How Marketing Hiring is Different and How to Do It Right

By Joseph Burns, Founder and CEO of Lupa

Hiring for marketing roles is a whole different ball game compared to other fields like tech or finance. It’s a unique blend of creativity and data-driven strategy, and finding the right talent can be tricky. I’m Joseph Burns, CEO of Lupa, and I’ve helped many companies build their marketing teams across Latin America. In this guide, I’ll share what makes marketing hiring different, what to look for in candidates, and how to build a strong marketing team that drives results.

Why Marketing Hiring is Unique

Marketing is a mix of art and science. You need people who can think creatively but also back up their ideas with data. It's not like tech, where you have clear-cut skills like coding languages. In marketing, soft skills like communication and adaptability are crucial, but so are the hard numbers. The best part? You can often see a candidate's work online, making it easier to evaluate their impact.

For instance, if someone claims to be great at social media, you can check their follower count and engagement. If they're an SEO expert, tools like Semrush can show you the traffic growth they've achieved. It's all out there. This transparency is both a blessing and a curse—you can find great talent, but also weed out those who talk more than they deliver. I've had interviews end quickly when candidates couldn't back up their claims with real results.

What to Look for in Marketing Candidates

When you're hiring for marketing, there are a few key traits to look out for:

1. Proof of Results: Any good marketer should have a portfolio of their work or case studies that show what they've achieved. If they can't show you the numbers, that's a red flag.
2. Communication Skills: Marketing is all about storytelling. Your candidate should be able to clearly explain their strategies, what worked, what didn't, and why. If they can't communicate their process, how will they sell your product or service?
3. Adaptability: The marketing world changes fast. You need people who can keep up and adapt their strategies as trends evolve. Look for candidates who have diverse experiences and can demonstrate how they've adjusted their approach over time.

Building a Marketing Team: Start with Competitor Analysis

Before you even start hiring, do your homework. Check out what your competitors are doing. Sign up for their newsletters, follow them on social media, and use tools like Google Analytics to see which channels they're using. This will help you understand where you should focus your efforts.

Once you have this information, you can be more targeted in your hiring. Look for candidates who have experience in the exact channels that are working for your competitors. This isn't the time to go broad—you want specialists who can make an impact in the areas that matter most to your business.

Key Challenges in Marketing Hiring and How Lupa Addresses Them

One of the biggest challenges in marketing hiring is the risk of counteroffers. Good marketers are in high demand, and if they're doing well, their current employer will likely try to keep them. At Lupa, we ensure that candidates are truly bought into your company's vision and growth potential, making them less likely to jump ship when a counteroffer comes their way.

Another challenge is the sheer range of skills in marketing. Unlike tech roles that have specific requirements, marketing can be more subjective. You can get a lot of false positives—candidates who look great on paper but don't deliver in practice. That's why we take the time to define roles clearly and create a hiring process that filters out the fluff.

The Strength of Marketing Talent in Latin America

Latin America has some fantastic marketing talent. People here are often more resourceful and creative because they're used to working with smaller budgets. They know how to make every dollar count, which is a huge advantage in today's competitive landscape.

Many top marketers in the region also speak English and have a global perspective, having been educated in English-speaking environments. This makes them not only cost-effective but also highly competitive on a global scale. If you're looking to build a marketing team, Latin America offers a deep talent pool that can meet your needs without breaking the bank.

How to Retain Top Marketing Talent

Finding the right people is only half the battle—keeping them is the real challenge. The key is to make them feel like an integral part of your team, not just a contractor based overseas. Involve them in strategy discussions and make sure they see a clear path for growth within your company.

Another tip? Pair them with a senior marketing leader who can mentor them. This helps them feel valued and gives them someone to learn from. If you don't invest in their growth, they'll look for opportunities elsewhere.

Aligning New Hires with Your Company's Goals

When you bring new marketing talent on board, make sure they understand your strategic goals from the get-go. The more aligned they are with your vision, the faster they'll be able to make an impact. Look for candidates who have experience in your industry or with similar products. This reduces the learning curve and allows them to hit the ground running.

Putting It All Together

Marketing hiring is a unique challenge, but with the right strategy and a clear understanding of what you're looking for, you can build a powerhouse team. At Lupa, we've helped many companies find the best marketing talent in Latin America, and we're here to help you too.

If you're serious about building a top-notch marketing team, let's talk. We're here to find you the people who will take your business to the next level.