Empower Your Marketing Coordinator to Unlock Hidden Success

Feb 19, 2025 | Recruiting Research

We are adding a marketing coordinator to our team. He starts in a few weeks. He will have contacts added to our new marketing database every day. The contacts are at the C-level and VP levels and will have already been emailed. Our emails vary. We have changed the messaging in the last couple of months. This job is to call and make appointments for me. How can we coach him to make life easier when he starts?

Understanding the Role of a Marketing Coordinator in Recruiting

You have already done a great job of setting the stage. For those that do not know—a marketing coordinator is somebody who does the outbound marketing work and then sets up appointments for a big biller or, in this case, a business with a lone manager. I have done that in my business as well. I remember somebody asked—I did not have time to market because we had so many openings and somebody goes, “Why do you have to be the one to leave voicemails and send emails to get people on the phone with you? Isn’t that a pretty rote process?”

“I’m like, yeah, you know, it is.”

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Flip Marketing: A Powerful Technique for Success with Your Marketing Coordinator

Two things. One way is to email them a star candidate that would be appropriate for them. You want to lead with their most significant accomplishments, not your name and specialty and how long you’ve been in business. If they get a bite, they have a quick call and set up an appointment with you. My favorite technique with vice presidents is what we call flip marketing and to be totally honest with them too. If you have a VP search, even a lousy one, they can recruit on it and flip it into a marketing call. A lot of people do not have that. What we would do is just call them up and be totally straight.

Asking the Right Questions to Engage C-Level and VP Contacts

“I don’t have a vice president opening today. But if you were to make a change, Mr. or Ms. VP, what would have to be true for the opportunity to be exciting for you?”

Then you get into a recruiting call about what they love about their current role and what they love about their current company because I want to use that to flip my call.

“I want to ensure we duplicate the things you love about what you’re doing and what you’ve done in your career. What are some of those things you’re doing now that light you up and excite you? What is it about the current company culture, the parts that really work, that get you excited and light you up?”

Boom, boom, boom.

Focusing on Positive Experiences to Build Client Relationships

I only do a little digging around dissatisfaction because my goal here is to flip this call into a marketing call. When they tell you all the things that they like and if you were to make a change, what would that thing need to look like? You take down that information. Again, if you are marketing to people, you will get VP openings. Now I’ve got a prepped list of people and know their wants, needs, and desires.

Now, it’s a matter of ,”Mr. or Ms. VP; we will keep you aware of those things when we run across them, but I loved the story you told about this in the culture and that in the culture and what you loved about the company and that the company likes to do this and this. Anything else about what came up that was positive?”

“Unlike many other recruiting firms that place vice presidents, we also build the teams underneath them. We do not find the $22,000 to $25,000 fees for placing salespeople, engineers, or whatever you are working on offensive, like our retained brethren do. Having said that, Mr. or Ms. Employer, what would I need to do to earn the right to help you build your sales team?”

Training a Marketing Coordinator to Handle Recruiting Appointments

If they have an opening, they will bring it up. With a newer person, it is going to be more challenging. An experienced person knows to read between the lines. This is part of your training and development with them, but if somebody has an opening, they will say:

“You said you place salespeople. Do you place salespeople in like Dallas?”

“Yeah, we do it all the time.”

“Maybe you can help us there.”

Then, really, in the role of marketing coordinator, it is setting them up on an appointment with you, which is about minding your process, where you take the search with them there so that they learn from you how to take a search in real-time.

How Coaching Enhances Recruiting Outcomes and Builds Better Processes

The biggest benefit I got from that was I became a better recruiter because I was more focused on my searches. I had to walk the talk of my training when I executed taking a search, and then I had to walk the talk on qualifying it as something we would work on or disqualifying it as something we would not work on.

As it turns out, I actually took more and better searches at higher fees with somebody listening to me take search assignments. I think you want to have that script ready for them on the flip marketing side and the email templates on the MPC side, as well as exactly how to manage the transition from them to you.

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