Hiring managers: Don’t make this fatal mistake when writing job descriptions (opens in new tab)

A hiring manager I worked with recently spent three weeks screening candidates for a digital marketing role. Strong résumés, solid interviews, plenty of platform experience. She made an offer. The candidate accepted. Two months later, she called me: “They’re great, but they’re not what we actually needed.” What she needed was someone to rebuild a broken attribution model and realign paid media spend with a new revenue target. What the job description asked for was someone to “manage campaigns...