Getting Recruited into Marketing Roles
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Presentation made to Coventry University in London Postgrad students. The brief was to tell them what I, as a senior marketer, look for when recruiting marketers.
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Getting Recruited into Marketing Roles
- 1. Jack Marketing Solutions Jack Marketing Solutions What Recruiters Look For! Recruiting graduate marketers! ! Thom Poole!
- 2. Jack Marketing Solutions Who am I?! • Experienced senior international marketer! • Visiting professor of marketing! • Chartered Fellow of the CIM! • Author of many marketing books!
- 3. Jack Marketing Solutions Where I’ve been!
- 4. Jack Marketing Solutions Jack Marketing Solutions State Of Marketing!
- 5. Jack Marketing Solutions What do marketers think?! • 47% driving increased conversion rates! • 46% driving increased & improved brand awareness! • 29% see data collection & analytics important! • The organisation revolves around marketing! • Budgets might be rising, but so are expectations! • Everyone (except marketers) think that marketing is easy & anyone can do it!
- 6. Jack Marketing Solutions Marketing roles! • Increasing fragmentation! • Increasing technological expertise required! • Increasing specialisation! • Increased requirement for flexibility!
- 7. Jack Marketing Solutions Career framework! Support Practitioner Manager Senior Introductory Certificate in Marketing Professional Certificate in Marketing Professional Diploma in Marketing Chartered Postgraduate Diploma in Marketing
- 8. Jack Marketing Solutions Support level! Research and analysis! – support functions in information gathering and analysis! Strategy and planning! – support information gathering, & contributing information! Implementing marketing programmes! – assist the communication with stakeholders! – assist the development and management of products! – support the pricing policies! – support channel members and development of channels! – support customer relationships and service! – support and monitor projects!
- 9. Jack Marketing Solutions Support level - 2! Measurement ! – support collection, reporting and reviewing of metrics! Brands ! – assist in the management of brands! People management! – contribute to effective performance as a member of the team! – communicate and exchange information! – embrace change, behaviours and attitudes! Ethics and social responsibility! – assist in the wider business community! – incorporate ethics and governance interpersonal daily activities!
- 10. Jack Marketing Solutions Practitioner! Research and analysis! – collect, interpret and present information! Strategy and planning! – contribute information and ideas to the strategy process! – contribute to the production of marketing plans and budgets! Implementing marketing programmes! – develop and deliver direct and indirect communications! – contribute to the development and maintenance of products and services! – contribute and implement pricing policies! – develop and support effective channels to market! – manage and support effective customer relationships and service! – contribute to planning, budgeting, monitoring and reporting of projects!
- 11. Jack Marketing Solutions Practitioner - 2! Measurement! – collect, synthesise, analyse and report metrics! – participate in reviews of marketing activity! Brands! – contribute to the creation, building, and managing of competitive brands! People management! – contribute to effective performance as a member of the team! – communicate and exchange information throughout the organisation! – embrace change, behaviours and attitude! Ethics and social responsibility! – explore and assess scenarios for stakeholder communication! – incorporate ethics and governance into daily activities!
- 12. Jack Marketing Solutions Manager! Research and analytics! – identify information requirements and manage projects and information! – evaluate and present business and marketing intelligence! Strategy and planning! – contribute information and ideas to strategy process! – create competitive operational marketing plans! Implementing marketing programmes! – create and manage effective communications plans and activities! – prepare, present, manage and maintain business cases and life cycles for products and services! – create and implement competitive and sustainable housing strategies! – establish and develop effective support for, and manage and monitor multiple channels to market! – establish, manage and monitor effective customer relations and services! – plan marketing projects and budgets, and report on progress!
- 13. Jack Marketing Solutions Manager - 2! Measurement! – define measurements appropriate to the plan business case! – this evaluates activities and identify improvements using metrics! Brands! – create and build competitive brands! – manage and coordinate brand support activities! People management! – manage a team direct and maintain relationships with other functions! – encourage and help others develop their competencies! – embrace changes and influence others to modify behaviours and attitudes! Ethics and social responsibility! – evaluate the ethical codes to ensure compliance of marketing activities! – understand and communicate the organisation's role within society!
