How To Hire Proven #StandApart Marketers Oct06

How To Hire Proven #StandApart Marketers

At Smart Savvy, we’ve interviewed a lot of people over our 10 years (6000+). We maintain: no one has the potential to pull the wool over your eyes like a marketer. When we evaluate candidates, we adhere to the 20-60-20 rule. In the workplace there is generally a top 20%, a middle 60% and, unfortunately, a bottom 20%. With each interview, we are always looking to identify individuals who fall squarely within the top 20% of their field. Those who truly #StandApart. When meeting with candidates, look beyond first impressions (the leading cause of hiring blunders) by performing a ‘deep dive’ through their career (scuba vs. snorkel). For the bulk of our interviewing, we focus squarely on contribution and results. Look for evidence of growth and professional proof to support claims of greatness. When you spot a pattern of concrete, quantifiable accomplishments, you will know that you are zeroing in on a #StandApart candidate. Midway through our interviews, we reach a section that we often refer to as “The Humbling”.  At this stage we ask two questions: What have you done that has had the most dramatic impact on your employer’s bottom line — Specifically, what have you done that has increased revenue, streamlined efficiencies or decreased expenses for your employer(s)? What have you done (throughout your career) that would cause you to #StandApart from other candidates who will be applying for similar roles? Inevitably interviewees slip into describing the character traits that differentiate them from the pack. Although we are keen to learn who people are, at this stage of the interview we must remain focused on what they have done. You’d be surprised at how many ‘marketers’ have a difficult time articulating (much less quantifying) their contributions. Here are a few signs...

What’s Your Leadership Style?

Truly effective leaders should be able to describe how they will behave as leaders. Why? Team members like to know what to expect. A good interviewer will come prepared with his/her understanding of what the current team needs to perform and what kind of leader can effectively usher them there. Your leadership style, as communicated in an interview, should acknowledge the flexibility and adaptability required of all leaders, but also come clean with your own tried-and-true style. As Karen Hood, HR Director of Virgin Atlantic says, “I’m looking for what their preferred or natural style is. What’s the style that you tend to feel comfortable with and you tend to use most of the time, under most circumstances?” Sometimes people mistakenly answer this question as if the interviewers themselves had asked: Will I like you? In this case, we advise you stay authentic to yourself, trust your experiences and celebrate your unique leadership style. If the HR Manager thinks they need a hard-nosed authoritarian and you are more emotionally driven, the fit might not be there – for either side. The best answers will be concise (3 words that describe your leadership style) and illustrative (that time you made a tough decision, that time you had to get your team on board with X). Here are some examples:   Avoid These Answers When Describing Your Leadership Style :   I guess I’m just a natural leader (AKA I don’t know) If you don’t know your leadership style, you have work to do. There are a number of insightful tools (Myers-Briggs, DiSC, StrengthsFinder) and even career coaching programs (we have one you can read about here) that can help you make sense of what leadership means to you. In essence, it’s all about knowing who you...

#StandApart: Jordan Eshpeter, Head of Client Engagement, Invoke Media

Jordan Eshpeter likes to spend his time in the future. He lives according to a “what’s next?” motto, trying to peer around corners, sniff out predictions, and think outside the box (in fact, we’re not sure the box is even in sight anymore). His attitude of leaning into the future pairs perfectly with his current role as Head of Client Engagement at Invoke Media. The organization focuses on accelerating and supporting established brands and startups (think Hootsuite and Foodee) to help propel revenue and presence; essentially, he helps define what a company can become.  On top of being an aspiring futurist, Jordan is also our upcoming presenter and speaker for our next LeaderLounge event, suitably titled “Why the Future?“. We asked him a few questions on his favourite subject so our LeaderLounge attendees can get to know Jordan (and his passion) before the event on June 24: 1. Why are you so interested in the future? My interest in the future is relatively new. I began my career in two industries that are in the midst of some disruption: live music and professional sports. Then, I transitioned to working at a digital agency. More than a crash-course in emerging technologies, it exposed me to what’s coming. Our role as a digital partner is to accelerate the adoption of digital technology into an organization’s internal processes and communications with customers. The evolution of my career keeps me hyper-interested in what’s next. Plus, it’s my job. 2. What makes you qualified to discuss the future? Based on my work in digital, I can certainly speak to the importance of ‘the future’. I see firsthand the implications of organizational and personal attitudes towards it. That is, companies and people who are optimistic about the future are more likely to help create it....

