How do we identify a good digital resource?
For most communication professionals today, it has become important to have at least a basic understanding of digital marketing. A year back, on-ground outreach opportunities like events, roadshows, etc., were still possible. However, since the onset of the pandemic and with most of these activities having gone virtual, the importance of this skill has only increased. In keeping with this trend, communication teams have started arming themselves with focused digital marketing resources. Here are a few pointers Id like to share:  Hiring for key skills: Firstly, its useful to acknowledge the fact that one is looking for a team member and not a one-man army. I often come across JDs seeking digital professionals with a dizzying range of skills  from technical skills (coding, graphic design, HTML) to creative thinking (innovation and ideation), and from digital expertise (SEO, SEM, paid media, social media ) and analytics (Adobe, Google) to ORM (social listening, crisis and reputation) and CRM (retention and loyalty). It is very rare for one person to possess so many competencies. Therefore, its best to identify the digital priorities of the organisation and look to fill those gaps. If a candidate brings more skills to the table, thats an added bonus! The know-it-all syndrome: This is my favourite point  always watch out for the ones who claim to know everything. More often than not, when you start peeling the onion, their knowledge gaps are exposed. During interviews, I am more at ease when the candidate admits to not know something but shows keen interest in learning about it. When it comes to digital knowledge, I feel that its all right if one is not up to date with a particular aspect. Things change fast, and one needs to upskill oneself regularly as tech tends to become obsolete very fast. Therefore, you need someone who is willing to learn and unlearn. Based on my experience, this jargon is usually a camouflage for lack of knowledge and experience. Professionals who know their job and are confident will never hesitate to share their understanding of a subject in clear and simple English. As Albert Einstein put it, If you cant explain it simply, you dont understand it well enough.  The marketing in digital marketing: Digital is a means to an end. If you come across someone who understands the basics of the marketing funnel and knows how to apply their digital knowledge to it, that person could be a good hire. You need someone who can break down complex business briefs into marketing objectives and expected outcomes for the team to start thinking of the digital outreach possibilities. Having sound fundamentals of brand management and marketing is key to laying down an effective digital plan. Inherent passion: There are some skills you acquire and some that you possess inherently. Try to find someone who is passionate about everything digital. This passion will show when you start talking to them. Such a person will keep pace with the rapidly evolving digital ecosystem, come up with innovative ideas, not be afraid to experiment and enjoy taking up challenging projects. You can be sure youve found the right resource when its the work they do that drives and energises them! To sum up, look for the right combination of attitude and aptitude. If the team members have this, the leader will have strong wings that enable the team to soar! Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com  Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)