4 strategies for deep tech startups recruiting top growth marketers
Attracting Top Growth Talent to Deep Tech Companies
Previously, we discussed the optimal timing and methodology for establishing go-to-market teams within deep tech organizations.
A key observation from that discussion was the greater value of functional expertise over specific industry knowledge when recruiting growth professionals in the deep tech sector.
The Challenge of Reaching Non-Technical Talent
However, a significant hurdle remains: how do deep tech companies effectively engage and nurture relationships with skilled, non-technical growth individuals who are unfamiliar with their specific field?
This article addresses this challenge directly, outlining a precise strategy for attracting and securing exceptional growth talent.
Strategies for Attracting Growth Professionals
Successfully attracting the right talent requires a multi-faceted approach. It involves refining how you present your company and the roles you offer.
Here's a breakdown of key areas to focus on:
- Role Descriptions: Crafting descriptions that resonate with experienced growth professionals.
- Company Branding: Developing marketing materials that effectively position your startup as an attractive employer.
- Candidate Experience: Designing a comprehensive and positive experience for potential hires throughout the entire recruitment process.
- Closing Candidates: Successfully securing commitments from top-tier growth candidates.
Crafting Enticing Role Descriptions
The initial point of contact for many candidates is the job description. It must clearly articulate the role's impact and appeal to their skillset.
Focus on the challenges and opportunities, rather than getting bogged down in highly technical details.
Building a Strong Employer Brand
Your company's marketing materials should be tailored to attract potential employees, not just customers.
Showcase the innovative nature of your work and the potential for significant impact. Highlight the team and company culture.
Designing a Thoughtful Candidate Experience
The entire recruitment process should be designed to impress candidates and demonstrate your company's values.
Provide timely communication, clear expectations, and a respectful, engaging interview process.
Successfully Closing Top Candidates
Once you've identified a strong candidate, a proactive and personalized approach is crucial.
Address any remaining concerns, clearly outline the compensation and benefits package, and demonstrate your enthusiasm for them joining the team.
Remember that top growth talent is in high demand, so a swift and decisive offer is often necessary.
Crafting an Effective Job Description for Growth Roles
Emphasize self-direction. Top-tier growth professionals are inherently self-reliant and innovative, seeking workplaces that actively champion these qualities. Individuals with a growth mindset desire the freedom to explore, learn from setbacks, and refine strategies, all while receiving consistent support and confidence from their organization.
Clearly communicate the level of independent decision-making offered to your growth team. Position the role as akin to overseeing a distinct segment of the startup and its associated projects.
Setting Realistic Expectations
Demonstrate preparedness for a growth marketer. Avoid presenting the growth role as a universal solution for all company challenges. While growth professionals collaborate across departments, it’s crucial to define clear boundaries regarding the scope of their responsibilities.
A growth marketer cannot successfully launch an unpolished product. They are not responsible for resolving software defects, nor can they substitute for exceptional customer support. Your job description should precisely outline the growth marketer’s duties and delineate areas where they will collaborate with other teams.
Show prospective candidates that a supportive team structure is already established, allowing a growth marketer to integrate seamlessly and flourish.
Defining Required Skills and Experience
Clearly state your talent requirements. The field of growth marketing is diverse. Some professionals excel in creative endeavors, while others possess strong analytical skills. Experience levels can also vary significantly, encompassing both industry-specific and functional expertise.
Be specific about the type of growth marketer you are seeking and how their skills will enhance the capabilities of your current team.
- Consider whether you need someone strong in data analysis.
- Determine if creative campaign development is a priority.
- Assess the importance of specific industry knowledge.
This clarity will attract candidates whose strengths align with your organization’s needs.
Leveraging Marketing to Communicate Your History and Future Vision
Building trust and generating enthusiasm are key. Initial skepticism towards novel technologies and emerging companies is common. Actively work to alleviate these doubts by providing supporting evidence.
Link to credible news coverage from reputable sources and feature insights from industry experts. Showcase impactful customer testimonials that demonstrate the transformative power of your product. Strategically mention prominent advisors, investors, and team members to bolster confidence.
Emphasizing Your Company’s Impact
Attract talent by showcasing your potential for positive change. Deep tech companies often appeal to individuals motivated by the prospect of creating significant, even life-altering, advancements. Tap into this ambition by vividly illustrating your company’s impact.
