I am actively looking for a new job. That said, so are 11 million other people. My background includes implementing and managing email marketing, internet marketing and direct mail for retail and franchise operations. I have managed nationwide contests, loyalty marketing, mobile marketing, social media and web analytics.
The job market blows, but worse than that is interviewing with people that aren’t playing with a full deck, are unable to define what they really want or need, and don’t have the skills or background that I have.
My resume speaks for itself and I can back up my accomplishments. Unfortunately, some ‘managers’ are threatened by this, and my last boss was so threatened that he terminated me. My co-workers warned me that the job was a ‘revolving door’ and none of the prior three people in that position had lasted three months. I lasted four months. I’ve been unemployed now for six.
I interviewed recently with a Fortune 500 retailer that is nearing its 100th anniversary. The Job Description listed the following requirements:
” This person will manage all aspects of email communications to customers and prospects. This includes planning campaigns/streams, targeting recipients, managing available offers, developing profiles, testing, creative oversight,backend analysis and applied learning. In addition, this person will be actively involved in creating promotions to drive the collections of new email addresses. “
They also required:
• Bachelor’s degree required
• At least 3 yrs of email marketing experience
• Strong quantitative/analytical abilities
• Strong understanding of email marketing operations
• Extremely well-organized
• Excellent project manager skills and high attention to detail
I meet all the requirements for this job and was excited about the interview, anticipating a 30+ mile, one-way commute and proving why I am the right person for this position and for this company.
However, after meeting with two different managers over a 2-hour time period I had discovered some ‘fantasy language’ in the Job Description’. It became immediately clear that although they were expecting this position to segment lists, test emails and provide executive-level reporting, that they were not doing any of those things.
Big sigh. Neither one of the managers could clearly define the role and they mentioned that it may expand. That’s fine, I’m always up for a challenge and look forward to new opportunities. And that’s the great thing about marketing. Trends change, technologies evolve, customers expect new ways to engage with the brand and it’s a fantastic way to move forward with a company.
Both managers admitted that they were not sending targeted messages to specific or relevant customers or prospects. They also admitted with some embarrassment that they were not testing anything within these emails, not the subject line, creative, messaging, personalization…Nothing. They also admitted that although back-end analysis was critical that this was another area that was not being either tracked or reported.
I asked direct questions about the job and about their expectations throughout the interviews. I could tell there were pain points on some of the questions. For example; I asked, “What does ABC Co. want to be known for today?” And, “Does your customer recognize the company ‘voice’? Neither manager could answer either question. Note to self: They haven’t thought that far ahead, and you just embarrassed them.
The interview went well but was disappointing because it was a ‘fantasy list’, not reality and they didn’t know what they really wanted. I sent professional thank you notes the following day.
Lo and behold the day following the interview, I received a non-reply email from their recruiter that they had selected someone with a stronger background. I found that interesting because both managers told me that they were surprised to find someone with my background and experience. As of that day, they had not interviewed any other candidates that met all the requirements.
I neither believe that they selected and made an offer to another candidate the same day as my interview. However, I’m not ready to waste my time with a company that doesn’t have a defined marketing strategy, or work with managers that brag about poor customer service in their retail stores. I also don’t want to drive 66 miles a day to a job that I would end up regretting.
I am thankful for the interview. I am also grateful that I saw through the smoke before the mirrors got dirty.
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