29. 06. 2018

Agency Director to VP - How to Make the Jump

Obtaining a VP title is a career goal pursued by many ambitions digital marketers. Within most agency hierarchies, it’s a coveted tier of leadership that only a select group of top performers ever reach. What does it take to get there?Based on our deep experience working with digital marketing professionals, Adaptive is often asked by Director and Group Director-level candidates what employers are looking for when making VP hires or promotions.So here you have it – our top 3 tips on how to build your profile to make VP grade.1. Establish thought leadership.‘Thought leadership’ is a term that gets thrown around so much that it can get a little blurry. When it comes to career progression, we’re talking about documenting your expertise in a way that showcases your capabilities and experience together with those of your company. Start taking steps towards this, and not only will your value become more apparent to your seniors but also to a wider audience.This doesn’t mean becoming a Twitter addict and amassing thousands of generic followers, it’s to do with creating content that gives others some transparency into your capabilities. This blog example from Martin Jacobs, GVP of Technology at Razorfish, is a great example.Thought leadership doesn’t have to be purely external, either. It can mean being more strategic in the way that you circulate your work or accomplishments within an organization, such as sharing client pitches or other valuable materials you create.Bottom line – work on creating durable and shareable illustrations of your ability to supplement your daily work and interactions. This will boost signals of your worth to executive management.  2. Build a team that backs you.Director-level candidates who invest in their team members and act as coaches for professional development stand a far greater chance of making it to the next level in their own careers.The effects of this investment will be widespread – people talk, and talk travels.Developing internal advocates and helping others achieve excellence can have a positive impact on everything from in-office gossip to 360 reviews and even exit interviews. This support base is a powerful platform which can broadcast your reputation across an organization and ensure you’re always top of mind when promotion opportunities are under discussion.3. Show breadth of vision.One of the big differentiators between candidates who interview for VP-level roles and those who land the jobs is their ability to show a wider business vision than the basic requirements of their daily roles.A simple building block of this is commercial awareness – thinking more like a business owner and less like an employee.The higher someone rises in an organization, the bigger their field of view needs to be. Where mid-managers are concerned with solving short and near-term challenges for their teams and clients, top management have their eyes on the horizon for long-term threats and opportunities.Candidates pushing to reach VP level need to show that they can think this way too, and display not just technical or managerial accomplishment within their roles but an understanding of how macro commercial, social and political currents will impact the organization and its customers.* * *You can view a full list of Adaptive Digital’s senior marketing career opportunities here. 
19. 06. 2018

Will these 3 AI trends change CRO forever?

In the current digital recruitment climate, it’s harder to find someone who doesn’t need a great data scientist than someone who does. Marketing teams and agencies worldwide are frantically assembling the strongest teams they can build to meet the Big Data revolution head on, and devise strategies to harness maximum benefit for their brands and clients.Fueled by an abundance of data and advances in Artificial Intelligence, the Conversion Rate Optimization space is in a state of near-perpetual disruption as Machine Learning creates endless possibilities to improve the online customer experience.From the wealth of topics, here are 3 trends leading the changing demands in CRO.Chatbots Let’s jump in straight with an example – Drift. Drift offers marketers AI-powered intelligent chatbots, which can not only provide answers to website visitors but also take an active role in the sales process by asking questions too. Drift bots can even book meetings on behalf of sales teams having answer customer enquiries, massively decreasing the sales cycle and also opening up 24/7 functionality.IBM Watson also provides the engine for companies to build custom AI tools, and the field of automated conversational marketing tools continues to grow.Whilst some CRO teams are up to their eyes in bewildering data, some have chosen to let the bots take over and guide customers to purchase in a fraction of the time any amount of UI site tinkering could achieve.Intelligent Traffic OptimizationBack in October 2017, Optimizely announced Stats Accelerator which claimed to allow companies to accelerate experimentation by up to 300%, and significantly reduce the workload involved in manually adjusting traffic to top-performing site or e-store variations. The magic happens via an algorithm which allows marketers to confidently make traffic switches with less data than previously required, offering huge potential for time-sensitive scenarios like flash or seasonal sales where manual data collection won’t cut it.Contextually-relevant PersonalizationAI-driven advances in areas such as recommendation engines and other predictive algorithms have finally helped marketers break a long-standing deadlock, and we’re thankfully no longer offered variations of the exact item moments after checkout in online stores… at least, not as much as before. At last, algorithm-powered recommendations can leverage Machine Learning to add contextual relevance, ensuring no more AI gaffes.Along with a detailed study of the methods used by e-commerce personalization giants such as Amazon to gain insight into industry best practices, CRO professionals can also keep pace with the market by researching purpose-built tools such as Nudgr and Sentient Ascend.* * *You can check out Adaptive’s latest analytics and CRO job openings here.
15. 06. 2018

