Marketing Team Management<\/strong> are actually consequences of mistakes right from the recruitment stage. Hiring the wrong person is like trying to fit a mismatched gear into a machine; it will cause damage to the entire system. To retain personnel long-term, you must select the right person from the start.<\/p>Build a Detailed and Realistic Candidate Persona<\/h3> Never start recruiting with a job description (JD) copied superficially from the internet. Take time to sit with relevant departments and build a detailed candidate profile. You need to know exactly who you're looking for, what hard and soft skills they need.<\/p>
More importantly, clearly identify personality traits that fit your company's current culture. An overly introverted person may struggle in a dynamic, constantly communicating Marketing team. Conversely, an overly individualistic person may cause conflicts in a harmony-focused environment.<\/p>
Absolute Transparency About Challenges and Pressures During the Interview<\/h3> M\u1ed9t sai l\u1ea7m kinh \u0111i\u1ec3n c\u1ee7a c\u00e1c nh\u00e0 tuy\u1ec3n d\u1ee5ng l\u00e0 ch\u1ec9 \"t\u00f4 h\u1ed3ng\" v\u1ec1 c\u00f4ng ty \u0111\u1ec3 thu h\u00fat \u1ee9ng vi\u00ean. H\u1ecd v\u1ebd ra vi\u1ec5n c\u1ea3nh v\u1ec1 m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c l\u00fd t\u01b0\u1edfng, c\u01a1 h\u1ed9i th\u0103ng ti\u1ebfn r\u1ed9ng m\u1edf nh\u01b0ng l\u1ea1i gi\u1ea5u nh\u1eb9m \u0111i nh\u1eefng \u00e1p l\u1ef1c kh\u1ee7ng khi\u1ebfp v\u1ec1 KPI, nh\u1eefng \u0111\u00eam ph\u1ea3i OT (l\u00e0m th\u00eam gi\u1edd) \u0111\u1ec3 ch\u1ea1y k\u1ecbp chi\u1ebfn d\u1ecbch.<\/p>
T\u1ea1i DPS.MEDIA, ch\u00fang t\u00f4i lu\u00f4n \u00e1p d\u1ee5ng nguy\u00ean t\u1eafc minh b\u1ea1ch tuy\u1ec7t \u0111\u1ed1i. Trong bu\u1ed5i ph\u1ecfng v\u1ea5n, ch\u00fang t\u00f4i s\u1ebd chia s\u1ebb th\u1eb3ng th\u1eafn v\u1ec1 nh\u1eefng kh\u00f3 kh\u0103n, th\u00e1ch th\u1ee9c m\u00e0 v\u1ecb tr\u00ed n\u00e0y s\u1ebd ph\u1ea3i \u0111\u1ed1i m\u1eb7t. \u0110i\u1ec1u n\u00e0y gi\u00fap s\u00e0ng l\u1ecdc \u0111\u01b0\u1ee3c nh\u1eefng \u1ee9ng vi\u00ean c\u00f3 \u0111\u1ee7 b\u1ea3n l\u0129nh v\u00e0 tinh th\u1ea7n th\u00e9p, \u0111\u1ed3ng th\u1eddi tr\u00e1nh \u0111\u01b0\u1ee3c c\u00fa \"s\u1ed1c v\u0103n h\u00f3a\" khi h\u1ecd ch\u00ednh th\u1ee9c b\u1eaft tay v\u00e0o vi\u1ec7c.<\/p>
Use Practical Competency Tests Instead of Relying Solely on CVs<\/h3> Trong ng\u00e0nh Marketing, CV \u0111\u1eb9p ch\u01b0a ch\u1eafc \u0111\u00e3 \u0111i \u0111\u00f4i v\u1edbi n\u0103ng l\u1ef1c l\u00e0m vi\u1ec7c th\u1ef1c t\u1ebf. C\u00f3 r\u1ea5t nhi\u1ec1u \u1ee9ng vi\u00ean s\u1edf h\u1eefu k\u1ef9 n\u0103ng \"\u0111\u00e1nh b\u00f3ng\" h\u1ed3 s\u01a1 r\u1ea5t t\u1ed1t nh\u01b0ng khi v\u00e0o vi\u1ec7c l\u1ea1i l\u00fang t\u00fang. Do \u0111\u00f3, vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c b\u00e0i test n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n l\u00e0 b\u01b0\u1edbc kh\u00f4ng th\u1ec3 thi\u1ebfu trong quy tr\u00ecnh tuy\u1ec3n d\u1ee5ng.<\/p>
Tests should be designed based on real situations the business faces. For example, ask candidates to create a content plan for a new product or analyze a failed ad campaign and propose solutions. Their approach and problem-solving will reveal their thinking ability.<\/p>
