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Building Great Digital Marketing TeamsHow to recruit, hire, structure, and empower marketing teams to achieve remarkable results
Rand Fishkin, CEO, Moz @randfish | rand@moz.com
Download at http://bit.ly/mktgteam2013
On the Agenda:
1: Recruiting
2: Hiring
3: Favorite Interview Questions
4: Team Structure & Organization
5: Empowering Marketers
6: Tools We Like
Recruiting
Great Work Attracts Great Talent
Getting mentioned in these isn’t just about pride or horn-tooting; it makes your brand appealing to great marketers.
Leverage Your Size & Focus as
StrengthsStabilityRisk
Tactical Breadth
Tactical Depth
Stock-Heavy Comp Cash-Heavy Comp
Responsibilities & ownership
boost to resume
Brand, budget, & team size
boost to resume
Moz’s Job Application Page: http://moz.com/about/jobs
Think of Job Pages Like Landing Pages
Leverage Your Social Channels &
Connections to Influencers
Original Post: http://moz.com/blog/wanted-software-engineers-reward-12000
For Moz, Referral Bonuses Weren’t
Effective Long Term
Hiring
Via: http://moz.com/rand/what-company-culture-is-and-is-not/
Culture Fit vs. Performance
What Culture Is Not• Whether you rock climb/surf/hike/etc• What kind of TV & movies you like• Bean bag chairs• Nerf gun fights• Catered lunches• Mashed potato sculpting contests judged by your auditors at Deloitte (yes, we really did this at Moz, and it was totally fun)
What Culture Is
Shared Values
Shared Priorities
Stylistic Cohesion
ValuesMission & Vision
Hiring, Firing, & Promotion Criteria
Cultural Fit =
Great post from Distilled on building a T-shaped web marketing skill set and another from me with more detail on why I like the T-shape
The T-Shaped Marketer
Reference Check Process
If I’m reference-checking Matt, I want to find shared connections he hasn’t listed on his resume, and who don’t currently work with him.
Goals of the Interview
1: Determine the candidate’s fit with your values, beliefs, mission, and whether they’ll work well with people already on the team.
2: Assess whether the candidate’s contributions can effectively solve problems, deliver on time, and scale.
3: Establish the candidate’s honesty, ethics, and motivations.
Some Favorite Interview Questions
Via Vizify: https://www.vizify.com/todd/career
Walk Me Through Your Professional
History
Draw & Explain Company X’s
Marketing Funnel
What Parts of This Job Do
You Think Will Be Easy vs. Hard?
This question helps uncover how well the candidate understands the role
And whether they have the right dose of honesty and humility to be a good fit
How Would You Rate These Ranking Factors in
Google?
Graphic above shows the average of the 130 SEOs who contributed to this year’s survey
The goal isn’t to get a match with the industry
average or a “right” answer, but to see how
the marketer thinks about SEO, and how
they justify their responses
Avinash Kaushik’s
Favorite Interview Question:
Source for comic and some more of my favorite interview questions
What Questions Do You Have About
the Company, the Job, the Team, or
the Work?
Team Structures & Organization
Words of wisdom from Sarah Bird, Moz’s COO
Defining Influence & Impact
Let Your Influence Define Your Role.
Don’t Let Your Role Define Your Influence.
Moz is just starting with Adventure Teams – more on that topic to come as we learn from the process
Project/Product-Based Teams
Empowering Marketers
See Daniel Pink’s Illustrated Video: http://www.youtube.com/watch?v=wdzHgN7_Hs8
What Makes Us Happy at Work?
Blog post on What’s the Right Team Structure?
What’s the Right Team Structure?
This is how most companies are
structured.
What’s the Right Team Structure?
This is a better way to think about that
structure, but still kinda sucks.
Blog post on What’s the Right Team Structure?
Blog post on ICs vs. PWs
If Management is the Only Way Up, We’re
All F’d.
This system is my favorite because it empowers everyone, and doesn’t force
great ICs to become mediocre PWs.
Via: http://mackwebsolutions.com/blog/2013/03/accomplish-big-goals-with-content-and-social-media-marketing/
Giving the Freedom to Fail
Via: http://moz.com/rand/vision-based-framework/
Connecting Tactics to the Big
Picture Many companies are good at listing these
But very few cohesively
connect them to the big picture.
Making Goals & Progress
Transparent
Every week, every team presents a slide like this to representatives from each other team at a joint meeting, so we all know what everyone’s doing.
Accountability
#1: People can only be accountable for tasks fully under their control.#2: Only those who will be doing the work should craft the timetables for delivery.
#3: In many fields, setting a completion date is foolish (software in particular). Instead, set deadlines for very small pieces of the final project, then iteratively measure progress and deadline feasibility.
How Google Sets Goals: http://www.youtube.com/watch?v=mJB83EZtAjc
OKRs & Measurable Results
One of the marketing courses we recommend: Market Motive and one of our favorite conferences: Distilled’s Searchlove
Training & Conference Budgets
Tools We Like
Via: www.linkedin.com/static?key=welcome_premium
LinkedIn Premium
Building Great Digital Marketing Teams
http://bit.ly/mktgteam2013
Rand Fishkin, CEO, Moz @randfish | rand@moz.com Avinash Kaushik, Digital Marketing Evangelist, Google @avinash | kaushik.net
Download at http://bit.ly/mktgteam2013
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