Building Great Digital Marketing Teams
How to recruit, hire, structure, and empower marketing teams to achieve remarkable ...
On the Agenda:

1: Recruiting
2: Hiring
3: Favorite Interview Questions
4: Team Structure & Organization
5: Empowering Mar...
Recruiting
Great Work Attracts Great Talent

Getting mentioned in these
isn’t just about pride or horntooting; it makes your brand
ap...
Reputation Matters: Treat Everyone Well

Via http://www.glassdoor.com/
Leverage Your Size & Focus as Strengths
Risk

Responsibilities &
ownership boost
to resume

Tactical
Breadth

Stock-Heavy ...
Think of Job Pages Like Landing Pages

Moz’s Job Application Page: http://moz.com/about/jobs
Leverage Your Social Channels &
Connections to Influencers
For Moz, Referral Bonuses Created More
Problems than Solutions

Original Post: http://moz.com/blog/wanted-software-enginee...
Hiring
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
• ...
The T-Shaped Marketer

Great post from Distilled on building a T-shaped web marketing skill set and another from me with m...
Reference Check Process

If I’m reference-checking
Matt, I want to find shared
connections he hasn’t listed
on his resume,...
Goals of the Interview
1: Determine the candidate’s fit with your
values, beliefs, mission, and whether they’ll work
well ...
Some Favorite Interview
Questions
Walk Me Through Your Professional History

Via Vizify: https://www.vizify.com/todd/career
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 ...
How Would You Rate These Ranking Factors in Google?

The goal isn’t to get a
match with the industry
average or a “right”
...
Avinash Kaushik’s
Favorite Interview Question:

What are the 3 metrics
that matter most to
(insert your favorite)
site’s s...
What Questions Do You Have About the
Company, the Job, the Team, or the Work?

Source for comic and some more of my favori...
Team Structures &
Organization
Defining Influence & Impact

Don’t Let Your Role Define Your Influence.
Let Your Influence Define Your Role.

Words of wis...
Functional Teams

From the Moz Team Page
Project/Product-Based Teams

Moz is just starting with Adventure Teams – more on that topic to come as we learn from the p...
Empowering Marketers
What Makes Us Happy at Work?

See Daniel Pink’s Illustrated Video: http://www.youtube.com/watch?v=wdzHgN7_Hs8
What’s the Right Team Structure?
This is how most
companies are
structured.

Blog post on What’s the Right Team Structure?
What’s the Right Team Structure?

This is a better way to think
about that structure, but still
kinda sucks.
Blog post on ...
If Management is the Only Way Up, We’re All F’d.

This system is my favorite because it
empowers everyone, and doesn’t for...
Giving the Freedom to Fail

Via: http://mackwebsolutions.com/blog/2013/03/accomplish-big-goals-with-content-and-social-med...
Connecting Tactics to the Big Picture
Many companies
are good at listing
these

But very few
cohesively
connect them to
th...
Making Goals & Progress Transparent

Every week, every team presents a slide like this to
representatives from each other ...
Accountability
#1: People can only be accountable for
tasks fully under their control.
#2: Only those who will be doing th...
OKRs & Measurable Results

How Google Sets Goals: http://www.youtube.com/watch?v=mJB83EZtAjc
Training & Conference Budgets

One of the marketing courses we recommend: Market Motive and one of our favorite conference...
Tools We Like
LinkedIn Premium

Via: www.linkedin.com/static?key=welcome_premium
Resumator

Via: www.theresumator.com
ThoughtFarmer

Via: www.thoughtfarmer.com
Trello

Via: http://trello.com
15Five

Via: http://15five.com
Building Great Digital Marketing Teams

http://bit.ly/mktgteam2013
Rand Fishkin, CEO, Moz @randfish | rand@moz.com
Downloa...
Upcoming SlideShare
Loading in...5
×

Building Great Digital Marketing Teams

16,319

Published on

How to recruit, hire, structure, and empower marketing teams to achieve remarkable results.

