The Lazy Hiring Manager's Guide to Digital Marketing Skills (But It Actually Works)

I've been there. You're staring at a mountain of resumes, each one more impressive than the last, filled with buzzwords like "synergy" and "disruptive innovation." You finally find someone who seems promising, only to discover a few weeks later that their "expertise" in SEO is limited to changing the font color on their blog posts. 

Sound familiar? 

Hiring digital marketers can feel like navigating a minefield. You're throwing money at marketing that isn't working, and you're starting to wonder if "digital marketing" is just a fancy term for "making stuff up."

The problem isn't a lack of qualified candidates (though that's definitely a factor). The problem is you. Or rather, the way you're approaching the hiring process. You're probably juggling a million other tasks, struggling to understand the nuances of each digital marketing specialization, and falling for the trap of impressive-sounding titles without digging into actual skills. You’re looking for a unicorn when you should be building a team of specialists.

This guide isn't about being lazy in the negative sense. It's about being efficient. It's about cutting through the noise and focusing on the essential skills that actually drive results. It's about working smarter, not harder, so you can build a high-performing digital marketing team without losing your sanity.

Debunking Digital Marketing Myths (What NOT to look for)

Let's start by clearing the air. Here are some common misconceptions that often lead to hiring disasters:

• Myth 1: The "Full-Stack" Unicorn: Stop searching for the mythical creature who can do it all. Digital marketing is a vast field. Expecting one person to be an expert in SEO, paid advertising, content creation, analytics, and everything in between is unrealistic. It's better to build a team of specialists, each with their own area of expertise.

Do you really need one person to be a google ads specialist, a meta ads specialist, and an ecommerce SEO specialist all at once? Probably not.

• Myth 2: Buzzword Bingo: "Growth hacking," "synergy," "disruptive," "agile"—these buzzwords sound impressive, but they don't necessarily translate to actual skills. Focus on what a candidate can do, not the jargon they use.

You need to hire an SEO specialist who understands technical SEO, not just someone who throws the term around.

• Myth 3: Years of Experience = Competency: The digital landscape changes at lightning speed. Someone with 10 years of experience might be using outdated tactics. Prioritize demonstrable skills and up-to-date knowledge over sheer years on the job.
  
  
• Myth 4: The Social Media Superstar: A large social media following doesn't automatically make someone a good digital marketer. There's a big difference between having a lot of followers and being able to drive business results. Look for candidates who understand how to use social media to achieve specific marketing goals.
  
  

The Essential Skills That Actually Matter (The "Lazy" Checklist)

Now, let's get to the good stuff. Here are some essential skill areas to focus on when hiring digital marketers:

• Data Analysis & Measurement: Digital marketing is all about data. Look for candidates who can track, analyze, and interpret data to measure campaign effectiveness. 

Familiarity with tools like Google Analytics is a must. Why it matters: Shows ROI and allows for data-driven decisions. 

Interview Questions: 

"Tell me about a time you used data to improve a campaign's performance." "What metrics do you track to measure the success of a social media campaign?" 

Exercise: "Analyze this website's traffic data and identify areas for improvement."

• Content Marketing (with a focus on SEO): High-quality, engaging content is the foundation of any successful digital marketing strategy. Look for candidates who understand keyword research, on-page optimization, and content strategy. You might need to hire an SEO specialist to ensure your content is ranking well.

Why it matters: Drives organic traffic and builds brand authority. Interview 

Questions: "What SEO tools are you familiar with and why?"

"Describe your process for creating a content marketing strategy." 

Exercise: "Write a short blog post on this topic, optimizing it for a specific keyword."

• Paid Advertising (Platform Specific): Paid advertising can be a powerful tool for driving targeted traffic and generating leads. Look for candidates with experience on the platforms that are relevant to your business (e.g., Google Ads, Facebook Ads, LinkedIn Ads). 

Consider hiring a google ads specialist, a meta ads specialist, and perhaps even a google LSA specialist depending on your needs. 

Why it matters: Drives targeted traffic and generates leads. 

Interview Questions: "Describe your experience managing a paid advertising budget." 

"What strategies do you use to optimize paid campaigns?" 

Exercise: "Create a sample ad campaign for our product/service."

• Email Marketing Automation: Effective email marketing is crucial for nurturing leads and driving sales. You might want to hire a Klaviyo specialist or someone proficient in other email marketing platforms. 

Why it matters: Builds relationships with customers and drives conversions. Interview Questions: "What email marketing platforms are you experienced with?"

"Describe your experience with email automation." 

Exercise: "Create an email sequence for a specific marketing campaign."

• Conversion Optimization (CRO): Driving traffic to your website is only half the battle. You also need to convert that traffic into leads and customers. Look for candidates who understand how to improve website conversion rates through A/B testing, user experience analysis, and landing page optimization. 

Why it matters: Maximizes the value of traffic and advertising spend. Interview Questions: 

"What are some common CRO techniques you've used?"

"How do you approach A/B testing?"

Exercise: "Analyze this landing page and suggest improvements to increase conversions."

Streamlining the Hiring Process (Tips for the "Lazy" Manager)

Now that you know what to look for, here are some tips for making the hiring process more efficient:

• Prioritize skills over experience: Focus on what candidates can do, not just how long they've been doing it.

Do you need someone with 10 years of social media specialist experience, or someone who understands the latest trends on TikTok?

• Use skills-based assessments: Implement short tests or assignments to evaluate candidates' abilities quickly.
  
  
• Leverage online tools: Use applicant tracking systems and video interviewing platforms to streamline the process.
  
  
• Don't underestimate the power of a portfolio: A strong portfolio is the best way to see a candidate's work and assess their skills.

This is especially important when you hire a video editor or hire a graphic designer.

• Consider Offshoring for HR Support: As your business grows, managing the complexities of HR and talent acquisition can become overwhelming. Many US marketing leaders are finding success by partnering with offshore HR providers. Companies like Specialist.ph offer dedicated teams that handle everything from sourcing and screening candidates to managing payroll and benefits, freeing up your time to focus on strategic initiatives. This can be a particularly efficient solution when scaling your digital marketing team.
  
  

Case Study

Mike LeMieux, Founder at Mike Social, a company that helps businesses grow through social media strategy, faced a common challenge: scaling.  His clients wanted more than just social media strategy; they needed help with sales funnels, email marketing, paid ads, and other crucial elements of a digital presence.  Mike knew he needed help, but the thought of sourcing applicants, sifting through resumes, and conducting interviews felt overwhelming.

He turned to Specialist.ph.  "When faced with the challenge of scaling my company, I knew I needed to add more staff… Sourcing applicants, combing through resumes, interviews, training, and everything else that goes into scaling human resources felt overwhelming," Mike explains. "I trusted Specialist PH and their process for ensuring they put the right people on my team and they didn’t disappoint."

‍Specialist.ph helped Mike find two specialists to handle these additional demands.  Within a year, these two specialists, guided by Mike Social’s management team, achieved remarkable results: 12+ sales funnels published, 6+ full-fledged courses published, 5+ Facebook ad accounts managed, and over $600k in sales generated for clients.  "Productivity is now higher than ever before. We’re able to offer more services and earn more per client than we were before hiring Specialist PH," Mike shares. "I highly recommend hiring from Specialist PH - I would do it again in a heartbeat!"

Final Thoughts

Hiring digital marketers doesn't have to be a nightmare. By focusing on the essential skills, debunking common myths, and streamlining the hiring process, you can build a high-performing team without wasting time and money. And if you're looking for expert support in managing your HR needs, including talent acquisition, explore how Specialist.ph can help.