- 14. Jack Marketing Solutions Senior! Research and analytics! – define intelligence requirements and lead the information gathering process! – develop a detailed understanding of the organisation and its environment! Strategy and planning! – this promotes strong market orientation and influence strategy formation and investment decisions! – specify and direct the marketing planning process! Implementing marketing programs! – develop and direct integrated marketing communications strategy! – promote innovation to maintain competitive products and service portfolios ! – promote and implement strategic and creative pricing ! – select, direct, control and monitor channel management! – promote, create, direct and control customer centric activities and relationships! – establish, maintain, and direct a project management framework and delivery of programmes!
- 15. Jack Marketing Solutions Senior - 2! Measurement! – establish and promote the use of metrics and system of critical reviews! Brands! – promote innovation and cooperation in brand development and management! People management! – provide professional leadership and a co-operative environment! – promote cross functional work linked to integrated marketing activities! – promote and create an environment for career and self development! Ethics and social responsibility! – lead the organisation's understanding of the competitive and social marketplace! – ensure the organisation's activities are ethically and socially responsible!
- 16. Jack Marketing Solutions Career framework! Support Practitioner Manager Senior Support! Contribute! Create/Define! Lead!
- 17. Jack Marketing Solutions How I hire! Jack Welch! The Must-Haves, the Definitely-Should-Haves and the Game-Changer! Management ‘Guru’!
- 18. Jack Marketing Solutions Jack Marketing Solutions A Marketer’s Toolkit!
- 19. Jack Marketing Solutions General skills! • Good oral and written communication skills! • Influencing and negotiation skills! • Numeracy and analytical ability! • Creativity and imagination! • Teamwork! • Organisational ability! • Business and commercial acumen (an idea of sales)! • Drive and ambition!
- 20. Jack Marketing Solutions Business skills! • Critical thinking! • Project management! • Analytical skills! • Holistic approach! • Technical skills! • People skills!
- 21. Jack Marketing Solutions Marketing skills! • Analytical! • Strategic! • Tactical! • Team player! • Technological! • Creative!
- 22. Jack Marketing Solutions Additional skills! • Financial! • Man management! • Project management! • Presentational! • Copywriting! • Customer centric!
- 24. Jack Marketing Solutions How I hire! Sir Richard Branson! Focus on Personality! Founder – Virgin Group!
- 25. Jack Marketing Solutions Jack Marketing Solutions How To Stand Out!
- 26. Jack Marketing Solutions About you! • Are you ambitious?! • Do you respect and try to understand other points of view?! • Are you honest?! • Do you give the ‘Good, Bad & Ugly’! • How hungry are you?! Ambitious, but not self-ambitious (title of status conscious). Will you fight for the team, cause or company, or just for yourself? Do you criticise or support? Do you value everyone or just brown nose the bosses? Do you have integrity or do you ‘spin’. Bragging is out, understatement is good, except, remember, you are selling yourself. Do you have a 30 second ‘Elevator Pitch’ ready? Do you have the courage to come clean on problems? Not hungry for yourself, but hungry to succeed in the team
- 27. Jack Marketing Solutions Stand out! • Demonstrate a portfolio! – Creative! – Strategic! – Functional! • Course participation! – General marketing! – Specific marketing/business skills! – Entrepreneurship! Are you on LinkedIn? Do you have a Vizify CV? Do you Tweet on relevant business topics? Or Google+ or pinterest? (forget Facebook)
- 28. Jack Marketing Solutions How I recruit! • Involve other staff – my own & associated departments! • No set formula! • I look for emotional, business and marketing intelligence! • I look for team leaders! • I look for drivers, not passengers! No set formula, it might be one interview, might be 4, or I might put your details on file. I might recommend you to others, even outside the company
- 29. Jack Marketing Solutions How I hire! Randi Zuckerberg! Employ Someone You’d Want To Work For One Day! Founder - Zuckerberg Media!
