How to Write a Perfect Growth Marketer Job Description
Hiring a top-level growth marketer in today’s market is a sales process from start to finish. Whether you are reaching out directly, through a job board or by using a recruiting partner, you must have a great sales pitch to pique the candidate’s interest in the role you are offering and get them into a conversation.
That’s exactly why you need an outstanding job description, and in this post, we have laid out our thoughts on how you can craft one.
Ok, we know job descriptions are not perfect, and the growth marketer you end up hiring may not neatly fit all the requirements that you list. Some experts, including Dan Portillo, Talent Partner at Greylock Capital, think companies should do away with them completely.
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Yet, unless you are a large successful company, talent won’t be flocking to you on its own. Especially for a growth marketer position, you have to seek candidates out, and job description is often your best conversation starter.
Top growth marketers will tell you that most job descriptions that come their way make them roll their eyes because they are so vague and generic. So, how do you get them excited about your opportunity with a few lines of text?
Before you set out to write a great job description for a growth marketer role, you need to define your objectives and expectations for the role and develop a candidate persona, a topic we discussed in an earlier post.
Once you’ve done that, you are ready to put pen to paper.
Clearly indicate title and location
Even though buzzwords are commonplace in the tech space, drop them from your job description. And it starts with a title. Serious candidates don’t want to be growth ‘wizards’ or ‘mavens’. Even the term ‘growth hacker’ has become so diluted that it often leaves a bad taste in the mouths of true growth professionals.
Location is a critical factor for any prospective candidate considering your opportunity. Indicate upfront whether you are looking for an onsite or a remote hire.
Sell the candidate on the opportunity
Right off the bat, you need to tell the candidate what makes your opportunity exciting. Introduce your company by describing what you are doing (your space and product) and why you are doing it (your mission and purpose).
Outline your vision for the future and what you want to accomplish and, most importantly, how the candidate is expected to contribute to success. Growth marketers need to feel empowered to do high-impact work and shape the company’s growth trajectory.
Source: job posting from SnappCar
Once you’ve summarized the role, give them a clear sense of your culture and values and what it’s like to work at your company, so they can identify whether there is a fit for them. Include links to articles, videos, slide decks, or other types of content that can speak to your employer brand without making your job description too long.
Source: job posting from The Hustle
Specify expectations for the role
Next, lay out what is expected of the role. A typical way to do it is in the form of a list of responsibilities and duties to be carried out on a daily basis.
This format is factual but bland. You are hiring a growth marketer to experiment and explore and you don’t want to pigeonhole him into specific tasks, which will likely change over time. Instead, indicate direction and areas that the growth marketer will own.
Source: job posting from Grammarly
We also found that a great way to set expectations is to state what you want a growth marketer to accomplish on the job by listing specific outcomes and the timeframe for getting there. What must happen in the first 3 or 6 months in order for you to say this hire has been successful?
Source: job posting from Grammarly
It’s important to indicate not only what the role currently entails but also how it will change over the long term to give candidates visibility into how they will grow at the company.
If you clearly articulate your expectations, and, wherever possible, put metrics on your goals, your job description becomes a performance management tool because you and the candidate will be clear how she will be evaluated for success.
Indicate what the candidate needs to bring to the table
Now that you’ve set expectations, list clearly what you want a growth marketer to bring into the role and the qualities the individual must possess to be a fit with the existing team and culture.
Focus less on experiences and more on the results they achieved. This makes it easier for the candidates to assess whether they qualify for the role.
Source: job posting from The Hustle
Identify critical skills a candidate must possess based on your traction to date. These could be specific channels, tools, or tactics that are driving your growth right now.
Source: job posting from Finimize
Be realistic and don’t ask for more than you can find or pay for. Don’t combine three jobs into one or make it into a list of 10 or more must-haves. Instead, list 4-5 qualifications your ideal growth marketer needs to possess.
And remember that your growth channels will likely change as you scale, so don’t make your description too narrow.
Having the right competencies is par for the course. The best candidates are the ones that have the required skill set and bring certain qualities, behaviors, and core values in a way that allows them to immediately become part of your team.
Source: job posting from Springboard
Hiring based on a balance of relevant experience, motivation, and cultural fit is the best way to attract and retain the right growth marketer for your team.
Summarize your offer
This section is about how you can serve the candidate. Recap your selling points on what the role offers in terms of experience and professional growth and provide detail on compensation and benefits that you are offering.
Should you put a specific number in the job description or reference ‘competitive salary’?
Some argue that companies need to be direct and transparent about what they are prepared to offer and that leaving the salary out potentially wastes yours and candidate’s time.
We tend to support the other side of the argument. In our experience, when you put a salary figure in your job description, the candidates inevitably focus too much on the number and less on the other important areas.
Startups typically offer a discount on a market salary, so the number you put in there won’t wow the candidate anyway.
For someone joining as your first growth marketer, the main motivation needs to be around joining your team and your mission. This doesn’t mean that you should lowball your new hire, but if salary is their deciding factor, you probably don’t want to bring that growth marketer on your team.
Also, with many companies offering equity ownership to their growth marketers, there is a tradeoff between salary and equity that needs to be addressed individually. Some candidates may eschew higher salary in favor of higher equity ownership or vice versa. Discussions of the compensation package should take place after it is clear that the candidate is an otherwise great fit for the job and not before that.
If you are offering valuable non-financial benefits, be specific about them. And we don’t mean catered meals, unlimited snacks, or free professional massages. Those are not the things that will tip the scale in your favor.
Highlight things that are actually meaningful to the top candidates you are looking for. Are you offering healthcare insurance, unlimited vacation time, flexible working hours, and paid parental leave? Are you going to invest in your growth marketer’s professional development by setting aside budget for conferences, training, and special events?
Source: job posting from Student Loan Hero
When you demonstrate to a growth marketer candidate that you are genuinely committed to their well-being and career growth, it increases your chances at having that initial conversation.
Be specific and clear
The purpose of a job description is to bring in people that look like your ideal candidate and prevent those who are not a fit from applying. To this end, the job ad copy has to be so clear and specific that anyone reading it will immediately know if the position is for them or not.
Source: job posting from the Hustle
Be honest about what a growth marketer can expect at your workplace, and what he won’t find. To get the best talent, companies often put out job ads that are aspirational, which is counterproductive in the long-run because people become disappointed when the reality doesn’t match the message that was conveyed.
By writing a specific job description that accurately describes the opportunity, the role requirements, and the company culture, you will end up with fewer, but more relevant candidates and a more efficient recruiting process.
And you boost your retention because you will have appropriately managed the candidate’s expectations of the work environment and job’s day-to-day demands.
Write a job description like a growth marketer
Growth marketers understand the power of words to grab your attention. Bring some life and personality into your description to make it engaging and different. After all, it’s a candidate’s first impression of your company — and you never get a second chance to make one of those.
Source: job posting from Nested
Growth marketers are looking for a high energy environment. Job description is your opportunity to convey passion and drive at your company. Keep the language professional, but infuse enough personality and verve to get the candidate excited about the opportunity.
Also, try to steer clear from clichés. Practically all startups offer a fast-paced working environment and are looking for highly motivated self-starters. Attract top growth marketing talent by writing your job description in a language that’s unique to your company.
Be concise. With both LinkedIn and Glassdoor reporting that over 40% of job seekers search for jobs on mobile, you want to keep your job description sufficiently short and properly formatted, so that candidates can quickly gauge whether it’s worth considering.
Always proofread your copy. No matter how exciting the opportunity is, spelling mistakes and grammatical errors will more than likely turn away great candidates.
For additional job description language guidance, take a look at this checklist put together by Google’s hiring team.
Turn job description into a screening tool
Job description for a growth marketer role can be structured to help you evaluate the candidates even before interviews. You can do this by asking the candidates to answer a question or two online or even in a video format.
A question can be as simple as: “Tell us about your most successful PPC campaign. What made it successful and what would you have done differently?” Here is another example.
Source: job posting from Time Doctor
Asking people to put things in writing forces them to be specific and clear and filters out the impostors. This simple screening mechanism also allows you to weed out those candidates who can’t pay attention to detail, communicate well, or are not motivated enough to apply.
If you are a small startup hiring your first growth marketer, you may not always be in a position to do this, but as your employer brand becomes more valuable this is something you should definitely consider.
Vet your job description
A founder may not be experienced when it comes to creating the best job description for a growth marketer position. If this is the case, you should have it vetted by someone who’s had firsthand experience with that role.
Seek the advice of growth marketers or experienced entrepreneurs within your network. Professionals with growth marketing expertise can help you set reasonable expectations and share their opinion on how you can make your job description more engaging.
Whether you are going to search for a growth marketer on job boards, through your network, or by using a recruiting platform, you need a job description that fleshes out who is the individual that you really want and sells the role and your company to a potential candidate.
Invest time in crafting a great job description for a growth marketer role that reflects your unique story and personality. Having one can make the difference between attracting the right growth marketer you so desperately want to hire and wasting your time on unsuitable candidates.
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