Professional skills in marketing. Professional skills. Properties of core competencies

Content marketing is a less intrusive marketing tool and more fully reveals the essence of the company's work. A content marketer, in turn, must be well versed in several disciplines at once. What skills should a content marketer have? And what knowledge and experience is needed to become a content marketer?

A content marketer is responsible for planning, creating and sharing valuable content to attract and convert potential customers into loyal customers. The type of content a content marketer creates depends on what the company is selling.

A content marketer is responsible for promoting content, which cannot be done in isolation from the classic 4P marketing model:

• product - product or service;
• price - price;
• promotion - promotion, advertising, PR;
• place - locations outlet, distribution channels, sales staff.

Based on this model, the content marketer:

• Defines, selects and develops a product.
• Sets the price.
• Selects a distribution channel to reach the customer where she is located (location).
• Plans and implements promotion strategy.

Using this model, the content is viewed as product. Price may vary from email address (get blog updates, join mailing lists e-mail) before paying for access to the library of articles. place will be your blog / website, social media channels. BUT promotion- ways to distribute content on the Internet.

A content marketer is someone who understands how to position and promote content so that it reaches the widest possible audience.

To put this list together, I had to draw on my own experience, the wisdom of content management, and even looked at about a dozen job descriptions for content marketing positions.

The Five Skills of a Content Marketer

1. Storytelling

First of all, a content marketer has a nose for good stories. He knows that a marketing story must have a hero, a mentor, a goal, an obstacle, and a moral. And he can reveal the history of his business.

Good content creates value by positioning your site as a reliable and valuable source of information. In other words, stories help your audience learn about you and trust you before people are even interested in buying.

A content marketer learns the storytelling techniques of screenwriters and writers, so when he writes content, he knows how to engage readers.

2. Strategy development

A content marketer knows how to develop a strategy, what its goals are, and how to achieve them.

To develop a strategy, a content marketer must understand their target audience and their problems, know and use analytics tools to improve unpopular content.

3. Content writing

Often content marketers think through the strategy and complete the content plan, but are also responsible for writing content for blogs/websites, creating videos and infographics.

To do this, a content marketer needs to have the following knowledge:

• SEO basics,
• basics of SMM,
• Website usability knowledge
• site layout,
• copywriting.

A content marketer will be able to handle writing catchy headlines, selecting old articles to update and republish, and reimagining old content in new formats (such as translating infographics). It will naturally set and maintain the editorial tone.

4. Social networks

Content marketers understand social media. It understands what type of content works best on each platform. For example, Twitter is good for promoting new content. Facebook is good for engaging your audience in discussions and polls. Pinterest is great for image sharing.

5. Update subscriptions

Content marketers understand the need to build subscription assets, including email lists and social media memberships.

Not only are they responsible for writing content for these subscription models, but they also understand how each of them works—or even can manage, measure, and control each model.

Responsibilities of a content marketer

Based on real resumes, employers expect a content marketer to perform the following responsibilities:

• Collection and analysis of information, market research, the ability to draw a conclusion about the promotion policy, strategy development.
• Skills of a professional copywriter and editor.
• SMM, site content, work in mailing services, support for Internet channels, analysis of their effectiveness.
• Choice of channels to communicate with regular customers, attracting new customers, effective communication with the audience, analysis of the effectiveness of customer channels based on statistics.
• goal setting marketing campaign, picture representation target audience, determination of campaign targets, determination of competitors, analysis of their actions, methods of work.
• Drawing up a content plan.
• Creating content that is interesting to the user, or content that will be interesting in the future.

A content marketer is a generalist, in addition to preparing content, he must understand search engine optimization, work with social networks, analytics, layout and, of course, marketing. A content marketer is more of a marketing than a copywriter, and yet, he combines the responsibilities of several members of the marketing department.

Look at great entrepreneurs like Seth Godin or Steve Jobs and you'll be surprised how many skills they have that don't even have to be marketing related. You will see items on this list such as interviewing skills, providing a good feedback and even the skill of flattery. There will, of course, be obvious things - for example, the ability to talk, focus on results and focus on the flow of sales.

And after almost ten years of working in the SEO industry in various roles, I realized this. Both at Single Grain, which I founded, and in positions at companies like Oversee.net, I own experience convinced that when I focus on the needs of my clients, I always achieve greater success than focusing primarily on my personal goals.

Based on this, I have compiled a list of 50 skills that you, as a marketer, must have in order to keep your customers happy and coming back to you again and again. Let me explain in more detail what I mean.