Why 99% of the candidates we place don't fit the job description

Adaptive Digital places hundreds of digital marketing professionals each in jobs every year, and guess what – 99% of them don’t match the published job description.Wait… what? A bit of a risky thing for a recruiter to say in a public forum, surely?And yes, in some ways it is.But it’s also true - and there’s a logic behind it that offers a valuable lesson for candidates everywhere looking to advance their careers.Let’s give that statement some context: Adaptive Digital places candidates across all areas of the digital marketing spectrum – search marketing, mobile, social, analytics, e-commerce… we secure positions for candidates at entry-level to VP, and almost none of them directly fit the job description produced by the client.Does this mean we’re giving our clients a poor service?Far from it – we recruit for some of the world’s largest digital agencies and corporate marketing teams and have partnerships dating back ten years.So why do so many candidates get jobs they don’t qualify for on paper? The Job Description Is Just A WishlistMany of us get enthusiastic when thinking about a possible career change, then talk ourselves out of exploring possibilities when we start browsing job descriptions online and disqualifying ourselves from application.Not enough years of X.Haven’t managed budgets of £Y.Sometimes it’s helpful to have a think about how most job descriptions come into being.In a best-case scenario, hiring managers sit down and try to condense a complex range of intangible, non-quantifiable assets of a human being into a one-page document. Often, a job description is created by an internal recruiter or HR team member paraphrasing on behalf of the hiring manager, or Frankenstein-ing a JD together from previous versions.So job descriptions are often imperfect.That’s not to dismiss their value – they’re a vital part of the recruitment process, and our team bases our work daily off the guidance given by our clients.But when it comes to assembling top-performing teams, JDs are exactly that – guidance. Recruiters and career-minded candidates work with that guidance to find a match that goes beyond a simplistic equation of CV + JD = match.Not All Experience Is EqualAnother thing that creates a major disconnect between hiring managers and candidates is the tradition of quantifying experience in years:“8+ years’ experience in marketing, with a focus on digital and content marketing”“Minimum 3 Years’ experience with Bid Optimisation, Ad Rotation, Audience Profiling & Location Targeting” Though it’s helpful as a broad gauge, hiring managers are really looking for someone who is great at what they do!5 years of working without enthusiasm or curiosity is not a like-for-like comparison with 3 years of working with energy, excellence and a continual focus on self-improvement. That’s why we always encourage candidates to base their CVs around what they’ve achieved and how they work, rather than approaching the job market with a profile that looks like the JD of their previous job.What hiring managers wantIn our daily roles as recruiters, we see exceptionally well-qualified candidates fail at interview where less experienced peers succeed.Why?Because technical skills are almost never the main reason candidates are selected by top companies.Yes, you need to have a relevant base of knowledge for a role. While companies can train, the learning curve can’t be too steep or too long.But beyond experience and technical ability, the vast majority of hiring managers are looking for people who will provide long-term value and be an asset to the team.For job-seekers in digital marketing, this means:Willingness to learn – hiring managers love welcoming people onto their teams who display internal drive to stay curious about new ways to achieve marketing goals. The pressure quickly piles up on any team or department lead if they are the only person expected to innovate or find new ways to solve problems.  Viewing marketing holistically – with so many digital marketing and e-commerce teams structured around channels, it’s a common frustration for hiring managers to interview candidates who show no awareness or interest in how their role fits the bigger picture. As companies grow and evolve, team members who understand the broader marketing mix prove invaluable over colleagues happy to remain silo-ed.Caring about team success – ultimately, any digital marketing effort is about driving top-line results for the company or client. Candidates who make a habit of relating their contribution to team success typically shine brighter in interviews than those who see their work only in the context of their assigned goals or KPIs. Demonstrate that you’re joining a team to help make everyone around you successful, and you’ll open doors even when your hard skills may not make the grade.How to benefitSmart digital marketers looking to advance their careers can learn to understand the qualities a company wants, not just the list items.Once you’ve deconstructed a JD to understand what a business needs from the role, you can compare this much more accurately to your skill set and experience, and shape your CV accordingly.When it comes to interviews, remember to let the key factors shine – motivation, focus on team work, desire for progress, investment in learning, problem-solving skills and flexibility… these are almost never in a JD – but they’re key!Pulling it all together, you can learn to narrate your experience to match the needs of the role, and give yourself the best possible chance of landing your next dream role.Good luck with your search!***Ready to make your move? You can browse Adaptive Digital’s full list of digital marketing job opportunities across Europe and North America here.
13. 06. 2018

