A West Coast marketing recruiter wrote this to me a few days ago:
“Typically my clients are looking for someone who has a successful recent track record as a full-time, permanent employee, preferably coming out of a direct competitor.”
I have to ask a simple question. Is this a good or bad idea? And how do you define successful?
On one hand, hiring from a competitor means the person has some industry knowledge. Many undoubtedly think that makes for a safe choice.
But I also think it highly unlikely that this cast off from a competitor can touch an award-winning marketing expert like Jeff Ogden of Find New Customers. Clearly, Jeff has assets unlike anyone else. Here is a list for you:
- A world-class network of contacts from his TV show, Marketing Made Simple TV.
In fact, when Social Media Club wanted top speakers for their conference, they first called Jeff Ogden! Why is this important? Let’s say your company needs a strong metrics dashboard. With a couple of phone calls, Jeff could line up two of the top experts in the USA.
- Awards, like Top 50 Influencer in Sales Lead Management.
Awards are the Good Housekeeping seal for marketing professionals. I strongly you consider people who have won this award. Jeff Ogden has won it two years in a row!
- Has your candidate created content? If he has a blog, how long has he been writing it? (Jeff Ogden Has he written any white papers or e-books? Does he have a SlideShare channel? Does he have a YouTube channel? (For Jeff Ogden, the answers are “Yes”, for almost 5 years, “Yes” and “Yes.”)
- Social media
Clearly you want someone comfortable in social media. One way to measure is to use Hubspot’s TwitterGrader tool. The top people in this get 100 out of 100 points, and Jeff Ogden gets a top score of 100 out of 100.
Last but not least, which kind of training do they have? Jeff Ogden is trained in Buyer Personas by the Buyer Persona Institute. And while he is trained in Silverpop, he’s actively working on additional certifications.
So when evaluating people, look for these four things – contacts, awards, content and social media. That way you will hire only the best demand generation professionals.
What do you think? Should companies hire from competitors? Or should they look for the best athlete available? Please tell us in the comments.