H habanero management social
0203 816 0873
Sep 18

Category: Marketing & Business Development

The best CRM Marketing candidates are some of the most in-demand marketers in the country. There aren’t masses of specialists, so securing their services is a challenge in itself in such a competitive job market. I was brought in to embed myself in the market, to really get to grips with the skillset and network with the talent pool. I share my thoughts on how to secure the best candidates in the market.

Identifying them

You cannot attract top-tier candidates without knowing who they are. I look for a few characteristics to identify the best. Candidates generally will know their direct impact to the business they are in. At a junior level, these are open rates and engagement rates, or potentially churn rates in a more retention focused role. A more senior candidate, I feel, will know their commercial impact to really be considered the top tier. I have provided some examples below of questions you can ask during the interview to know if you are speaking to an all-star.

  • “In the last year, what is the return on investment of the CRM team you are in?”
  • “Give me an example of a campaign that was successful, and why?”
  • “If budget was no limit, what change would you make to the CRM strategy?”
  • “What do you think would be the impact if you did this?”

Defining your goals

The very best may be getting 10+ approaches a week in a competitive job market. Being clear about your goals will help you stand out to the best candidates.

Are you trying to develop best in class CRM strategy? Do you know how you are going to get there? If you do, then is this the sort of attractive proposition where a candidate can see their skillset develop?

Progression is the buzzword for the best candidates. They have somewhere to get to and don’t want to be in a role where they won’t be able to fuel their ambition.

If you are working with Salesforce Marketing Cloud or Adobe Campaign for example, then, in my opinion, the role becomes more attractive and should be advertised. Braze and Urban Airship are the other two tools I think really add value to a CV when it comes to mobile applications. If you aren’t using the most advanced tools, then you probably will not attract the very best.

Salary, benefits, culture and more….

Let’s face it, salary is important. As a general rule of thumb, I have put some indicative salary bandings for CRM Marketers within B2C businesses. If you are not paying competitively, you will lose the best to those who are.

  • Exec – £25,000 – £35,000
  • Senior Exec – £35,000 – £40,000
  • Manager – £40,000 – £55,000
  • Senior Manager – £55,000 – £70,000
  • Head of – £70,000 – £120,000
  • Director – £100,000 – £200,000 +

Offering a bonus based on personal, rather than company performance, is a challenge that a lot of the very best who back themselves will relish. A great CRM Marketer can significantly impact the bottom line by defending existing revenue and increasing the spend per customer. Reward those successes with a performance related bonus.

All of the wonderful perks of the job do make a difference. If you hire the best, trust that they will do their job. Offering flexible working hours, better than average holidays and a surrounding benefits package is very attractive. Glassdoor increasingly matters. The culture you foster will ultimately impact your rating, and either encourage or concern the crème de la crème.

Closing the best

Time is a factor in closing the best candidates, as they’re rarely on the market for very long. I think a two-stage interview process is the most seamless solution, whilst also affording the candidate to meet enough people in the business to get a sense of the company and the role.

It’s important that the first interview is with the hiring manager to outline the role. First impressions matter. I also think at a senior level, wheeling out the company’s big beasts will help ensure that impression endures.

Overall, do not under offer a candidate at the closing stages. From the start, guide them on whether their salary expectations are realistic. Being let down after building a candidate up is a key factor in someone turning down the job. The other major point I would make is ensuring the recruiters you work with have all the facts, and ideally would have met the candidate to really understand what is important to them.

Andy Larkin

CRM and Retention Marketing Specialist


3Search is an award-winning UK recruitment consultancy, specialising in marketing, digital marketing and tech positions. Whether you’re seeking new talent or looking for your next career move, we can help. Learn more at 3Search.co.uk.