What is more important to you when selecting a digital specialist—creativity or technical skills? How can you tell if a candidate is truly good or just knows how to promote themselves? We've gathered tips on how to evaluate a digital specialist's resume.

What should be included in a resume

A digital specialist's resume should include skills and work experience. Requirements vary for different professions, but there is a general list.

An SEO specialist should have a solid understanding of search engine optimization. A candidate with experience should have a portfolio that includes website audits and the development of strategies for improving search rankings.

An SMM specialist differs from an average user. Everyone today has some knowledge of social media, but a job candidate should possess a broader skill set. Case studies, growth in followers, engagement, and sales are essential elements that should be included in the resume.

An advertising specialist needs skills in setting up and managing campaigns—both contextual and targeted. The candidate should be adept at managing budgets and optimizing ads. If you see experience with Google Analytics and Yandex.Metrica in their skills, that's a good sign.

Work experience: What to consider?

Experience doesn't always speak for itself—sometimes, case studies are more telling. Pay attention to the projects that the candidate mentions in their resume.

It's important that the case studies are relevant to your field. For example, if you're looking for an SMM specialist for a pharmacy chain, prioritize someone who has worked on medical projects. If you need a designer for a construction company, a person with experience in the construction industry would be suitable.

It's also beneficial if the candidate has worked in a team and with different departments. This indicates that they can communicate information clearly and quickly and can also absorb it. Working with this employee will likely be comfortable for the team as well.

How to evaluate a portfolio

Before reviewing resumes, write down the criteria you will use. What skills do you want to see in the specialist, what education and personal qualities? Determine which of these are most important to you.

In the first stage, you need to filter out resumes that clearly do not meet the requirements. Look for keywords and phrases: if a candidate for a targeting specialist has no mention of the VK advertising cabinet in their resume, they are not suitable.

The next step is to review the portfolio. A digital specialist should have one. Evaluate their creativity, technical skills, and results.

A plus for the candidate is a cover letter. Check if it is generic or if the specialist mentioned your company and tied their skills to it.

After these steps, are there any remaining candidates? Give them a test task. Offer something similar to your actual work. You can evaluate the results yourself or delegate this to the relevant department.

Approach the selection of a digital specialist with a perspective for long-term collaboration. The ideal candidate will deliver results now and help elevate the team to a new level later.