Learn how to recruit, hire and develop top inbound marketing talent with special guest speaker Brad Voeller of Digital Creative Institute. The #1 challenge for executing effective inbound campaigns is actually not technology, but talent. Learn how to build an inbound recruiting funnel, rigorously vet candidates, and proactively develop key skills. Get equipped with resources and tools to build your own highly effective talent recruitment and development system.

1. GROW YOUR INBOUND
MARKETING TEAM
Attract, hire, and train your next inbound
marketing rockstar!
@BradVoeller

2. Channeling Excellence
Brad
Voeller
Founder,
Digital
Creative
Institute
Laszlo
Bock
Senior VP
of People
Operations,
Google
Reid
Hoffman
Founder,
LinkedIn

3. Two Must Reads!
The Alliance
By Reid Hoffman
Work Rules!
By Laszlo Bock

4. Rethink Your Talent Strategy

5. Our Alumni

6. Our Partner Companies

7. Rethink Your Talent Strategy
Hire
– Design your funnel using HubSpot and inbound
marketing principles
Train
– Develop individual learning plans
Retain
– Adopt the Alliance Framework
– Coaching

8. Hire

9. Are you Looking for the Right
Talent?

10. The 3-5 Year Fear
“Without 3-5 years
experience, talent
won’t be productive.”
"By far the least
important attribute we
screen for is whether
someone actually knows
anything about the job
they are taking on.”
Average
Manager
Laszlo
Bock

11. Who are you looking for?
"We wanted to hire "smart generalists"
rather than experts. We'd prefer hiring
someone who was clever and curious
over someone who actually knew what
he was doing.”
Laszlo Bock

12. Do you only have a 17%
confidence level in your hires?
Unstructured interviews - 14%;
Years of work experience - 3%;

13. Predicting success is a
combination of . . .
Structured interviews - 26% (behavioral and situational);
Test of general cognitive ability - 26%;
Reference checks - 7%;
Leadership assessment - 10%;

14. Strongest Predictor of
Success
Best predictor of how someone will perform on
the job is a work sample test - 29%

15. How Many Interviews?
“Four interviews were enough to predict
whether or not we should hire someone
with 86 percent confidence.”
Laszlo Bock

16. Simple but Awesome
Interview Questions
■ What have you been great at?
- How did you work towards that?
- Can you explain how you achieved that?
■ What is the largest audience that has seen your work?
- Have you grown something?
■ What is the most difficult problem you have solved?
■ (ask the team) Would you be sad if this person didn’t work
here?
■ (ask yourself) Does this person increase the average of the
team?

17. Create Your Funnel

18. Recruit Like A Pro
Brilliant recruiters find and cultivate talent over
long-periods of time – sometimes over several years.

19. HubSpot = Power
Recruiting Tool
ü Application Form
ü Lists
ü Certification Workflow (measuring
engagement)
ü Custom Contact Properties

20. Application Form

21. Lists

22. Certification Workflow

23. Custom Contact Properties

24. Train

25. Do you have a an outdated
approach to measuring skills?

26. Did Your Employee Say This?
It has never been explained to me what each
role entails and what I need to achieve in order
to progress. I have only been told by my
current and past team leader to ‘carry on how
you’re doing,’ which is a compliment. However
it would be better if everyone was given some
sort of document which consists of targets you
need to hit in order to progress in the
company.
“
Survey Respondent
“

27. Individual Learning Plans
Include:
- Professional
- Personal
Review quarterly

28. HubSpot Learning Tools
■ HubSpot Academy: Marketing Education
■ Lunch and learns
■ Development opportunities
■ Stretch projects - portfolio

29. Retain

30. Employee attrition rate is 63% for
employees 24 and under.

31. Development is #1 for
Millennial Retention
0% 5% 10% 15% 20% 25%
Greater vacation allowance
Retirement funding
Free private healthcare
Cash bonuses
Flexible working hours
Training and development
Percent indicating job benefit in first place

32. Onboarding
"New grad hires who didn't understand their job
expectations left Google in their first year 5X more often
than those who did." - Laszlo Bock
Discuss:
1. OKRs
2. How role impacts business objectives
3. When performance will be reviewed
4. How rating will be determined

33. The Tour of Duty
Framework
• Rotational
• Transformational
• Foundational

34. “Companies have long [crafted] personalized
roles and career paths for their stars…Yet it is
possible, indeed necessary, to extend this
personalized approach to all employees.”
Reid Hoffman

35. Tour of Duty

36. Example Tour of Duty

37. Tour of Duty Components

38. Developing the Relationship

39. Courageous and Honest
Conversations
“We are going to
make you more
marketable in the
labor market in
general.”
“Help me grow and
flourish, and I’ll
help the company
grow and flourish.”
Company Talent

40. Positively Influencing Lives
Dan Tyre, executive at HubSpot,
lead a Saturday workshop for
apprentices on the sales/
marketing alignment.
Former apprentice, now Digital
Creative Fellow, Sam Mills
shares his local review
expertise with new apprentices.

41. Additional Resources
bit.ly/talent-resources
Download the following:
Inbound Marketing Talent Question Bank
Sample Statement of Alliance

42. Let’s Talk Talent
bradv@digitalcreativeinstitute.com
DigitalCreativeInstitute.com
@DCITalent

43. Image Credits
Slide 18: Kronos: https://timewellspent.kronos.com/
2016/07/18/talent-of-tomorrow/
Slide 25: Kronos: https://timewellspent.kronos.com/
2016/08/01/measuring-productivity/
Slide 30: Marketoonist: https://marketoonist.com/
campaigns/all/dun-bradstreet