You don’t need a big name to hire your in-house creator

no big name needed
READ TIME – 4 minutes

When I worked for a SaaS company, I managed to secure articles and brand presence on platforms like TechCrunch, AdWeek, and Entrepreneur, or at conferences like AdWorld, HowToWeb, and various podcasts with no money, no big audience, and no big influencer name.

How? I consistently showed up on social media, built a regular content schedule, and maintained a real connection with the people behind these big platforms.

Not many companies were as visionary back then as Bannersnack (now Creatopy) to hire an in-house creator to build bridges between the audience and the company product.

But now, more and more companies are hiring in-house creators to leverage their online presence, build their brand, and grow an audience.

Influencers are great if they have a big audience, great engagement, and cool branding. Well, it’s something many marketing managers are looking for.

But let me tell you something really crazy: you don’t need a big name to hire your next in-house creator.

So, what do you need to look for when you want to hire an in-house creator, but you don’t need a big name?

1. Relevancy:

If your in-house creator is not relevant to your brand, your industry, and your audience, it’s not a good fit. That’s why it’s important to do thorough research before hiring that person. 

Here’s what to look for before signing the contract and giving them the freedom to make some magic for your brand:

  • Portfolio: Review their previous work to ensure it aligns with your brand’s style and requirements. Look for versatility and projects similar to what they’ll be working on.
  • Industry Knowledge: Assess their understanding of your industry, target audience, and the latest trends.
  • Cultural Fit: Determine if their values and work culture align with your company’s ethos.

Take, for example, ClickUp and their in-house creator, Luke Kostka. Before working with ClickUp, Luke was the face and image for AdWorld. He created many creative videos that were seen by millions of marketers and founders. That’s how he connected with Chris Cunningham from ClickUp. Now, Luke is crushing ClickUp’s TikTok page while repurposing these videos on their other social media platforms like Instagram and LinkedIn.

Because Luke worked with AdWorld, he understood what kind of content to create to get more views and engagement and connect with a relevant audience. But Luke doesn’t have hundreds of thousands of followers on his social media profiles, and he is not a regular influencer who posts daily to build his own audience. He understands that he is now the short video guy who needs to grow ClickUp’s TikTok page with viral videos. And he is just crushing it with videos that collect millions of views and hundreds of comments.

2. Job-to-be-done attitude:

That’s the difference between a B2B Creator (or in-house creator) and a brand ambassador. The creator has a job-to-be-done attitude, meaning they need to understand that their main job is to create content, publish it on platforms, engage with the audience, and measure to grow the brand presence on social media. 

So when you are hiring, here are three things you need to understand about your in-house creator:

  • Problem-Solving Skills: Evaluate their ability to come up with creative solutions and how they approach challenges.
  • Adaptability: Check their willingness and ability to learn new skills or adapt to new tools and techniques as needed.
  • Work Ethic: Look for signs of a strong work ethic, such as consistency in meeting deadlines and maintaining quality.

Thom Gibson started helping ConvertKit grow its social media presence by creating a regular content posting schedule and also being the face of ConvertKit’s short videos

I even asked a while ago about their new strategy on social media and got a great reply from Thom:

Thom joined ConvertKit in late April 2023 and measures his success by a simple metric: driving MRR. And yes, that’s hard, but he is doing an amazing job of being consistent with his work, publishing, and being present with the brand on social media.

3. Talent:

A great in-house creator is someone who not only brings a relevant perspective about the industry and a job-to-be-done attitude but also has the talent to help the company boost its brand presence.

Sometimes it’s just a natural talent, and sometimes it’s hundreds of hours of work experience. Here are the three things you need to look for when considering hiring an in-house creator who is also talented:

  • Technical Skills: Ensure they have the necessary technical skills for the job, whether it’s graphic design, video production, copywriting, etc.
  • Creativity: Assess their creative thinking and originality through their portfolio and any creative tests or assignments you give them.
  • Attention to Detail: Check for the precision and quality of their work, looking for consistency in execution and a keen eye for detail.

Take, for example, Jamal Meneide. Wait! Who’s Jamal Meneide? Well, he publishes videos on a YouTube channel with 400K subscribers, talking about email marketing, digital marketing, social media, and tools. But he is not invited to speak at marketing conferences, his social media profiles have around 3,000 followers together, and he is not a big name in the industry.

But Jamal posts regular video content on HubSpot’s Marketing second YouTube channel, records himself, works with the team on copywriting and graphic design, and is also a detail-oriented person. Jamal is also talented in sketching comedies, editing story videos, and last but not least, he is a great dancer. That’s the kind of talent any company wants in their in-house creator.

My point is, there are lots of ways to find your next in-house creator without needing a big name. 

Search around your industry, connect with smart and talented people at conferences, or follow brands that you like what they are doing, and maybe you will find an opportunity to get that person on your team. 

You just have to find your in-house creator.