Move beyond brief testimonials and present comprehensive customer stories. Detail how your technology has demonstrably improved lives, including the customer’s name (with consent), background, photograph, and even audio or video clips to create a compelling narrative.
Sharing Your Origin Story
Connect with potential team members on a personal level. People ultimately choose to join startups based on the team dynamic. Foster a sense of connection by presenting yourselves authentically.
Be transparent, relatable, and willing to share vulnerabilities. Discuss the motivations behind leaving established careers to pursue your entrepreneurial venture. Detail the persistent challenges that compelled you to found the company, and even acknowledge moments of doubt and the eventual triumphs achieved with your team.
Articulating the Importance of Timing
Address potential concerns about risk and uncertainty. Many individuals contemplate joining a startup but hesitate due to perceived risks. Proactively address this by explaining the opportune timing for your venture.
Clearly articulate the converging industry trends and global factors that make this the ideal moment to join your company. Explain the “why now?” with compelling reasoning.
Utilizing External Endorsements
Amplify your message through trusted voices. Encourage industry thought leaders and influential network contacts (who are not directly affiliated with your company) to share your job postings.
Their independent endorsements, adding their own perspectives on your company’s potential, carry greater weight than solely relying on your internal recruitment efforts. Just as earned media surpasses owned media in impact, third-party validation proves more effective.
Authentic Outreach Strategies
Embrace your unique voice. Rather than relying on pre-written templates and conventional industry jargon, allow your individual style to be evident. A particularly memorable outreach message I encountered referenced Leslie Knope, a character from “Parks and Recreation,” to illustrate the type of highly organized individual the company sought.
Craft your communications in a similar vein. Incorporate a niche joke or a playful pun. Professionals prefer collaborating with engaging individuals, not automated systems. Let your personality be a defining characteristic!
Personalization is Key
Compose tailored messages. It’s readily apparent when a message is a generic, mass-distributed communication. Given the increasing demand for growth professionals, these individuals are frequently contacted multiple times each week. Distinguish your message through thoughtful personalization.
Reference their past experiences, even those seemingly unrelated to their current position. Perhaps mention a noteworthy project from a previous role or their university days. Demonstrate alignment with your company’s values, even when the connection isn’t immediately obvious. Individuals recognize genuine effort to understand their background and connect with their aspirations.
Cultivate Connection
Host an informal gathering. Ultimately, people choose to join a startup because of the team. Startups involve navigating significant challenges and working extended hours, making team cohesion essential. Candidates understand this and prioritize gaining a thorough understanding of the company culture before applying.
In the current environment, assessing culture remotely can be difficult. Offer a virtual platform for candidates to connect with your team on a personal level, beyond formal interviews. Organize an “open house” specifically designed for informal interaction. Allow candidates to meet the entire team, not just their interviewers. Utilize breakout rooms or incorporate a lighthearted activity.
Engaging Interview Techniques
Pose stimulating questions. Steer clear of standard, predictable interview questions. Exceptional growth professionals thrive on tackling novel challenges, engaging in deep thought, and collaborating on diverse projects.
Design an interview process that appeals to these strengths. Present them with a complex problem to solve, or at least contemplate – perhaps even a current challenge your company is facing. By asking insightful questions and offering meaningful tasks, you demonstrate empathy and provide a platform for candidates to showcase their abilities.
Considerations When Extending a Job Offer
Equity should be part of the compensation package. Because growth roles are closely linked to revenue generation, it’s important to align the growth professional’s incentives with the financial outcomes they produce.
Clearly define potential career advancement paths. The goal is to recruit growth professionals who will remain with your organization long-term. Stability within the growth team is paramount.
Growth requires a significant investment of time to develop; initially, considerable effort is dedicated to testing various channels and determining their effectiveness.
This process yields valuable insights that are then used to refine and implement increasingly effective growth strategies.
Therefore, retaining individuals with both inherent talent and a deep understanding of your company’s growth channels is essential.
To encourage long-term commitment, proactively plan and communicate opportunities for skill development and career progression within the company.
Leverage the influence of investors and board members. During the final stages of candidate negotiations, consider including your investors, advisors, or board members – particularly those with prominent industry reputations.
This approach utilizes the power of third-party validation, enhances your brand’s credibility, and fosters a stronger connection between your team, board, and wider network.