From Tradition to Transformation: The Evolution of Hiring Practices

Life Science Marketing Radio

Hiring people is difficult, expensive and risky. It’s a skill in itself for which most of us get very little practice. I talked to Ken Schmitt about how hiring has changed and a few things to think about when filling a role on your team. Fun fact: Ken got his first job at a staffing agency by answering an ad in a newspaper!

Ken’s agency specializes in placing marketing and salespeople. I asked him about skills that drive hiring decisions:

…marketing especially needs to have that experience and understand the language of sales as well to be truly effective on the marketing side and be able to understand the broader business, not just marketing… is the center of the universe, but marketing is much less of a linear role, if you will, or a stop along the way. And it's much more circular.

You know, it used to be that marketing did this, this, and this, and then stopped, handed it off to sales, and now sales took it from there. But now it's again, a much more circular kind of collaboration and relationship. And so whenever we're talking to candidates about the senior level marketing searches that we're doing, we're asking them, tell us about your experience collaborating with sales.

How a candidate collaborates with sales is important. There are plenty of good marketers without it, but I’d say actual sales experience would be even better. Looking back at my own experience, it’s stunning how little marketing (marcom at least) was connected to sales in the life science companies where I worked. We could spend a few episodes on that…

When hiring, Ken recommends looking at your team as a whole. What skills do you already have and what gaps are you looking to fill? Are there people from outside the industry who can bring new ideas and new skills to the effort?

We discussed whether and when a college degree is necessary. This is an evolution I find fascinating. I think a fair amount about whether and how much we discount or overvalue our degrees based on many factors including how long ago we attended college or specific classes we took but no longer see how they might have been relevant.

I’ve known great marketers with no science background and we put scientists into marketing roles with no marketing background all the time. I’d love to see your comments about what you think is necessary and or optimal.

I have several interesting episodes in the can already. Don’t miss ‘em.

Thanks for being here.

My favorite part of the conversation was about employer branding. As a content marketer, this speaks to me. Every company has a brand in the eyes of its customers. There is also a brand in the eyes of its employees and potential hires.

Let’s look at it like a marketing funnel. At the top there is what your company does, but also what it stands for. What is the culture like? Does the actual culture reflect the aspirational statements or taglines one often hears?

At the middle of the funnel are job descriptions - another candidate for a full episode. My sense is that many employers aren’t thinking about whether a job description might turn away qualified candidates based on the way it’s written. I often see descriptions that seem to say, “Don’t be like the last person who had this job…” Hmmm. Something to think about.

I understand the description needs to be accurate. Can it be inspiring at the same time? I’d like to think so. Given that the job description is one of the first impressions for new hires, it’s a significant part of your brand. Why not show it to someone outside of your company and ask them what kind of impression it makes?

Of course, the bottom of the funnel is the interview and even the onboarding experience. From personal experience, I’d say these things matter a lot. A small investment of time and effort upfront will pay off many times in the long run.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

Intro Music stefsax / CC BY 2.5

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