If you’re a recruiter seeking to add a digital marketing professional to your team, you are probably overwhelmed by a high volume of strong applications. As a hiring manager I have witnessed this first-hand, in markets across the world. In fact, “digital” is really an inescapable part of any marketer’s job role – so, we need to narrow down required competencies in order to attract and recruit the appropriate talent. Here are four tips to get you started:

1) Figure out what you’re really looking for:

Are you looking for a search engine optimization expert, someone that can manage content strategy, web designer, or a social media expert? There are many focus areas – settle on one if you’re looking for fine-tuned, high-caliber expertise or select only a few if you’re seeking a generalist, a strong allrounder. If you’re asking for a lot, you will get a lot of applicants.

The other downside to putting down a laundry list of digital buzzwords in the job description is that you will scare off strong talent. For example: if you don’t need your next online advertising manager to know “HTML, PHP, and Javascript” don’t include it in the job description – or at best, include it in the “preferred skills” section as opposed to the “required skills” section.

2) Prioritize by Mapping Skills to KPIs and Technology:

Hiring managers know there’s a skill gap but they may be unable to prioritize. In this case, the best way is to start from a specific set of critical KPIs and define desired competencies from there. For example, you may be searching for a new marketing operations expert to manage the Eloqua or Marketo marketing automation platforms — yet, without a robust content strategy, there isn’t much value to any of this marketing technology.

Prioritization is key, so check out this guide that maps Marketing Metrics (KPIs) and Technology to Marketing Skills if you need help getting started.

3) Get an outsider’s opinion:

If you are the hiring manager, and you’re a bit confused about where to begin planning the build out of a modern digital marketing team, you are not alone. Consider working with an experienced digital marketing consultant that can come on board for a short-term engagement, to work on a very specific deliverable: Establish a strategic digital marketing roadmap and recommend budget, technology, and staffing options.

This exercise will objectively reveal short-term staffing requirements as well as providing two additionally valuable outcomes: 1) validate a business case for investment that can be taken to the C-suite and board; and, 2) provide a career progression/development plan for existing and future marketing hires.

4) Don’t forget about the Art of Marketing:

Remember that creativity we used to correlate with marketing professionals? In today’s noisy digital world we need smart communicators more than ever to help businesses tell stronger stories and build world class customer experiences. If you followed the tips outlined in this article, chances are you will receive a lesser volume of applicants – but those that did apply are more likely to be better qualified. So don’t overlook candidates based solely on their education or work experience.

Look for transferrable skills and cultural fit. Be prepared with phone screen questions that reveal the candidate’s personality and professional acumen. Consider asking candidates for their thoughts on real-world business challenges. It only takes a little more time for the recruiter and hiring manager to set up these types of open-ended questions, and the results are always well worth the effort.