The Hidden Pitfalls of Overhiring on Social Marketing Teams: A New Approach to Building Your Squad

There’s a common trap that many startups and small to mid-sized businesses fall into before their social media team even has a chance to shine: overhiring.

While it might seem counterintuitive, hiring too many people too quickly can harm a marketing team’s effectiveness and efficiency. More people equals more overhead, opinions and levels of approval––or in other words too many chefs in the kitchen.

But there is hope for more efficient marketing teams by embracing a new setup.

The Challenges of Overhiring

Training and Turnover: The initial excitement of expanding a team often overlooks the reality of training new hires and the inevitable turnover. Training requires significant time and resources, and high turnover rates can lead to a cycle of constant recruitment and training, draining the company’s energy and focus.

High Costs: More team members mean higher salaries, benefits, and operational expenses. These costs add up quickly and can strain budgets, especially when the return on investment takes longer to materialize due to the inefficiencies of an oversized team.

Blind Spots: If everyone on your marketing team is in-house, you’re susceptible to blindspots. Outside perspectives help your organization as those people may be exposed to different information than what’s inside the four walls of your company.

A New Way Forward: Strategic Team Building

To navigate these challenges, we propose a strategic approach to building your marketing team that emphasizes quality over quantity, flexibility, and specialization.

Internal Social Person – The Point Guard

Think of this role as the point guard of your marketing team. This person understands the game plan, has a good overview of the playing field, and can coordinate the team’s efforts efficiently. They’re your go-to for internal coordination and ensuring that the team’s strategy is executed cohesively. They control the flow of the social media team and know when it’s time to increase content production or to sit back and let already produced content do its work.

VP of Marketing/CMO – The Coach

The CMO/VP shouldn’t be getting their hands dirty with marketing materials, but instead should be there to help with sheparding the internal team member and vendors toward company success. They handle the KPIs, budgets, and cross-department alignment.

Boutique Agencies, Freelancers, and Creators – Other Players

Instead of expanding the in-house team indiscriminately, leverage boutique agencies and freelancers to fill specific roles or complete particular projects. This approach allows for:

More Specialization: You can bring in experts with the exact skill set needed for a project, ensuring high-quality output.

Speed: Freelancers and agencies can often start immediately and deliver results faster than the time it would take to hire and train a new employee.

Reduced Overhead: With less need for office space, equipment, and full-time salaries, your team can operate more leanly and efficiently.

Outcome-Focused Staffing: A Shift in Thinking

We’re witnessing a shift in how teams are built and managed. Moving away from valuing time spent in the office to focusing on outcomes and results. In this new model, the emphasis is on what team members can deliver, not how long they sit at their desks. This shift encourages efficiency, creativity, and a results-driven culture that benefits both the organization and its clients.

So let me know, how are you building your marketing team?