Rethink "multilingual" In marketing candidates
There have been countless times when we've all confronted the statement "multilingual a plus." While I always appreciate genuinely grasping the limited required high school attributes in the 1980s, it seemed irrelevant. I was very wrong.
That said, while I understand the meaning behind this statement, I find it only partially correct when seeking employment. Traditionally, it means you can speak another language externally to your own given language. Nevertheless, there needs to be a remodeling for marketing and creative leaders, which has gone unseen.
I had nothing short of an epiphany in an interview years ago and have never expressed it formally until now as I'm (current day) seeking my "forever home." During that interview, I was asked, "Are you multilingual?" Then it happened —
“No, not in the traditional sense, though I am in the profession where I find my experience EXTREMELY versed in multilingual aptitude — allow me to explain. I speak:
The Designer — this language is that of what I like to refer to as "the care and feeding of a creative mind." Anyone who has overseen a creative department, team, or related will tell you they are wired differently than most employees. They need to be nurtured to the concept, explored to consider the client's requests, and praised for their ideas and sensibilities. Moreover, addressing any number of revisions is like watching a designer's batteries dwindle. So, there's a 'fair but firm approach that needs to be considered within this context.
Developers — these humans require varying levels of understanding, as they often 'exceed the need' of a given directive. Moreover, countless specialties in operational language, process orientation, and structure will cause frustration if you fail to "get it." Remember, like many designers, this position has minimal repetition and requires planning and process to outline the needs of newly developed directives each time. Therefore, one that speaks this language most consistently seeks clarity in (but is not limited to) defined outcomes, developmental timelines, execution, testing, etc. Failure to get it will create further dissension. No, you don't need to know how to code, but you do need to have the ability to communicate in their modality.
Web developers — The self-proclaimed “architect,” the Web Developer attempts to influence meetings with the mystical tongues of HTML, CSS, JavaScript, and the occasional obscure framework that no one else understands. They inhabit a world where user-based testing is both their greatest frustration and secret pleasure. Their language is deeply technical, filled with acronyms and a sprinkle of disdain for all “non-coders.”
Content specialists — much like the designers firmly believe they know what should be done regardless of outlined directives. In speaking this language, repetition is a special consideration that can cause toxicity. Content specialist, while deliverables are plenty with social media scheduling, in some cases, blog writing, basic design, email, and continued maintenance of all associated touch points. These folks are the most concerned with feeling that AI will replace their efforts, as they consistently feel they are not part of the collective ecosystem.
Studio designers (and entry-level personnel): This language requires some due diligence before creating expectations around their abilities. They often fall into the categories of 'overachievers' and 'over-entitled.'
The overachievers seek to learn as much as possible about their given roles and, in many cases, the associated touchpoints. They often seek positive affirmation and confirmation that this world is filled with magic and possibilities.
The entitled entry-level peep walks with a swagger that seeks confirmation but believes you'll need to understand their contributions fully. They desire fast tracks and corner cutting and would shank an employee in the bathroom if they believed it would allow them to replace the position. It's not to say they're incapable, as many have grown this self-righteousness out of being the best in their upbringing — the best in high school, college, internships, and so on. The language required to subdue this apathetic peer is to create a structure like a straitjacket and let them quickly realize that they are a piece of the machine, not its primary power source.
Art directors — this is the language of the Cerberus. In all likelihood, they've come from another agency, an in-house department, or, in some cases, a lengthy freelance career. This ally often knows their role, and, in all likelihood, they climb to their current position by having their own lexicon based on previous experience. Issues arise when these humans do not stay in their respective lanes. They often see themselves as both creative director and cultural superhero. These middle-earth positions can often make or break morale as they control both the demands of the creative director, addressing the needs of the studio, while often waging war with the accountants for lack of timing, requested assets, and budgetary constraints.
PRO TIP: It's critically important to understand that the aforementioned positions all share the communal belief that they are underappreciated. They will often think that they should 'do their own thing' or, at the least, find a better place to go. Understanding this and keeping them abreast of their value and contributions will elegantly outline improvements.
