Design and aesthetics are critical to the success of your brand’s marketing materials, such as posters, flyers, brochures, business cards, and other forms of advertisements. The same goes for your website, too. In fact, according to a recent study, 42 percent of consumers base their overall opinion of a website on its appearance, and 52 percent choose not to return to a website if they don’t find the design appealing. Thus, having a talented graphic designer on your marketing team is paramount to creating compelling and effective marketing strategies.
Now that you know you need a graphic designer, how do you go about recruiting and hiring the right graphic designer for your marketing team? It involves more than just the right set of technical skills – you should ask yourself (and your team) several key questions before you begin seeking out candidates and interviewing them.
Defining your needs
Before you start recruiting, the unequivocal first step is to figure out whether you should hire someone to work as a permanent, full-time employee within your marketing team, or part time, either in-house or on a freelance basis. Does your marketing team have many large-scale deliverables with design needs? If so, hiring a design agency will probably fit your needs better.
There are pros and cons to each of the solutions above. Some marketing teams may require the help of a graphic designer for just a few projects every month, in which case hiring a freelancer makes sense. Bigger teams may benefit from having a full-time in-house designer or working with a design agency.