By Christina M. Nguyen
While many roles are specialized, marketing jobs today still often require a mix of different hard skills that go beyond the immediate requirements of the job. That’s why having a varied skill set you can point to on your resume is often a great bonus for potential candidates. Here are 5 skills you should emphasize on your resume and during the interview process:
Good copywriting will take you far in marketing. As you’ve probably noticed, copywriting is present in website development, research, social media, paid media ads, emails, direct mail, e-commerce, and, of course, content development. In some large marketing departments, copywriters are the sole individuals who touch any marketing copy. But in most places, copywriting isn’t handled by a single individual or group of individuals who only do that. It’s usually done by those who may have other core areas of focus like the ones listed above. And with the number of areas that require good copywriting, having such skills can be a huge asset for your candidacy.
When applying to a marketing position, attach past copywriting samples you’re most proud of, whether those are social media headlines or longer-form copy. If you’re new to marketing, you can attach a past school essay or a story you wrote yourself but make sure it displays persuasive writing, which is essential to marketing.
If you look at any marketing job that’s listed these days, a common line you’ll see under the requirements is “data-driven.” Typically, many marketing departments will have their own analyst (or several analysts), who not only compile data from various sources but also present it as well. But for others whose specialization isn’t analysis, knowing how to pull and interpret information from an analytics platform (whether that’s Google Analytics or Adobe Analytics for websites, or even a native social platform) can be invaluable when there is a need to make a quick decision or optimization.
If you have earned a certificate for Google Analytics or any other analysis tool, make sure to put it on your resume as that alone will go a long way to show your commitment to being “data-driven.”
We once had a staffer who focused on email marketing. But he happened to have a basic graphic design background in addition to his skills in marketing automation. At one point, we had to get an email out but the changes we wanted to do required a new graphic, which wouldn’t come in time because the design department was backed up with requests. So, we asked this individual if he could produce it. He did and it looked great!
To no one’s surprise, a lot of marketing is visual – everything from websites, to emails, to social posts require images or graphics. And often the biggest need is to cut those visuals to the dizzying array of sizes for the various promotion spots. Bigger marketing departments and agencies will certainly have multiple full-time graphic designers, but smaller organizations might not have enough for all the work that is needed. So, like the case above, knowing some basic design and image optimization will make you significantly more useful, as you’ll be able to help out with quick tasks.
On your resume, don’t fail to note any graphic design you’ve done in the past and your familiarity with Adobe InDesign, Photoshop, or other popular software design tools.
Perhaps one of the most important skill sets companies look for is someone who can run their paid search/paid media campaigns. That’s because paid search tends to be the area where companies a.) Spend the most money; b.) Have the highest trackable ROI for their marketing dollars. But in this case, it’s not just knowing “how” to buy keywords, it’s understanding why you’re buying them, and under what strategy you’re using to maximize the company’s returns. A lot of candidates overstate their skills in this area because they don’t understand the marketing fundamentals that have to be in place before they make their buys.
So, in this area, we recommend making sure to emphasize the ROI on the marketing spend or the improvement you made in conversions based on some baseline of cost. Alternatively, try discussing the ability to not only improve reach and clicks, but also budget management and pacing. To make more money just because you spent more isn’t always a great indicator of the desired skills in this area. In other words, show the results you gained because you optimized the tactics. Not because you simply increased dollar volume.
In the coming years, paid media will find itself increasingly constrained by privacy laws and pressure on companies to not reveal certain data to advertisers. Google, for example, announced earlier in 2020 that it will end third-party cookies – the backbone of programmatic advertising. And Apple said it would eliminate access to its IFDA tool, the unique identifier for each person’s phone that is used by some to target ads in-app to particular device owners. With more limited targeting capabilities on the horizon, that leaves marketing departments to lean more heavily on inbound marketing efforts. In particular, companies should start looking even more at SEO, which remains a key driver of both traffic and revenue for many companies. One way to frame your SEO skills: List the contribution you’ve made to improve traffic from search to your website in general, or even detail what you did to boost the ranking of specific key pages. The other skills you can list include your experience performing keyword research, editing and formatting content for SEO, or even your interest in keeping track of algorithm changes. On your resume, make sure to not to just state your skills in this realm, but also any quantitative benchmarks you improved upon.
Standing out among the competition is key to landing a new marketing opportunity, so take some time to frame the above skills in the right way on your resume– and don’t forget to discuss the relevancy of those skills to the role during interviews.
At Find My Marketer, we're committed to helping you find the right opportunity. Make sure to create an account and apply to your dream job today.