How to write a LinkedIn advertiser job description

What is a LinkedIn advertiser?

A LinkedIn advertiser is a professional skilled in developing and managing advertising campaigns on LinkedIn.

They leverage LinkedIn's unique environment and tools, like LinkedIn Campaign Manager, to target specific professional audiences, enhance brand visibility, and drive business objectives.

By creating compelling ads and analyzing campaign performance, LinkedIn advertisers help companies connect with potential clients, partners, or employees efficiently.

Key skills to look for in LinkedIn advertisers

Read on for some essential hard and soft skills you should look for in candidates for your LinkedIn advertiser role.

Hard skills

• Proficiency in LinkedIn Campaign Manager: Expertise navigating and using LinkedIn's advertising platform to create, manage, and optimize campaigns.

• Data analysis and reporting: Ability to analyze campaign data and metrics to evaluate performance and make data-driven decisions.

• SEO and content marketing: Understanding of how SEO strategies and quality content creation enhance ad visibility and engagement on LinkedIn.

• LinkedIn ad formats knowledge: Familiarity with the various ad formats LinkedIn offers, such as sponsored content, message ads, and dynamic ads – plus an understanding of how to use them effectively.

Soft skills

• Creative thinking: Ability to craft innovative and engaging ad content that resonates with professional audiences.

• Communication: Strong verbal and written communication skills for crafting clear, persuasive ad copy and collaborating with team members.

• Problem solving: Ability to identify challenges in campaign performance and find creative solutions.

• Adaptability: Openness to changes in the digital marketing landscape and ability to quickly implement strategies for optimal campaign performance.

How to write an effective LinkedIn advertiser job description

Get the right candidates in the door. Here are four best practices to guide you while crafting your LinkedIn advertiser job description.

1. Specify LinkedIn campaign management skills

Highlight the need for candidates to have hands-on experience with LinkedIn's specific advertising tools, like LinkedIn Campaign Manager. This includes the setup, management, and optimization of sponsored content, text ads, and sponsored InMail campaigns.

2. Detail the need for LinkedIn analytics and metrics expertise

Include the need for your advertiser to interpret campaign data precisely to drive decisions. This includes analyzing LinkedIn advertising metrics, like engagement rates, click-through rates, and lead generation metrics, using both LinkedIn Campaign Manager and external analytics tools. 

Also, consider including that candidates should be able to craft detailed reports and insights that are easy for stakeholders to understand.

3. Emphasize tailored content creation for LinkedIn audiences

Since LinkedIn is a professional platform, ads your new hire creates must be engaging while maintaining a professional tone. A LinkedIn advertiser should be able to create targeted ad copy and select visuals that increase engagement within specific industry sectors. Include these skills in your job description.

A/B testing ad copy and visuals to refine campaign strategies is also a valuable skill to mention.

4. Underline the importance of strategic collaboration

LinkedIn advertising should align with broader marketing and sales objectives, so you should highlight the need for strategic collaboration across your organization. 

Candidates must be able to work closely with marketing, sales, and content teams to align LinkedIn advertising campaigns with overarching business goals, ensuring cohesive messaging across platforms.

LinkedIn advertiser job description template

Ready to craft a job description that will attract the best candidates for your open role? Here's a template for a LinkedIn advertiser job description that you can customize to make your own.

Company introduction

Talk about your company, its products or services, mission, work culture, achievements, and attributes that make it appealing for top talent.

For instance, you can highlight any recent marketing or product awards that establish your authority or expertise in the industry. 

Benefits of working with [your company]

Mention employee benefits that appeal to experienced marketers and advertisers. Start with the basics, like paid time off (PTO) and performance bonuses tied to successful campaign outcomes. 

Then, dive into additional benefits, which can include remote work flexibility and continuous learning opportunities, like access to marketing courses or advertising tools. The opportunity to work on interesting projects that help advertisers expand their portfolios can also be a draw. Also, many candidates find creative freedom attractive, so consider mentioning how much freedom the role offers.

LinkedIn advertiser job brief

[Company name]

Job title: LinkedIn advertiser

Reports to: [For example, digital marketing manager]

Position type: [Full-time or part-time]

Location: [For example, remote, hybrid, or on site (specify address if applicable)]

Salary and benefits: [For example, competitive salary package, health insurance, and retirement savings]

Responsibilities and duties

• Develop and execute LinkedIn advertising campaigns that align with our marketing objectives, targeting specific professional demographics, industries, and interests.

• Manage the LinkedIn Campaign Manager tool to set up ads, including sponsored content, text ads, and sponsored InMail, ensuring campaigns are optimized for performance.

