Hiring a marketer? Read this first.
At some point, nearly every organization needs a marketing lead. That’s when the checklist starts. Companies often stick to the basics:
- Years of experience
- Industry background
- Social media expertise
- Experience with key software tools
None of that is wrong. But it’s not what actually determines whether they’ll be effective. Marketing isn’t static. It’s not a set of tasks. It’s a way of thinking.
The best marketing professionals don’t just do marketing. They figure things out. Here’s what to look for when you’re hiring a marketing professional.
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#1: Curiosity that doesn’t turn off.
Savvy marketers ask better questions than anyone else in the room. They don’t accept:
- “This is how we’ve always done it.”
- “That’s what our audience wants.”
- “This worked before.”
They dig. They want to understand:
- How the business is performing
- What customers understand about you
- Why customers choose you (or don’t)
- Where messaging is falling flat
- What’s changing in the market
What to listen for in interviews:
Are they asking you thoughtful questions or are they answering yours?
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#2: Thinks clearly, writes clearly.
Marketing is communication and communication is thinking made visible.
If someone can’t write clearly, they usually can’t think clearly about your brand either. You’re not just hiring someone to create content. You’re hiring someone to:
- Distill complexity
- Make ideas compelling
- Create messaging that resonates with your audience
- Sound like you – not everyone else
During the interview process, give candidates something real. Ask them to write a homepage headline, a Facebook post, or an email, and explain it. You’ll learn more from that exercise than from any resume.
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#3: Problem solvers, not order-takers.
You don’t need someone to just post three times a week. You need someone who sees data that’s not in line with your goals to ask, “What’s going on here?”
Strong marketers:
- Connect dots across channels
- Diagnose before acting
- Challenge assumptions
Interview prompt:
“Tell me about a time something wasn’t working. What did you do?”
Gather intel on how they approach problems.
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#4: Leans into new technology, especially AI.
The best marketers are not threatened by tools like ChatGPT, Midjourney, or Canva. They’re energized by them. They:
- Experiment constantly (ChatGPT and Claude helped me create this blog!)
- Use AI to accelerate thinking, not replace it
- Stay current without chasing every shiny object
You want someone who uses AI AND knows when and why to use it.
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#5: Starts at the end.
Strategic thinkers start with the goal in mind. They see the bigger picture, prioritize what drives impact, and know what not to do. They don’t just ask, “What should we post”? They ask questions like, “What are we trying to change?” and “How does this help us achieve our business goals?”
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So…who should you hire? The person who is:
- Relentlessly curious
- Writes and thinks clearly
- Thrives on solving problems
- Is energized by new tools and ideas
- Thinks strategically about impact
Marketing is changing too quickly to hire for static skills. Hire someone who is adept at navigating what comes next.
