Finding a good career and a foothold in ‘Digital Marketing Industry’ seems to be in fashion these days.
It is easier said than done. With so many vacancies, opportunities in this field, we have your questions covered about how to start, thrive in and become successful in digital marketing.
We got in touch with Rahul Jain, Director, Innoserv Digital (a digital marketing agency based in Baner Pune). This interview is part of a series of interviews on careers, growth and challenges in digital marketing.
How do you usually shortlist digital marketing candidates?
Having worked in the digital marketing industry for a long time, we’ve conducted numerous interviews in search of amazing talent.
Increasingly, traditional marketers are up skilling to ensure they have knowledge and skills to be considered for an online marketing role; however, not everybody is suited to work in the space.
Regardless of their skills and experience, I can usually identify those who will succeed based on a standard list of a questionnaire.
A successful candidate has thorough knowledge of consumer journey and puts this to use when optimizing effectiveness of their work, and has proven success in digital campaigns.
- During the interview process, I make it a point to ask the candidate to answer one complex, scenario-based question which answers a lot of questions even before they are asked.
- During an activity, such as analyzing an ad account or a page – I notice things like how he/she approaches a complex issue, and how their analytical process flows.
Throughout the interview process there are numerous occasions on which it becomes clearly visible and obvious that the candidate is passionate about what they do.
Other times, it is necessary to ask the right questions to find out. I try asking the candidate which project he/she were most proud of at their last firm and why. These are some of our recruitment approaches that have been used time and again and enabled me to oversee recruitment at all levels, from entry level to senior roles.
Please share reasons for digital marketers’ interview failures.
If a candidate is rejected it’s probably related to one thing: you’re going for quantity, not quality.
There’s nothing wrong in applying, but do not apply for all sorts of jobs that may or may not be right fit for you. Your closeness to or lack of suitability for a particular role would take you no further than the application stage. Having a fair amount of understanding of how specific aspects of digital marketing industry work is mandatory these days.
Analytical and technical skills can be learned over a period of time and again, but the candidate should possess the basics skills required to be a part of this industry.
It is expected that a candidate must possess in depth understanding of the job role as well as the company they are applying to.
Basic Check Before Applying For Digital Marketing Roles
- About The Company
- Services And Offerings
- Body of Work – Clients, Focus Verticals or Industries
- Employees, Founders, Promoters, Associate Companies
- Do You Fit Into This Company And Role
- Matching Goals Between You And The Company
These are some basic checks you should have done even before you apply to any job. You need to understand the job, learn about the company, the work it entails, the dedication it demands, etc.
The more you learn about the company, the better off you will be.
Job Hopping & Digital Marketing Career –
Frequent switching of jobs can indicate instability. I believe that one should be able to depict the enthusiasm to fulfill career goals hand in hand with company goals.
It is but obvious that one should have clear goals. And it’s even better if you prepare for an interview with goals that benefit the company in the long haul.
These are few of the aspects that can make or break the interview process starting with customer centricity, how the individual will form an effective communication with the client, having a good set of technical skills and abilities for a specific job.
Out of the CVs you get for a vacancy, which gets considered, and which ones get rejected?
Very few people truly understand how to get their CV right, and it is not easy to get a call for an interview.
Most people looking for a job, approach it with little factual knowledge. That is a huge mistake.
Firstly, candidates should know that getting your CV through in this competitive field of Digital Marketing is a tough nut to crack.
Therefore, understanding the recruitment process can help one gauge the chances. Secondly, a single error in your CV can at times get you instantly disqualified.
You will not believe the amount of applications I receive that have
- Unprofessional email address.
- Claims such as “Digital Marketing Expert / Devotee / Consultant”.
- Spelling errors.
- Amateurish fonts.
- Wrong format of the CV.
- Standard “Google sourced” career objectives.
The list can go on.
Now if I talk about accepting a CV, it needs to be in a well-written format (something more than just correct use of punctuations) as it plays a crucial role in helping you land a job interview, and ultimately, a job offer.
Four things that take the CV to the next level –
- Out of the box CV that is just beyond generic templates.
- Good introduction of you and how you sell yourself.
- Clean and clear formatting that showcases your skills and knowledge.
- A good cover mail with SOP.
Why do some digital marketers become more successful than others?
Is it technical skills, domain knowledge, platform knowledge, soft skills or something else?
Given the ever increasing growth of spend on digital media; there is a constant demand for skilled digital marketing professionals.
Two types of skills to take you ahead in digital marketing career:
- Soft skills, which are related to aptitude, attitude, listening & comprehension skills.
- Technical skills, which are related to specific aspects of digital marketing.
Interestingly, for anyone who wants to be successful in digital marketing, there are no pre-requisites in terms of educational qualification and technology skills.
Even if you are not a graduate or have no prior understanding of technology, you can successfully acquire digital marketing skills as long as you are committed and passionate about both marketing and digital media.
Given the dynamic nature of digital media, one should have non-technical skills such as ability to unlearn, observe, draw own conclusions, good verbal and written communication skills, to be successful in leveraging digital marketing.
While it is impossible to expect all of these skills in one person, the degree to which you have these skills is directly proportional to potential success in digital marketing career.
How much room of improvement is there when it comes to platform expertise ?
There is always scope of improvement.
Google AdWords and Facebook Business Manager are just platforms to run paid advertisements. Candidate must have knowledge about these but they must be well versed with user behavior of campaigns / advertisements i.e. how end user will respond to your advertisement?
After capturing data, what plays decisive part is ability to optimize campaigns and achieve end goal efficiently. Herein lies campaign success.
Which roles do you hire for?
Digital marketing has been successful in establishing a stronghold in the marketplace. With this shift in the marketing practice, a whole new pool of digital marketing job opportunities has been created which makes a career in the digital marketing industry as one of the best options for students and professionals.
We hire candidates for roles such as
- Digital Marketing Manager
- Search Engine Optimizer
- Search Engine Marketer
- Social Media Executives
- Web Analytics
- Content Marketing
What are some of the challenges in a client-agency environment?
A Digital Agency deals with it’s fair share of obstacles.
Juggling the process for clients is a full-time job on its own; never mind hiring the right team, managing client expectations and keeping up with trends in an ever-changing industry.
To break it down, some of the major challenges faced by our industry –
- managing client expectations
- getting and retaining clients
- attracting top talent
- client expectation setting and fulfilling agreed client objectives
- adapting to the changing media landscape
But, at the end of the day, quality and value are still the trump cards and the most effective way to boost and retain the equation with the client.
Please share some learning resources for digital marketers
Digital marketing is a constantly evolving field, with industry standards and best practices progressing on a regular basis. Thankfully, top-notch online resources abound for digital marketers to keep tabs on the latest. If you are a beginner or an experienced individual, I would suggest you should definitely bookmark this online pool of resources to boost your knowledge in Digital Marketing.
- Google Trend Hot Searches
- Follow top Digital Marketing Bloggers (Eg: Jon Loomer, Neil Patel)
- AFAQS, Social Samosa & Light House Media Insights keeps you updated about the Indian ecosystem
We would love to hear your feedback on this blog post. Get in touch with us to share your views on digital marketing career. There are many who can benefit from candid, to the point, valuable inputs from you.
Disclaimer: The views expressed are of the agency. PDM does not endorse, support or recommend any agency or its offerings. Readers are encouraged to exercise their own understanding and volition while engaging with anyone featured on PDM Blog.