Three Must-Have Search Marketing Skills for 2018

After 10 years in the digital recruitment space, recruitment of Search Marketing professionals remains a central focus for Adaptive Digital. As the search landscape continues to evolve, we share 3 top skills candidates need to be adding to their repertoire to stay competitive and versatile in the current job climate. There’s something new in search every day. Algorithms, AI, platform evolution and shifting consumer behaviour all combine to keep search marketing professionals permanently acquiring new skills to stay relevant and continue delivering results for clients. As specialist industry recruiters, we have a front-row seat to learn what employers are looking for more of as the hiring landscape changes with demand. As we approach the mid-point of the year, these are the skill trends we’ve observed which continue to shape the way the search marketing industry is moving. Voice search With futuristic voice assistant tools like Google Duplex on the horizon, search marketing professionals need to ensure their knowledge is up to date on the ins and outs of how exactly voice search will impact local businesses and the world of search. Among other concerns, this means an understanding of strategies to gain footholds in the coveted ‘position 0’ answer boxes on SERPs where voice assistant tools often pull data from. SEO Content Writing The days of manipulative keyword optimization are long gone, and modern search marketers need some content strategy in their mix to ensure they are at the top of their game. Search engine requirements continue to award authority to sites which offer genuine, valuable ‘high-quality’ content to users, displacing those which have been mechanically assembled with pure SEO in mind. For search marketers, an awareness of the increasing interplay between content and search is vital to guide customers in the right direction and build durable, effective search strategies.  Mobile-first Indexing As Google moves to acknowledge the growing dominance of mobile device usage, traditional search rankings based on desktop devices are on the way out. Already commencing roll-out, Google’s Mobile-first index will have a profound effect on all sites not optimized for mobile usage. Businesses whose mobile site offers poor user experience or substantially different content from their desktop site may see their desktop pages cease to rank in search results. * * * Adaptive Digital’s recruitment services in the search marketing space cover a broad range – we recruit for some of the world’s major agencies, as well as staffing in-house roles with e-retailers and top international brands. One thing is common across our work – hiring managers are looking for forward-facing candidates who can demonstrate what they’re doing to keep pace with market movements. You can check out Adaptive Digital’s search marketing job opportunities here.
08. 06. 2018

How To Move Up Fast In E-commerce

Global e-commerce continues to grow at a rapid rate, with digital experience giant Adobe’s recent $1.68bn purchase of platform provider Magento underscoring the anticipated future value of the sector.Adaptive’s recruiters are often asked e-commerce professionals what they can do to accelerate their career growth and capture the potential of this fast-evolving space.Here are some ideas on how to move up the e-commerce career ladder fast.