Hunting For Marketing Unicorns: The Do-It-All Digital Marketer

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I hear it all the time…

“There aren’t any good marketing candidates out there these days.”

“We need to expand our search to find someone in (insert larger city) to find what we need.”

“I’ll just hire an intern for the summer who will do it for free and figure it out.”

Before you start nodding your head in agreement, consider that:

  1. There are plenty of great candidates. You just need to start asking for the right things, instead of asking for everything!

  2. Expanding your search for the same candidate in a bigger city will only result in a bigger budget and you still won’t get the right fit for the extensive role you’re trying to fill.

  3. And do you really want to leave the success or failure of your entire organization’s marketing (even if it is only to handle social media) to someone who you hope will “figure it out?”

Have you ever thought that maybe what you’re asking for is unrealistic? Undefined? Wrong?

If you’re like most people, creating a job posting doesn’t start with the goals of your business and what areas you need to focus on to reach them. Usually, job postings are more reactionary. You’re in a crunch and realize you need help. You make a Google search for other business’ job postings that you can use as “inspiration.”

Then you start getting a little excited. You start to cut and paste pieces from other postings, nodding your head vigorously and tapping your foot thinking, “ooooh, yeah we need that.” “That would be incredible.” “What is that? Sounds like we need it.

Eventually, your job posting has snowballed into an extensive, yet comprehensive list of qualifications that no longer match the single job position you were hoping to fill.

Instead, you’re hunting for a marketing unicorn.

Let’s take a look at a  real example of one of these job postings. This one is for a “Digital Marketing Coordinator” and it gets pretty excessive. I’ve stripped any mention of the organization that’s looking for this “unique” inbound marketer and grouped the skills accordingly. This particular job posting is a perfect example of snowballing from someone who was likely supposed to coordinate marketing efforts into soooooo much more… (p.s. I fancified it.)

On the left are all of the "qualifications" that were listed in the job posting for a digital marketing coordinator. I grouped them into their actual roles and on the right, I've listed the marketing professional that, in reality, addresses these needs with a refined skillset and the years of experience needed to get there. As you can see, hiring all of these professionals gets quite expensive.


Now don’t get me wrong. These unicorns do exist, but boy, are they hard to find. If you find yourself creating a job posting that’s snowballing you need to do one of two things.

  1. Take a step back. Are these all qualifications that this one person needs? Could you train some of these skills? Do you need more than one person?

  2. Realize you’re hunting for a unicorn and proceed to the unmentioned 3rd thing…

The 3rd step is this. Be honest with yourself. This unicorn you’re looking for isn’t one person. It takes a village to amass that amount of skills and experience. Either you’re going to find that one master marketer that knows it all and can prove it by demanding an egregious salary or you can find a village of unicorns that can do the work for you outsourced. It’s your choice.

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At Story Block, we have a team of marketers with a total of 77+ years of experience and the knowledge to back it. Our agency handles the marketing needs of a wide breadth of industries and business models, and we prove our value. If you need a unicorn, you're looking at one.