5 Tips for Building Out Your Marketing Team

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Low unemployment and baby boomers' looming retirement are shrinking the talent pool. Add in the explosion of new media and the globalization of commerce, and today's marketers must take on broader responsibilities. Sean Bisceglia, president of Aquent Marketing Staffing, shares tips for attracting and retaining next-generation marketers.

1. Try to relate. Determine hiring specifications and develop a detailed job description that includes a potential career path if there is one. Quality marketers will be attracted to well-defined opportunities, not generic job descriptions. And a clearly written job description can be very effective at screening out unmatched talent.

2. Find them the way they'd find you. Drive applicant flow by using the internet. Posting your job openings on niche job sites that are vertically focused can be a powerful source for those looking to fill specialty jobs. Creating and promoting employee-referral campaigns through online job boards can produce more qualified applicants and reduce the time it takes to find the right fit. Think Jobster and LinkedIn to help create a viral referral campaign.

3. It's all about feeling good. Assess for cultural fit. Research shows that individuals selected on the basis of culture fit will contribute faster, perform better and stay longer. Skills can always be developed; a cultural fit cannot. Look into a temp-to-perm solution to "test drive" the talent to make sure they fit in with the culture before making a costly hiring decision.

4. This isn't your father's workplace. Build a flexible workforce. Interim marketers can bring new insight and innovation to the table. Additionally, next-generation marketers seek work-life balance. Filling in gaps or bringing on interim help when there's a surge in workload will help make your current employees happy-always good for retention.

5. Balance isn't bunk. With work-life balance being a major priority for many of today's best candidates, consider job sharing or partial telecommuting. Also consider candidates who may be overqualified. Many senior candidates seeking a work-life balance are purposely seeking opportunities with less responsibility so that they can pursue outside interests.
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