Building a high-performing marketing team is more than just hiring talented individuals—it’s about creating a group of complementary skills and personalities that elevate each other.
Great leaders know the secret lies in seeking out team members who are better than themselves in key areas, fostering an environment of innovation and trust.
Here’s a quick guide to finding the right people, setting them up for success, and empowering them to thrive.
Start with a Thoughtful Job Description
The job description is your chance to attract the best candidates and set the tone for what the role entails. It should be clear, engaging, and serve as a filter for finding those who truly fit the role.
Be Specific: Outline the primary responsibilities, required skills, and expected outcomes.
Validate Skills: Incorporate a way to test their abilities, such as asking for:
A presentation on a campaign they’ve executed.
An example strategy document they’ve developed.
Completion of a short, relevant task to simulate the work they’d do on the job.
Be Honest: Make it clear what the day-to-day work looks like and the challenges they might face.
Be Inspiring: Show how their contributions will drive meaningful impact for your company.
By thoughtfully crafting the job description and adding a skills validation step, you’ll attract serious candidates who have what it takes to succeed.
Take Your Time
Hiring isn’t just about finding someone qualified—it’s about finding the right person for the team. Rushing the process can lead to mismatches that disrupt workflows and morale. Instead, take a measured approach to evaluate candidates thoroughly.
Build an Interview Committee
One of the best ways to ensure a well-rounded assessment is by involving a trusted interview committee. This group should consist of colleagues who will work closely with the new hire and whose opinions you respect. The committee provides multiple perspectives, making it easier to gauge cultural fit and skills alignment.
Provide Sample Questions to Guide the Interviews
To make the process more effective, arm your committee with questions tailored to evaluate both technical abilities and soft skills:
Skill-Specific Questions:
Can you walk us through a campaign you led and share what made it successful?
How would you approach improving our [specific strategy, e.g., email engagement]?
What martech systems are you familiar with? How hands-on have you been in these systems?
Cultural Fit Questions:
How do you handle feedback, and can you share an example?
What do you value most in a team environment?
Problem-Solving Questions:
How would you tackle [specific challenge related to the role]?
Tell us about a time you made a mistake and how you resolved it.
Having the committee weigh in ensures you’re hiring someone the whole team is excited about.
Plan Ahead for Their Success
Once you’ve selected your candidate, it’s critical to have a plan for their integration and growth. A well-structured 30/60/90-day plan isn’t just a tool for the new hire—it’s also a powerful way to show them you’re invested in their success.
Set the Stage: Outline what “success” looks like at 30, 60, and 90 days.
Enable Fast Onboarding: Provide them with resources, key contacts, and context so they can start contributing quickly.
Show the Big Picture: Help them see how their work ties into team and company goals.
A great plan sets clear expectations, builds confidence, and reduces ramp-up time. My new hires have such detailed 30/60/90s that they've fast-tracked their onboarding and start contributing meaningful impact within the first month of starting.
Empower and Trust Your Team
Hiring great talent is just the start. To get the most out of your team, you need to trust them to do what they do best—and set them up to lead and shine.
Make Them Visible
Visibility is crucial to building confidence and credibility. Give your new hire opportunities to connect with key stakeholders and present their work.
Access to Executives: Invite them to share updates with senior leaders to showcase their contributions.
Ownership of Key Updates: Let them lead team meetings or present progress on major initiatives.
Celebrate Wins Publicly: Acknowledge their achievements in company-wide communications or during team calls.
This visibility demonstrates your trust and helps them build strong cross-functional relationships.
Foster Autonomy and Growth
Once they’re settled, give them the freedom to own their projects and make decisions. Micromanaging stifles creativity and slows progress.
Instead:
Provide Regular Check-Ins: Schedule weekly 1:1s to discuss their progress, offer guidance, and talk about career goals.
Be a Sounding Board: Make yourself available to brainstorm or troubleshoot when needed.
Encourage Learning: Offer training or mentorship opportunities to help them develop professionally.
When employees feel empowered and trusted, they’ll be more engaged and motivated to excel.
Look for Talent in Familiar Places
Great hires don’t always come from the usual recruiting channels. Consider exploring alternative sources of talent:
Rehires: Reach out to people you’ve worked with before and trust—they already understand your expectations.
Referrals: Leverage the recommendations of colleagues, previous coworkers, or peers who understand your team’s culture and needs.
Internal Talent: Evaluate your existing company for individuals who could thrive in a new or repositioned role with different or more-focused responsibilities.
These avenues often yield candidates who align with your values and adapt quickly.
Don’t Let the Good Ones Get Away
Great employees are in high demand. Make it a priority to retain them by investing in their development and keeping communication open.
Show Appreciation: Celebrate their wins and give credit where it’s due. Also, never underestimate the power of a simple 'thank you'!
Focus on Career Growth: Regularly discuss OKRs, performance, SWOT (strengths/weaknesses assessment), and opportunities for advancement or skill-building.
Listen: Create an environment where they feel heard and valued.
When employees feel supported and see a clear path for their future, they’re more likely to stay engaged and loyal.
Final Thoughts
Exceptional teams don’t happen by accident—they’re built through thoughtful planning, deliberate hiring, and empowering leadership. By taking the time to find the right people, investing in their growth, and trusting them to lead, you’ll create a team that drives success and innovation like I've done at Passport.
Remember, your team’s success is your success. Great leaders know the value of letting their people shine.
留言