1. Customer orientation

A really good marketer is literally obsessed with his client: what he needs, what he wants, what he dreams about and what worries him. The central figure of any discussion is customers and their benefits.

2. The ability to tell

A true marketer understands how much people love stories. He knows how to weave a compelling story and knows that any good story must have conflict at its core. He also knows that people want to see themselves in these stories.

3. Speed ​​reading

4. Building associations

Good marketers can listen to an ad idea, skim a business plan, or watch a presentation about goals. advertising campaign client - and finally bring it all into a coherent plan. They know how to get the maximum benefit by combining the opportunities of different industries.

5. Conducting an interview

A marketer should think like a journalist. Whether you're talking to a CEO or a client, you need to be able to ask the right questions and get the best answers, hunt for the best bait, and not be afraid to continue the conversation if the person wants to find out something else.

6. Description of the end result

What does success look like? How do you know if you're getting close to your goal or if you're failing? What points do we need to pass in order to understand that we have not lost our way and are not behind schedule? These questions define the marketer's mindset—he always looks at the big picture.

7. Creativity

In fact, creativity is all about creating a unique and useful product. A real marketer spends a lot of time thinking about these products and improving them. He is not afraid to fail (because he loves risk) and is not afraid to give up on bad ideas. He's full of ideas.

8. Ability to speak

You may not be an extrovert, but you must be a good speaker! You need to be able to cope with the situation of a one-on-one conversation, and with a speech in front of a group of people. I'm not saying that you must love it, but you need to be able to do it.

9. Ability to teach

A good marketer knows how to speak and, therefore, loves to teach, loves to share his accumulated knowledge. You can do this through blog posts, podcasts, curation, workshops, or even formal classroom teaching.

10. Ability to write

It is important for a marketer to be able to write messages of all kinds: he must cope with the creation of an email asking a business partner for a favor, and with drafting an offer for a client. He must know the rules of spelling and grammar - as well as when they can be violated.

11. Ability to listen

Communication is not limited to what you say. Real communication begins the moment you hear what others are saying to you, and more than that, you understand them correctly. This involves asking the right questions, nodding, paraphrasing, and focusing on what the other person is saying.

12. Ability to cooperate

Marketing is one of those disciplines that needs to work alongside some others (such as sales, finance, and IT), and that won't happen if you don't know how to work with people. When developing a good marketing strategy, you need to work in a team, so be humble and care not only about your success, but also about the success of other people.

13. Ability to give feedback

Steve Jobs was never afraid to tell any of his designers that his work sucks. Of course, it is important to be diplomatic, but it is even more important to be able to nip bad ideas in the bud so that they do not grow and do not then take away your time and money.

14. Ability to live with constant change

Do you realize how much marketing has changed in the last 50 years? Radio, television, then the Internet... There are even more changes that will completely transform the world of marketing today. You should be comfortable living in such an environment.

15. Understanding data, indicators

As a marketer, you need to understand quantitative indicators. You don't have to be a Google Analytics expert or a database guru, but you do need to understand the general terms and know what you need.

16. Results orientation

And speaking of data, a good marketer is of the opinion that everything he does should contribute to the overall result. This is consistent with his desire to focus on the final outcome of the game and his belief that without concrete results it is impossible to say whether you win or lose.

17. Direct Marketing

It is not easy, but a marketer must develop the ability to achieve results, including through direct marketing, which is one of the parts of marketing.

18. Persuasiveness

Learn to get high from how you "guess" people. Where is their button? What motivates them, what do they want from life? And from this advertising campaign? And then it's important to understand how to give them what they want and get what you need.

19. Ability to persuade

Like it or not, you have to convince people if you want anything to get done. So it makes sense to learn strategies like "good cop/bad cop", "deadline" or "you can get out at any moment".

20. Ability to analyze emotions

Whether it's your client, CEO, or customers, understanding how emotions drive people to make a purchase is an incredibly effective marketing skill. And it all starts with the premise that people buy based on their emotions, not logic.

You don't have to be an SEO pro, but it's good to know some basics like how to insert links, optimize page performance, and how social media affects rankings.

22. Content Marketing

This is another set of tools that any marketer should own. This includes creating content for videos, conferences, a blog or manuals. It is better if you were a master in at least one area (but not all at once).

This point refers to the exchange of information between you and the audience. How much do you tell them about your product? How are you handling the situation in customer service? How you manage these questions is an indicator of how good your PR is.