SEO Specialists — AKA: The Wizarding World of the Invisible, an SEO Specialist speaks in riddles of keywords, metadata, and algorithms, crafting the sacred spells that make your content "discoverable." Their love language is backlinks; their ultimate nemesis is Google's next core update. Yeah, thanks, GA4; AI has a target on your forehead. Speak their language by delivering cryptic reports and resisting the urge to ask, "Why can't we just rank #1 tomorrow?"
Social Media Managers — speak their language by approving content calendars promptly and never uttering viral. This individual conjures posts, reels, and stories to keep brands alive in the digital ether. They communicate in hashtags and emojis, and their worst fear is the unplanned (AKA "brandicide") posts gone rogue. The urge to motivate your clients to release the responsibility from their interns or someone's niece should come as little surprise in this mayle. Moreover, the need for them to speak on behalf of budgetary spending over salary to manage it will forever be a language barrier for most.
Analytics and Data Specialists — like the SEO specialist, this data-driven language virtually takes a decoder ring to translate cryptic data into digestible nuggets of insight. Fluent in Martech software that has too many continents to obtain URL, and of course, the aforementioned GA4) They speak a dialect that oscillates between intimidatingly precise and delightfully vague, often with circling airier hand gestures. Their language thrives on KPIs and shrugging. Thus, being literate in body language is a must. Again, avoid cherry-picking stats and let them explain the difference between correlation and causation. Or, if you're feeling saucy, ask about variable testing.
Brand Strategists' arcane language lives in the realm of vision, essence, and ethos. They wield mood boards and poetic archetypes to craft a narrative that only a few can truly understand. Given enough Keynote slides, they can shower most clients with confusion that extends beyond colors and logos to the soul of the brand. Communicate with them through abstract concepts, archaic TED Talk references, and their favorite buzzword: authenticity.
Event Marketing Specialists — are the human embodiment of a shaken keg of RedBull. This hybrid role of placator and prison warden involves juggling vendors, attendees, and fire-breathing logistics, all while wearing a smile. Fluent in the dialect of deadlines and disaster aversion, they thrive in high-pressure environments where coffee is currency. To win their favor, speak with clarity, offer quick approvals, and avoid last-minute "tiny tweaks." If all else fails, do not bring up that Wi-Fi for your 20x20, which is $500 more for the weekend.
E-commerce Managers — our dragon-like gatekeeper of the digital flea market, this person optimizes every click and scroll, living for conversion rates and cart abandonment rescues. In this interpreter's role, you might be asked to play bouncer between UI/UX designers debating buy-flow, data specialists insisting on tracking code, and the Wild West of affiliate agents. They speak in SKUs and payment gateways, and their mortal enemy is a site outage during a price-inflated flash sale or excommunicating one-day-old coupon codes. Avoid granular discussions of data-driven goals and reminders, and never underestimate their sixth sense for user friction.
Public Relations Specialists — like no other human, can conjure random "brand-impression" numbers like PR Specialists. Their language is that of HARO, phat Rolodex contacts with craft narratives that turn disasters into "learning opportunities." Their lexicon is a delicate mix of corporate jargon and polished sincerity. Their greatest joy is a juicy press release, and their kryptonite is an uncooperative CEO or news channel that has a story regarding an opossum infestation. Deciphering their language with clear messaging and timely approvals for crisis communications will require more positive affirmation than teaching a child their alphabet.
Influencer Marketing Specialists — matchmakers of Hype; this role involves pairing brands with influencers who "totally align with our vibe." These specialists? Fall into two factions — anime or TikTok. Or "Tickle-Tax," as I like to make my daughter cringe when announcing. They communicate in a bleeding edge language of newly contrived words like Weeb, Gyat, FYP, and Leg booty (at least for these 10 minutes). Their primary challenge is convincing leadership that a TikTok dance could drive sales. Communicate with them through performance metrics and discussions of iPhone editing software.
