Why Your Marketing Job Descriptions Don’t Attract the Best Talent

The quality of job descriptions has a significant influence on a company’s hiring success. Dropping the ball at this crucial stage can result in hiring candidates who may be less motivated, underqualified, or a poor fit for the organisation.

Such mistakes do not come cheap, with reports showing that organisations spend $15,000 on a bad hire on average. This includes expenses related to time, resources, onboarding and training.

Making the wrong hire in the marketing industry can also lead to the loss of clients, resulting in additional financial setbacks. With so much at stake during the hiring process, this article shares some advice on how to ensure your job descriptions aren’t impacting your recruitment success. We guide you through why job descriptions are important, what makes a good job description and the common mistakes to avoid.

Why are Job Descriptions Important in Recruitment? 

Job descriptions play a crucial role in the success of growing a company. They attract qualified and motivated candidates who are actively seeking a role with the responsibilities the organisation is hiring for.

They also provide clarity on the role, minimising misunderstandings and aligning the expectations and goals of the company with those of the applicants. Consequently, they ensure the right kind of candidates apply for the role, which ensures that companies have talented employees.

This, in turn, significantly increases the likelihood of successful new employees and, by extension, the company itself. Bad job descriptions, on the other hand, can lead to wrong hires. 

Not only can this end up costing organisations thousands of pounds, but hiring the wrong candidate can also compromise team dynamics and damage the company’s reputation.

Why Your Marketing Job Descriptions Don’t Attract the Best Talent: The 6 Most Common Mistakes

Vague Job Titles

One of the most common mistakes made with marketing job descriptions is using vague job titles. Given the diverse range of roles and niches within the marketing industry, it’s crucial to opt for precise and clear titles.

In doing so, you enhance the chances of attracting qualified candidates with skill sets and expertise that align with the vacancy you are filling and are actively seeking roles that align with these responsibilities.

Lack of Specificity

Another of the most common mistakes made in marketing job descriptions is brushing over details. While you may be focused on giving a brief overview of the role, jobseekers want to know what they’re signing up for when applying for a new job. 

This is especially crucial in marketing, where responsibilities can vary significantly between roles and companies. A description that only includes generic information, leaves potential candidates unclear whether the role or organisation is a good fit for them and, as a result, uncertain if they would like to apply.

Overusing Buzzwords

Using clichéd marketing buzzwords without providing concrete information about the job can be off-putting. Candidates want to know specific details about the role, not just generic terms that every other company is using.

Neglecting to Mention Salary

Omitting salary details in marketing job descriptions is a quick-fire way to compromise candidate trust and transparency. In fact, research shows that this is the top concern for candidates when evaluating job opportunities.

Salary is a crucial bit of information that can determine both whether a candidate wants to apply but also whether it is financially viable for them to do so in their situation. Neglecting to mention the salary in a job description can ultimately waste both the organisation’s and the applicant’s time. 

Candidates may progress through the hiring process only to decline an offer due to salary misalignment. The most effective job descriptions proactively mention the salary, streamlining the hiring process and attracting more engaged and qualified candidates. Transparent job postings in a competitive market can also boost a company’s brand image.

Ignoring SEO

While SEO is integral to digital marketing, it’s not uncommon for professionals in the industry to overlook it when crafting job descriptions. This oversight often leads to the description getting lost in the vast online landscape. Enhancing visibility in search engines can be achieved by strategically incorporating industry-specific keywords into job board postings.

Misunderstanding the Distinction Between Job Ads and Job Descriptions

Many underestimate the difference between job ads and job descriptions. They are two distinct entities with unique purposes within the hiring process. 

A job advertisement is supposed to sell the role and highlight why it offers an attractive opportunity for qualified candidates. A job description, on the other hand, detailed depiction of the daily responsibilities and expectations for the employee. 

While many advertisements include job descriptions to provide applicants with insights into the role, it’s crucial to recognise and clearly articulate the distinct functions of each in the hiring process. This ensures that each stage delivers precisely what the candidate is seeking.

Examples of Marketing Job Descriptions

Position: Marketing Director at Smythe Associates

We are seeking a dynamic and results-driven marketing director to join our growing team. In your role, you will play a crucial role in shaping our brand strategy, driving innovative marketing campaigns, and ensuring the overall success of our marketing initiatives.

Key Responsibilities:

Strategic Planning and Execution:

• Develop and implement comprehensive marketing strategies aligned with the company’s goals and objectives.
• Drive the execution of marketing plans to achieve business targets and enhance brand visibility.
• Harness your creativity to design and disseminate strategies.

Data-Driven Decision Making:

• Utilise data analytics and market research to identify opportunities, track campaign performance, and make informed decisions.
• Continuously assess and adapt marketing strategies based on key performance indicators (KPIs).

