executive search

Confusion. Now Available in Digital.

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I’m having a LOT of conversations about the need for digital talent. There seems to be an endless stream of confusion around this topic in general and even more questions around who to hire and for what type of role.

We’re just not sure exactly what we need. We’re having a hard time distilling down our goals into a translatable job description and functional position. How do we structure the role within the larger organization; who are their cross functional partners? 

Does this sound familiar? Let’s all take a deep breath and consider the solution…

Step 1: Determine leadership level

You know you need digital leadership but maybe you can’t afford a senior level executive. Hey, no hard feelings. This is real life. Director level talent will still offer the leadership you need to develop strategy, build and guide teams while still having close hands-on experience with execution. 

Step 2: Name your price

On a budget? Forget the C-Suite, skip the VP and aim for Director level talent. This will cut your price tag in half. Literally. Decide what you can afford, realistically.

Step 3: Structure the role

You have a lot of needs but aren’t sure how to structure a position that reflects your goals. I could wax on about the various functions within DTC but instead I’ll break it down into three major camps of talent for the sake of sanity and simplicity. Emphasis sanity.

Digital Marketing: Integrated marketing channels i.e. SEO, email, paid search, paid social, PPC, etc. Highly analytical and driven by KPIs and metrics.

Brand / Content Marketing: Brand communication strategy. Establishes creative tone, content and copy through channels. Typically, more creative and conceptual.

eCommerce: Site functionality, site experience, operational and sales. Customer acquisition and retention.

Major broad strokes but most Digital and DTC roles will align with one of these three. You can mix and match or combine elements from each role as well.

Customize. 

There’s no one size fits all. When we develop digital positions, we begin by determining the long term strategic goals and then reverse engineer the position based on these goals considering the company size, needs and circumstances both immediate and future. 

Happy Hunting

Ask Lucy - Frustrated with Job Boards?

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Question

We posted a job on multiple sites, are eager to hire but have received minimal applicants. Those who have applied are often outside of our industry. What are we doing wrong?

– Shannon from NYC

Answer

If you’ve ever used a job board you know all too well that they can be inefficient, ineffective and frustrating.

Job Boards are Transactional

Highly impersonal, there is no connection between the employer and prospective talent. No conversation. Only a cold, sometimes sterile description that demands a resume for consideration. Talent has no idea where the resume goes or who it goes to. The chief complaint I hear among talent is referred to as the black hole of resumes. Even when job seekers send their resume as directed, they rarely receive a response of any kind. Job seekers have become weary of this unpromising process and are much more reluctant to apply than in the past. Both active and passive job seekers want a personal connection. A point of contact with a pulse. A person with whom they can engage with, ask questions and connect with directly.

Job Postings are Poorly Written

Sterile. That’s putting it nicely. The purpose of posting a job is to attract talent. There’s nothing appetizing about a laundry list of job duties and responsibilities. Yawn. How would you tell a friend about an open position at your company? You’d likely begin with all the reasons why you like to work there. You would tell the story, the narrative that frames you brand, company and culture. The majority of job postings share little insight into company culture and the people. At best, it’s a history lesson and humble brag session. Talent wants to know why they should apply for your job. They’re not just looking for a job, per se. They are looking for more than a paycheck. And while that may vary from person to person there are a few common themes.

Job Seekers are More Savvy

Job boards are becoming passé. The smart job hunter isn’t surfing job boards. A decade ago posting a job proved to be much more successful than it is today. Before the rise of LinkedIn and the abundance of social networking there weren’t as many choices.

Now prospective job seekers are getting more proactive. Talent can contact a hiring manager, internal recruiter or HR directly. They’re doing their homework, conducting research on your brand long before they even consider applying. Without a well communicated approach, the desirable candidates are bypassing the yell and sell of a job description turned job post.

You Must Go To Them

You must go to them. It’s highly unlikely that the candidates you desire are sitting around waiting for you. They’re busy and they’re tire of the fluff, the billboard approach. They want a personal connection, transparency and engagement. They want to know what it’s really like to work for your company.

You must have a recipe, a strategy, a process. So before you post and pray, consider a more calculated approach to talent acquisition.

I've developed a proven system that works, every time. No job boards, no surfing LinkedIn.

Are you looking for the solution?

-Ask Lucy

 

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