Building Great Digital Marketing Teams
How to recruit, hire, structure, and empower marketing teams to achieve remarkable results Rand Fishkin, CEO, Moz @randfish | firstname.lastname@example.org Download at http://bit.ly/mktgteam2013
On the Agenda: 1: Recruiting
2: Hiring 3: Favorite Interview Questions 4: Team Structure & Organization 5: Empowering Marketers 6: Tools We Like
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
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.
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.
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
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
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
Giving the Freedom to Fail
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/
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.
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.