How Many Replies?

If you have needed to recruit externally at any point over the last 18 months, likely you will have worn the face of a stunned mullet upon discovering how many applications you received. And the more senior the role, the higher the number of applications.

Response rates of 4-500 and even beyond have not been uncommon once the magic words Director; Head of; or GM/VP are in the title. As you descend lower down the tree, response rates come down but are still likely to be in the hundreds.

So, who has the delightful task of reviewing all these well intended applications?

If you are unlucky, it is you – you know what you need and what awesome looks like but you do not have the time. So you race through hoping a few superstars jump out.

Maybe you have a relatively junior member of the TA or HR team dedicated to the assignment. Armed with a checklist of 20 key requirements but unlikely to understand the real requirements of the role (not their fault), they will separate out the yes’s and the no’s. If they are stacked (and they probably are) that separation process may end when the yes pile hits 10 or 15…even if there are heaps more to wade through. Oh dear, still unlucky, if the best candidate didn't even get reviewed.

Can it get any worse? I’m afraid it can. If your employer has invested in any form of AI driven screening it can be a whole lot worse. Whilst there may be some merits to these systems for certain job families, they are sketchy at best when it comes to marketing. Marketing uses a lot of everyday words; uses titles and phrases inconsistently; and marketing can mean wholly different things between organisations. Factors like age of the business; scale of the business; brand strength; sector; and the value placed upon marketing by the organization can have a huge impact on what, for example, a Marketing Manager might actually do.

But the SLT are determined that it is a buyer’s market: so advertise you must; and consequently, screen you must, using one of the three options above. The very notion of engaging a specialist recruiter in such a talent rich market is absurd…right?

Wrong!

But you are unlikely to win the argument, no matter how convincingly I write this nugget. (but do feel free to reach out if you would like to equip yourself for the fight – after all it is in both our interests).

There is, however, another option. Yes, it does involve spending a little money but it almost certainly will generate better (and faster) outcomes. Get someone who really knows and understands the space to do the screen for you…and possibly even the first interviews. You even have choices as to who…obviously a forward-thinking marketing recruitment specialist would be able to do this for you on a fee-for-service basis. They will likely even already know a good proportion of the applicants, thus ensuring a fast and accurate service. (Yes, that is a wholly shameless plug!)

Option 2 - what about an out of work senior marketer you may know in your network, whose judgement you trust and who would be only too glad of a little piece of freelance work. It would be just like you doing it…only they have the time.

So that is my Nugget for the day…and beyond. Sometimes it just needs a little lateral thinking.

Other nuggets from around the traps over the last few weeks:

Five ways reading fiction makes you better at your job – struggling with that latest marketing textbook. Put it away and pick up a Dan Brown. Seems this helps train the mind to think logically, creatively and curiously. That said if you are after a great read with a technical bias, read Bob Hoffman’s AdScam – brilliant! [Fast Company]

And just to completely contradict that thought have a look at this You may be surrounded by idiots! Based in the DISC personality assessment, this is a useful read to understand your peers and how to get the best out of them. [B&T]

Do You have leadership charisma? Great leaders are more than just good at their job. They have “charisma” and the good news is that this type of charisma can be learned and developed…to an extent, at least. ?[Inc Magazine}

As ever, here is a link to the Resources page on the Hire Aspirations website where I have gathered together some of the most lauded books, podcasts and courses to help you become the best possible marketer you can be – in addition to reading some good old fiction (see above).

And of course – if you do need help with some recruitment demanding the very best marketing talent:

Until next time...Aim Higher, Be Better.

Andy