In today’s fast-paced marketing environment, the role of a senior marketing candidate has evolved significantly. Beyond traditional technical skills, senior marketing professionals need a unique set of soft skills to navigate the complexities of modern marketing and adapt to the latest industry trends. As senior members of a business, you understand the critical role marketing plays in shaping a company’s success. Therefore, it’s imperative to know what the top soft skills are for marketing and key soft skill assessment techniques.

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The evolution of soft skills in marketing

The historical context of soft skills in marketing is rooted in the traditional practices of product-centric marketing. However, the digital age has brought about a paradigm shift, emphasising customer-centric strategies, data-driven decision-making, and innovation. In this rapidly evolving landscape, marketing has become as much about art as it is about science. Soft skills have grown in importance due to their ability to humanise brands, build authentic relationships with customers, and drive innovation.

A survey found that three-quarters (73%) of companies said they value soft skills more than ever before. In addition, almost 1 in 5 (19%) believe soft skills have become more valuable than hard skills and believe this will become a permanent shift in the workplace.

Soft skills assessment: senior marketing candidates

A comprehensive list of essential soft skills

To make informed hiring decisions for senior marketing roles, it’s crucial to identify the specific soft skills that are indispensable in today’s dynamic marketing landscape. These skills are critical for senior marketing candidates to excel in their roles and remain agile in response to recent marketing trends. Here are ten key soft skills tailored to senior marketing candidates:

  1. Strategic thinking and planning: Senior marketing professionals must demonstrate the ability to develop and execute comprehensive marketing strategies that align with the organisation’s goals. This includes long-term planning and adaptability to rapidly changing market dynamics.
  2. Brand storytelling and narrative crafting: Crafting compelling brand narratives that resonate with audiences has become paramount. Senior marketers should have a good emotional intelligence to excel in telling stories that connect with customers emotionally and convey a brand’s values.
  3. Data-driven decision-making: With the proliferation of data in marketing, senior candidates must be proficient in gathering, analysing, and translating data into actionable insights that drive marketing campaigns and strategies.
  4. Cross-functional collaboration: Marketing often requires collaboration across various departments. Senior candidates should demonstrate the ability to work seamlessly with teams such as sales, product development, and customer support.
  5. Influential persuasion and negotiation: Senior marketers need strong persuasion and negotiation skills, especially when dealing with stakeholders, clients, and partners.
  6. Creative problem-solving: Marketing challenges are diverse and often require innovative solutions. Senior marketing candidates should exhibit creative problem-solving skills to overcome obstacles and seize opportunities.
  7. Customer-centric mindset: A deep understanding of customer behaviour, needs, and preferences is fundamental for senior marketers. This includes staying up-to-date with customer-centric marketing trends.
  8. Adaptation to emerging trends: Senior marketing professionals need to be agile and quick to adapt to emerging marketing trends, such as influencer marketing, AI-driven campaigns, and sustainability-focused marketing.
  9. Leadership in innovation: The ability to lead innovation within marketing teams is vital. Senior candidates should have a track record of introducing innovative strategies and campaigns.
  10. Crisis management and reputation repair: Handling crises effectively and proactively managing a brand’s reputation is a critical soft skill. Senior candidates should demonstrate their ability to navigate challenging situations.

Soft skills assessment: a strategy

Alignment with company values and culture

To ensure that your soft skills assessment strategy aligns with your company’s values and culture, several steps can be taken:

  • Define company values: Start by clearly defining your company’s core values and culture. What are the principles that guide your organisation?
  • Tailor assessment criteria: Customise your soft skills assessment criteria to reflect the specific values and culture of your company. For example, if innovation is a core value, emphasise the assessment of innovation-related soft skills.
  • Involve key stakeholders: Engage senior leadership, HR, and cross-functional teams in the assessment process to ensure alignment with the broader organisational vision.
  • Consistency in evaluation: Standardise your assessment process to ensure consistency across candidates. Develop a scoring system that reflects your company’s values and culture.
  • Training and awareness: Provide training to those involved in the evaluation process to ensure they understand and can effectively evaluate soft skills aligned with your company’s values.
  • Establish a feedback loop: Establish a loop with candidates to communicate how their soft skills align with your company’s culture. This can provide candidates with valuable insights and improve their understanding of your organisation’s values.

Soft skills assessment frameworks

In addition to crafting your own assessment framework, you can draw inspiration from established soft skills assessment models. Here are a few frameworks commonly used in the industry, along with their pros and cons:

1. 360-degree feedback

Pros: Provides a comprehensive view of a candidate’s soft skills. Incorporates feedback from peers, managers, and subordinates, offering a holistic perspective.

