1. Building Great Digital Marketing Teams
How to recruit, hire, structure, and empower marketing teams to achieve remarkable results
Rand Fishkin, CEO, Moz @randfish | rand@moz.com
Download at http://bit.ly/mktgteam2013

2. On the Agenda:
1: Recruiting
2: Hiring
3: Favorite Interview Questions
4: Team Structure & Organization
5: Empowering Marketers
6: Tools We Like

3. Recruiting

4. Great Work Attracts Great Talent
Getting mentioned in
these isn’t just about
pride or horn-tooting; it
makes your brand
appealing to great
marketers.

5. Via http://www.glassdoor.com/
Reputation Matters: Treat Everyone
Well

6. Leverage Your Size & Focus as
Strengths
StabilityRisk
Tactical
Breadth
Tactical
Depth
Stock-Heavy Comp Cash-Heavy Comp
Responsibilities
& ownership
boost to
resume
Brand, budget,
& team size
boost to
resume

7. Moz’s Job Application Page: http://moz.com/about/jobs
Think of Job Pages Like Landing Pages

8. Leverage Your Social Channels &
Connections to Influencers

9. Original Post: http://moz.com/blog/wanted-software-engineers-reward-12000
For Moz, Referral Bonuses Weren’t
Effective Long Term

10. Hiring

11. Via: http://moz.com/rand/what-company-culture-is-and-is-not/
Culture Fit vs. Performance
What Culture Is Not
• Whether you rock climb/surf/hike/etc
• What kind of TV & 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
Shared Values
Shared Priorities
Stylistic Cohesion
ValuesMission & Vision
Hiring, Firing, & Promotion Criteria
Cultural Fit =

12. Great post from Distilled on building a T-shaped web marketing skill set and another from me with more detail on why I like the T-shape
The T-Shaped Marketer

13. 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.

14. 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.

15. Some Favorite
Interview Questions

16. Via Vizify: https://www.vizify.com/todd/career
Walk Me Through Your Professional
History

17. Draw & Explain Company X’s
Marketing Funnel

18. 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

19. How Would You Rate These Ranking Factors in
Google?
Graphic above shows the average of the 130 SEOs who contributed to this year’s survey
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

20. Avinash Kaushik’s
Favorite Interview Question:

21. Source for comic and some more of my favorite interview questions
What Questions Do You Have About
the Company, the Job, the Team, or
the Work?

22. Team Structures &
Organization

23. Words of wisdom from Sarah Bird, Moz’s COO
Defining Influence & Impact
Let Your Influence Define Your Role.
Don’t Let Your Role Define Your Influence.

24. From the Moz Team Page
Functional Teams

25. Moz is just starting with Adventure Teams – more on that topic to come as we learn from the process
Project/Product-Based Teams

26. Empowering Marketers

27. See Daniel Pink’s Illustrated Video: http://www.youtube.com/watch?v=wdzHgN7_Hs8
What Makes Us Happy at Work?

28. Blog post on What’s the Right Team Structure?
What’s the Right Team Structure?
This is how most
companies are
structured.

29. What’s the Right Team Structure?
This is a better way to
think about that
structure, but still kinda
sucks.
Blog post on What’s the Right Team Structure?

30. Blog post on ICs vs. PWs
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.

31. Via: http://mackwebsolutions.com/blog/2013/03/accomplish-big-goals-with-content-and-social-media-marketing/
Giving the Freedom to Fail

32. Via: http://moz.com/rand/vision-based-framework/
Connecting Tactics to the Big
Picture Many companies
are good at
listing these
But very few
cohesively
connect them
to the big
picture.

33. 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.

34. 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.

35. How Google Sets Goals: http://www.youtube.com/watch?v=mJB83EZtAjc
OKRs & Measurable Results

36. One of the marketing courses we recommend: Market Motive and one of our favorite conferences: Distilled’s Searchlove
Training & Conference Budgets

37. Tools We Like

38. Via: www.linkedin.com/static?key=welcome_premium
LinkedIn Premium

39. Via: www.theresumator.com
Resumator

40. Via: http://trello.com
Trello

41. Via: http://15five.com
15Five

42. Building Great Digital Marketing Teams
http://bit.ly/mktgteam2013
Rand Fishkin, CEO, Moz @randfish | rand@moz.com
Avinash Kaushik, Digital Marketing Evangelist, Google @avinash | kaushik.net
Download at http://bit.ly/mktgteam2013