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This presentation was given at #INBOUND14 to help marketing managers find and manage the best marketing talent.
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#INBOUND14
Find, Hire, and Manage The Best Marketing Talent
Kipp Bodnar
VP of Marketing, HubSpot
#INBOUND14
Sugar Addict, Caffeine Free, Marketing Obsessed, Bourbon Lover, Red Sox Fan, Beagle Dad
@kippbodnar
KIPPBODNAR
#INBOUND14
65%of Employees would take a new boss over a pay raiseSource: Inc.com
Marketers Have Changed
Time Vs Money
Purpose Money
Marketers Then
Marketers Now
Learning Vs Money
Learning Promotion
Marketers Then
Marketers Now
The Marketer’s Hierarchy Of Needs
Financial
Appreciation
Progression
Learning
Purpose-Driven
Financial needs met for a comfortable lifestyle.
Feels appreciated and respected by management and peers
Progresses to new roles and skills related to career goals
Learns regularly from peers and manager
Driven by company’s mission
Demand For Great Marketers Supply Of
Great Marketers
Recruiting Great Marketers Must Be Your #1 Priority
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1 Finding The Best Marketers
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What is the first action item for any marketing problem?
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Build A Funnel
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500 Resume and Profile Screens
40 Manager Phone Screens15 F2F
Interviews
1 Offer
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To Find Great Marketers, You Have To Know What You’re Looking For
Digital Native
Analytical
Reach Content Creator
Don’t Settle For Less Than Awesome
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Employee Referrals: #1 Source Of New Hires
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Outbound Is In For Recruiting
Where do GREAT marketers hang out?
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Inbound Marketers - For Marketing
Professionals
Digital Marketing
Social Media Marketing
Popular Inbound Marketing LinkedIn Groups
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Search Linkedin Like a Ninja
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Did You Know?
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“Jill, You have some amazing experience in inbound
marketing. The work that you have been doing at
Acme Inc, seems to be driving amazing results. I
would love to learn more about the work you are
doing. Can we do a quick 20 minute phone call
Monday at 5 p.m.?”
InMail Templates –Quick Intro Approach
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“Jill, looking at your experience in marketing, you
look like a great fit for the social media manager
role that I am adding to my team at HubSpot. Do
you have 15 minutes to discuss the role by phone
next Monday?”
InMail Templates –Direct Approach
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• It is about them not you
• Flattery will get you everywhere
• Keep it short
• Tell don’t ask
InMail Best Practices
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Finding Someone Great Is Only The Beginning
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2 The Inbound Marketing Hiring Process
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Of new hires, 46% fail within 18 months.
Source: Recruiting Blog
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Of new hires another 45% are only fair to marginal performers.
Source: Recruiting Blog
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That means that 81% of new hires are a disappointment.
Source: Recruiting Blog
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Marketing Interviews Are Broken
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Have a Clear Interview Structure and Feedback
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• Evaluate applicable experience
• Identify relevant skills
• Assess for culture fit
• Test for desired capabilities
Interviewing Goals
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Interview Matrix Marketing Coordinator
Experience• Has worked in a deadline environment • Coordinated projects• Has done email marketing• Has Blogged• Prior Social Media exp. would be ideal• College graduateCapabilities• Google Docs/Calendar • Microsoft Office• Learns software quickly• Strong PC/Mac skills
Skills/Attributes• Extremely detail oriented • Gets it right the first time• Highly organized• Service oriented• Creative• Not easily flusteredCulture fit• Adaptable, roll with the punches • High degree of GSD• Decisive• Takes ownership• Doesn’t take things personally• Works well with others
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10% opening
60% gathering information
20% providing information.
10% closing
Sample Time Structure for an Interview
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Who should be interviewing?
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Simple But Awesome Interview Questions
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What have you been great at?
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What is the largest audience that has seen your work?
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What is the most difficult problem you have solved?
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Read Body Language
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Beware of The Faker
Beware of
the Faker
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Interviewing Is A Career Development Activity
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The Magic Question
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Would You Be Sad If This Person Didn’t Work Here?
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Now what?
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For every $1 a company spends on training, it receives $30 worth of productivity
Source: IBM
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Build A 100 Days Plan
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Fire Fast
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3 Managing In An Inbound World
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An Employee Can Always Make More Money
The Marketer’s Hierarchy Of Needs
Financial
Appreciation
Progression
Learning
Purpose-Driven
Financial needs met for a comfortable lifestyle.
Feels appreciated and respected by management and peers
Progresses to new roles and skills related to career goals
Learns regularly from peers and manager
Driven by company’s mission
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Purpose Driven Motivation
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Selling More Widgets Isn’t a Purpose
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How Do You Put A Dent In The Universe?
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Promotion Isn’t The Only Form Of Growth
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Skill Development Assessment
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Curiosity
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The Job Interview Never Stops
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TinyPulse
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15-5
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1-on-1’s Are For The Employee Not The Manager
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• Clear Agenda
• Dedicated Time For Career
Development
• Personal and Professional Goal
Discussion
• Regular Skill and Career Feedback
1-on-1s That Don’t Suck
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Manage and Promote by Data Not Politics
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Give People A Change Before They Know They Need It
Demand For Great Marketers Supply of
Great Marketers
Recruiting Great Marketers Must Be Your #1 Priority
Give Your Team A Clear Purpose
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Be A Manager People Love
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THANK YOU!