Cons: Can be time-consuming and complex to implement. Requires a high level of coordination and commitment from multiple stakeholders.

2. Competency Framework:

The terms ‘competency’ and ‘competencies’ focus on someone’s personal attributes or inputs. They can be defined as the behaviours (and technical attributes where appropriate) that individuals must have, or must acquire, to perform effectively at work.

‘Competence’ and ‘competences’ are broader concepts that cover demonstrable performance outputs as well as behavioural inputs. They may relate to a system or set of minimum standards needed to perform effectively at work.

Pros: Offers a structured approach to assessing soft skills in marketing candidates.

Cons: May require customisation to align with the unique needs of your business.

3. Emotional Intelligence (EQ) Frameworks

Pros: Focuses on a critical soft skill – emotional intelligence. Helps assess candidates’ ability to manage emotions and build relationships.

Cons: Limited in scope, as it primarily focuses on one specific soft skill. May not cover the breadth of soft skills required for senior marketing roles.

Soft skills assessment techniques for marketing candidates

Practical soft skills assessment techniques are essential for evaluating soft skills in senior marketing candidates. Here are specific examples of each technique, along with what to look for:

Behavioural interview questions

Example 1: “Describe a situation where you had to lead a marketing team through a crisis. What strategies did you employ to resolve it?”

What to look for: Strong leadership skills, problem-solving abilities, and the ability to stay calm under pressure.

Example 2: “Can you share a successful marketing campaign you led, highlighting the strategies and creative thinking involved?”

What to look for: Creativity, strategic thinking, and the candidate’s ability to translate ideas into successful campaigns.

Example 3: “Tell us about a time when you had to adapt your marketing strategy to address a sudden shift in consumer behavior. How did you approach this challenge?”

What to look for: Adaptability, quick thinking, and the ability to make data-driven decisions in response to emerging trends.

Example 4: “Describe a situation where you had to negotiate a complex marketing partnership. How did you build rapport and reach a mutually beneficial agreement?”

What to look for: Influential persuasion, negotiation skills, and relationship-building capabilities.

Example 5: “Share an example of a marketing project where you had to balance the need for innovation with the constraints of a limited budget. How did you achieve creative solutions within these constraints?”

What to look for: Innovative problem-solving, cost-effective creativity, and resourcefulness.

Role-playing exercises

Example 1: “You are tasked with presenting a marketing strategy to a skeptical client who questions the feasibility of your ideas. Conduct a role-play scenario as if you were presenting to this client.”

What to look for: Effective communication, persuasive abilities, and adaptability in response to challenging client interactions.

Example 2: “Imagine you are handling social media for a brand, and you receive a negative comment from a dissatisfied customer. Conduct a role-play scenario where you respond to the customer professionally and seek to resolve their issue.”

What to look for: Communication skills, empathy, and problem-solving abilities in a real-time, challenging scenario.

Example 3: “You are in a meeting with the sales team, and they request a marketing campaign to support a new product launch. Role-play the discussion where you collaborate with the sales team to align marketing strategies with sales objectives.”

What to look for: Cross-functional collaboration, teamwork, and the ability to align marketing efforts with broader business goals.

Example 4: “Imagine you are part of a crisis management team responding to a sudden public relations issue. Role-play your response as a senior marketing leader, demonstrating your crisis management skills.”

What to look for: Crisis management capabilities, quick decision-making, and effective leadership in high-pressure situations.

Example 5: “You are presented with a challenging marketing case study involving a declining product. Role-play the scenario by providing a detailed analysis of the situation, proposing a new strategy, and explaining your decision-making process.”

What to look for: Analytical skills, strategic thinking, and the ability to apply marketing knowledge to real-world challenges.

Portfolio and case study analysis

Example 1: “Please provide your portfolio of past marketing campaigns. Select one campaign that you believe best represents your ability to deliver results and explain why.”

What to look for: Evidence of successful campaigns, creativity, and an understanding of campaign effectiveness.

Example 2: “Here is a marketing case study that our team faced. Please review the case study and provide a detailed analysis of the challenges and opportunities it presents, along with your proposed strategy.”

What to look for: Analytical skills, strategic thinking, and the ability to apply marketing knowledge to a hypothetical scenario.

Example 3: “Share a case study of a marketing project where you had to demonstrate your adaptability to unforeseen challenges. Explain how you adjusted your strategy to achieve success.”

What to look for: Adaptability, quick thinking, and the ability to overcome obstacles in a real-world context.

Example 4: “Select a marketing campaign from your portfolio that required innovative thinking. Describe the creative solutions you implemented and their impact on the campaign’s success.”

What to look for: Innovative problem-solving, creativity, and the ability to differentiate campaigns through unique approaches.

