building great digital marketing teams
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How to recruit, hire, structure, and empower marketing teams to achieve remarkable results.TRANSCRIPT
Building Great Digital Marketing TeamsHow to recruit, hire, structure, and empower marketing teams to achieve remarkable results
Rand Fishkin, CEO, Moz @randfish | [email protected]
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 Strengths
StabilityRisk
Tactical
BreadthTactical
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 Created More
Problems than Solutions
Hiring
Via: http://moz.com/rand/what-company-culture-is-and-is-not/
Culture Fit vs. Performance
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 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:
What are the 3 metrics
that matter most to
(insert your favorite)
site’s success?
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 PictureMany 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 | [email protected]
Download at http://bit.ly/mktgteam2013