Thoroughly Assess Cultural Fit with the Company<\/h3> K\u1ef9 n\u0103ng chuy\u00ean m\u00f4n c\u00f3 th\u1ec3 \u0111\u00e0o t\u1ea1o \u0111\u01b0\u1ee3c, nh\u01b0ng th\u00e1i \u0111\u1ed9 v\u00e0 s\u1ef1 ph\u00f9 h\u1ee3p v\u0103n h\u00f3a th\u00ec r\u1ea5t kh\u00f3 thay \u0111\u1ed5i. M\u1ed9t nh\u00e2n s\u1ef1 gi\u1ecfi chuy\u00ean m\u00f4n nh\u01b0ng l\u1ea1i c\u00f3 th\u00e1i \u0111\u1ed9 ti\u00eau c\u1ef1c, kh\u00f4ng h\u1ee3p t\u00e1c s\u1ebd tr\u1edf th\u00e0nh \"qu\u1ea3 t\u00e1o th\u1ed1i\" l\u00e0m h\u1ecfng c\u1ea3 th\u00f9ng t\u00e1o.<\/p>
In interviews, use behavioral questions to deeply probe personality and values. Observe how they interact with interviewers, how they speak about past companies or colleagues. These small details often reveal much about their true character.<\/p>
Comparison table: Old-style recruitment vs Modern recruitment for Marketing team<\/strong><\/p>\n\n\n\nComparison Criteria<\/th>\n Old-style Recruitment (Traditional)<\/th>\n Modern Recruitment (Practical)<\/th>\n<\/tr>\n<\/thead>\n \n\nJob Description (JD)<\/strong><\/td>\nGeneric, copied from the internet, requiring too many unrelated things.<\/td>\n Specific, realistic, focused on expected key results.<\/td>\n<\/tr>\n \nEvaluation criteria<\/strong><\/td>\nRelies heavily on degrees, years of experience on CV, and intuition.<\/td>\n Relies on actual skills through tests, problem-solving thinking, and cultural fit.<\/td>\n<\/tr>\n \nShared Information<\/strong><\/td>\nOnly talks about the good things, hides job pressures and challenges.<\/td>\n Transparent about both opportunities and challenges, KPI pressures to prepare candidates mentally.<\/td>\n<\/tr>\n \nInterview Process<\/strong><\/td>\nUsually only 1-2 superficial rounds, focusing on past experience.<\/td>\n Multiple rounds (including professional tests, culture interviews), focusing on future scenarios.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>Real example 1:<\/strong> A real estate business recruiting for Digital Marketing Manager position. They rejected a candidate with 5 years of experience at large corporations because during the interview, the candidate showed arrogance and did not value coordination with the sales team. Instead, they chose someone with less experience but demonstrated humility and excellent teamwork spirit.<\/p>Real example 2:<\/strong> DPS.MEDIA when recruiting for Content Creator position always has a test requiring candidates to write 3 different content formats for a hypothetical client within 24 hours. This test helps evaluate the candidate's ability to handle time pressure and diversity in writing styles.<\/p>Action lesson:<\/strong> \u00c1p d\u1ee5ng tri\u1ebft l\u00fd \u201cTuy\u1ec3n ch\u1eadm, Sa th\u1ea3i nhanh\u201d (Hire slow, Fire fast). \u0110\u1eebng v\u00ec \u00e1p l\u1ef1c thi\u1ebfu ng\u01b0\u1eddi m\u00e0 v\u1ed9i v\u00e0ng tuy\u1ec3n m\u1ed9t \u1ee9ng vi\u00ean ch\u01b0a \u0111\u1ea1t chu\u1ea9n. C\u00e1i gi\u00e1 ph\u1ea3i tr\u1ea3 cho vi\u1ec7c tuy\u1ec3n sai ng\u01b0\u1eddi l\u1edbn h\u01a1n r\u1ea5t nhi\u1ec1u so v\u1edbi vi\u1ec7c ch\u1edd \u0111\u1ee3i th\u00eam m\u1ed9t th\u1eddi gian ng\u1eafn \u0111\u1ec3 t\u00ecm \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ph\u00f9 h\u1ee3p.<\/p>X\u00e2y d\u1ef1ng quy tr\u00ecnh Onboarding \"ch\u1ea1m \u0111i\u1ec3m s\u01b0\u1edbng\" trong 90 ng\u00e0y \u0111\u1ea7u<\/h2>
