Written by RHILLANE Ayoub
TLDR: Growing a marketing team across Morocco, Dubai and the US without a single physical office forced us to replace gut-feel hiring with a repeatable process. The two changes that mattered most were a paid trial task before any offer and a written scorecard that separated skill from culture fit instead of blending them into one impression.
Running a digital marketing agency with people on three continents means the usual hiring advice, built around one office and one labor market, only gets you partway there. For the first two years, hiring at our agency was mostly instinct. I met someone, liked how they talked about a past project, and made a decision within the hour. It worked until it didn’t. We brought on a designer in 2025 who interviewed beautifully and then struggled for three months to hit deadlines on real client work, because the interview had tested how well she talked about design, not how she actually worked under a deadline.
That hire cost us a client relationship we had spent a year building. It also forced a rebuild of how we bring people in, across three very different labor markets and, for most roles, three time zones.
The trial task replaced the portfolio review
We now pay every serious candidate for a small, real piece of work before making an offer, usually four to six hours at a fair hourly rate. A copywriter gets an actual brief from an anonymized past client. A media buyer gets a real budget scenario and has to show their thinking, not just their final answer. Portfolios show what someone did with unlimited time and full context. A trial task shows how someone thinks with a deadline and incomplete information, which is closer to the actual job.
We started this after the designer mis-hire, and it has caught at least four candidates since who looked strong on paper but produced work that didn’t hold up under real constraints. It has also surfaced people who interviewed nervously but delivered excellent trial work, candidates we would have screened out under the old system.
Separating skill from fit stopped us fooling ourselves
The second change was splitting our evaluation into two separate scorecards instead of one gut rating. One scores the trial task and technical interview purely on skill. The other, filled out independently by a different team member, scores communication style and how the candidate handled ambiguity in a working session. Combining these into a single number let a strong personality quietly cover for weak execution, which is exactly what happened with the 2025 mis-hire.
Running a team across Morocco, Dubai and the US also means DEI in practice looks less like a policy document and more like everyday translation work. A performance review phrase that reads as direct and useful in Dubai can land as blunt to the wrong degree elsewhere, and the reverse is true too. We now have every manager, regardless of location, run new reviews past one other manager from a different country before delivering them, specifically to catch tone that would land differently than intended.
A few practical habits we’ve kept from this rebuild:
- Every job post states the actual salary band, even in markets where that’s unusual, because ambiguity favors negotiation skill over actual fit
- Trial tasks are paid, timed, and based on real (anonymized) past work, never a hypothetical
- Two scorecards, filled independently, before any group discussion happens
- A rejected candidate always gets one specific, honest reason, not a template
None of this makes hiring fast. It makes it slower, in fact, because a trial task and dual scorecard add real days to the process. What changed is that slower hiring stopped producing the kind of mis-hire that costs a client relationship. Harvard Business Review’s research on structured hiring backs a version of this: structured, criteria-based interviews consistently outperform unstructured “does this person seem right” conversations, which matches exactly what we saw once we stopped trusting the interview alone.
We also lean on SHRM’s guidance when a specific market’s labor law question comes up, since hiring across three countries means three different sets of rules on trial periods, notice requirements and contractor classification, and getting that wrong is expensive in a way a bad interview process isn’t.
What I’d tell a founder starting this from zero
Start with the trial task before anything else. It is the single change that does the most good, because it replaces a subjective impression with an actual work sample, and it costs a few hundred dollars per candidate rather than months of a bad hire’s runway. The scorecard split matters too, but it only works once you have real work to score in the first place.
Growing a small agency across borders means hiring will always carry more uncertainty than it would for a single-office team down the hall from each other. A paid trial task and a scorecard that forces skill and fit apart, judged separately, is not a full answer to that uncertainty. It’s a filter that catches the mistakes that actually cost money, which for us has meant zero client-impacting mis-hires since the process changed, against one in the eighteen months before it.
Author Bio:
This piece is from the founder of a digital marketing agency working with clients across Morocco, Dubai and the US. If you want to see how a small, distributed team runs client work day to day, Rhillane Marketing Digital has the details.