• Analyze and report on campaign effectiveness using LinkedIn analytics and other measurement tools, providing insights and recommendations for optimization.

• Collaborate with content creators to produce compelling ad copy and visuals that resonate with our target audience on LinkedIn.

• Conduct A/B testing on various elements of campaigns to refine strategies and improve ROI.

• Stay current with LinkedIn advertising trends and best practices, implementing new tactics to enhance campaign effectiveness.

Skills and qualifications

Required skills and experience

• Proven understanding of managing LinkedIn advertising campaigns, including familiarity with LinkedIn Campaign Manager and LinkedIn Insight Tag

• Strong analytical skills, with expertise in analyzing campaign performance metrics and making data-driven decisions

• Excellent communication and collaboration abilities for working closely with marketing, sales, and content teams

• Creative thinking with experience in crafting engaging ad content tailored to professional audiences

• Understanding of SEO principles and their application to content marketing on LinkedIn

Preferred skills and experience

• Bachelor's degree in marketing, communications, or related field

• Experience in B2B marketing and understanding of account-based marketing strategies

• Knowledge of privacy and compliance regulations related to LinkedIn advertising

• Certification in LinkedIn advertising or digital marketing platforms

3 mistakes to avoid when writing a job description for LinkedIn advertisers

Avoid these three mistakes when drafting your LinkedIn advertiser job description. These errors can draw in underqualified candidates or cause you to hire someone with incorrect expectations about the role.

1. Vague descriptions of responsibilities

Avoid generic statements that could apply to any digital marketing role. Instead of saying "responsible for managing online advertising," specify that the candidate will "strategize, implement, and optimize LinkedIn advertising campaigns using LinkedIn's Campaign Manager to target professional demographics, industries, and interests." 

2. Ignoring LinkedIn’s B2B marketing capabilities

LinkedIn is a powerhouse for B2B advertising, requiring unique strategies like account-based marketing and lead generation focused on professional audiences. 

If you’re hiring for a B2B company, candidates must be able to leverage LinkedIn for B2B marketing efforts effectively – don’t ignore LinkedIn-specific B2B marketing competencies in your job description.

3. Excluding the importance of privacy and compliance

With strict regulations governing digital advertising, especially on professional networks like LinkedIn, advertisers must understand and adhere to regulations. 

Ensure your job description specifies the need for candidates to be knowledgeable about privacy laws and LinkedIn's advertising policies to maintain compliance.

Next step: Assess your LinkedIn advertiser candidates

Once you've posted your job description, focus on how to comprehensively evaluate candidates' skills and suitability for the role. Talent assessments are an easy, objective, and reliable method to do this.

TestGorilla is a talent assessment platform that offers expert-designed tests for assessing candidates efficiently and without bias. For a LinkedIn advertiser position, you can consider using these four role-specific skills tests:

• LinkedIn advertising test to evaluate candidates’ skills in campaign creation and management on LinkedIn.

• Marketing analytics test to assess how candidates analyze campaigns and use marketing analytics to drive results. 

• Growth marketing test that focuses on candidates' multi-domain marketing knowledge, plus their ability to diagnose growth problems using analytics and create strategies.

• PPC advertising skills test that covers skills in pay-per-click advertising, including planning and executing campaigns.

You can add custom questions to tests and combine up to five tests to create personalized assessments that specifically cater to the LinkedIn advertising role at your company.

Include personality and culture tests as well as cognitive ability tests in your assessment to get an in-depth understanding of how each candidate will fit into your company’s environment.

Finally, let’s cover answers to some frequently asked questions you may still have.

FAQs

Are LinkedIn ads worth it?

LinkedIn ads can be highly effective, particularly for B2B businesses and those targeting professionals. The platform offers precise targeting options based on job titles, industries, and professional interests, making it easier to reach decision-makers and influencers in specific sectors.

However, success with LinkedIn Ads depends on having clear objectives and hiring the right person who can understand your audience and craft tailored content that resonates with them.

What are the goals of LinkedIn advertising?

LinkedIn advertising serves varying goals for every company, but it primarily focuses on increasing lead generation, brand awareness, and website traffic. It can also be used to promote events, webinars, products, and content.

Hire the best LinkedIn advertisers with TestGorilla

To find top LinkedIn advertising professionals, you should start by writing a strong job description that highlights the role’s crucial aspects, like campaign management and strategic collaboration. 

Once you’ve drawn in qualified applicants, TestGorilla has hundreds of tests you can use to accurately assess each candidate and find the most skilled LinkedIn advertiser.

Discover more about TestGorilla and how it can elevate your recruitment process by booking a free live demo or signing up for an account today.