Growing your Digital Agency - Building a Team
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Using the lessons from influence, conversion optimization, and psychographics to build your rock star agency team - by Mark Homer, CEO
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Growing your Digital Agency - Building a Team
- 1. @mark_homer | @gngfound | #pubcon Using the lessons from influence, conversion optimization, and psychographics to build your rock star agency team Mark Homer, CEO Building a Team
- 2. @mark_homer | @gngfound | #pubcon MARK HOMER • GNGF – Marketing for Law Firms • Many years at IBM – enterprise websites • I have a bad startup habit – 3rd Company – .com in SF – 4 to 75 employees in 1.5 years – Digital agency in Chicago – grew from 10-50 employees in < years – GNGF – currently ~20 employees
- 3. @mark_homer | @gngfound | #pubcon MARK HOMER
- 4. @mark_homer | @gngfound | #pubcon Managing People Profit & Loss Managing Clients WHO HAS TIME FOR HIRING?
- 5. @mark_homer | @gngfound | #pubcon TOO EASY TO HIT SUBMIT! 1 Job posting = over 300 applicants
- 6. @mark_homer | @gngfound | #pubcon • How can we: – reduce the time of recruiting – Find more quality candidates – Filter out bad candidates – Increase chance of candidate saying YES! THE CHALLENGE
- 7. @mark_homer | @gngfound | #pubcon PRACTICE WHAT WE PREACH • Psychographics • Psychology of Influence • Conversion Optimization
- 8. @mark_homer | @gngfound | #pubcon PSYCHOGRAPHICS: Facebook • Fill potential candidates’ stream with GNGF job ads • Filter by – Geography (within X miles of our office) – Degree (bachelor, marketing, communications, etc.) – Current Occupations – Interests (AMA, AAF, PRSA, AIGA) – Tools/Certifications (Hubspot, Google Analytics, Wordpress) Thank You to Marty Weintraub and ReachRocket team!
- 9. @mark_homer | @gngfound | #pubcon LINK(edIn) OUTREACH
- 10. @mark_homer | @gngfound | #pubcon Link(edIn) Outreach Send this InMail: I'm sure you're happy in your current position, but I'm hoping you know someone. We are looking for a new [INSERT ROLE] at our Cincinnati based boutique digital agency, GNGF (voted a Cincinnati Best Place to Work). Pretty much, we are looking for someone very similar to your skill set. Our agency is quickly growing and has increased XXX% in the previous several years to an awesome group of about 25. We work hard, have a lot of fun (including beer:30 on Friday), and believe in investing in every employee. Of course we offer full benefits, a lot of growth, and profit sharing. If you think of someone there or someone you know that might be looking for different opportunities we would love to get connected to them. Feel free to connect them to me personally. Thank you for your help. If you refer someone I'll be sure to take you to lunch as a thank you. Here is a link to the job posting: [INSERT LINK]
- 11. @mark_homer | @gngfound | #pubcon INFLUENCE: Increase YES Post-Offer • Scarcity • Social Proof • Liking • Commitment and Consistency
- 12. @mark_homer | @gngfound | #pubcon Make Candidates Jump Through Hoops! At GNGF, each candidate must record a video to apply
- 13. @mark_homer | @gngfound | #pubcon
- 14. @mark_homer | @gngfound | #pubcon SCARCITY
- 15. @mark_homer | @gngfound | #pubcon SOCIAL PROOF 470 views 377 views 252 views 235 views 155 views 193 views *There are even blooper- videos that have been created
- 16. @mark_homer | @gngfound | #pubcon LIKING
- 17. @mark_homer | @gngfound | #pubcon Commitment and Consistency
- 18. @mark_homer | @gngfound | #pubcon RESULTS BEFORE: •> 350 candidates for each position published on job boards. •Some offers rejected & much negotiation around salary. AFTER (over 10 positions posted over past year): •Only ~20 targeted & quality candidates to review per position. •Only 1 person did not accept offer. •Very little negotiation around salary. BONUS: The team LOVES watching the videos and gets much more involved in the recruiting process
Editor's Notes
- Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a &quot;limited time only&quot; encourages sales.
- Social Proof – People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments.
- Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype.