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How to hire a marketing unicorn

Trying to hire a marketing unicorn?

Looking for that double or triple threat marketer? Someone with marketing, technology and analytic skills? We’re looking for that same person, too. Finding a marketing unicorn is hard – those disparate skills in a single person are in short supply. And, new technology is introduced every day – so finding someone current with all the new shiny objects makes the hunt even harder.

If you can’t find a single unicorn, experts recommend four approaches:

Roll your own – with the abundance of training and certification opportunities, many organizations find that it is easiest to simply cross train existing

Hire for similar skills- for example, some organizations fill entry level marketing analytics roles with recent accounting graduates under the understanding that anyone capable of giving a critical eye to a balance sheet can be quickly brought up to speed on web metrics and data driven marketing.

Hire a team – some recommend hiring teams of people with multiple, overlapping talent in marketing, analytics, databases, devops, integrations, brand storytelling, and the customer journey.  Of course, this can sometime cause staff bloat and extra expense. Adding extra capacity can tax even the biggest budget.  

Creating a fractional marketing unicorn by combining a group of freelancers or small agencies into the ideal FTE – in short, create your own unicorn with creative job sharing and project management. For example, Macon Raine offers clients a “build your own marketing unicorn” package that include a variable number of hours each month for four or five experts – a webdev, graphic designer, copywriter, CRM specialist and marketing automation expert all coordinated by a project manager/account lead.  

In each scenario, the biggest caution is not the current skill sets possessed by each member of the team, it is the future skill set required – in other words is the team capable of adapting rapidly to the changing marketing landscape?

Below are a number of additional articles on hiring a marketing unicorn:

‘Digital Unicorn’ Is the Next Big Marketing Hire You Want to Make

Oct 26, 2016 – If you are unfamiliar with this term, it is someone that has a public relations background but a firm grasp on digital. If someone in HR is nervous …

How to hire unicorns (aka tech-savvy marketers) | VentureBeat …

Sep 11, 2014 – Most traditional marketers don’t know how to beef up their digital skills, a recent Adobe study found. But marketing is becoming more and more …

Finding the Content Unicorn: The Marketing Talent Gap ……

Sep 10, 2014 – The Content Marketing Unicorn. Companies are struggling to find and hire contentmarketers. The fact that it is a fairly new specialty within …

How to hire unicorns (aka tech-savvy marketers) – GrowthHackers

Sep 11, 2014 – How to hire good marketing technologists. … How to hire unicorns (aka tech-savvymarketers). Shared by. JK. John Koetsier ·

How To Create (And Be) a Content Unicorn – coreDNA

Sep 23, 2016 – How can you possible hire, let alone train, someone for this new environment? The best example I’ve seen is the T-shaped marketer, a theory …

Article: Should You Hire a Unicorn or an Agency? – LeadMD

Apr 6, 2017 – What’s not getting done while you hold out for a unicorn hire? Do you really … Justin Gray is the CEO & Chief Marketing Evangelist of LeadMD.

Why every business should be looking to hire unicorns | Financial Post…/why-every-business-should-be-looking-to-hire-unicorns

Oct 5, 2016 – So called unicorn employees are hard to find, but once hired, offer up … some catchy social media updates for a major marketing campaign.

Hiring The Ideal Marketing Technologist – SkilledUp › Corporate Training & Development › insights

Feb 20, 2015 – The ideal marketing technologist is technologically fluent, creative and a marketer …Unicorn Hunt: Hiring The Elusive Marketing Technologist.

Top Marketing Unicorn Resources on the Web – B2B Labs

May 26, 2017 – Collection of curated marketing unicorn resources from across the web … ‘DigitalUnicorn‘ Is the Next Big Marketing Hire You Want to Make.