If you were advertising a job that only Seth Godin could do, how would you position the job so that he would be interested?
Would you say “Wanted, stellar marketer,branding magician and author – must have excellent reputation.”
Does that sound appealing? It’s the way a lot of job ads are written.
Or would you ask for a “Big-picture humanist excited about advancing causes in a way that benefits everyone concerned.”
One of these approaches confronts the person you want to hire. The other confronts the job you’re trying to do. Which one is better?
The more of this work I do, the more I come to realize that the best marketers are pig-picture thinkers- and that the ones with the most potential for meaningful work are also humanists at heart.
It’s hard to differentiate between a simply genius creative, and a true human artist. How you ask helps a lot.