Key Takeaways:
- Not all online marketing certificates reflect real skills — look for applied knowledge and results, not just badges.
- Red flags include vague course titles and no portfolio; green lights include tool proficiency and project-based examples.
- Screen junior candidates with walkthroughs, mini projects, and questions about real tools and outcomes.
- Onboard with structured support and upskilling paths to turn potential into performance and drive long-term ROI.
Small businesses are hiring — and not in small numbers. Between the first quarter of 2021 and the second quarter of 2024, companies with 249 or fewer employees accounted for 52.8% of all net job creation in the United States. That’s a powerful reminder that startups and growing firms are leading the charge in building the workforce.
But with that momentum comes a challenge: How do you make the right hire when your junior marketer candidates all flash impressive-looking online certificates? This isn’t just a résumé review; it’s a skills verification mission.
For a startup or small business, hiring missteps are expensive. You don’t have the margin for trial and error. And in the era of online learning vs in person debates, knowing what actually translates to on-the-job performance matters more than ever.
The Rise of Online Marketing Courses — And the Credibility Problem
It’s never been easier to learn marketing from home — or claim to. Between platforms like Coursera, Udemy, Google, and even YouTube or TikTok creators, there’s a flood of online content offering to turn anyone into a marketing pro.
But here’s the problem: Not all certificates are equal. Some courses are rigorous and hands-on, while others are little more than slide decks with a quiz. So, when a candidate lists “HubSpot Academy” or “Meta/Facebook Blueprint,” the real question is: What did they do with that knowledge?
Credentials may dress up a LinkedIn profile, but what you need is evidence of actual execution.
Red Flags (and Green Lights) in Online Marketing Training
A certificate alone doesn’t cut it. Look for these signs that separate the doers from the dabblers:
Red Flags
- Vague course titles like “Digital Marketing Mastery” with no further explanation.
- No portfolio or project samples to show.
- Can’t name specific tools, metrics, or outcomes from what they’ve learned.
Green Lights
- Concrete examples of work, even from mock campaigns or personal projects.
- Familiarity with tools like Google Analytics, Canva, or Meta Ads Manager.
- Ability to talk through what worked, what didn’t, and what they learned.
The takeaway: Ask them to tell a story, not list a badge. You’re looking for curiosity and applied thinking, not memorized terms.
Screening Entry-Level Marketers Like a Pro
Want to go beyond the interview script? Try these hands-on vetting techniques:
- Campaign Walkthroughs: Ask them to present a past campaign, even if it was part of a course or a side project.
- Mini Projects: Give them a task like writing Facebook ad copy or outlining a simple email sequence.
- Tool Knowledge: Have them explain what they’d track in Google Analytics or how they’d structure a basic keyword list.
You’re not hunting for perfection — just proof they can connect ideas to outcomes.
How to Onboard and Upskill Junior Talent the Smart Way
Once you’ve made the hire, set them up for growth (and you for ROI). Here’s how:
- Pairing and Oversight: Let them shadow a more senior marketer or work from structured SOPs.
- Quality Training Investments: Steer them toward trusted platforms like Google Skillshop, CXL, or Semrush Academy.
- Clear Growth Tracks: Give them a roadmap — start with SEO basics, layer in paid ads, then build to strategy and analytics.
This approach doesn’t just train new employees; it empowers them to contribute faster.
Validate, Test, Train, and Then Watch Them Grow
Online education has real potential to close skill gaps, especially for hungry, early-career marketers. But that promise only pays off if you vet it properly, test what they know, and give them room to learn by doing.
Don’t hold out for the “perfect” candidate. Instead, find the coachable one with evidence of effort, critical thinking, and a desire to grow. That’s how you transform online learners into marketers who deliver results.