An association asked a C-level marketing professional to consider joining their Board and serve as their Director of Marketing (both volunteer positions). He met with several Board members and, though they suggested no precise goals, he knew quickly what his initial goals would be:
- Double membership within 6 months
- Double average meeting attendance within 6 months
- Eliminate the horrible mistakes they were making in email announcements (two different meeting dates listed in the subject and body copy, poor wording, etc.)
In the interview process, it became apparent they had one or two other candidates. Both were quite junior and unlikely to provide any real leadership, or have proven skills.
Ridiculously, the Executive Director sent an email to each, mentioning a bit of work that was needed immediately. Was that a test to see who would grab it? What if all ran with it? That would be a waste of redundant effort. Regardless, what would this actually prove?
The executive withdrew from the silly competition and they signed up one of the junior alternatives. Guess what happened next? Subsequent mass emails promoting upcoming events were poorly written. And, I suspect they have made no progress in driving new membership or boosting conference attendance.
If you’re looking for leadership, hire a leader. If you trivialize the hiring process, it’s very possible you don’t know how to screen and hire for the job that’s open. Ultimately, you are responsible for knowing who to hire, based on what you want to accomplish.