Organizations operating in an always-on global environment have many stakeholders. While shareholders and employees are the most obvious stakeholders, they are often overshadowed by the needs of customers/clients and the community at large. Anticipating and satisfying the needs of those stakeholders, despite their existence beyond organizational decision-makers, can be a challenge for even the most talented individuals.

Community engagement managers interact with organizational stakeholders like online communities, social media influencers, vendors, and customers on a near-personal level. Communication may involve everything from logo design to product features and all the organization’s decisions regarding strategy. Sometimes communicated information may be met with concern, controversy, or even hostility. Community engagement managers and the team they manage are expected to mitigate the associated risks.

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DETERMINING FACTORS, DESIRABLE PERSONALITY TRAITS, AND SKILLSETS

For the purposes of this hiring kit, “community” in community engagement manager ranges from the population at large, to an organization’s customers or clients, to its employees. Anticipating and satisfying the stakeholders’ communication needs requires tremendous communication skills and an intense desire to engage with people at a personal level.

Regardless of where it may fall in the range, community engagement is best performed by individuals filled with a passion for human interaction. A “people person.” The best candidates for this position should impress recruiters with their openness, friendliness, and enthusiasm for people and personal interaction. Reserved and shy personalities will likely have trouble effectively engaging your organization’s community.

The role your new hire will play in your overall community engagement strategy determines what will qualify as the ideal candidate during your recruiting process. The engagement process for online and social media interaction is not the same as the process for building client relationships. The job description and the associated interview questions should reflect those differences and specify the actual job role.

While an affinity for human interaction is paramount, expertise and the ability to communicate that expertise are also essential for a successful community engagement manager. Individuals in this position are often asked to convey technical information about an organization or an industry to stakeholders in the community. These communications must account for technical aspects as well as public relations strategy, marketing strategy, and engagement strategy.

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