A recent job posting on Best Buy Co Inc.’s Web site for a Senior Manager – Emerging Media Marketing position based out of the company’s corporate headquarters in Richfield, Minn. listed two preferred job qualifications: a graduate degree and 250+ followers on Twitter.
Basic qualifications for the position include a Bachelor’s degree, “two plus years of mobile or social media marketing experience” at the director or strategist level, “four plus years people or resource leadership experience” and “one plus years of active blogging experience."
While organizations put out job descriptions that list social media expertise, Best Buy’s approach is absolutely new, according to Michael O’Connor Clarke, vice president at Thornley Fallis Communications. “This is the first time I’ve seen somebody be as simultaneously direct and oblique as this,” he said.
Clarke speculates the approach is a shorthand way to weed out applications from people who just say they know social networking and those who can provide demonstrated expertise and presence in the space.
“They’re signaling that they want somebody who understands the space well and at least has some established presence in that area. I can’t think of many other ways to signal that … than say you have to have a certain number of followers,” he said.
While Clarke finds it “absolutely fascinating and really rather smart” to include a way of assessing someone’s online presence and Twitter footprint in a job description, one plus years of active blogging experience and 250+ Twitter followers is “not necessarily the best thing to judge on.”