
I have recruited for Digital Analytics positions at all levels in both the UK and the US and I have also read a number of articles explaining how to hire technology professionals. I am often asked if there is any difference between hiring a Web Analyst and any other IT/ developer/digital marketing manager positions? As such I wanted to point out a few key things NOT to do if you want to hire a vacancy within digital analytics.
Don't advertise the position as a Data Scientist
If you want someone to build algorithms and conduct machine learning projects then go ahead! If you want someone to optimise conversion funnels and tag an Ecommerce website then you won't find them with a Data Science advert. A common mistake is thinking that if you bring in a Data Scientist to pull Google Analytics reports then they will do this better than an experienced Web Analyst; unfortunately they are two different skillsets and although they may overlap in some qualities, they are definitely not the same.
Don't fill the job description with development software unless you want a developer
While recently recruiting for a VP, Digital Analytics a candidate was initially rejected for not having JavaScript experience listed on their resume. One aspect of the role was to build a tagging roadmap, so some hands on experience in the back end of a website is obviously ideal; but no one can list all tools that they have used on their resume, especially tools like .net, C, java, that are not usually requirements for a Digital Analytics vacancy.
Don’t assume that having Google Analytics on a resume identifies a Digital Analyst
I have used Google Analytics and I am by no means a Digital Analyst. With digital marketing becoming as normal as traditional marketing in the majority of businesses more people will be exposed to the data behind their campaigns. But there is a big difference between pulling a monthly click through rate and building an attribution model to understand how someone finally converted to a sale.
Don't assume that a candidate will take a pay cut because they love a role
Although Digital Analytics is infinitely more prevalent in businesses now than 10 years ago, the industry is still not fully developed. As such some candidates, rightly or wrongly, are offered crazy salary increases to fill a gap that is deemed by Senior Leadership as urgent. However, as documented in our latest UK Salary Guide, Analytics candidates expect a pay increase around 17% and the majority will not move roles for a pay cut; even if they do love your brand!
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