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Rand Fishkin_SearchLove San Diego_Future Digital Marketing Teams


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  • 1. Building Great Digital Marketing Teams How to recruit, hire, structure, and empower marketing teams to achieve remarkable results Rand Fishkin, CEO, Moz @randfish | Download at
  • 2. On the Agenda: 1: Recruiting 2: Hiring 3: Favorite Interview Questions 4: Team Structure & Organization 5: Empowering Marketers 6: Tools We Like
  • 3. Recruiting
  • 4. 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.
  • 5. Via Reputation Matters: Treat Everyone Well
  • 6. Leverage Your Size & Focus as Strengths StabilityRisk Tactical Breadth Tactical Depth Stock-Heavy Comp Cash-Heavy Comp Responsibilities & ownership boost to resume Brand, budget, & team size boost to resume
  • 7. Moz’s Job Application Page: Think of Job Pages Like Landing Pages
  • 8. Leverage Your Social Channels & Connections to Influencers
  • 9. Original Post: For Moz, Referral Bonuses Weren’t Effective Long Term
  • 10. Hiring
  • 11. Via: 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 =
  • 12. 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
  • 13. 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.
  • 14. 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.
  • 15. Some Favorite Interview Questions
  • 16. Via Vizify: Walk Me Through Your Professional History
  • 17. Draw & Explain Company X’s Marketing Funnel
  • 18. 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
  • 19. 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
  • 20. Avinash Kaushik’s Favorite Interview Question:
  • 21. 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?
  • 22. Team Structures & Organization
  • 23. 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.
  • 24. From the Moz Team Page Functional Teams
  • 25. Moz is just starting with Adventure Teams – more on that topic to come as we learn from the process Project/Product-Based Teams
  • 26. Empowering Marketers
  • 27. See Daniel Pink’s Illustrated Video: What Makes Us Happy at Work?
  • 28. Blog post on What’s the Right Team Structure? What’s the Right Team Structure? This is how most companies are structured.
  • 29. 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?
  • 30. 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.
  • 31. Via: Giving the Freedom to Fail
  • 32. Via: Connecting Tactics to the Big Picture Many companies are good at listing these But very few cohesively connect them to the big picture.
  • 33. 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.
  • 34. 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.
  • 35. How Google Sets Goals: OKRs & Measurable Results
  • 36. One of the marketing courses we recommend: Market Motive and one of our favorite conferences: Distilled’s Searchlove Training & Conference Budgets
  • 37. Tools We Like
  • 38. Via: LinkedIn Premium
  • 39. Via: Resumator
  • 40. Via: Trello
  • 41. Via: 15Five
  • 42. Building Great Digital Marketing Teams Rand Fishkin, CEO, Moz @randfish | Avinash Kaushik, Digital Marketing Evangelist, Google @avinash | Download at