#StandApart: Jacquie Loch, VP & Group Publisher, TC Media

“My favourite thing is a blank page.” For having change as the common denominator in her professional life, Jacquie Loch is a woman of certainty. She knows what she’s been through and why – and she knows how to put uncertainty on a leash and tame it (and make it shake a paw). Jacquie Loch is VP & Group Publisher at TC Media and is Publisher of a large portfolio of consumer magazine brands that includes Canadian Living, ELLE Canada, Style at Home and The Hockey News. She had built a career in the publishing industry, although she may not see things that way. “I’m in the media and communications business. I am in publishing but publishing is a verb – it’s not a media platform. I’m in content creation and storytelling that engages audiences.”  With an industry based on transitions and fluidity, Jacquie mirrors the career she has chosen. She is a professional nomad – working out of her purse and working on a day-to-day regimen that has “no normal”. The first time change stepped on Jacquie’s toes, it was a shift in the industry. While her peers had chosen to forgo pursue Business school or Computer Science degrees, Jacquie turned her heels in the opposite direction and chose an art school education at The Ontario College of Art (now OCAD) and a final post-grad year spent in Florence. “An incredible thing that happened over my career is when the industry started valuing creative thinking and lateral thinking. I just happened to crest in that space when all of a sudden what was perceived in the 80’s as a wacky skill set, became the skill set.” Things turned in her favour. After graduation, her time spent at The Financial Post moulded her to...

Smart Savvy’s Picks For 2014’s Top Marketing Campaigns

At Smart, Savvy we are a team of many talents. Not only can we zero in on top marketing, communications, and sales talent, we also know a good marketing campaign when we see one. After much debate and many hours of TV watching, here are our favourite Canadian marketing campaigns from 2014: Smart Savvy Founder, Peter Reek love, love, LOVES President’s Choice. Peter is the host with the most and knows when the good food is gone, the party is over. Luckily President’s Choice has him covered and they also know how to present their products in a way that sets them apart from their competitors. Here are a couple of our President’s favourite President’s campaigns: Food is Colourful Enough campaign. This campaign, stitched together by Toronto’s own John St., highlights PC’s move to rid their entire menu of artificial colours and flavours. Their palate has gone back to the “nature knows best” rationale. http://www.youtube.com/watch?v=YBgeUdGQN0A PC’s Discovery Campaign. Who thought moldy cheese, mushrooms, and honey would be a tasty combination? PC is always on the hunt for innovative, delicious foods, catering to both foodies and health conscious audiences. http://www.youtube.com/watch?v=FiRmZqdm2jc We weren’t surprised by our Alberta recruitment consultant’s choice. Matthew Campbell always has a smile on his face so of course he would be a fan of a fun, light-hearted Return It campaign from Encorp Pacific. Those guys are cute, but they mean business if you don’t recycle your Pepsi Zero can! Our research manager, Rose Atkinson knows how to hunt out the latest local news and new biz leads for our recruiters and she knows a strong marketing campaign that sends a clear message. To launch its holiday cups which feature festive sweater designs, Tim Hortons asked Canadians to share their good deeds on social media. Each time...

#StandApart: Serda Evren, VP Corporate Comm + Philanthropy, MasterCard

Communications leader by day, Dear Abby by night. Serda Evren, VP of Corporate Communications and Philanthropy at MasterCard Canada is tasked with creating, protecting, managing, mitigating, building and telling stories about MasterCard, but her hidden talent adored by her colleagues, friends and family: exceptional giver of unsolicited advice. Maybe this is the result of her time spent in the US capital honing political communications or navigating the challenging waters of Canadian telecom PR? One thing is for sure – Serda has the special sauce to drive communications and lead high performing teams. Lucky for us, Serda has shared her tips for success. Practice Makes Perfect Serda began her career in the heart of the political scene: jumping from Queen’s Park to immersing herself in a Master’s Program in Washington, D.C and studying Political Psychology in the shadows of the Lincoln Memorial. She then transitioned from politics to PR, working at Rogers, and is now mastering the payment tech scene at “not your grandfather’s plastic anymore”—MasterCard. “Building a career isn’t a straight line,” Serda explains. “It should be about curves, ups and downs, sharp edges. That’s how you figure out what brings you satisfaction and gets you out of bed every morning.” And now, what gets her out of bed every morning? The opportunity to work with wonderful people who are always willing to listen, help and support her and she is able to do the same for them. Know Thyself Serda’s number one rule for being #StandApart is easy – being real and walking into work day-in and day-out with a sense of authenticity and sincerity. “People who #StandApart to me are those who are true to themselves—or if we can use the buzzword of the year ‘authentic’—they admit to their weakness and own their...