The first 90 days (probation period) is the most sensitive phase determining if the employee will stay long-term. A superficial, unprofessional Onboarding process will make new employees feel lost, confused, and want to leave quickly. Conversely, a structured process will help them quickly adapt and feel part of the organization.<\/p>
First Week: Integrate into Culture and Familiarize with Work Tools<\/h3> In the first week, the most important goal is not assigning work but making new employees feel welcomed. Prepare everything in advance from computer, email account, access to necessary tools before they arrive. Don't let them sit idle on the first day because the computer isn't ready.<\/p>
Organize a thorough introduction session with the whole company or at least the Marketing team. Assign a Buddy \u2013 an experienced, positive senior employee \u2013 to mentor, answer questions, and help the new employee integrate into the team culture during the initial disoriented days.<\/p>
First Month: Assign Small Tasks, Create Quick Wins<\/h3> Sau tu\u1ea7n l\u00e0m quen, h\u00e3y b\u1eaft \u0111\u1ea7u giao cho nh\u00e2n s\u1ef1 m\u1edbi nh\u1eefng \u0111\u1ea7u vi\u1ec7c c\u1ee5 th\u1ec3, nh\u01b0ng \u1edf m\u1ee9c \u0111\u1ed9 \u0111\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 ho\u00e0n th\u00e0nh. M\u1ee5c \u0111\u00edch l\u00e0 \u0111\u1ec3 h\u1ecd l\u00e0m quen v\u1edbi quy tr\u00ecnh l\u00e0m vi\u1ec7c v\u00e0 quan tr\u1ecdng h\u01a1n l\u00e0 t\u1ea1o ra nh\u1eefng \u201cth\u1eafng l\u1ee3i nhanh\u201d. C\u1ea3m gi\u00e1c ho\u00e0n th\u00e0nh t\u1ed1t c\u00f4ng vi\u1ec7c ngay t\u1eeb \u0111\u1ea7u s\u1ebd gi\u00fap h\u1ecd x\u00e2y d\u1ef1ng s\u1ef1 t\u1ef1 tin r\u1ea5t l\u1edbn.<\/p>
For example, with a new Content employee, you can assign rewriting old fanpage posts from a new angle, or editing blog articles. Avoid assigning large, complex projects requiring multi-party coordination right away as it can overwhelm them, lead to mistakes, and cause discouragement.<\/p>
Second Month: Gradually Increase Difficulty and Grant Autonomy<\/h3> When the employee has adapted to the work rhythm, this is the time the manager Marketing Team Management<\/strong> needs to gradually increase task difficulty and workload. Let them participate more deeply in important campaigns, encourage them to propose ideas and solutions for existing issues.<\/p>Start granting them certain autonomy within their scope. For example, allow them to decide on illustrations for articles, or plan content for a week. This trust increases responsibility and makes them feel like an important part of the team.<\/p>
Third Month: Comprehensive Performance Evaluation and Adjust Expectations<\/h3> The end of the probation period is the golden time for a comprehensive performance review. Sit down with the employee, review what they've achieved and not achieved compared to initial goals. Provide specific, sincere, constructive feedback.<\/p>
