One of the key enablers for an advertisement to reach its target audience is the media buyer. So, how to hire a media buyer?
Below will give you 10 tips. You are supposed to make sure that the people who would report to the candidates get to interview them, make a point of seeking out certain people to make them candidates, and determine if they can pass the “airport test” …
Keep reading.
Table of Contents
What is a Media Buyer?
All media space for advertisements must be chosen and negotiated by a media buyer. This entails a delicate balancing act that involves the advertisement asset, the media spaces available and the ad spending budget. The media buyer’s responsibility is to place advertisements in front of the greatest possible audience for the most affordable price, whether that audience is found on radio, television, in print, or online.
How to Hire a Media Buyer?
These recommendations will help you find someone who blends in with the group.
Make Sure That the People Who Would Report to the Candidates Get to Interview Them
Not only do lower-level employees value the chance to offer feedback on their potential bosses, but they frequently prove to be the most perceptive interviewers. The tactical level employees are frequently the ones who are best able to identify a candidate manager’s weaknesses, both in terms of their management style and their area of expertise. Making sure that at least one of the candidate’s references is a former employer is a logical extension of this rule.
Make a Point of Seeking Out Certain People to Make Them Candidates
Often, agencies will rely solely on advertising and word of mouth to drum up people seeking job openings. One who handles media for your client’s rival could be the ideal candidate. Or it might be the person you met at a recent conference who has a long list of devoted clients. To persuade them to take a look at your new position, give them a call and use a personal touch. The HR department shouldn’t be the only one in charge of hiring.
Hire for Talent, Even If You Suspect the Person is Overqualified.
Some hiring managers are concerned that if they select a brilliant candidate, they won’t keep them on the payroll for an extended period of time. They would rather employ people who would conveniently confine their goals to the task at hand. This results in rigid staffs of largely conservative individuals—exactly the kind of labor pool you do not want in a sector that is changing quickly.
Ask for a Writing Sample.
Don’t get stuck with a candidate who can’t represent the agency’s ideas. Make sure the candidate can articulate their thoughts. Employees in the media who lack this ability will be a burden to their coworkers and managers. Comparing the applicant’s writing samples to those of others is not very helpful. Making sure the applicant can pass the fundamentals is crucial.
Determine If They Can Pass the “airport Test.”
Would this person drive you crazy if you were stuck with them for 18 hours at O’Hare Airport while you waited for your flight home after a client pitch? Would he or she improve the circumstances? The agency culture is typically very positive and vibrant for those who pass the airport test. People like coming to work in a place like that. They detest going back to a place where everyone complains. (By the way, I never pass the airport test because I tend to lose it after five cycles of watching the CNN Airport Network.)
Offer Successful Candidates Enough Money to Win Them.
But also hold back a planned raise for when they merit it. As a result, agencies frequently delay promotions and raises until more funding is available. The turnover rate will decrease if you prepare ahead of time.
Consider Internal Candidates.
Grabbing someone from outside is almost always the most practical solution to a staffing need. Even if they took on a new role, your existing staff would already be overworked. Staff, however, will only produce more positions to be filled in the future if they are consistently denied these opportunities.
When You Hire New Media People, Listen Carefully to Them and Learn from Their Experiences.
It will be crucial to understand and adjust to the agency’s internal procedures and systems, but the agency will also gain a lot from the addition of new employees. Don’t force the new people to follow the old procedures in a hasty manner.
When You Hire a Person, Seek Information About Friends and Former Colleagues.
Sometimes, they might also prove good candidates for other open positions.
Look for Agency Layoffs to Provide Some Great Talent.
Teams in charge of managing agencies lack the sophistication to fire only the worst performers. There are often some excellent candidates who find themselves unemployed. Because other people will also be looking for those talented people, you must actively pursue them. It is common for someone with this talent to land new jobs without ever submitting a resume.
Where to Find Media Buyers?
Finding skilled media buyers can be challenging because, as a small agency owner, you probably won’t want to hire a full-time employee or have the money to advertise the position.
You will therefore need to adopt a creative strategy. In a perfect world, your agency would like to speak with three to four potential media buyers.
Here are some excellent ways to find media buyers:
Referrals
One of the quickest and most reliable ways to find media buyers is to ask for recommendations from other agency owners. Even if you don’t personally know any fellow agency owners, if you belong to a group such as the Agency Incubator Facebook group, just post and mention that you are looking for a media buyer, and which niche they operate in.
Upwork/ Fiverr
This is where things get a little tricky. Although you could theoretically “hire” a contractor by white-labeling services from either website, you will have limited ability to communicate with the contractor, and they will not be able to speak directly to your client. This is because both Upwork and Fiverr prefer that all work go through their platforms.
However, if you do try Upwork or Fiverr, and you end up being impressed by the contractor delivering your services, you may ask them to contact you outside of the platform and work on a different basis.
Facebook Groups
Media buyers can post job listings, seek guidance, and exchange advice in thousands of Facebook groups. Join a few, then start reading the posts of the users who are the most active. What campaigns are they working on? How much money are they spending? What are their results like?
Find your specialty using the “search” feature in a group to see if any media buyers have experience in this area.
Add group members as friends, and talk through the Facebook Messenger.
Reddit is a fantastic source of knowledge and advice. Like Facebook groups, there are thousands of subreddits dedicated to a wide range of topics. Redditors are also famously-helpful and willing to offer advice. If you post a link to a client’s website and ask for advice, you’ll receive a number of helpful responses. For example, if you work in the eCommerce niche or are considering working with a particular client.
Anyone who has given you great advice should be contacted directly and asked to meet.
Important:
Keep in mind to be respectful of the time and treat media buyers as fellow professionals. As an agency owner, you wouldn’t anticipate being asked for free work or trials.
How to Qualify Media Buyers?
Don’t expect your media buyer to have spent millions in advertising
Once you have identified prospective media buyers, it’s critical to put them through a qualification process to ensure they possess the abilities required to carry out successful marketing campaigns and are a good fit for your agency.
Here are some questions you might want to ask:
How Much Have You Spent on Advertising?
This is a frequent query, and many agencies demand — as well as many media buyers boast — incredibly high figures over $1,000,000.
Media buyers who have spent over $20,000 are typically considered to be professionals in their field by agency owners.
Which Niche Do You Specialize In?
Media buyers specialize in particular niches, just like agencies do.
Working with a media buyer who mainly focuses on eCommerce stores would not make sense if your agency provides paid traffic to dentists.
Do You Have Any Case Studies I Can See?
Before you interview a media buyer, ask if they have any pre-prepared case studies that you can see.
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Summary: How to Hire a Media Buyer?
Media buyers buy time slots and media space for advertising campaigns across a range of platforms, including movies, radio, television, and magazines, among others. In order to find desirable advertising space and to negotiate contracts with advertising sales agents, they analyze demographics, media usage, and ratings.
When conducting interviews with potential media buyers, seek out applicants with a strong grasp of the various advertising mediums and exceptional negotiating abilities. Candidates without strong financial or analytical skills should be avoided.
