for the website, email marketing campaigns, sales collateral, videos, and blogs
  • Build and manage an editorial calendar; coordinate with other content crafters to ensure standards
  • Measure impact and perform analysis to improve KPIs
  • Include and optimize all content for SEO
  • Contribute to the localization of processes and content to ensure consistency across regions
  • Review and implement process changes to drive operational excellence


  • Proven content marketing, copywriting, or SEO experience
  • Working knowledge of content management systems like WordPress
  • A well-maintained portfolio of published articles, blogs, copy, etc
  • Proven experience of working under pressure to deliver high quality output in a short span of time
  • Proficiency in all Microsoft Office applications, Google Suite
  • Fluency in English or any other required language

Soft Skills

  • Excellent verbal and written communication skills
  • Excellent writing and editing skills
  • The ability to work in a fast-paced environment
  • The ability to handle multiple projects concurrently
  • Strong attention to detail and the ability to multi-task projects and deliverables

Step 4: Source Candidates

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.

  • Begin with what to expect from the role at your company?
  • Why should candidates apply for the position?
  • Highlight the growth opportunities
  • State the company vision and mission
  • Briefly describe the recruitment process

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:

  • LinkedIn
  • Indeed
  • Instahyre
  • ZipRecruiter
  • Monster
  • GlassDoor
  • CareerBuilder

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.

Step 5: Evaluate Candidates and Interview Shortlisted Ones

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.

Step 5: Make the Hire

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.

  • Get the required documents and set up the offer agreements with candidates
  • Organize an orientation session for the onboarded candidates
  • Introduce them to the entire team and the marketing teams they will be working with
  • Guide the new candidates about your company management tools and communication channels
  • Provide candidates with forms for benefits and perks like Health Insurance.

Supercharge Your Hiring for Content Marketer with Nurturebox

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:

  • Install the Nurturebox Chrome plugin and sign up.
  • On your LinkedIn profile, start sourcing Content Marketers with boolean searches stating the required experience from targeted locations and including other criteria
  • Add the qualified candidates to your sourcing campaign pipeline with just a click
  • Automate the candidate engagement through email, Whatsapp and LinkedIn direct messages for reaching out and nurturing candidates at scale.

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