Confronting the mayhem in Media and Marketing

Toughlove for marketing and PR job seekers Redux

Yesterday, David Meerman Scott posted some “Tough love for marketing and PR job seekers” basically stating that the résumé is dead and today you are only as good as the last thing you have published online. The subject, while not new, was prompted from a chat between Mr. Scott and his friend Jon Ferrara, the CEO of Nimble, who is in the process of filling a few positions. The advice to Ferrara was to see if the candidates passed the “Google test.” By searching the candidate’s name, you can quickly whittle down the pool simply by those who are active in content creation and thus receive their share of Google juice.

On the web, you are what you publish. — David Meerman Scott

I agree 100%.

Creating content requires focused commitment. Blog posts, tweets, videos, and e-books do not appear out of thin air. They are work, sometimes hard work. That is why the “Google test” is a solid indicator for most job prospects. (Christopher S. Penn recently talked about a “Linkedin test” requiring at least one recommendation.) If you are involved in media or marketing, those social checklists are even more critical component to show potential employers. No excuses.

As much as we all like routine and checklists though, the real world has more character and nuance. Just as 90% of job seekers may not heed the advice to pump up their content creation, a.k.a Google juice, 90% of those responsible for hiring may not put in the work either. Ever notice those job postings that seem written with some fictitious super hero in mind? Requiring a skill set to complete a specific task, say a Rails programmer for instance, is perfectly acceptable as a selection criteria. Looking for someone who has X years of experience or other self-serving, gratuitous accolades server little purpose. Can’t we all think of someone who has plenty of tenure but little impact and vice versa? Requiring a cookie cutter version of an accepted norm, someone who must be a marketer because they look like a marketer, is also limiting and potentially harmful to your search.

90% of Hiring Professionals

  • Write esoteric or company lingo filled job descriptions
  • Filter based on criteria that is not pertinent to the needs of the job nor the team
  • Squander the opportunity to dive deeply into a candidates social graph once passing a “Google test”
  • Fail to thoroughly flush out the “real” person (multiple interviews maybe with multiple disciplines, performance tests, trails, etc.)

True creative change, as so many others have pointed out, usually comes from the outside instead of within.

Will you be the other 10%?


photo: Tokyo Butterfly

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  • David Meerman Scott

    Thanks for adding to this discussion!