This is also the time for both parties to adjust expectations for the next phase if they officially join the company. Discuss long-term career development paths, listen to their aspirations, and agree on new challenging KPIs with commensurate benefits.<\/p>
Sample 30-60-90 Day Onboarding Plan Table for Marketing Staff<\/strong><\/p>\n\n\n\nStage<\/th>\n Key Objectives<\/th>\n Key Activities<\/th>\n Expected Outcomes<\/th>\n<\/tr>\n<\/thead>\n \n\n30 Ng\u00e0y \u0111\u1ea7u (H\u00f2a nh\u1eadp & L\u00e0m quen)<\/strong><\/td>\nUnderstand the culture, products, work processes, and tools. Build relationships with the team.<\/td>\n Onboarding training, familiarize with CRM\/Task Management system. Perform small, simple tasks.<\/td>\n Complete 100% basic training program. Complete assigned small tasks well. Integrate well with the team.<\/td>\n<\/tr>\n \n60 Ng\u00e0y ti\u1ebfp (\u0110\u00f3ng g\u00f3p & T\u0103ng t\u1ed1c)<\/strong><\/td>\nStart contributing real value to projects. Master deeper expertise.<\/td>\n Participate in real projects. Take on more responsibilities and workload. Propose new ideas.<\/td>\n Achieve 70-80% probation KPI. Have at least 1-2 ideas or contributions recognized.<\/td>\n<\/tr>\n \n90 Ng\u00e0y cu\u1ed1i (Kh\u1eb3ng \u0111\u1ecbnh & T\u1ef1 ch\u1ee7)<\/strong><\/td>\nProve full competence suitable for the position. Ready to work independently with high performance.<\/td>\n Lead a small project or an important task segment. Operate independently with less supervision.<\/td>\n Achieve 100% probation KPI. Evaluated as suitable for culture and job requirements. Sign official contract.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>Real example 1:<\/strong> A software company with a very poor onboarding process. New employee on the first day has no computer, no guidance, left alone to read outdated documents. As a result, that personnel feels isolated and resigns right after the first week because they feel the environment lacks professionalism.<\/p>Real example 2:<\/strong> T\u1ea1i m\u1ed9t Agency l\u1edbn, m\u1ed7i nh\u00e2n s\u1ef1 m\u1edbi \u0111\u1ec1u \u0111\u01b0\u1ee3c t\u1eb7ng m\u1ed9t \"Welcome Kit\" \u1ea5n t\u01b0\u1ee3ng g\u1ed3m \u00e1o thun, s\u1ed5 tay, b\u00ecnh n\u01b0\u1edbc th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng ty v\u00e0 m\u1ed9t b\u1ee9c th\u01b0 ch\u00e0o m\u1eebng vi\u1ebft tay t\u1eeb CEO. H\u00e0nh \u0111\u1ed9ng nh\u1ecf n\u00e0y t\u1ea1o \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u r\u1ea5t t\u1ed1t, khi\u1ebfn nh\u00e2n s\u1ef1 c\u1ea3m th\u1ea5y m\u00ecnh \u0111\u01b0\u1ee3c tr\u00e2n tr\u1ecdng v\u00e0 ch\u00e0o \u0111\u00f3n n\u1ed3ng nhi\u1ec7t.<\/p>Action lesson:<\/strong> Prepare a detailed checklist for the onboarding process in advance and strictly adhere to it. Don't let busyness sweep you away and forget the extremely important first experiences of new employees. A good first impression will be the anchor that keeps them when facing difficulties later.<\/p>The Art of Managing Marketing Teams: Balancing Creative Freedom and KPI Discipline<\/h2>
Managing a Marketing team is an art that requires utmost finesse. You are managing creative people who hate constraints and rigid rules. But at the same time, Marketing is the department directly responsible for dry growth numbers. How to reconcile these seemingly opposite factors?<\/p>
