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The Community Manager has become essential in the animation and management of online communities of companies. Yet many job ads are poorly written Or completely disconnected from the reality of the profession.
Frequent drifts of announcements forhire a community managerin particular the skills and qualities required, do not really fall under its role and/or its capacities.
Do companies still fail to identify the role of the community manager or try to discredit him, see to shoot the rope by looking for the five-legged sheep in order to underpass it?
Let's try to see a little more clearly in all of this!
The ignorance of the profession of community manager
Recruiters often put disproportionate requirements within their job offers for CMtestifying to an ignorance of this position, which is however major. This misunderstanding leads to incoherent offers, harming both candidates and to the company itself.
This is why it is important for a business of know everything about the community manager and community management to know How to hire the good candidate erase.
Confuse the Community Manager and the Social Media Manager
Many companies hide behind behind The role of CM And highlight the missions of the Social Media Manager within their job advertisements. Their only goal is to attach their announcement to the Community Manager because they simply want to undergo it from the outset. At this point it is really to make fun of the candidates and their disrespect for their level and their capacity.
In broad outline, a community manager is an executor and the social media manager a strategist. In some cases the CM knows how to do strategy but often in a very basic way, in particular choosing the right social platforms for an activity, considering the targets and the objectives to be achieved. However, the strategy goes far beyond this simple work. Have a real strategic reflection Upstream by considering various issues, is not a job for which the community manager has been trained.
Wage differences between community manager and social manager are quite considerable, although wage studies even come to mix these two very distinct roles.
When the community manager becomes Graphic designer and video editor
A Quite frequent drift in job advertisements is the demand for skills in terms of graphic creation and particularly the mastery of professional tools like Adobe Photoshop or Illustrator. However, these tools and the skills attached to them are linked to the field of graphics and not to that of community management.
The Community Manager focuses mainly on the creation of content by using more accessible tools like Canva in particular, but not Photoshop or Illustrator which requires real training to master them. It would be more appropriate to mention that it would be a “plus” if the CM knew how to use them.
An announcement requiring, for example, that the Community Manager Master Adobe Premiere or Final Cut Pro to make advanced video montages, is quite revealing of confusion between community management and audiovisual production trades, even a total lack of knowledge of the CM.
The control of SEO by the community manager?
Some announcements openly stipulate the need to master the SEO. Although understanding the SEO or natural referencing is a definite advantage, it is not central in the profession of community manager. There is still to complain about, whereas it would be enough to put a parenthesis and to solicit as a plus without bringing it back to the skills of the CM.
The SEO expertise is above all of the SEO web editor and the lever expert, such as a SEO or a digital marketing specialist.
If a job offer explicitly asks the community manager to design a complete SEO strategy, it is total heresy. This task is the SEO expert or a editorial content manager.
The community manager has become a web developer
It is not uncommon for certain announcements to also mention the creation and management of websites, even if it remains a little rarer. However, the creation and technical management of a website is a webmaster or a web developer.
The Community Manager interacts with the public via social networks but it is not supposed to master the creation of site via WordPress for example and even less control languages such as HTML, CSS or even JavaScript.
When certain job offers require the community manager for the creation and management of a WordPress site. This is a real amalgam between different digital professions. Another obviousness could of course be the substantial economy for the company, to find a CM that would be taken there.
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These are not the only excesses that are found in the announcements, and if you are a community manager, do not be influenced by these job offers or do not think that you are not competent. The company can also train you if necessary, and by responding to this type of ad, you could even request training while presenting your role that is not always attached to what you are asked.
CM wages disconnected from the reality of the market
One of the other recurring problems concerns the wages offered to community managers, because certain offers offer remuneration far below the market. Many completely ignore the value of a CM with regard to his skills and qualities, and the existence of Salary scales and studies which establish referent income.
In the event that an advertisement offers an extreme salary close to the minimum wage, or which is just reaching € 24K for a demanding position for several years of experience and multiple related skills, flee!
Value and your role, also considering your added value and the potential specific skills you have for the position.
The personal qualities required unsuitable for the position
Some announcements also mention qualities that are not necessarily specific to the CM profession, such as a advanced commercial experience or skills in advanced project management. The commercial dimension is sometimes masked as the search for a CM in performance, which is the same thing.
If these qualities can be useful to CM, especially in the context of B2B, they do not define the function of the community manager. Asking for a strong experience in direct sale, see even in commercial prospecting, reveals an incomprehension of the initial role of the community manager. Recall that the CM animates, manages and hires a community and not to sell directly.
The consequences for companies and candidates
These drifts in community management employment advertisements cause negative consequences:
- Recruitment : Competent candidates may not apply before a confused or poorly calibrated ad. For companies it is indirectly a discrediting act which demonstrates their ignorance of the role. How to trust a business see it, when it doesn't know the job?
- High turnover: A candidate recruited on total criteria offset with reality will quickly leave the post, which generates additional recruitment costs for the company and an image that could be negative, conveyed in the opinions of professional platforms.
How to improve job advertisements for CM?
To improve the relevance of ads, it is not that difficult.
- It is necessary to know and clearly clarify the actual missions of the Community Manager.
- Involving a professional in the sector when writing his announcements would better define real needs and thus avoid drifts.
- Show transparency as to potential ignorance on the skills requested.
- Do not try to underestimate a CM by looking for the five-legged sheep or a social media manager.
Thus companies and future candidates would gain efficiency, motivation and productivity.
