When it comes to choosing the right candidate for a marketing position, getting the right mix of technical skills and creativity is a must. Being a marketer can often mean being a jack of all trades, so having a good mix of abilities can be extremely beneficial. There is also the fact that marketing continues to be a profession that is always evolving, with new tools and techniques being used every day. When choosing a candidate, look for someone who is willing to embrace these changes and use them to the company’s advantage.

As with most potential employees, your marketing candidate will need to show good interpersonal, organisation and IT skills. Whether you are looking for a lone marketer or a new member of the marketing team, the likelihood is that they will need to work with others on a continuous basis. Good oral and written communication skills are also critical, as your candidate will be representing your company both internally and externally every day. Your potential recruit is likely to not only have to produce creative, exciting copy for your various campaigns and projects, but also be able to write clear, succinct reports in support of their work.

As well as this, your recruit will need to be able to show the ability to work in a team, using networking, influencing and negotiation skills. The job will be to present your business message in the most effective way possible and that will often mean getting buy-in from other teams or getting their involvement in new business projects. Being able to work across departments is therefore very important. Making good links with other professionals, such as journalists from the local press or your own sector can help your business in a great number of ways.

Obviously, having a creative outlook and a good imagination is also important. Being able to look at new, fresh ways to get your message across to potential buyers, as well as engaging current customers, is one of the key skills a marketer can bring to the team. But along with this, you also need someone who can look at things through analytical eyes, as any marketing role will involve looking closely at the campaigns you run and measuring the overall success and return on investment. Choosing a candidate with proven business acumen or a history in statistics could be of benefit. Being able to understand forecasting and measurements of commercial success can help when dealing with other teams, departments and, critically, senior management.

Other skills, such as being able to handle budgets, understand sales forecasting and seeing the bigger picture should also be taken seriously. You should also look for a certain amount of drive and ambition. Marketing can encompass a number of jobs so attention to detail is a must. Whether proofing the latest advert going to print or signing off on artwork, the person to get the final say on your communications will be a marketing professional.

Much of marketing today is linked to society’s interest in social media, so having someone who can keep up to date on the latest techniques and tools is useful. Social media has become a marketer’s best friend over recent years, but making it work well for your business is not always easy. Understanding the importance of a good online presence and, to a certain extent, SEO, can be greatly beneficial. Choose a candidate who can identify the various potential new channels your company could be using to get your message out there.

This unique mix of skills may be difficult to find in a recruit but your perfect candidate should display at least the potential to master them.