how to hire world class digital marketers
DESCRIPTION
High-caliber digital marketers are some of the most challenging job candidates to hire, and the difference between staffing your team with adequate versus outstanding marketers cannot be over-emphasized. After all, the team with the best talent usually wins the game. On Tuesday, Aug 26th at 1:30pm EDT, Percolate and special guest Elli Sharef, Co-Founder of HireArt hosted a webinar, sharing her experience recruiting and analyzing community managers, brand strategists, analysts, and other digital marketing roles. HireArt is a job candidate screening service that helps innovative companies like Facebook, Google, The Gap and eBay hire great talent. HireArt has processed over 100,000 applications to over 400 companies using their proprietary video interviews and skill tests. IN THIS WEBINAR, YOU’LL LEARN — The key skills every digital marketer needs to have — More effective ways of screening for important capabilities (hint: go beyond the interview) — Why marketing managers need to think like product managers — Case studies of successful marketing hires and why they worked — What great marketers look for when evaluating their next job For more great marketing resource, head to: http://learn.percolate.comTRANSCRIPT
How to Hire World Class Digital Marketers !
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James Gross
Speaker Details
Elli Sharef • Co-Founder @ HireArt • Yale University • McKinsey • Apollo Group
• Job candidate screening service • 400+ companies using HireArt including Google,
Facebook, eBay, Airbnb • 100,000+ job applications processed
Agenda
Poll: Who’s Hiring and For What?
Why Hiring Matters
5 Rules for Hiring A-Player Marketers
Skill Gaps for Marketers
How HireArt Enables Better Hiring
A System of Record for Marketing
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Tweet / follow along with: #PercolateLive
Poll: Who’s Hiring?
“For creative and marketing talent, the differential between a top player and an average one is estimated to be 6 times or more.”Harvard Business Review | February 2013
Get serious about looking for A-Players
It’s easy to pay lip service to the idea of hiring the best But many companies end up compromising when forced to choose The best companies we work with always insist on A-Players
The 5 Rules of Hiring World-Class Digital Marketers
1. Know what you’re looking for
Digital — they live their lives online and are familiar and comfortable with blogging, social media, and the web in general. Analytical — they like to measure what they do, and they make decisions based on data. Reach — they have a knack for growing their network by creating a gravitational attraction to what they do -- and people want to follow their work. Content — they are naturally a content creator, and they're not afraid of it. (You’d be surprised how many people are scared of writing a blog article.)
“How the HubSpot CMO Screens for Top Marketing Talent” | Jan 2013
DARC Framework for evaluating Digital Marketers
1. Know what you’re looking for
Brand Building
Marketing Measurement
Content Management
Creativity in Marketing Programs
Customer Response Management
Personalization and Targeting
Cross Channel Marketing
Digital Advertising
Importance vs Performance Gaps0 10 20 30 40 50 60 70 80 90
Adobe Digital Distress - What Keeps Marketers Up at Night
47%
42%
42%
Poll: What are you hiring for?
2. Test before you hire
Schmidt, F.L. & Hunter, J.E. (1998) The validity and utility of selection methods in personnel psychology: Practical and theoretical implications of 85 years of research findings,” Psychological Bulletin, 124, 262–274.
Years of Education
Years of Job Exp
Reference Checks
Unstructured Interviews
Trial Periods
Structured Interviews
Work Sample Tests
Validity Coefficient0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
Meta-analysis of 85 years of research shows work samples are #1 predictor of on job performance
2. Test before you hire
• Describe how you would set up the website analytics system. What tool would you use? What would you measure and how would you set it up?
• Imagine the CEO wants to you to evaluate the new blog. How do you do it?
• Let’s pretend we had convincing data that showed that none of our clients use social media. Should we still use it? If so why?
1) Hypotheticals
• Show them your marketing funnel and ask them how to optimize • Show them two designs you are currently considering for a new
campaign and ask them to they would evaluate them • Copy for an email marketing newsletter • Ideas on how to promote an upcoming campaign
2) Real Cases
3. Create rigor around your process
• Discuss the goals of the hire with the whole team first – what is this person meant to accomplish?
• Write a list of must haves and nice to haves. Pretend that this is the only way you will judge the candidate
• Decide on a process: who will review resumes, how will you find applicants, who will do the outreach, what is your interview process going to be?
• Write a job at (separate from the must have list) to attract candidates • Stick to your process
4. Invest time and money on sourcing correctly
Agencies
Job Boards
Employee Referrals
Social
Percent of Candidates Found0% 5% 10% 15% 20% 25% 30% 35% 40%
4. Invest time and money on sourcing correctly
Outreach: The 100 Rule*: 1 Offer Requires 10-15 Candidates; 10-15 Candidates Requires contacting 100 targeted potentials; that’s work – the more outreach the more flow you generate !LinkedIn: LinkedIn offers easy ways to find candidates who work at the kinds of companies you want to hire from. Look for candidates who have been at a company for at least 2 years and may be ready for a new opportunity !Blogs/ Twitter: Find candidates who have written blogs or have Twitter feeds with content that you think is good. Reach out to them.
* "Owning Your Recruiting by Daniel Portillo (Greylock talent)"
4. Invest time and money on sourcing correctly
Job Boards: Job Boards work well for entry level roles. If you are looking for marketers with real skills, you will be hard pressed to find them here. Be proactive instead !Recruiters: Recruiters work well when your job is so hard to fill that you or your team can’t find anyone in your network. Generally, they are overused because teams don’t want to invest the time. !!
5. Stalk your candidates online
• Twitter, Quora, Pinterest • Blogs • Former company’s landing page (particularly if it was a small
company) !For most junior marketers, online presence is a good indicator of the way they use the internet. !!
How HireArt Helps Companies Hire
Our Process
Acquire candidates
Administer online interview
Employer reviews qualified candidates
Curate
Employer posts jobs
Our Process
How Percolate Empowers Marketers
Building the System of Record for Marketing
Developing technology that enhances the creative power of great marketers.
Thanks!
Elli Sharef, Co-Founder [email protected] http://hireart.com @hireart
Jason Shen, Marketing Manager [email protected] http://percolate.com @percolate