- 30. Jack Marketing Solutions Jack Marketing Solutions How To Impress Me!
- 31. Jack Marketing Solutions Top qualities! • You say ‘We’ more than ‘I’! • Talk about failures, not just wins! • Spent time teaching as well as learning! • You’re nice to the receptionist! • Do you go the extra mile! We more than I – when recounting accomplishments. Generous at giving others credit, thus proving they are team players. If you’re a game changer, you fail! A lot! How you recover is a test of ability Learning shows diligence & mastery. Teaching shows you’re committed to the success of the team/company I do ask the receptionist. Were you polite before and after? Were you chatty or deep in thought? How do you work with others? Extra mile – creatively, research, charisma
- 32. Jack Marketing Solutions Proof!! • Companies DO check on your claims!! • Do you have referees who can back up your claims?! • Do you have portfolio of work?! • Internships! – Vital experience, references and stories! An article or book that you wrote is the greatest business card ever! View the internship as part of the education process. BUT you need to manage it. Some companies will exploit you, so set a time limit, log your duties and achievements, and continue the job hunting – don’t rely on the company giving a job.
- 33. Jack Marketing Solutions Hiring criteria! • Can you do the job?! • Are you going be reasonably easy to work with?! • Will you be satisfied with the job?! • Are you reasonably likeable?! • Do you seem to be able to put up with negatives?! • Will you fit into the company culture?! • Do you have a strong work ethic?! • How enthusiastic are you about the job?!
- 34. Jack Marketing Solutions Impress me!! When I’m recruiting, I want to know:! • That I can rely on my new employee! • Have someone who can do the job with minimal supervision! • Fits well with the company culture! • Is eager to learn and to progress!
- 35. Jack Marketing Solutions How I hire! Peter Schutz! Hire character. Train skill!! Former President & CEO of Porsche, AG!
- 36. Jack Marketing Solutions Jack Marketing Solutions What Next!
- 37. Jack Marketing Solutions The recruitment game! CV & Cover Letter • Demonstrate your skills • Demonstrate your suitability Interview • Confirmation of skills • Demonstrate cultural/skills fit Offer • What the company thinks you are worth • What do you need to be happy Demonstrate the skills you have that are RELEVANT to the job requirements Demonstrate your suitability for the job – Have you done this sort of thing before, do you know the right people… Confirm that you really have the skills Show that you can fit into the company/team Show that you can contribute to make the team growth, profits grow, and that you have potential to grow You may be offered a trial period, a lesser salary but larger bonus, you may be asked to be flexible in location… Look at the offer as part of a bigger picture – is this is the direction you want/need to go? - do you have a plan (or do you know where you want to go)?
- 38. Jack Marketing Solutions What do you need to do?! • Network! Network! Network!! • Understand what you are passionate about! If you love what you do, you will never have to work a day in your life!! ! • Understand what it will take to get there! • Demonstrate your passion! • Do it NOW!! Recruitment is a numbers game – your application needs to be on the right desk at the right time, so you need to send it out.
- 39. Jack Marketing Solutions Working with recruiters! • You are their commodity – they only care if:! – They can make money from you quickly! – You are not a nuisance to them! • Don’t expect them to chase you! • Don’t except them to do what they say they will do! • Don’t expect them to understand the job!
- 40. Jack Marketing Solutions Focus on you!! • You have been in academia, not business! • Job hunting can take months! • The ‘perfect’ candidate is as elusive as the perfect job! • Look to grow in your role & your company! – If you’re good, & the company is good – you will progress! • Keep a diary! As a graduate recruit, we do not expect the same of you as we would of a business person. Remember this as you position your application. If you are not the right fit, or the company is no good at developing talent, then move Keep a skills diary
- 41. Jack Marketing Solutions The diary! • List your duties, projects and successes! • Record the feedback/recommendations you get! • Use it to understand your skills (and gaps)!
- 42. Jack Marketing Solutions Jack Marketing Solutions GOOD LUCK! Any questions?! ! !