Example 5: “Provide a case study of a marketing initiative where you had to manage a reputation crisis. Explain your crisis management strategy and how you successfully mitigated the situation.”

What to look for: Crisis management skills, effective leadership, and the ability to handle reputation challenges.

Reference checks and background investigations

To conduct reference checks and background investigations effectively, follow these steps:

Reference check questions: Develop a set of reference check questions specifically tailored to assess soft skills. These questions should inquire about the candidate’s performance in situations related to the identified soft skills.

Reference validation: Verify the references provided by the candidate to ensure their authenticity and relevance. Cross-reference the information with the candidate’s resume and interview responses.

Peer and colleague feedback: Contact peers, colleagues, and supervisors from the candidate’s previous workplaces. Request feedback on the candidate’s soft skills, such as collaboration, communication, and problem-solving.

Behavioral reference questions: Ask behavioral reference questions that require specific examples of the candidate’s soft skills in action. For instance, “Can you provide an example of how the candidate demonstrated adaptability in a challenging project?”

Consistency in approach: Maintain consistency in your reference check approach across all candidates to ensure fairness and accuracy in assessments.

Peer and cross-functional team evaluations

To conduct peer and cross-functional team evaluations:

Select a diverse panel: Assemble a diverse panel of peers and cross-functional team members who have worked closely with the candidate or are likely to collaborate with them in the future.

Define evaluation criteria: Clearly define the soft skills you want to evaluate and create a set of evaluation criteria. Provide guidance to the panel on what to look for in each soft skill.

Structured evaluation sessions: Schedule evaluation sessions where the panel discusses their observations and assessments of the candidate’s soft skills. Encourage open and honest feedback.

Aggregate feedback: Collect and aggregate feedback from each panel member. This can be done through surveys or structured discussions.

Anonymity and confidentiality: Ensure that evaluations are conducted anonymously to promote honesty and prevent bias. Emphasise the confidentiality of feedback.

Feedback integration: Integrate peer and cross-functional team feedback into your overall assessment of the candidate’s soft skills. Compare the feedback with your interview assessments to gain a more comprehensive view.

Balancing soft skills and technical competencies

While soft skills are essential, it’s crucial to strike a balance with technical competencies. LinkedIn’s 2021 Workplace Learning Report found that 57% of senior leaders believe that soft skills are more important than hard skills. However, technical skills remain a fundamental requirement in marketing.

To strike the right balance:

  • Evaluate technical skills separately, ensuring candidates meet the necessary qualifications.
  • Consider a multidimensional assessment approach that incorporates both hard and soft skills evaluation.
  • Encourage ongoing learning and development to bridge any skill gaps.

Training and development for soft marketing skills

Nurturing soft skills among senior marketing professionals doesn’t end with the hiring process; ongoing training and development are crucial. Here are strategies to foster soft skills growth:

Continuous learning resources:

Online courses: Encourage senior marketing candidates to enroll in online courses. Platforms like Coursera, LinkedIn Learning, and edX offer courses on soft skills, leadership, and marketing trends.

Industry conferences: Sponsor candidates to attend relevant marketing conferences and workshops where they can learn from industry experts and peers.

Internal training: Develop internal training programs focused on marketing soft skills development, with a curriculum tailored to your company’s specific needs and values.

Mentorship and coaching resources:

Mentorship programs: Establish marketing mentorship programs where senior marketing candidates can learn from seasoned marketing professionals within your business.

Executive coaching: Provide access to executive coaches who specialise in soft skills development and leadership.

Feedback and self-assessment:

360-degree feedback: Implement a 360-degree feedback process where senior marketing professionals receive feedback from peers, managers, and subordinates.

Self-assessment tools: Provide access to self-assessment tools, such as emotional intelligence assessments, to help candidates identify areas for improvement.

Learning communities:

Encourage senior marketing candidates to join marketing learning communities or forums where they can exchange insights, challenges, and best practices with peers.

Regular check-ins and goal setting:

Conduct regular check-ins with senior marketing candidates to discuss their soft skills development progress and set actionable goals.

By implementing these strategies, you can foster a culture of continuous growth and development, ensuring that your senior marketing candidates not only possess the necessary soft skills but also continue to refine and expand them throughout their careers.


In the dynamic world of senior marketing candidates, soft skills are the foundation of success. By understanding the historical context, identifying key soft skills tailored to recent marketing trends, and implementing effective assessment strategies, you can make informed hiring decisions that align with your organisation’s values and culture. The balance between soft skills and technical competencies, coupled with a commitment to ongoing development, will set the stage for a dynamic and successful marketing team.

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Soft Skills Assessment