Published in: Business, Technology

Building Great Digital Marketing Teams

  1. 1. Building Great Digital Marketing Teams How 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
  2. 2. On the Agenda: 1: Recruiting 2: Hiring 3: Favorite Interview Questions 4: Team Structure & Organization 5: Empowering Marketers 6: Tools We Like
  3. 3. Recruiting
  4. 4. Great Work Attracts Great Talent Getting mentioned in these isn’t just about pride or horntooting; it makes your brand appealing to great marketers.
  5. 5. Reputation Matters: Treat Everyone Well Via http://www.glassdoor.com/
  6. 6. Leverage Your Size & Focus as Strengths Risk Responsibilities & ownership boost to resume Tactical Breadth Stock-Heavy Comp Stability Brand, budget, & team size boost to resume Tactical Depth Cash-Heavy Comp
  7. 7. Think of Job Pages Like Landing Pages Moz’s Job Application Page: http://moz.com/about/jobs
  8. 8. Leverage Your Social Channels & Connections to Influencers
  9. 9. For Moz, Referral Bonuses Created More Problems than Solutions Original Post: http://moz.com/blog/wanted-software-engineers-reward-12000
  10. 10. Hiring
  11. 11. Culture Fit vs. Performance Via: http://moz.com/rand/what-company-culture-is-and-is-not/
  12. 12. 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 Mission & Vision Values Hiring, Firing, & Promotion Criteria Shared Priorities Cultural Fit = Via: http://moz.com/rand/what-company-culture-is-and-is-not/ Shared Values Stylistic Cohesion
  13. 13. The T-Shaped Marketer 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
  14. 14. 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.
  15. 15. 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.
  16. 16. Some Favorite Interview Questions
  17. 17. Walk Me Through Your Professional History Via Vizify: https://www.vizify.com/todd/career
  18. 18. Draw & Explain Company X’s Marketing Funnel
  19. 19. 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
  20. 20. How Would You Rate These Ranking Factors in Google? 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 Graphic above shows the average of the 130 SEOs who contributed to this year’s survey
  21. 21. Avinash Kaushik’s Favorite Interview Question: What are the 3 metrics that matter most to (insert your favorite) site’s success?
  22. 22. What Questions Do You Have About the Company, the Job, the Team, or the Work? Source for comic and some more of my favorite interview questions
  23. 23. Team Structures & Organization
  24. 24. Defining Influence & Impact Don’t Let Your Role Define Your Influence. Let Your Influence Define Your Role. Words of wisdom from Sarah Bird, Moz’s COO
  25. 25. Functional Teams From the Moz Team Page
  26. 26. Project/Product-Based Teams Moz is just starting with Adventure Teams – more on that topic to come as we learn from the process
  27. 27. Empowering Marketers
  28. 28. What Makes Us Happy at Work? See Daniel Pink’s Illustrated Video: http://www.youtube.com/watch?v=wdzHgN7_Hs8
  29. 29. What’s the Right Team Structure? This is how most companies are structured. Blog post on What’s the Right Team Structure?
  30. 30. 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?
  31. 31. 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. Blog post on ICs vs. PWs
  32. 32. Giving the Freedom to Fail Via: http://mackwebsolutions.com/blog/2013/03/accomplish-big-goals-with-content-and-social-media-marketing/
  33. 33. Connecting Tactics to the Big Picture Many companies are good at listing these But very few cohesively connect them to the big picture. Via: http://moz.com/rand/vision-based-framework/
  34. 34. 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.
  35. 35. 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.
  36. 36. OKRs & Measurable Results How Google Sets Goals: http://www.youtube.com/watch?v=mJB83EZtAjc
  37. 37. Training & Conference Budgets One of the marketing courses we recommend: Market Motive and one of our favorite conferences: Distilled’s Searchlove
  38. 38. Tools We Like
  39. 39. LinkedIn Premium Via: www.linkedin.com/static?key=welcome_premium
  40. 40. Resumator Via: www.theresumator.com
  41. 41. ThoughtFarmer Via: www.thoughtfarmer.com
  42. 42. Trello Via: http://trello.com
  43. 43. 15Five Via: http://15five.com
  44. 44. Building Great Digital Marketing Teams http://bit.ly/mktgteam2013 Rand Fishkin, CEO, Moz @randfish | rand@moz.com Download at http://bit.ly/mktgteam2013
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×