Paid Media/Media Buyers — are the Ponzi scheme czars of digital impressions. This language is a slangy use of passing terms like CTRs, CPMs, CPCs (C AF), and ROAS. They treat ad budgets much like you do IKEA furniture—disposable. Their nightmare is being accused of 'wasted spend,' with their nirvana manifested as perfectly targeted content that temporarily explodes in likes. Objectives are considered non-linear and refrain from asking, "Do we use the zero-party data?"
UI/UX and Frontend Specialists — these shapeshifting specialists craft intuitive discussions about experiences with pixel-perfect precision. They speak in wireframes, prototyping tools, and an unending debate between "flat" and "skeuomorphic" design. They'll often craft conversations regarding the user journey that will eventually make you feel like you're playing Dungeons and Dragons. Their nemesis is scope creep disguised as "one small change." Refrain from using the term "Pixel F•••ing" as only they will accept this from another peer. Communicate agile sprints and endless color palette debates. If you want to make one laugh, ask them if it has progressive disclosure.
Salespeople — this is the language of the chameleon that they wear with great pride, might I add. You'll first become aware of the presence based solely on their chemical warfare levels of eau de toilette. This shiny teethed example of a human is also upbeat and rarely seen in the facility, in the online meetings, or spoken of until they require praise to turn an incredible lead into something akin to a 'game-changing' client that 'could be really big.' When outsourced, understanding of their language is limited to spreadsheets and reports outlining possible lead contributions. When in-house, they seek the language of fabricated love and motivation.
Consultants — the language of communication with the consultant is part fear, part alignment, and part espionage. Everyone immediately interprets an external consultancy or single consultant as one of the "Bobs." #IYKYK In almost 90% of cases, they will produce a byproduct or recommendation that is a cut-and-paste duplicate of what's been consistently positioned to the leadership committee on a quarterly basis. That said, it's often hailed as the necessary action to get "back on track" and facilitate actionable results.
Account representatives (and, in many cases, traffic coordinators and studio managers) — if insanity could be bottled, then these daring humans are willing to drink it every day. When speaking the language of the account executive, you must have a deep understanding of their role with their client and how they then, in turn, communicate to the company. They're your first line of defense with the client, fielding countless questions, conservations, ultimatums, and wishing they had the ability to bend time. The account rep' needs to speak to the client and address the agency hydra of leadership and disciplines while often asking for cohesive results that they know in their hearts will never come.
Creative Directors — this position is unique in that, in many cases, it begins as an "I've made it to the pinnacle of my chosen disciple only to find out that they need to education, communicate, and most often continue to perform all the creative duties they thought that they had overcome. The truism that they are aloof, bougie, and confrontational coming from the realization that they're not able to sit atop the creative mountain, have underlings bring them concepts, lightning shoot from their fingertips while they move some pixels, and claim the work as their own. More often than not, they are also in a private war with the executives in that they are forced to justify creative timing and forecast the outcome of the deliverable.
Owners, partners, executives (AKA "leadership" and related partnerships) — this language is that of prison guard respect. They wish to cast a vision of vision of exclusivity and quiet dominance. They also believe in being multilingual, but deception plagues their very existence in most circumstances. Why? When you have an office that could fit the studio's department and throw darts at the cost of living increases, they're naturally going to be seen as out of touch; moreover, they have lost touch with their entrepreneurial roots and departmental functions.
Freelancers — I tack this language into the mix, and they are the wildcard in Uno for your agency. On the one hand, you can find some that you work seamlessly with and get all expectations addressed in the fashion of your request – these are usually expensive. The others range from excuse-plagued tink sinks to copy-and-paste script kiddies and stock art warriors. More often than not, there are varying language types within this community as these gypsies will become value commodities or formulaic AI-driven pod people.
So, the next time you’re tussling with a hiring manager, be sure to let them know that your fluency and ability to translate for clients and executives alone should be the price for admission.