24. Social media

Are you familiar with the main media platforms? Do you know what their target audience is? Can you predict which corporations will benefit from a social media program and which won't?

25. Manage multiple projects at once

It would be great if you could focus on one campaign or project at a time, but unfortunately you probably won't get that opportunity. If you want to be a good marketer, you must be able to manage multiple ideas, plans, and goals at once.

26. Research

The most important thing in marketing is to understand your market, your customer, product and company. And that means you should roll up your sleeves and diligently search for information.

27. Leadership

Most likely, as a marketer, you will have to work on projects in a team. A good marketer is a true leader; he knows how to recruit a team and inspire people to work from beginning to end.

28. Decision making

Even considering how much information you have, it still won't be enough. Even worse, all this information can just paralyze you, instill in you the fear of making the wrong decision. Analyze data, make decisions and learn from your mistakes.

29. Network relationships

Marketers understand that the more people you know, the more opportunities, ideas and potential assistants you have. Therefore, it makes sense to spend some time in order to establish new contacts with people in various social media, at conferences and lunches.

30. Multi-level focus

A marketer is constantly looking for ways to make an ordinary person a potential client, a potential client a real one, and then a loyal one.

The marketer understands that he is only as good as other people think he is. Therefore, he is constantly improving to become a true master in his field.

32. Ability to anticipate and correct comments

Since you are constantly testing your product, you understand what annoys the customer and why the customer might say no to you. And you can refine the product so that these objections no longer arise.

33. End sales

Often people fail to sell anything because they are afraid to insist. A real marketer knows that most people won't buy anything until you tell them what they should do.

34. Mastery

It is literally in the DNA of a good marketer to want to do what he does, better and better. He is constantly trying to grow personally and helps people around him do the same.

35. Gift exchange

Remember how Hari Krishna handed out flowers at airports? It was genius marketing solution! Donations skyrocketed because giving someone a gift is making them feel obligated to give you something in return. Marketers understand that people don't like to be in debt.

36. Create Constraints

Another skill of a marketer is the ability to set limits on your product so that people rush to buy it with all their might. Examples might be a limited quantity of a product or a limited time of purchase.

37. Determining the price

You need to understand how your product is affected by production cost, quality, customer expectations, market conditions, and competition. And also - how to set such a price for the product so that it brings maximum profit.

38. Testing

Various tests are just one of the things that make marketing so much fun. Whether it's choosing a headline for an email or the best placement of content on a landing page, it's always a good idea to test what works best.

39. Indicators

You have to like the numbers: subscribers, traffic, web page views and sales.

40. Ability to express concisely

By this I mean the ability to clearly and coherently describe a complex or voluminous idea, so that it becomes concise and easily digestible. A good marketer, after many hours of meeting with managers or clients, can sum up: “So you want to get A and B through C?”

41. Positioning

Research your product, market, and target audience, and then figure out how best to highlight it and how to get that message across all channels.

42. Focus

A good marketer should be able, like Steve Jobs, to discard everything unnecessary and bring all their products to perfection.

43. Organization

Whether it's your own desktop or the latest marketing campaign, you should be able to group individual items into meaningful groups. This also applies to team building and content marketing strategies.

44. Content building

This refers to understanding how best to position content such as videos, articles, and ads on a web page.

45. Ability to make products usable

Marketers should be involved in creating a product, whether it's a doorknob or a website. And you need to determine how to make the product usable.

46. ​​Ability to distinguish good design from bad

You don’t have to be a designer yourself, but you need to be able to distinguish good design from bad, that is, to understand what attracts people and what repels them.

47. Creating innovation

Will you go to any lengths to stand out from the crowd? Do you dream of creating a product that competitors cannot copy due to lack of your resources? Always repeating “What if…?” Then you must be a really good marketer.

48. Flattery

Real marketers are not proud and can sacrifice principles for a big cause. They understand that a little flattery can work wonders, even if the person knows they are being flattered. People love it when others mess around with their egos.

49. Motivating other people

50. Courage

Being a marketer is hard, and even harder to be good marketer. You need to have the courage to stick to your principles and not be afraid to call a spade a spade.

Conclusion

Now you understand what I mean when I say that all these skills are related to focusing on people, namely your customers. It is this focus on the customer that makes a marketer a true master of his craft. What other skills should a marketer have?

March 15, 2016

Marketing Manager, compiled by our experts. You can download a sample resume file in DOC (WORD) and PDF formats.

What does a sample marketing manager resume look like?