Set SMART KPIs but Maintain Flexibility<\/h3> KPI (Key Performance Indicators) is an indispensable tool to measure the effectiveness of the Marketing team. However, imposing KPIs mechanically and rigidly will kill creativity. KPIs need to be SMART (Specific, Measurable, Achievable, Relevant, Time-bound) but also need some flexibility.<\/p>
For example, instead of only focusing on the final revenue number (which the Marketing team cannot fully control), set intermediate KPIs (proxy KPIs) that reflect their efforts such as: number of potential customers (Leads), landing page conversion rate, or social media engagement level.<\/p>
T\u1ea1o kh\u00f4ng gian an to\u00e0n cho nh\u1eefng \u00fd t\u01b0\u1edfng \"\u0111i\u00ean r\u1ed3\" \u0111\u01b0\u1ee3c n\u1ea3y m\u1ea7m<\/h3> Breakthrough creativity often comes from the most seemingly crazy ideas. A good manager is one who creates a psychologically safe environment where employees dare to propose novel ideas without fear of judgment or ridicule if they fail.<\/p>
H\u00e3y t\u1ed5 ch\u1ee9c c\u00e1c bu\u1ed5i brainstorming \u0111\u1ecbnh k\u1ef3 v\u1edbi nguy\u00ean t\u1eafc \"kh\u00f4ng ph\u00e1n x\u00e9t\". Khuy\u1ebfn kh\u00edch vi\u1ec7c th\u1eed nghi\u1ec7m c\u00e1c k\u00eanh m\u1edbi, c\u00e1c \u0111\u1ecbnh d\u1ea1ng n\u1ed9i dung m\u1edbi (v\u00ed d\u1ee5 nh\u01b0 podcast, video ng\u1eafn\u2026). H\u00e3y ch\u1ea5p nh\u1eadn r\u1ee7i ro r\u1eb1ng m\u1ed9t s\u1ed1 th\u1eed nghi\u1ec7m s\u1ebd th\u1ea5t b\u1ea1i, v\u00e0 coi \u0111\u00f3 l\u00e0 h\u1ecdc ph\u00ed c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u00ecm ra nh\u1eefng h\u01b0\u1edbng \u0111i m\u1edbi hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>
Replace Annual Reviews with Continuous Feedback<\/h3> M\u00f4 h\u00ecnh \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t m\u1ed7i n\u0103m m\u1ed9t l\u1ea7n \u0111\u00e3 qu\u00e1 l\u1ed7i th\u1eddi, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong ng\u00e0nh Marketing thay \u0111\u1ed5i ch\u00f3ng m\u1eb7t t\u1eebng ng\u00e0y. \u0110\u1eebng ch\u1edd \u0111\u1ebfn cu\u1ed1i n\u0103m m\u1edbi n\u00f3i cho nh\u00e2n vi\u00ean bi\u1ebft h\u1ecd \u0111\u00e3 l\u00e0m sai \u0111i\u1ec1u g\u00ec t\u1eeb\u2026 6 th\u00e1ng tr\u01b0\u1edbc. L\u00fac \u0111\u00f3 m\u1ecdi th\u1ee9 \u0111\u00e3 qu\u00e1 mu\u1ed9n \u0111\u1ec3 s\u1eeda ch\u1eefa.<\/p>
Switch to a continuous feedback culture. Conduct quick 1-1 check-ins weekly or bi-weekly. Timely praise what they do well and immediately suggest points for improvement. This timely feedback helps personnel adjust behavior quickly and feel closely cared for.<\/p>
Use Technology to Free Staff from Manual Tasks<\/h3> Nothing kills creativity faster than doing repetitive, boring, time-consuming tasks. Invest in technology tools to automate manual processes, giving Marketing personnel more time for strategic thinking and creative work.<\/p>
Use CRM software (Customer Relationship Management) to automate lead nurturing, Social Listening tools to monitor market feedback, or project management software (like Asana, Trello) to track work progress visually instead of messy Excel files.<\/p>
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