In the fast-paced worlds of media and marketing, building a high-performing team isn’t just about finding people who check off every technical box. It’s about bringing in talent that fits your rhythm — people who align with your brand’s energy, values, and way of working.
But when it comes to hiring, one big question always comes up:
Should you prioritize culture fit or technical skills?
It’s a tricky one — and the truth is, the answer often depends on the role, your current team makeup, and how much flexibility you have for training.
What Do We Actually Mean by “Culture Fit” and “Skills”?
Let’s clear this up first:
- Culture fit is about alignment — with your company’s values, communication style, team dynamics, and overall vibe. It’s the unspoken part of working well together: collaboration, personality, adaptability, and attitude.
- Skills are all about the technical side — experience, certifications, platform expertise, and the tools of the trade. Think Meta Ads Manager, Google Analytics, Tableau, etc.
Both matter. But when one gets too much weight over the other, you risk making the wrong hire.
What Happens When You Focus on Skills Alone?
We get it — you’ve got a role to fill and a list of qualifications a mile long. It’s tempting to hone in on the candidate who checks every single box.
But here’s the catch:
- A high-skill hire who doesn’t align with your team’s culture can disrupt workflows and morale
- Even top performers can clash with team dynamics or burn out in the wrong environment
- Someone who thrives in a slower-paced client-side role might flounder in a fast-moving agency setting
Skills get the work done, but culture keeps the team working.
What About Prioritizing Culture Fit Alone?
On the flip side, maybe you click with a candidate — they have great energy, seem eager, and totally “get” your team culture. That’s great… unless they’re missing critical skills.
In specialized roles like media buying, analytics, or SEO, that gap can quickly become a problem.
- Can they realistically do the job?
- Will the ramp-up time slow down your team?
- Are you setting them (and yourself) up for frustration?
Personality won’t carry a role that requires technical depth — at least, not without significant training and support.
