In a recent article, Christine Pilkington, CEO and founder of a marketing services firm in Vancouver, Canada, discusses the potential pitfalls of hiring the wrong candidate for a marketing role. She emphasizes that poor hiring decisions can have a significant impact on a company’s success, affecting employee trust, morale, and productivity. Pilkington points out that sometimes it’s not the person being hired that poses a problem, but rather the role itself.
One common mistake business owners make is hiring someone too junior for a marketing position in order to save money. However, Pilkington shares a story of a client who struggled with his marketing team despite having a substantial ad budget. The team lacked leadership and the necessary experience to effectively carry out the company’s marketing strategy, leading to morale issues and a potential mutiny within the team.
The challenges of hiring can lead to wasted money, time, productivity, and effort, as well as impacting morale, buy-in, and the quality of work. Pilkington warns against cutting corners when it comes to marketing, as hiring the wrong candidate can have long-term negative consequences for a business’s reputation and success. She suggests considering factors such as budget constraints, the limits of the hiring manager’s marketing knowledge, and the relevance of a candidate’s experience to the company’s industry.
Pilkington also cautions against having overly broad or poorly defined expectations for a marketing role, as this can lead to misunderstandings and underperformance. She advises business owners to carefully evaluate the skills and experience of potential hires, as well as to consider the necessity of certain qualities for the role. By making a thoughtful hiring decision with the future of the business in mind, companies can avoid costly mistakes and set themselves up for success in the long run.
In conclusion, Pilkington stresses the importance of hiring the right candidate for marketing roles to ensure the success and growth of a business. By investing time and effort in the hiring process, companies can avoid the negative consequences of poor hiring decisions and build a strong marketing team that can drive success. Pilkington’s insights serve as a valuable reminder to business owners to prioritize hiring the right talent to achieve their goals and drive business growth.