Sample resume for marketing manager

Telegin Anton

Career objective: Marketing Manager

Desired income level: 40 thousand rubles

Date of birth: 01/10/1990
Accommodation: Moscow, m. "University"
Not ready to travel. Not ready to move.

Contact Information:
Phone: +7 (9хх) ххх-хх-хх
Email: [email protected] xxx.ru

Key knowledge and skills:

• Knowledge of marketing strategies and experience in their application in practice;
• Ability to negotiate and business correspondence;
• Documentation skills ( commercial offers, analytical reports, reports);
• Punctuality, responsibility, discipline;
• Ability to work with large volumes of information, ability to work in a team, stress resistance.

Work experience:

09.2012–06.2015 Marketing Manager

Unistrom Training Center (www.unistrom.com), Moscow

Company field of activity: educational services

• Market monitoring educational services, analysis of competitors;
• Development of a plan of marketing activities, control over its implementation;
• Organization of the company's participation in thematic exhibitions, conferences, seminars;
• Planning and conducting marketing campaigns for the company's clients;
• Documentation support of ongoing events;
• Preparation of reports and analytical reports for management.

Achievements: achieved an increase in customer acquisition by an average of 10% per month.

Education:

2014 Training center "Dominion", Moscow

Seminar "Strategic Marketing", certificate

2012 Institute of Business and Design, Moscow

Specialty: "Marketing", higher education, diploma

Additional Information:

Foreign languages: English language– advanced (C2).

PC knowledge: Confident user of MS Office.

Key competencies- everything that the company or its divisions do better than others. It can be a unique technology, know-how, marketing skills and knowledge, something valuable and original that the company possesses and that allows it to make products that are different from those of other firms, thereby providing its competitive advantage.

Gary Hamel and Prahalad, who made the term famous, define core competencies as “the skills and abilities that enable a company to deliver fundamental benefits to consumers.” They also use the term "core competency" to refer to the set of skills and technologies, the mass of knowledge and experience accumulated in an organization in an unsystematic manner, which becomes the basis of successful competition. Hamel and Prahalad argue that, from a forward-looking perspective, strategic planning is neither radical enough nor long-term enough. Instead, his goal remains incremental improvement.

Competences, as some kind of internal knowledge, are inaccessible to the direct perception of the consumer (however, sometimes the company's employees). They find indirect expression in the use value of the final product through the efficiency of the use of abilities and resources in production and organizational system with a specific configuration.

The key competence is a higher-order competence involved in creating the greatest use value, which is collective knowledge that allows organizing and managing the use of other competencies and abilities, thereby creating additional use value.

Target strategic analysis core competencies- offer a basis for the formation of a strategic plan, the execution of which leads to the emergence (maintenance) of a sustainable competitive advantage.

Properties of core competencies

• Core competencies are derived from the totality of the company's resources and capabilities, so they are inherently complex.
• They are quite difficult to identify, they are invisible to the consumer.
• A specific core competency can only be used within the business system in which it exists, that is, it is inherent only in a given configuration of resources and capabilities.
• Therefore, the key competence is inimitable, that is, it cannot be directly copied or used by competitors, and irreplaceable - it cannot be replaced by another competence.
• Competence, unlike other organizational assets, does not wear out with use. On the contrary, and a number of authors noted this as the main strategic advantage arising from the formation of a competitive advantage based on competence, it develops, its quality increases, the efficiency of its use increases significantly - this is the organization's most wear-resistant and long-term asset.
• The core competence of the organization, most often, is initially better developed than that of competitors and is customer-oriented (by definition).
• And, finally, since the core competency includes a set of other competencies and abilities, it can be used to reinforce them.

History of the concept of core competencies

In 1957, with his book Leadership in Administration, Selznick was one of the first authors to point out that internal factors organizations, such as human resources or experience, determine the likelihood of success in implementing a policy. Claiming that in business the past determines the present, namely that in the course of its development the organization develops a certain "character", which he called "distinctive competence", Claiming that in business the past determines the present, namely that in the course of its development the organization develops a certain "character", which he called "distinctive competence", manifested through a set of "special abilities and limitations" contained in "an institutional system that develops over time, affecting the organization's competence to form and adhere to certain strategies."

In his book Corporate Strategy (1965), Ansoff offers a template list of skills and resources, the so-called "competence grid", which should be regularly compiled both for the company itself and for competitors in order to comparative analysis and identifying the relative strength of competitors in a given market.

However, Prahalad and Hamel's publication "Core Competences of Corporations" is recognized as a seminal work on the study of core competencies for strategic planning, came out only in 1990.

