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Jerry Bernhart Presentation: How to Recruit and Hire Great Marketing Technology Talent

Jerry Bernhart's presentation at the "All About Marketing Technology Conference" (NAPCO).

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Jerry Bernhart Presentation: How to Recruit and Hire Great Marketing Technology Talent

  1. 1. Jerry Bernhart Bernhart Associates
  2. 2. Key Takeaways for Today  WHO do you need? Leverage the ROI potential of your marketing stack by recruiting the RIGHT marketing technologists for YOUR company  WHERE do you find them? Post-And-Pray is not a technique: Uncover the candidates in a sea of non- standardized functions  HOW do you get them? The Benefit Sell: In a competitive market, how to encourage top candidates that yours is the best opportunity
  3. 3. Marketing has changed! Faster than the speed of light Core functions: Launch products Build Brands Create campaigns Find customers Measure results
  4. 4. Marketing has changed! Faster than the speed of light: -MarTech takes those core functions and layers technology on top -Measures everything -Data and process flow -Customer-centric orientation -Bottom-line focus
  5. 5. Marketing Technologist? This is NOT a universal term Definitions of terms/roles/titles/functions a HUGE challenge Lack of consensus on who they are and what they do makes “post and pray” recruiting even more difficult
  6. 6. Who are they and what do they do? THEY LIVE AT THE CONFLUENCE OF MARKETING AND I.T., transforming marketing from the staid to the updated  Marketing automation  Marketing resource management  Integration of tools and processes across marketing and sales  Customer data management and analytics  Social media- monitoring, analytics, and automation
  7. 7. Who are they and what do they do? The best of them understand that the goal of marketing is to generate sales and profit  Not just “funnel fillers” or demand gen  Understand how to leverage measurement to create lower-funnel opportunities  Key players that can integrate customer- focused journeys with tools of the trade
  8. 8. What Roles? Functional areas: 1. ECommerce 2. Social Media/Customer Relationships 3. Email Marketing/Automation 4. Paid Search and Ad Tech 5. SEO/Content Marketing 6. Data & Analytics 7. Marketing Operations 8. UX
  9. 9. What Roles?  LEVEL:  •CMO or other MarTech decision maker  •VP/Director – MarTech architect  •Manager  •Individual Contributor  Execution  Analysis  Infrastructure
  10. 10. What should they have? Skills … and the ability to learn new ones Strive … to think out of the box Stance … to be able to hold their ground with executives and help them understand the importance of MarTech and its influence on the business This is not new – but it’s critical in this space
  11. 11. SKILLS They don’t have to have experience with the exact tools that you have – but they MUST have the demonstrated ability to LEARN whatever tools you possess! IMPERATIVE - Understanding the customer journey
  12. 12. SKILLS Easily articulate what technology can do for the organization in terms of both improving process and generating revenue Be able to translate fluently and flawlessly between the tech and non- tech parts of your organization
  13. 13. STRIVE Zero complacency Not just a tool jockey or a “likes” harvester Must be able to demonstrate bottom- line impacts of campaigns they have put together or tech they have helped to implement
  14. 14. STANCE The marketing technologists YOU want on your team are those who can articulate from a 10,000 foot level what their impact is on the business  Hint – it’s NOT clicks and likes  $$$$ and how having all the right components in place will make it happen
  15. 15. STANCE MUST be able to clearly delineate value Can’t shrink in front of the VP/C-suite Also need to be able to get into “the weeds” and be hands-on when required Especially need to be able to work autonomously and handle ambiguity
  16. 16. WHERE do you find them? FIND ASSESS ATTRACT These are NOT mutually exclusive activities!
  17. 17. WHERE do you find them? Job descriptions should be narrowed down to essentials Think in terms of team recruiting and cross training
  18. 18. WHERE do you find them? Be open to candidates from outside of marketing Use consultants/contractors to fill gaps (short term) and solidify needs (long term)
  19. 19. WHERE do you find them? DO: •Be aware of tech capability but don’t get hung up on it •Skills ARE transferable – you’re looking for the aptitude, not just experience with the actual tool you’re using
  20. 20. WHERE do you find them? DO: •Use the network – MarTech experts are all about networking, especially in the SaaS space (which is where many MarTech candidates live) •Use vendors – ask for recommendations!