#StandApart: Linsey Ferguson, VP Partnerships, Alpine Canada Alpin

Work/life balance rarely comes easily: Work often dominates free time, hobbies get swept under the rug, and going to the gym takes a hit for working late. But Linsey Ferguson, VP of Partnerships at Alpine Canada Alpin (ACA), has created a perfect marriage of work and play for herself. Her love for alpine skiing—which she competed in internationally for 8 years—goes hand-in-hand with her current work with Canadian Olympian and national team athletes. She brings to the table a comprehensive understanding of the athlete component (the unending physiotherapy appointments, the strict caloric intake, the hours of ‘practice makes perfect’) but also her 11 years’ marketing/biz expertise as VP of Client Services. She was deeply entrenched in the marketing scene at BOOM! (a company name unsurprisingly similar to her leadership style), she’s bringing her international skiing experience to Canada, and now is one of our #StandApart Torontonians. A phone call with Linsey is akin to a shot of adrenaline. She emanates energy and positivity—it’s contagious. This #StandApart factor has opened doors for her. However, it is her goal-orientation, grit and determination that has caused her to deliver amazing results. And, this is why she has earned a spot on our #StandApart list. 1. Describe your current role in 140 characters or less… Creation of ownable marketing campaigns with focused content creation, driving partner value, gen pop awareness and $ generation for Alpine Canada Alpin (ACA). 2. One word that best describes how you work. Fast. 3. What is your superpower? (What is the one thing you do you do better than most?) I wear many hats at the same time, transferring from situation to situation, scenario to scenario, challenge to challenge and solution to solution, while keeping things moving forward for our clients, our teams...

#StandApart Profile: Ben Smith, VP Sales +Marketing, Rennie Marketing Systems

Ben’s home in Whistler is long gone from his rear-view mirror before half of Vancouverites have even opened their eyes to the morning rain (it is November in Vancouver, after all). While Vancouver sleeps, Ben is plowing through his to-do list—undoubtedly part of the reason why he’s one of the most well-known real estate sales and marketing gurus in BC. Ben leads marketing and sales for Rennie Marketing Systems – North America’s leading real estate marketing organization, known around the world for developments like the Olympic Village and Woodward’s. Throughout his career Ben has seamlessly jumped up the corporate ladder from consultant, to director agency side, to real estate marketing and sales frontrunner. Ben has proven himself a strategic sales and marketing leader. Don’t let marketing and sales innovation fool you. Ben is the Chuck Norris of time management and always makes time for his #1 priority; his family (wife and four children), and his passions; skateboarding and snowboarding. How does this #standapart sales and marketing executive and family man do it all? Learn his story and his secrets – here is Ben’s #standapart profile. Describe your current role in 140 characters or less… I lead a team of people who market and sell multifamily residential communities. One word that best describes how you work. Hard. What is your superpower? (What is the one thing you do you do better than most?) Making change. Intentionality or Happenstance?  Which has played a greater role in building your career path? Both, they are inextricably linked. “You can either have a job or make a career.” Where does your motivation come from?  Does motivation come easy for you or is it work/discipline to sustain it? I think I was born driven to some degree. On the days...

“If I Knew Then…”  ~ Career Hindsights with Anne Farrer May23

“If I Knew Then…” ~ Career Hindsights with Anne Farrer

We all know what they say about hindsight: it’s 20/20. But the great thing is, we can still benefit from it, when it emerges from the experience of others. Given the benefit of hindsight, the executives at Decca records would likely not have rejected The Beatles for the lesser known “Shadows”.  The Mars Company may not have been so quick to turn down a product placement opportunity in Stephen Spielberg’s ET.  Jennifer Anniston may not have pushed for Brad Pitt to audition for Mr. and Mrs. Smith (opposite Angelina Jolie).  And, Bertuzzi may have held back on the sucker punch. Hindsight may be 20/20, but good advice is invaluable. For some solid career ‘hindsights’, read on. At a recent @BCAMA Evening Speaker Series entitled, “If I knew then…” our Founder, Peter Reek, facilitated a panel of five Vancouver marketing leaders.  He asked them to look back on their colourful careers to examine their ‘AHA’ moments, epiphanies, and zero in on things they may have done differently. Today, we’ll tell you what Anne Farrer, Vice-President and Managing Director of Karo Group, has to say about her career path. Anne’s career has benefited from a realization early on that she wanted to be in the driver’s seat. If you’re a born leader, this is the natural place to shine. From this high vantage point, a few things are clear to Anne: Sometimes, it’s the obvious things that matter. Like manners, for instance. Sending follow up notes, calling when you’re supposed to, keeping appointments and following through on your commitments are important things that are often overlooked. People hire you because of what they believe you can do, not what you’ve done. Your resume will only take you so far. Stand apart by projecting yourself into future...