Marketing Manager

They say "marketing is designed to get people to buy what they don't need". Of course, this is not entirely true. Many important and useful goods reach the consumer only as a result of the good work of marketers. This is the social role of the marketing manager. For the company, he is one of the key figures that determines the success of its sales policy.

Before you sell, you need to create a promotion concept, an image of a product or service, choose an advertising and promotion policy. In addition, it is necessary to determine to whom the activity should be directed, i.e. the target group. If you make a mistake with the route at the beginning of the road, then you will definitely end up in the wrong place. Moreover, the faster you go, the further you will go in the wrong direction. So with the wrong marketing, even the best sales team can’t completely fix the situation. Therefore, pay great attention to the selection of a person for the position of marketing manager. Let's take a look at some of the main options for this position.

1. Marketing manager in one person or head of marketing department

• This person is a key figure in the business. He must have skills in all areas of marketing, as well as business planning and people management. He interacts closely and actively horizontally, so he must be an excellent diplomat, able to link together the interests of different departments and focused on the results of the company as a whole.

2. Marketing Analyst

• The key qualities for him are analytical thinking, perseverance, and a high ability for monotonous work. It is desirable that this employee has an economic, financial education and is ready to work a lot with numbers.

3. PR manager

• The success factors of a “PR manager” are communication skills, the ability and desire to speak to a large audience, the ability to stir up the interest of listeners, the skills and successful experience of writing articles, creativity, the ability to write “Jeans”, i.e. give hidden advertising, as well as media connections.

4. Marketing specialist engaged in promotion - organization of promotions

• Creativity and organizational skills, result orientation, good sales skills and understanding the needs of the target audience are the keys to success for someone who occupies this position.

• Creativity, knowledge of the rules for the formation of advertising are required, literary and artistic abilities are desirable, skills in media planning, advertising budgeting, good knowledge media market, as well as very important connections in the media, including television, in special agencies.

6. Product Manager - product or product group manager

• First of all, a deep knowledge of the product is required, as a rule, special education in a field close to it, analytical and presentational abilities, the ability or skills of training sales personnel.

Search

For each of the marketing specialists, their own methods of search and selection are most effective. We suggest using the following recommendations:

Specialist	Selection methods
Department head	It is worth considering two options: promotion within the department and search in the external labor market. The advantages of the first option are good product knowledge, proven loyalty. A possible disadvantage is an incomplete set of competencies (the need for additional training). When searching on the side, you should use the site www.headhunter.ru, serious publications, for example, Vedomosti. It is also possible to entice with the help of agencies
Analyst	It is possible to accept beginners with a suitable education, using advertising on the Internet, in the press
PR manager	It is best to lure specialists from other companies and work with agencies
Promotion Specialist	It is quite possible to advance to this position sales representatives with the appropriate inclinations, creative. This option is often more effective than open market search.
	The best selection option is to lure experienced specialists with the help of agencies. You can also accept people who worked in advertising agencies
Product Manager	The ideal option is an advanced sales representative with an economic or marketing education

Grade

For example, we suggest considering the competency profile of the head of the marketing department (see Appendix 1), as well as the evaluation table (see Appendix 2). With its help, you can identify the general competencies of the candidate. To determine the specific competencies, we recommend contacting the appropriate agency, or this function should be taken over by the commercial or general director.

Adaptation

When adapting, the focus should be on ensuring that the new employee:

• studied the company's products or services;
• learned about promotion and advertising policies;
• got acquainted with the key employees with whom he will interact;
• met with colleagues in the department, learned the structure of his work.

In addition, it is necessary to provide a new employee (if this is a manager) with a positive internal PR among the heads of related departments. The rest of the adaptation activities are traditional: presentation, introduction to the corporate culture, value system, etc.

Motivation and performance indicators

The key elements of marketer motivation can be the following:

• professional growth, advanced training, empowerment;
• dependence of the amount of remuneration on business results and specific promotion programs;
• providing an opportunity to act independently, to show creativity;
• the importance of the marketing department in the perception of the company's employees;
• individual motivation according to the map of motivators.*

The effectiveness of the marketing department, and therefore, its head, can be determined by the following indicators:

• brand recognition;
• the results of the focus groups;
• changes in sales volumes as part of advertising and promotions;
• Satisfaction of employees of sales departments with the support of marketers;
• knowledge of the product by employees of marketing and sales departments.

These are the most common options. Of course, depending on the specifics of the business, KPIs and control points may change.

