How to: Find, Hire, and Manage Inbound Marketers
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This document provides advice and best practices for finding, hiring, and managing marketing talent. It discusses building a hiring funnel, knowing what skills to look for in candidates, conducting structured interviews with a clear process and feedback, asking simple but insightful interview questions, managing for purpose over financials alone, and prioritizing skill development, feedback, and career growth for employees. The overall message is that recruiting and retaining great marketers should be a top priority through focusing on culture, learning, and career progression.
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How to: Find, Hire, and Manage Inbound Marketers
- 1. #INBOUND1 4 Find, Hire, and Manage The Best Marketing Talent Kipp Bodnar VP of Marketing, HubSpot
- 2. KIPP BODNAR Sugar Addict, Caffeine Free, Marketing Obsessed, Bourbon Lover, Red Sox Fan, Beagle Dad #INBOUND14 @kippbodnar
- 3. #INBOUND14 65% of Employees would take a new boss over a pay raise Source: Inc.com
- 5. Time Vs Money Marketers Then Purpose Mone y Marketers Now
- 6. Learning Vs Money Marketers Then Marketers Now Learning Promotion
- 7. The Marketer’s Hierarchy Of Needs Purpose- Driven Learning Progressio n Appreciation Financial Driven by company’s mission Learns regularly from peers and manager Progresses to new roles and skills related to career goals Feels appreciated and respected by management and peers Financial needs met for a comfortable lifestyle.
- 10. Demand For Great Marketers Supply Of Great Marketers
- 11. Recruiting Great Marketers Must Be Your #1 Priority
- 12. #INBOUND14 1 Finding The Best Marketers
- 13. What is the first action item for any marketing problem? #INBOUND14
- 14. #INBOUND14 Build A Funnel
- 15. #INBOUND14 500 Resume and Profile Screens 40 Manager Phone Screens 15 F2F Interview s 1 Offer
- 16. To Find Great Marketers, You Have To Know What You’re Looking For #INBOUND14
- 17. Digital Native Analytical Reach Content Creator
- 18. Don’t Settle For Less Than Awesome
- 20. #INBOUND14 Employee Referrals: #1 Source Of New Hires
- 21. #INBOUND14 Outbound Is In For Recruiting
- 22. Where do GREAT marketers hang out?
- 26. Popular Inbound Marketing LinkedIn Groups #INBOUND14 Inbound Marketers - For Marketing Professionals Digital Marketing Social Media Marketing
- 27. #INBOUND14 Search Linkedin Like a Ninja
- 28. #INBOUND14
- 29. #INBOUND14
- 30. #INBOUND14
- 31. #INBOUND14
- 32. #INBOUND14
- 33. #INBOUND14 Did You Know?
- 34. #INBOUND14
- 35. “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.?” #INBOUND14 InMail Templates –Quick Intro Approach
- 36. “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?” #INBOUND14 InMail Templates –Direct Approach
- 37. #INBOUND14 InMail Best Practices • It is about them not you • Flattery will get you everywhere • Keep it short • Tell don’t ask
- 38. Finding Someone Great Is Only The Beginning #INBOUND14
- 39. #INBOUND14 2 The Inbound Marketing Hiring Process
- 40. #INBOUND14 Of new hires, 46% fail within 18 months. Source: Recruiting Blog
- 41. Of new hires another 45% are only fair to marginal performers. #INBOUND14 Source: Recruiting Blog
- 42. That means that 81% of new hires are a disappointment. #INBOUND14 Source: Recruiting Blog
- 43. Marketing Interviews Are Broken #INBOUND14
- 44. #INBOUND14 Have a Clear Interview Structure and Feedback
- 45. #INBOUND14 Interviewing Goals • Evaluate applicable experience • Identify relevant skills • Assess for culture fit • Test for desired capabilities
- 46. #INBOUND14 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 graduate Capabilities • 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 flustered Culture fit • Adaptable, roll with the punches • High degree of GSD • Decisive • Takes ownership • Doesn’t take things personally • Works well with others
- 47. #INBOUND14 Sample Time Structure for an Interview 10% opening 60% gathering information 20% providing information. 10% closing
- 48. Who should be interviewing? #INBOUND14
- 49. #INBOUND14 Simple But Awesome Interview Questions
- 50. What have you been great at? #INBOUND14
- 51. What is the largest audience that has seen your work? #INBOUND14
- 52. What is the most difficult problem you have solved? #INBOUND14
- 53. #INBOUND14 Read Body Language
- 54. #INBOUND14 Beware of The Faker Beware of the Faker
- 55. #INBOUND14 Interviewing Is A Career Development Activity
- 56. #INBOUND14 The Magic Question
- 57. #INBOUND14 Would You Be Sad If This Person Didn’t Work Here?
- 59. For every $1 a company spends on training, it receives $30 worth of productivity #INBOUND14 Source: IBM
- 60. #INBOUND14 Build A 100 Days Plan
- 62. 3 Managing In An Inbound World #INBOUND14
- 63. #INBOUND14 An Employee Can Always Make More Money
- 64. The Marketer’s Hierarchy Of Needs Purpose- Driven Learning Progressio n Appreciation Financial Driven by company’s mission Learns regularly from peers and manager Progresses to new roles and skills related to career goals Feels appreciated and respected by management and peers Financial needs met for a comfortable lifestyle.
- 65. #INBOUND14 Purpose Driven Motivation
- 66. Selling More Widgets Isn’t a Purpose #INBOUND14
- 67. How Do You Put A Dent In The Universe? #INBOUND14
- 68. Promotion Isn’t The Only Form Of Growth #INBOUND14
- 69. #INBOUND14 Skill Development Assessment
- 71. The Job Interview Never Stops #INBOUND14
- 73. #INBOUND14 15-5
- 74. #INBOUND14
- 75. 1-on-1’s Are For The Employee Not The Manager #INBOUND14
- 76. #INBOUND14 1-on-1s That Don’t Suck • Clear Agenda • Dedicated Time For Career Development • Personal and Professional Goal Discussion • Regular Skill and Career Feedback
- 77. #INBOUND14 Manage and Promote by Data Not Politics
- 78. #INBOUND14 Give People A Change Before They Know They Need It
- 79. Demand For Great Marketers Supply of Great Marketers
- 80. Recruiting Great Marketers Must Be Your #1 Priority
- 81. Give Your Team A Clear Purpose
- 82. Be A Manager People Love #INBOUND14
Notas do Editor
- Bio slide 2
- if you schedule an hour for an interview, build in 10- min. prep before it and 10 min. after it to summarize your notes/observations—plan on 40 minutes with the candidate, structured based on percentages on slide. This translates into: 4 minutes opening; 20 min. gathering info, 12 minutes giving info, leaving you 4 minutes to close. Be mindful of how you structure your interview, so you get the most out of the time you have with your candidate. Emphasize that the goal is for the candidate to do most of the talking. Here’s how to get the most out of your time with the candidate: Opening -Introduce yourself, make the candidate comfortable, establish the agenda Gathering Info -Your opportunity to explore experience, skill/attributes, capabilities, culture fit; ask questions, listen, and ask follow-up questions. Providing Info -Your opportunity to let the candidate ask you questions; allows you to observe how they think; allows you to assess their understanding of the job, the company and expectations. Closing -Thank candidate for their time and interest, set expectations on interview follow up (who, when), connect them to the next interviewer or walk them to the lobby.