If video killed the radio star….
The current job market is ridiculously competitive with hiring managers able to have a wish list as long as their arm and get candidates that tick Every. Single. Box – especially ‘industry experience’. But what effect is this having to the wider talent pool?
In marketing, innovation and fresh perspectives are the secret sauce for a powerhouse marketing team. Familiarity with the industry can sometimes lead to complacency, but by prioritising individuals who are stars in communication, creativity, problem solving and collaboration, you can build a team that is not only skilled but also passionately reinvigorated and engaged, ready to tackle any challenge with a fresh perspective.
Quote Marketing is enthusiasm transferred to the customer’ by Gregory Giotti
Let’s see how strong, soft can be
Soft and often innate skills can turn bland insights into customer centric strategies, and here’s why.
Empathy: An empathic marketer goes beyond data and technology to truly understand and connect with their audience. In an era where trust is hard to build, empathy becomes a vital tool. By stepping into customers' shoes, empathic marketers gain insight into their experiences, emotions, and needs to craft messages that delivers genuine connections. It is empathy that bridges the gap between brands and people.
Creativity: Thinking outside the box isn’t just a buzzword—it’s a necessity. Creative marketers can dream up unique campaigns that stand out in a crowded marketplace.
Problem-Solving: Marketing is full of unexpected challenges. Whether it’s shifting market trends or a campaign that’s not performing, problem-solving skills enable marketers to pivot and find alternative solutions.
Communication: Clear and persuasive communication is key to conveying your message. Marketers with strong communication skills can craft compelling narratives that engage and inspire their audience.
Adaptability: As Charles Darwin famously said, "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change." In the ever-evolving landscape of marketing, adaptability is crucial to be able to adjust to new trends, technologies, and consumer behaviours.
Why Industry-Specific Hiring Can Be a Trap
I get it, sifting through hundreds of resumes can feel like a Herculean task, and it’s tempting to use "industry experience" as a quick and dirty filter. But this approach can really box you in. The true art of marketing is all about understanding and connecting with people. If a marketer has a knack for seeing things through the customer’s eyes, they can work magic—even if they haven’t lived and breathed your specific industry.
The Consumer Perspective - build your brand by broadening your talent horizons
Having moved industries myself, from finance to tech, I know first-hand the personal benefits of making an industry move. It allowed me to grow and stay agile in the scientific craft of marketing (seriously it’s not witchcraft). As a driven marketer I’ve proved my ability to transfer my skills to different buyers and products. I love the work I do and being able to pivot has kept that passion going.
By sticking strictly to industry-specific hires you could be missing out on some truly brilliant minds who just happen to come from a different professional background. A good marketer should always keep the end customer in mind and not get bogged down by industry norms. This kind of outside-the-box thinking can spark the kind of innovation that sets your brand apart.
Embrace Adaptability and be ahead of the curve
In marketing, the only constant is change. We’re always learning and adapting to new trends, technologies, and tools. Just look at the rise of AI—it’s forced all of us to up our game. Learning about different products and markets? That’s just another day at the office for a skilled marketer. The ability to quickly learn and apply new concepts is what makes a great marketer truly great.
Back to basics - Marketing 101
To quote the man himself, Mark Ritson ‘brand strategy isn’t complicated, it's just a systematic application of the basics all marketeers are taught’. It’s also a process that can be applied to any industry.
Marketing orientation – use data to understand and then segment your audience.
Strategy – match the message to your target audience.
Tactics – set the 4 P’s, product, price, place and promotion.
Then measure, review and go again! Simple, and THE SAME FOR WHATEVER INDUSTRY YOU PLAY IN!
This is a whole article in itself, in fact Mark has written some corkers, but I wanted to include it to make the point that marketing skills are transferable!
Talent attraction / diversity of thought = innovation and adaptation
The true essence of marketing lies in understanding people, communicating effectively, and thinking creatively—all skills that transcend specific industries. By broadening the talent pool to include individuals from diverse backgrounds, companies can foster a more innovative and adaptable marketing team. This approach not only brings fresh perspectives and new ideas but also keeps the team dynamic and resilient in an ever-changing landscape.
Your culture should be the barometer for any new hire and talent with a fresh way of thinking and working towards a brighter and bigger tomorrow. Industry knowledge can be taught, passion and adaptability is harder to learn.
So, don't be afraid to look beyond the usual candidates; embrace diversity in experience and thought, and watch your marketing team thrive.
And for those who want to change
Don’t be afraid to jump…
