Marketing University, part of the Skillfactory group of educational companies, analyzed 75 vacancies in four professions related to Internet marketing: digital strategist, blogger manager, targeting specialist, and content marketer.
The study did not include management and junior positions so that the level of requirements would be approximately the same. The final analysis included typical vacancies with the most common requirements and responsibilities and various features that were systematized. We also took comments from SkillFactory department heads to find out the opinions of practitioners.
Blogger Relations Manager
Typical vacancy
Responsibilities:
- Search and analysis of bloggers – checking for cheating, telegram data audience analysis and reviews of bloggers.
- Writing technical specifications, work plans, timings, coordinating creatives.
- Control at all stages of interaction with the blogger, checking outputs.
- Maintaining a database of bloggers with statistics and analytics based on the results of cooperation.
- Document flow.
Requirements:
- Experience of at least 1 year in an agency/media/SMM/e-commerce/sales.
- Excellent knowledge of the blogger market, its features then follow the instructions to claim the page. and work mechanics.
- Ability to communicate and negotiate, sociability.
- Ability to anticipate risks and find a way out of crisis situations.
- Ability to analyze results.
Yana Sergienko , Head of Affiliate Marketing Department:
” The functionality directly depends on the project goals that the new employee will help achieve. If the specialist’s mission is to organize advertising placements to generate traffic/leads, then the influencer manager’s superpower is campaign efficiency analysis. This allows you to improve each subsequent integration, focusing on efficiency metrics and working with the sales funnel. Unfortunately, it is the analytics skill that is often pushed to the last positions in the job requirements . “
Most responsibilities : 12.
The most common requirement is the ability to b2c fax communicate and negotiate.
Something unusual : the requirement in one vacancy: “from 10 thousand subscribers on a personal Instagram account.”
Requirements for one of the vacancies
How clearly are the job descriptions described : two job postings list the duties that a PR specialist typically performs – attracting major partners and media outlets to cross-promotions and publications, writing and publishing articles to increase brand awareness. In one job posting, in addition to working with bloggers, you need to work with the brand’s reputation online, ratings, and reviews. In another job posting, one of the duties is “layout and planning of Target advertising.” Perhaps the employer meant that the blogger manager would need to set up targeted advertising.
