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How to win top marketing talent as an SME
In the competitive world of marketing, organisations are always looking for ways to get the upper hand on their competition. This might be when pitching for new business, creating the compelling campaigns, and most certainly in the battle for the best talent. Smaller businesses in our sector are even more aware of the need to stand apart from the wealth of competition and having a talented team can certainly go a long way in setting your business apart.
In order to build the best team you’ll need to stand out – marketing professionals are highly savvy and in high demand in this market. So what can SMEs be doing to ensure that they are employers of choice? Attracting the best available talent and as a result, standing apart from their competition.
Use employer branding to stand out from the crowd
One of the most challenging aspects of the role for any marketing leader is building a high-performance team. The most talented marketing people are naturally choosy about where they work, so you need to make sure you’re appealing to the top talent in your market.
Employer branding, when done well and consistently, can help you stand out and give a clear image of who you are and what you stand for, thus making recruitment straightforward. By promoting your brand and its values, you’re more likely to attract the marketing talent who match those values, and are able to flourish within the company. Remember as the CMO, marketing director or hiring manager, you now form part of the employer brand; your reputation and conduct will help define your company's image.
Most companies these days have a strong online presence and the first place a candidate will go to check out a company, is the website. Make sure that your website is fully functioning and mobile friendly as this leave a better impression with those who are considering coming to work for you. Companies should also ensure that they have a strong social media presence. Consider Facebook, Twitter and LinkedIn where your senior employees can blog industry posts. Where LinkedIn is very business focused and offers a sound bite directly into your company’s core values, Facebook can be good for presenting the human side of your company with opportunities for images, news and people related stories.
Marketing professionals know all too well the value of clear branding. They will appreciate and respond well to companies with good branding skills and strong values. So, make sure the content on your website is consistent with the content on your social channels to give your brand a solid tone that can be recognised and related to by the people that are researching you.
Think outside the box
Employers who are open-minded about the sectors from which they review candidates have enjoyed huge benefits, often securing supremely talented individuals who would have been out of reach had they stuck within industry lines. Marketing managers from different sectors can bring a huge amount of value into agencies and new industries. CRM strategists who have worked primarily in finance, for example, can bring fresh ideas and approaches to more creative sectors.
There are numerous benefits to this approach. Primarily, access to a larger pool of candidates and as a result a larger number of truly talented individuals. It can bring diversity of culture, background and experience to a team which, in turn, can lead to greater innovation. Better personality fit when widening the net can prove a huge bonus, particularly in smaller businesses where personality and team fit are paramount.
Strengthen your recruitment process
A clean recruitment process in which a candidate is made to feel valued and wanted throughout can really make a big difference in securing the best talent. This is particularly apparent in the SME market where organisations should be taking advantage of whatever distinguishes them from their competition. With this in mind, here are some tips on creating a smooth and appealing recruitment process.
Clear job descriptions
The best way for a marketing manager to shape their recruitment process is to make the key skills and attributes they are looking for very clear to recruiters. Job descriptions are a key part of the recruitment process. Not only do they highlight to potential employees who they are looking to employ but they can also communicate to a candidate what the business culture is like.
Provide a comprehensive overview
When a candidate is briefed about a role, an overview of the company and position should be provided. Is the business looking to grow and if so, how would they contribute to this? How centralised is the business and how much input do employees have on the marketing strategy? Candidates will also want to know what budgets are available for the strategy and what approach to marketing communications the company takes.
At the interview stage, the moment a candidate walks through the door they will be assessing whether or not your company is one they would enjoy working for and could envisage themselves paving a successful career within. Make it clear why they should want to work for you – don’t assume that because you hold a prominent position in the market or work with well-known clients that a top candidate will choose your company over a lesser known brand. An interview is a two-way process, be sure to impress the candidates you meet with.
If you would like any more information or to discuss how we can help with your recruitment processes, please do get in touch. Alternatively, submit a job spec today and one of our specialist consultants will call you back.