hiring a content and social team - unicorns don't exist
TRANSCRIPT
5
Meet Cate
@Cate
Founder & Head of Content
Storyteller 85%
Marketer 95%
Journalist 70%
Business 100%
Short Biography Cate Conroy is the founder of Concentric Content Marketing and a partner at Jacks& Stars web design. When she isn’t helping clients understand the importance of content marketing she sits on the Executive Council of Ms. Tech and teaches graduate level marketing courses at Roosevelt University.
Concentric Content
Marketing Founder
Jacks & Stars Partner
Roosevelt University Adjunct Professor
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Our Process
Research
Ideation
Creation
Measurement
Distribution/Connection
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Our Process
Distribution Getting content in front of your
audience, interacting with audience
4
Creation Content storytelling & execution
3
Measurement Refining your hypotheses
5
Research Who, What, When, Where, Why & How
1
Ideation Turning research into ideas
2
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Process & Roles
Research Ideation Creation Distribution Measurement
Researcher Optimization
Specialist Content Creator Connector Analyst
Manager
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Researcher
Audience Understanding
Ongoing Foundational
Hypotheses
Audience
Commonalities
Personas
Trends
Topics
Update Research
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Budget
What is our budget?
Do we expect this budget to grow/decrease next year?
10.2% of annual revenue in 2014 50% of companies plan increase in 2015
10%
2014
Gartner Study
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Cost of an Employee
Based on calculations by Joe Hadzima
X
2.7
1.4
Base
Taxes/Benefits
Base salary range
Base x 1.4
Base x 2.7 Space/Equip
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Salary Averages
Market Research Analyst $49,719/year
Op:miza:on Specialist $89,491/year
Salary data national averages from Glassdoor
Copywriter $58,477 Social Media Specialist $41,558/year
Data Analyst $62,379/year Graphic Designer $46,196
Videographer $44,450
Research Ideation Creation Distribution Measurement
Researcher Optimization
Specialist Content Creator Connector Analyst
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Job Descriptions & Skills Resources for great descriptions
Glassdoor 01
02
03 06
05
04
O*NET Online
Salary.com
Indeed
PayScale.com
BLS.gov
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Needs
What type of content are we creating?
Do we need someone who already has these skills?
What platforms/technology do we use?
Are we providing training, continuing education?
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Existing Skill Sets
What skill sets do we need?
How easy is it to train for these skills?
Is it more effective to train someone or to hire someone?
Does anyone on our team have these skills?
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Team Reality
Market Research Analyst $49,719/year
Op:miza:on Specialist $89,491/year
Salary data national averages from Glassdoor
Copywriter $58,477 Social Media Specialist $41,558/year
Data Analyst $62,379/year Graphic Designer $46,196
Videographer $44,450
Research Ideation Creation Distribution Measurement
Researcher Optimization
Specialist Content Creator Connector Analyst
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Process & Roles - Example
Content Strategist/Creator $79,028
Social Media Specialist $67,035
Research Ideation Creation Distribution Measurement
Researcher Optimization
Specialist Content Creator Connector Analyst
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Hiring Groups - Example
BLUE SKY
NICE TO HAVE
MUST HAVE
Graphic designer
Analyst, Distributor
Copywriter, Researcher, Optimizer
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Outperform by
202%
Engagement Wins
Companies with engaged employees
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70%
Senior leadership updates/
communicates strategy
70%
Understanding of job’s contribution 72%
Recognition for high performers
Source: Harvard Business Review Analytics Services 2013
Why Assessments Matter
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Feedback Sources
Feedback from employee 01
02
03
Feedback from manager/supervisor
Feedback from others (peers, customers, vendors, etc.)
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Types of Assessments
Trait-Focused Performance Appraisal 01
02
03 08
07
06
Behavior-Focused Performance Appraisal
Unstructured Method
Grading & Checklist
Management by Objective
Psychological Appraisals
04 Straight Ranking 09 360-Degree Feedback
05 Paired Comparison
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Why Mentoring Matters
Develop new skill sets.
Predicts career success.
Everyone benefits – mentor, mentee, & organization
Navigate companies, people, & problems.
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Career Success
20%
Get a raise Both mentors & mentees.
83%
Increased Revenue Mentored businesses increased
revenue by 83%
Get a promotion Mentees 5 times more likely, Mentors 6 times more likely.
Data: 2014 Business Outcomes Survey by MicroMentor, SunMicrosystems
6x
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Building a Mentoring Process Goals 01
02
03
Create a structure • formal application • time requirements
04
05 Evaluate
Pairing • Speed dating • eHarmony
Training • Manage expectations • Suggest a format