Hiring a Qualified Digital Marketing Expert? What Questions to Ask.


Hiring a digital marketing specialist to help grow a company can be a challenge for any entrepreneur, recruiter, or indeed any other decision-maker – especially if they are not experts in the field.

For example, how do they know how to evaluate a candidate’s actual abilities, skills or vet references from previous jobs?

If you are a recruiter this decision is more difficult. You feel the weight of the responsibility of filling the role quickly, but with the right person. You need to work efficiently, but you can’t speed up the process.

Above all, hiring the wrong candidate is not only a waste of time and resources, but it can also turn into a lost opportunity to hit your goals.

Therefore, hitting the right middle of the swift hiring process of finding the best candidates for your open position can become a one-of-a-kind approach to improving your business.

I run several digital marketing agencies – and for the past fifteen years, I’ve hired more than a hundred digital marketing professionals. There are many, many more that I have interviewed.

So, based on my experience, I can tell you that most candidates can live up to the expectations set by their resume.

I’m going to share with you 4 questions you can ask to help you filter and qualify the right candidates to meet your expectations and company goals.

What are the responsibilities of digital marketing professionals?

Before we dive into these questions, let me take a moment to highlight how the responsibilities of digital marketing professionals should be.

Digital marketing professionals should have experience in setting up and optimizing multiple marketing channels:

  • Click Pay Per Click (PPC)
  • Search Engine Optimization (SEO)
  • Marketing Content Marketing
  • Marketing Email Marketing
  • మీడియా Social Media Marketing
  • Advertising Local advertising
  • Marketing Affiliate Marketing

They must have strong experience in the creative and technical aspects of marketing.

In short, they should have experience conceptual campaigns, collaborate with designers to create images and videos, write a compelling copy of the target audience (creative), set up campaigns, use different platforms, track key performance indicators (KPIs). ) And creating reports (technical).

Let’s start with five questions to ask to help you find the right candidate for this role:

1. What digital marketing channels have you experienced?

The purpose of the first question is very straightforward – they want to know which channels are currently running marketing campaigns.

The strong candidate provides the following information in their response:

  • 1. The channels they worked on, including setup, campaign management, optimization, and reporting.
  • 2. The years they have used those channels professionally.
  • 3. Results achieved in those channels for similar brands.
  • 4. Any applicable certifications.

It must be remembered that a great digital marketing professional candidate can learn new platforms on the road. So, if they don’t have experience on the specific platform you’re using, it’s not an instant red flag.

However, it is important that you have all the information on their expertise and potential so you can take in the information.

2. What digital marketing campaign have you worked on and what is your role in them?

Any digital marketing candidate can say that they worked on a project – but not that they were active in the campaign or had any role in it.

Therefore, it is important to determine how big a role they actually play in the success of a marketing campaign to see if they can actually implement the strategies.

Also read: What is B2B marketing and how it works in Digital Marketing

Top Digital Marketing Candidates Should Share:

  • 1. What is their role and what are they uniquely responsible for.
  • 2. If they work in a campaign from beginning to end, or if they later join a project.
  • 3. Do they have any hands-on strategy, or do they just execute tasks?
  • 4. What are the results, and how long did it take them to achieve?
  • 5. What other candidates worked on the project (copywriters, designers, developers, etc.) and how the collaboration process worked.

3. How do you define KPIs and measure results in specific marketing campaigns?

Digital marketing is about more than just copywriting and simple setup – professionals can track results and continually improve campaigns.

Make sure you ask your candidates what key performance indicators (KPIs) they consider important in marketing activities. In fact, you can test them further by asking about specific platforms and goals – retargeting for conversions or social media advertising for brand awareness.

Any valued marketing candidate should know what KPIs they are measuring, why they should be tracked, how often they measure success and generate reports, and how they promote and deliver low performance.

Here are some suggestions for information:

Ideal An ideal candidate should highlight the importance and benefits of daily, weekly, monthly, quarterly and annual reports and what should be in each of those reports.

Common analytics tools that Candidates strong candidates should mention are Google Analytics, Social Media Analytics, Saif, Supermetrics, SEMRush, Moz and ask about everyone’s experience.

4. What do you hope to achieve in three months and what do you want to achieve in the first year?

Most companies set expectations for a new job when onboarding a new company member – but this is a big mistake. Instead, it’s a good time to set those expectations before you hire or onboard a new employee.

Setting expectations so fast may seem like a waste of time, but in reality, it will only make you more efficient. This is because when you set expectations for a role before a candidate can accept and go on board, they are more emotionally and emotionally prepared for the work involved, thus better equipped for long-term success.

Especially since digital marketing is very numbers-driven, you should know that this candidate wants to achieve within three months of launch (short term goals) and within one year of launch (long term goals).

This allows you to identify if the candidate can think critically and create valuable marketing strategies – and more importantly if their ideas and expectations are aligned with yours.

However, you should note that these goals may change once the candidate starts. This is because they do not have all the information, numbers, performance history or other factors that affect marketing preferences.

Regardless, a strong digital marketing candidate will be able to quickly identify the real opposite pain points from your business and create an action plan to implement solutions effectively.


Nowadays, having skilled digital marketing professionals in your team can be the difference between growing a company with a growing income… and staying consistent.

Therefore, it is imperative that you take the time to properly vet and qualify first-time candidates by asking the following questions:

  • 1. What marketing channels and platforms do you have experience with?
  • 2. What is your actual role in some marketing campaigns in your portfolio?
  • 3. How do you define KPIs and measure results in digital marketing campaigns?
  • 4. What are the short-term and long-term goals you have for us?

These questions will allow you to identify the best ones for your business, determine their strengths and weaknesses, understand their expertise and see if they can really deliver results.


Please enter your comment!
Please enter your name here