Cross-Functional Collaboration:

• Collaborate with cross-functional teams, including Sales, Product Development, and Finance, to ensure cohesive and integrated marketing efforts.
• Foster a collaborative environment that encourages the exchange of ideas and expertise.

Innovative Campaign Development:

• Lead the development of innovative marketing campaigns that resonate with our target audience.
• Stay abreast of industry trends and incorporate cutting-edge marketing techniques into our strategies.
• Immerse yourself in events, from conferences to exhibitions, fostering connections and showcasing our revolutionary solutions.
• Cultivate relationships with key customers

Qualifications:

Bachelor’s degree in Marketing, Business, or a related field; MBA is a plus.

Proven experience as a Marketing Director or in a similar senior marketing role.

Strong analytical skills with the ability to translate data into actionable insights.

Excellent communication and leadership skills with a track record of successful team management.

What Sets Us Apart:

At Smythe Associates, we pride ourselves on fostering a culture of creativity, collaboration, and continuous learning. Join our team and be part of an organisation that values innovation and empowers its employees to reach their full potential.

Salary Estimate:

Competitive salary commensurate with experience and qualifications. The salary range for this position is £40,000 to £60,000 annually. The final offer will depend on the candidate’s experience, skills, and overall fit for the role.

Feedback

While the marketing executive job description provides a general overview of the role, it is very vague. The sections could benefit from more specific details. For instance, it would be helpful to specify the types of marketing campaigns, clients or industries the candidate will work on.

The phrase “dynamic and results-driven” is a common buzzword that could apply to an employee working in almost any role within the marketing industry. Replacing it with more specific qualities or achievements that highlight what the candidate needs to succeed in this specific role would be more helpful.

The qualifications section is not very focused. The marketing director job description could be improved by reducing this to only include the critical qualifications and skills required of the candidate. Otherwise, you risk discouraging potential candidates who may excel in the role and have relevant experience or skills but don’t meet every listed requirement.

Position: Marketing Executive at Pinnacle Impact Marketing

Are you a passionate and results-oriented marketing professional looking to make a significant impact in a dynamic and fast-paced environment? Pinnacle Impact Marketing is on the lookout for a Marketing Executive to join our team and play a pivotal role in contributing to the success of our marketing initiatives.

Key Responsibilities:

Campaign Development and Execution:

• Develop and execute marketing campaigns across various channels to drive brand awareness and lead generation.
• Collaborate with cross-functional teams to ensure seamless implementation of marketing strategies.

Content Creation and Management:

• Create compelling and engaging content for digital and traditional platforms.
• Manage content calendars, ensuring timely delivery of high-quality materials aligned with brand messaging.

Data Analysis and Reporting:

• Utilise analytics tools to measure campaign performance and provide insights for continuous improvement.
• Prepare regular reports highlighting key performance indicators and making data-driven recommendations.

Market Research:

• Stay informed about industry trends, market dynamics, and competitor activities to identify opportunities and challenges.
• Translate market insights into actionable strategies to stay ahead in a competitive landscape.

Qualifications:

Bachelor’s degree in Marketing, Business, or a related field.

Proven experience in marketing, with a focus on campaign development and execution.

Strong analytical skills and proficiency in data-driven decision-making.

Excellent written and verbal communication skills.

What We Offer:

• A collaborative and inclusive work environment where your ideas are valued.
• Opportunities for professional development and career growth.
• Competitive salary commensurate with experience.
• Comprehensive benefits package, including health insurance and retirement plans.

Feedback

The description mentions a “collaborative and inclusive work environment,” but it does not say how or why. As a result, the marketing executive job description does not actually tell applicants anything about the company’s culture, values, and team dynamics, simply includes a buzzword. It could be improved by adding more insights into what makes the company a unique and desirable place to work.

The job description doesn’t mention the salary range, which can be a crucial deciding factor for many candidates. It would be better to at least include a salary range.

The job title “Marketing Executive” is rather generic and does not tell applicants what area of marketing the role gives them responsibilities in. Instead, organisations can use more specific titles that better reflect the responsibilities and level of the position. 

For example, “Digital Marketing Specialist” or “Content Marketing Coordinator”.

Summary

Job descriptions in marketing can play an integral role in a company’s success. They have a direct influence over the quality of candidates looking to apply to work in the company.  The best marketing job descriptions ensure the company appeals to those in the industry with the right skills, experience and mindset that the organisation is looking for.

Are you struggling to attract the right candidates for your organisation? The Marketists’ team of marketing recruitment specialists can help you find the brightest candidates for the role. Specialising in marketing recruitment, we know how to find the best and most qualified applicants in the industry. Get in touch to find out more about our services or check out our other articles to learn more.