Define the job before you write the job post
A post titled "marketer wanted" attracts designers, social media managers, paid-ads specialists, sales managers and strategists. They are hard to compare, so the best talker often wins rather than the best fit. Before publishing anything, write down answers to these questions:
- Which three results should the marketer deliver in the next six months: more enquiries, a lower cost per lead, repeat purchases?
- Are you building a system from zero or running one that already works?
- Will this person do the work personally or manage freelancers and agencies?
- Which channels matter most: Instagram, Telegram, marketplaces like Uzum, OLX, offline locations?
- Who do they report to, and how will they work with your sales team?
Generalist, specialist or head of marketing
A small shop or clinic in Tashkent usually needs a generalist who understands the whole customer journey and can brief contractors. A narrow specialist, such as a paid-ads expert, works well once a strategy already exists. If marketing has to be built from scratch, hire someone experienced: a junior without a mentor rarely copes with that task.
Also consider industry knowledge. In healthcare, real estate, education and B2B, the specifics take time to learn, so experience in a similar niche shortens onboarding. Language matters too. Many businesses need someone who writes confidently in both Uzbek and Russian, otherwise part of the audience goes unheard.
A job post that filters people out
An honest post is your first filter. Say what the company does, what stage it is at and who is on the team. Describe tasks concretely: not "brand promotion" but "run campaigns in Meta and Google, own the cost per lead, report weekly". Separate must-have requirements from nice-to-haves, and state the work format and pay conditions.
Ask applicants to add a short answer to one question with their CV, for example: "Who would you sell our product to, and how?" Copy-paste replies stand out immediately. Publish where professionals actually look: job sites, Telegram channels for marketers, professional chats and personal referrals.
Screening CVs and running the interview
On a CV, look for outcomes rather than lists of employers and duties. What did the person personally do, and how did it affect sales? If there are many short stints, ask why, without accusation.
In the interview, ask the candidate to walk through one project from start to finish: the goal, their own contribution, the result and what went wrong. Then present a real situation from your business and watch where they begin. A strong marketer asks about customers, the product and data before proposing ads. Ask about metrics as well. Someone who talks only about reach and followers may not connect marketing to revenue.
A test task that is not free labour
Keep the task close to real work and limited in size: a review of your current marketing with suggestions, outline of a three-month plan, a short competitor analysis. Provide the necessary background, state the deadline and cap the effort so it does not eat several days. Do not use it to collect a ready campaign for your own business.
Judge logic, business understanding and clarity, then discuss the result with the author. The reasoning often tells you more than the output. With the candidate's permission, speak to former managers or clients.
The trial period and common mistakes
Prepare a plan for the first weeks: getting to know the product, customers and data, first tasks, and what you expect by the end of the trial. Give access to ad accounts, analytics, the CRM and the budget. Without these, nobody can show results. Meet weekly and give feedback.
- Searching for a "marketer in general" without defined tasks
- Expecting one person to be strategist, designer and salesperson
- Choosing based on charm in the interview
- Demanding sales in the first month
- Hiding the company's real problems from the candidate
When you need a strategy before an employee
Sometimes hiring stalls because it is unclear who to hire and why. An outside view helps here: review the funnel, channels and budget first, then describe the role. This is the kind of request we get at markdev, where we build marketing strategy and help decide whether you need an in-house specialist, contractors or a mix.
If you plan to hire a marketer and want to check your task list and job post beforehand, get in touch. We will go through your situation and suggest where to start.
FAQ
Is it better to hire an in-house marketer or work with an agency?
It depends on the scope. An employee gets deeper into your product and is always available, but one person cannot replace a designer, a paid-ads specialist and an analyst. An agency brings several skills at once. Often a mix works best: an in-house generalist who manages contractors.
How can I tell whether a candidate's experience is real?
Ask for a specific project: the goal, personal actions, outcome and mistakes. Press for details. If answers stay general and the person cannot explain why a decision was made, treat the experience with caution.
Do I need to give a test task?
Yes, but keep it short, close to real work and with a clear deadline. Do not ask for a finished campaign for your business. The key part is discussing the candidate's reasoning afterwards.
When should I expect results from a new marketer?
In the first month the person is learning your product, data and customers, so demanding sales is premature. Agree on interim milestones for the trial period and make sure they have access to the budget and analytics.
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