January 25, 2017
Decrypting the Digital Marketer's CV
It's a surprise to see how poorly many digital marketers, fundraisers and project managers present their information when they're job hunting. David Lale offers some advice.
Why is it so many marketers are so poor at marketing themselves?
I've recently stepped back from running Charity People and returned to the front line, recruiting digital staff for charities. This is because I see it as a make or break moment for the sector - digital transformation, done well, could revolutionise the way the charity sector goes about its business, conducts its research, manages its governance, supports its beneficiaries and communicates with the outside world.
There are some great technology projects underway in the sector (take a look at Guide Dogs Unlocking Cities project, for example) and many campaigning charities are leading the way in digital marketing as a means to get the message across, generate support and nudge our behaviours.
Which is why it's been such a surprise to see how poorly many digital marketers, fundraisers and project managers present their information to us at Charity People, when they're job hunting.
Digital marketing is one area where it's possible to know, measure and influence both the inputs and outputs of your work. Improve the SEO of your charity's website and watch the levels of engagement increase on Google Analytics. Use tracking software on your email campaigns and measure the open rates and bounce backs. Measure the take up of your digital fundraising apps and look at the conversion rate. It's never been easier to collate, measure and evaluate the impact of the work done in this area.
So here are a few tips if you're a digital whizz, and you're job hunting in the charity sector:
1) Put your digital achievements on your CV in a clear and easy to read format - show the increase in levels of engagement , the R.O.I of campaigns you've managed, the impact of your work. A simple table, if you're a web manager or digital marketer, showing improvement in your channels' performance over your time in the post, compared to before you joined.
2) Put together a mini portfolio of your work and send it in with your CV. This could be digital copywriting you've done for websites or newsletters or marketing campaigns
3) Accentuate the positive. If you're looking to get in to the charity sector, tell us why, and what you've done to familiarise yourself with it. Are you volunteering somewhere? Be sure to include this. If you're not, get involved. It's possible these days to volunteer from your laptop (virtual volunteering), on your lunch break (micro volunteering) or formally and regularly (as a trustee). Get stuck in.
Charities are looking for people who understand and believe in what they do, but most of all for people with great skills. And if you're not able to get that across on paper, then your chances of getting through the door are slimmer than a TV reality presenter becoming US President.