Modern marketing hires need proof of execution, not credentials

Transcript

Transcribed by machine (Whisper) from the episode’s audio, so a word may be off here and there.

1. 20:08

   Okay, so let's go down this tangent of to find someone like Hector. What does a profile look like if you were to find Hector to lead this work at your company? This is one of the most interesting conversations I have with a lot of my friends, especially Tobin, like I mentioned earlier, because we both couldn't be more opposite from each other. like if you look at both of our resumes lined up next to each other and I asked you to pick one or the other hey you probably in your head would think it's pretty clear which one would be the right answer but at the end of the day both are the right answer and like I had a 2.5 GPA Tobin had a 4.0 I didn't go to a reach school Tobin went to Waterloo I played division one sports Tobin didn't and like there's all these different things but at the end of the day we both ended up being

2. 20:52

   great marketers but that wasn't really evident if you like looked at the face value of our resumes but I think Whisper has done a really good job of like seeing one or two really key things and also like being able to see, okay, is this person a good state for the culture? Do they seem hardworking? If they have the same values or the same culture as people already at Whisper, and like I feel like 10A, Daniel, and the rest of the team are really good at not only spotting early talent and seeing what are those key things to look out for, but also seeing, okay, is this a good person, a good human to have on the team?

3. 21:23

   And I think Tobin and I, Obviously, I might be speaking a bit too much for myself, but I think we embody those character traits perfectly. And you might be asking like, okay, well, what are the traits I need to look for in a good marketing hire? And it's like, honestly, it's not that complex. It's like, has this person grown an account, even if it's like 10,000 followers? And do they somewhat understand what they're talking about in terms of creator and they've made content?

4. 21:46

   Like, that's how basic it is. As long as they have some experience in building a following, even if it's a small following, it shows you that they understand the consistency it takes to like grow a social media following it shows you that they understand trends and how to make a video and how to edit and how to film etc and yeah i think that like it comes down to that like do they seem like a hard worker are they a good person and do they have those like minimum like 10 000 15 000 followers and then taking a shot on them and you can't just bring a young person in and then be like okay like you're not where you where i want you to be like you're gone like 10 a and daniel again and the whole whisper team always gives us a lot of time to learn and fail and i know for a fact for the first seven months at whisper i was kind of uh uh i was kind

5. 22:28

   of all over the place i still joke about it with daniel how um there was some hard conversations here and there where like what's heck they're doing um but yeah they gave me the freedom to keep experimenting keep trying new things and it didn't really matter if you failed as long as you're consistently learning and getting better and getting better and like that's the same for tobin tobin came in they gave him some money and some time to experiment and after like two months you found something that worked and it stuck. Okay, this is extremely valuable. There was this tweet the other day that came out of just like the hardest role to hire for right now is basically someone like you, someone that can talk about the product, the technical aspects, get people excited, make the product compelling. And you're telling us what this profile looks like. So just

6. 23:10

   to reflect back what you just said, one is evidence that they're very hardworking, evidence they're a good person, that their values and culture kind of aligns with your company. Three, they've actually grown a platform to at least 10 000 followers and this could be any platform like instagram tiktok i would say instagram is probably the highest sign because tiktok is typically like a bit more brain rot content and like instagram is like a bit more polished better packaged and also the followers you get on there as a platform are just better so i just think instagram is probably a higher signal than tiktok it's pretty easy to grow on tiktok like hosting some brain rot stuff i would say i see what about like x and youtube youtube is is decent but i would say if you understand a platform like instagram you can crack any platform um and

7. 23:56

   yeah that's my experience i mean instagram and youtube i would say if you can if If you can crack Instagram and YouTube, I'm confident, especially if you're a young individual, you can crack any platform. Like I'd never posted on X much until like two weeks ago and I went from like 500 followers on X to like 18,000. And I wasn't really used to posting on a text-only platform, but I figured it out after like a week.

8. 24:19

   It's like, okay, it's a ball-in game. You need to keep it short, kind of have your own style and like actually give some value. And like that was pretty easy to learn. And I also think if you start on X, it's a bit harder to get into video because video is like a whole nother beast sitting down and filming it's not an easy thing i've had some colleagues like i pushed them to start making videos um shout out to eric he's our he's our media buyer how to make a video and yeah he struggled a little bit in his first one but i think it's good to step out of your comfort zone and try to film some videos but yeah it's definitely not easy so i would say yes instagram and youtube that's actually how i discovered doing x and it's just like blown up on my entire feed is just hector videos recently uh so uh i didn't realize you

9. 24:58

   just started posting in two weeks that's insane clearly another sign of how effective you are at