How to Find The Qualified Entry-Level Digital Marketer (and Avoid AI Fluff)

With all the technological changes and automation that has been built in the last 5-10 years in digital marketing, it seems harder than ever to find a qualified candidate to hire. When searching through endless resumes and cover letters, it is difficult to find the right candidate when all you see is AI-generated fluff. How will you know if the candidate you’re considering is really going to help your company be productive and efficient? Here are several signs to look for in your hiring process that will save you (and the candidate) time and energy.

Educational Versus Transferable Skills

Having essential training in school or from work experience is essential for the entry-level digital marketer. GA4 certifications, email marketing, AI, paid media such as Google Ads/Meta Ads, or SEO are important for your company. However, other skills that help candidates stand out to employers are how those candidates use those skills on the job.

In his article, “The Entry-Level Hiring Crisis Nobody is Talking About” author Natcho Angelo states that skills such as being proactive in their learning outside of work, having a portfolio of work they’ve done while in school or just freshly graduated, effective communication, and critical thinking skills make candidates stand out. When you come across someone who has their own successful brand beyond what they were required to do for their formal education, they are more likely to have more “real world” experience that will help your company improve as well.

Critical Thinking is More Important Than Ever

Many employers take critical thinking for granted. We expect this to be a skill that is already developed through education, certification, and general life, right? Well, it is now more important than ever that your potential candidates can prove that they have these critical thinking skills like how to manage different tools, how to think on their toes, and how to think outside the box.

AI has become necessary, but has also stunted creativity and critical thinking. Finding the candidates that can use AI effectively and work with it to make it even better for the company are the candidates that stand out. How will you weed those candidates out and put more qualified candidates at the top of the list to interview?

Nishtha Jain of Kraftshala School of Business wrote in her blog, “recruiters are moving away from automated screening and static tasks. Instead, hiring processes are becoming more human-led,” meaning more live discussion about actual situations that candidates are likely to come across in work, and how they will work to solve those situations.

When your candidate uses their critical thinking skills alongside AI and other automated technologies that are essential in the digital marketing realm, they are also able to stand out and help your company move forward and become better data-driven decision makers than those candidates that rely on technology to do their thinking. These candidates will take the data they are given, interpret the trends and improve the campaigns or strategies, not just report on the numbers.

Setting Your Company Up for Success in Finding the Right Entry-Level Employee

When you search through your candidate pool to find the right person that will become your employee, remember these things when you consider an entry-level candidate:

1. Do they have experience in the form of a portfolio? If the candidate has had experience on a volunteer, freelance, internship or employment elsewhere, ask them for the portfolio. It is important to also recognize their understanding in essential tools to digital marketing, such as CRM platforms, SEO suites, or other design software. This is the most direct way to see how they have built their skills that will benefit your company in the long run.
2. Remember transferable, soft skills as well as hard skills. Certifications, training, and formal education, are important. Soft skills like whether they get along well with others, are punctual and communicate well with your team, and a desire to learn how to do a good job are all skills that can’t be taught in any formal education. So, search for the candidates that you think will be a good fit in your company, not just in what they’re offering for the work output.
3. Search for candidates that have a good understanding of the digital marketing world, but also have specialized t-shaped skills in one or two areas such as copywriting, social media management, or data analytics. How do I determine if my potential candidate is fit for the job? T-shaped skills mean that they have a great deal of knowledge about SEO, ads, social media, etc. and then have greater depth or specialization in those foundational areas. For example, a candidate might have a marketing degree but have special training in analytics or social media marketing certification.
4. Last, be open to entry-level candidates because they are likely willing and able to be flexible, and also ultimately, starting with someone fresh and new can help you build an employee the way you want them to work.

Good luck with finding the right candidate for your company!