  21. 21. WHERE do you find them? DON’T: •Believe you should only hire from your vertical - this can make your search long and painful •Be “that company” that insists on clock-watching butts in seats; flexibility in when and where is critical
  22. 22. WHERE do you find them? DON’T: •Assume you can get by as the hiring manager without digging in to the tools yourself •Be too skittish about a lot of job movement, especially for the individual contributor and manager roles – these candidates can and do move a LOT
  23. 23. WHERE do you find them?  Business intelligence  Content marketing  Customer marketing/ analytics  Customer intelligence  Data science  Database marketing  Digital marketing  Direct marketing  E-commerce  Marketing analytics  Marketing automation  Marketing operations  Marketing resource management  Paid Search/ Ad Tech  Platform marketing  SEO  Social media marketing  UX
  24. 24. HOW do you get them? Don’t let them fall into the recruiting Black Hole of bureaucracy Provide feedback Always have clear next steps
  25. 25. HOW do you get them? OVERCOMMUNICATE  A bad candidate experience can live a long life on Glassdoor and elsewhere Promote what makes the opportunity unique Build a candidate value proposition
  26. 26. HOW do you get them? Be committed to being customer focused  The best MarTech people are customer- oriented  They can tell if you’re not Have data – and lots of it
  27. 27. HOW do you get them? Don’t underestimate the Assessment phase  Provide opportunities for candidates to demonstrate their problem solving skills  Use real-world examples that align with actual work  Be upfront about the challenges of the job
  28. 28. HOW do you get them? Sample questions  How do you see your role evolving/changing 12- 24 months from now?  Provide raw data from marketing activities and perhaps ask them to prepare a few slides for a C suite audience  Ask for examples that demonstrate their initiative, passion for the work, or problem solving
  29. 29. HOW do you get them? •Outline an onboarding plan that has both short term “win” opportunities plus long term growth potential •Prepare for candidate interviews like you would prepare for a meeting with a prospective customer worth $1MM in sales
  30. 30. HOW do you get them? Know the competition - what opportunities are available to candidates in your geography/vertical Be able to position your opportunity in a positive light vs. the competition
  31. 31. HOW do you get them? Be able to articulate how your company will leverage them and their skills Make sure they understand that YOU get it and that they are not just an expense line item
  32. 32. HOW do you get them? Be willing to invest in their growth  Offer to help them maintain certifications OR gain new certifications  Be able to visualize a career path for them  Send them to conferences. Networking on this cutting edge is crucial
  33. 33. Need to sell the opportunity to attract the talent! The benefit sell – what’s in it for the candidate Fashioning the value proposition – your value to them Deliver these messages consistently Seek referrals – these candidates are connected!
  34. 34. What’s Next? Know what you need  Technology  People Determine your company’s ability to Find, Assess, and Attract MarTech talent  Understanding your challenges helps to narrow your focus
  35. 35. What’s Next? Live in the MarTech world:  Learn the problems they solve and challenges they face  Attend their conferences  “Speed Read” and become a subject matter expert in MarTech
  36. 36. What’s Next? Keep it broad  Transferable experience enlarges the pool  Knowing the key Skills, how candidates Strive, and whether they can take a Stance is more important than exact functional expertise
  37. 37. What’s Next? Sell the Opportunity  Every touchpoint with a candidate is a place to ensure they know what you have to offer  Competitive knowledge is just as important in hiring as it is in selling
  38. 38. Cultural Attributes • How people treat each other • What people can discuss • What is rewarded • Risk tolerance • How decisions are made • What teams mean
  39. 39. Questions for Cultural Fit • Successes • Challenges • Environment • Offer
  40. 40. “Tell me about your greatest successes. What caused your success?
  41. 41. “Tell me about your greatest challenges. What caused you to overcome them?
  42. 42. “What kind of environment do you need to be most successful?
  43. 43. “What important to you to see in an offer?
  44. 44. About Jerry  Bernhart Associates  www  29 years recruiting in Marketing:  Marketing Technology eCommerce/Digital/CRM/Multichannel/Di rect Response/   507-451-4270
  45. 45. Thank you!