Attachment 1. Recruitment application for the position of Head of Marketing

Special competencies		General competencies (individual-personal, managerial and communicative)
* Financial planning and analysis at the level of control over the preparation of a marketing plan as part of an overall business plan. * Strategic planning skills. * Marketing knowledge and skills marketing analysis and planning. * Skills for building an optimal distribution system (building at the level of strategies, not actual implementation). * Analysis of distribution efficiency. * Media planning skills. * Skills and experience in planning and organizing promotions. § Trade marketing	* Orientation to the result. * Globality. * Focus on new opportunities. * Ambitious, striving for professional growth. * Leadership skills. * Charisma. * Ability to analyze and predict. * High level of adaptability to new information, learning ability. * Ability to defend your point of view. * Loyalty. * A responsibility. * People management skills. * Public presentation and public speaking skills. * Skills in writing PR articles or evaluating their quality

Annex 2. Assessment of the personal qualities of the head of the marketing department

General competencies	Security question	Desired Answer
Result orientation	“In your opinion, by what criteria is the success of the work of a marketing director evaluated?”	Performance criteria should be named (sales results, financial indicators, successful launch of a new product, etc.)
Globality	“What are your main expectations for the new job?”	Global theses should be heard: interesting content, the possibility of professional growth, etc. An answer that describes the details of the work in detail (drawing up a marketing plan, identifying target groups, calculating the effectiveness of promotions, etc.) is not suitable.
Creativity	Give the candidate a piece of paper and a pen and ask them to make a new product out of this set and advertise it.
Focus on new opportunities* (only if the company is at the stage of active growth, development, launch of new brands)	“Which will you choose: to lead an existing direction or develop a completely new one, leading the launch of new brands and determining distribution strategies?”	Gotta pick a new direction
Ambitious, focused on professional growth	"What is a successful career in marketing?"	“This is the growth of authority and responsibility, the ability to solve global, serious tasks. This is an opportunity for self-realization and a real impact on the success of the company's business"
Leadership skills	“Describe the most interesting project in your professional life”	The candidate must talk about himself as a leader, organizer, and not as a simple team member or a loner acting independently
High level of adaptability to new information, learning ability	“Imagine that you work in a clinic. Determine the target group and the scheme for calculating the market capacity of one of the medical products - suture material (used for suturing in surgical interventions)"	“The target group is surgeons (they use suture material during operations). To calculate the market capacity, it is necessary to know how many operations are performed annually and what is the average consumption of suture material for each of them. The ability of a person to apply the laws of logic when calculating an unknown product and market is assessed
Ability to defend one's point of view		“I will insist on changing the video, because its characters must be identified with the target group (i.e., it must be Russian), and in the case of “re-voicing”, this will not work. I will give a lot of arguments: statistics from other organizations, sales history of our company, etc., but I will try to get my way, because it will be much better for the business.
Loyalty	“You have learned that a colleague of yours has repeatedly spoken disloyally about the company outside of it. Your actions?"	“I consider this situation unacceptable because it undermines business reputation company, in addition, the next time a person may sacrifice the interests of the company in favor of his own. Or: “I will try to stop this situation: I will talk with a colleague, I will make it clear that this cannot continue; If he doesn't stop, I'll contact the higher authorities."
A responsibility	“Have you had any failures, mistakes in your work? What caused them?"	"Yes they were. That was part of my fault/responsibility.”
	“What do you think determines that some people achieve success in life and career, while others do not?”	"First of all, from the man himself"
People management skills	“Your employee is clearly demotivated. After talking with him, you understand that he is somewhat bored, because he studied his work perfectly, and interest in it has decreased. Suggest as many options as possible to get out of this situation.	“An employee can be offered new project, send for training, rotate within the department, instruct additional responsibilities within the current position, etc.”
Public presentation and speaking skills	“How many public presentations have you made? What audience were you speaking to? How do you define the success of a speech at a time when it could not yet bring real results?	The applicant must tell at least a few performances in front of an audience of several dozen people. “Quality is measured by eye contact, by whether questions are asked during and after the presentation, by the feedback questionnaire (if it was done, which is also a good indicator)”
Skills in writing PR articles or evaluating their quality*	Ask the candidate to send you one of their PR articles	Article rating

* These skills may not be in demand in all companies.

Svetlana Ivanova, senior partner, trainer-consultant of KPG Training Center Ivanova &Ltbedeva, Moscow,

Dmitry Boldogoev, trainer-consultant, KPG Training Center, Moscow,