Hiring a fractional marketer: List of red flags

A guide from Prose to help you identify warning signs when evaluating marketing talent

Communication Red Flags

Initial Contact & Response

• Delayed responses (>48 hours) without explanation
• Generic responses that don't address your specific questions
• Excessive spelling or grammar mistakes in written communications
• Overly casual tone inappropriate for professional settings
• Uses industry jargon excessively without clear explanations

Interview Process

• Unable to clearly explain past marketing strategies and results
• Vague or evasive when discussing specific metrics from previous work
• Interrupts frequently or doesn't listen actively
• Unable to articulate thoughts in a structured manner
• Talks negatively about all previous clients or employers
• Cannot explain how they handled a marketing challenge or failure

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Portfolio & Experience Red Flags

Work Samples

• Unable or unwilling to share examples of past work
• Portfolio pieces lack variety or depth
• Cannot explain their specific role or contribution to shared projects
• Work samples show inconsistent quality or outdated approaches
• Case studies lack specific metrics or measurable outcomes
• Portfolio contains obvious examples of plagiarism or template usage without customization

Experience Claims

• Job history shows frequent job changes without clear progression (every few months)
• Significant unexplained gaps in employment history
• Inflated titles that don't match described responsibilities
• Claims expertise in too many unrelated marketing disciplines
• Cannot provide specific examples when asked about experience with particular tools or platforms
• References are all personal connections rather than professional contacts

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Technical & Knowledge Red Flags

Marketing Fundamentals

• Unable to articulate basic marketing principles or frameworks
• Lacks understanding of customer journey or sales funnel concepts
• Cannot explain the difference between marketing tactics and strategy
• Shows no interest in target audience needs or behavior
• Focuses entirely on tactics without connecting to business objectives

Channel-Specific Knowledge

• Claims expertise in social media but is unfamiliar with current platform features or algorithms
• Discusses SEO without understanding recent Google updates or ranking factors
• Email marketing knowledge limited to "blast" approaches without segmentation strategy
• Content marketing approach lacks depth beyond "posting regularly"
• PPC experience doesn't include understanding of targeting, testing, or optimization

Analytics & Measurement

• Cannot name specific analytics tools they've used
• Unable to explain how they measure marketing success
• Dismisses the importance of data-driven decision making
• Unfamiliar with basic marketing metrics relevant to their claimed specialties
• Cannot explain how they've used data to optimize campaigns

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Professionalism & Work Style Red Flags

Professional Conduct

• Arrives late to interviews or meetings without notice
• Inappropriate dress or presentation for interviews (significantly misaligned with industry norms)
• Displays negative attitude or complains excessively
• Checks phone or appears distracted during discussions
• Unprepared for scheduled meetings (hasn't researched your company, etc.)

Working Approach

• Unwilling to adapt to your company's tools or processes
• Resistant to feedback or defensive when discussing potential improvements
• Unclear about their working hours or availability
• Unable to explain their project management approach
• Unwilling to sign standard contracts or agreements
• Demands unusual payment terms (excessive upfront payment)

Cultural Fit

• Dismissive of your business goals or target audience
• Values misaligned with your company's mission or approach
• Shows disinterest in your industry or product/service
• Unable to collaborate or consider alternative viewpoints
• Communication style persistently clashes with your team's needs

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Deliverables & Reliability Red Flags

Project Planning

• Provides vague timelines without specific milestones
• Unable to break down marketing projects into concrete deliverables
• Makes unrealistic promises about results or timelines
• Cannot clearly explain their work process or methodology
• Unwilling to document agreements about scope and deliverables

Past Performance

• References report missed deadlines or incomplete deliverables
• History of scope creep or unexpected cost increases
• Unable to provide examples of successful project completion
• References mention communication issues or disappearing acts
• No structured approach to reporting progress or results

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Ethical Considerations

Marketing Ethics

• Suggests "black hat" or manipulative marketing tactics
• Dismissive of privacy concerns or compliance issues (GDPR, CCPA, etc.)
• Proposes misleading claims or approaches
• Unwilling to consider ethical implications of marketing strategies
• History of questionable content or campaigns

Business Practices

• Unclear or evasive about pricing structure
• Unwilling to provide references when requested
• Has pending legal issues related to past work
• Cannot verify claimed certifications or credentials
• Signs of misrepresentation on resume or in portfolio

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Final Assessment Questions

After evaluating a marketing candidate, ask yourself:

1. Did the candidate demonstrate a clear understanding of your business needs?
2. Were they able to articulate how their skills specifically apply to your challenges?
3. Did they ask thoughtful questions about your business and objectives?
4. Have they shown evidence of delivering measurable results in the past?
5. Do their communication style and work approach align with your team's needs?
6. Did they follow through on all commitments during the hiring process?
7. Are there any red flags that couldn't be satisfactorily explained?

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Using This Checklist

This checklist is designed as a screening tool, not as an absolute judgment. Consider these points:

• A few minor red flags may not disqualify an otherwise strong candidate
• Multiple red flags in the same category warrant deeper investigation
• Trust your instincts but verify with references and work samples
• Some red flags may be explained by cultural differences or special circumstances
• Use this checklist as a conversation guide, not just as a silent evaluation tool

Remember that the best marketing talent for your business combines technical skills, industry understanding, communication ability, and compatible work style.

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