High-caliber digital marketers are some of the most challenging job candidates to hire, and the difference between staffing your team with adequate versus outstanding marketers cannot be over-emphasized. After all, the team with the best talent usually wins the game. On Tuesday, Aug 26th at 1:30pm EDT, Percolate and special guest Elli Sharef, Co-Founder of HireArt hosted a webinar, sharing her experience recruiting and analyzing community managers, brand strategists, analysts, and other digital marketing roles. HireArt is a job candidate screening service that helps innovative companies like Facebook, Google, The Gap and eBay hire great talent. HireArt has processed over 100,000 applications to over 400 companies using their proprietary video interviews and skill tests. IN THIS WEBINAR, YOU’LL LEARN — The key skills every digital marketer needs to have — More effective ways of screening for important capabilities (hint: go beyond the interview) — Why marketing managers need to think like product managers — Case studies of successful marketing hires and why they worked — What great marketers look for when evaluating their next job For more great marketing resource, head to: http://learn.percolate.com

1. HowtoHireWorld
ClassDigital
Marketers
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!
James Gross

2. SpeakerDetails
Elli Sharef
• Co-Founder @ HireArt
• Yale University
• McKinsey
• Apollo Group
• Job candidate screening service
• 400+ companies using HireArt including Google,
Facebook, eBay, Airbnb
• 100,000+ job applications processed

3. Agenda
Poll: Who’s Hiring and For What?
Why Hiring Matters
5 Rules for Hiring A-Player Marketers
Skill Gaps for Marketers
How HireArt Enables Better Hiring
A System of Record for Marketing
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Tweet/followalongwith:#PercolateLive

4. Poll:Who’sHiring?

5. “Forcreativeandmarketingtalent,
thedifferentialbetweenatop
playerandanaverageoneis
estimatedtobe6timesormore.”
Harvard Business Review | February 2013

6. GetseriousaboutlookingforA-Players
It’s easy to pay lip service to the idea of hiring the best
But many companies end up compromising when forced to choose
The best companies we work with always insist on A-Players

7. The5RulesofHiring
World-ClassDigital
Marketers

8. 1.Knowwhatyou’relookingfor
Digital — they live their lives online and are familiar and comfortable
with blogging, social media, and the web in general.
Analytical — they like to measure what they do, and they make
decisions based on data.
Reach — they have a knack for growing their network by creating a
gravitational attraction to what they do -- and people want to follow
their work.
Content — they are naturally a content creator, and they're not afraid
of it. (You’d be surprised how many people are scared of writing a
blog article.)
“How the HubSpot CMO Screens for Top Marketing Talent” | Jan 2013
DARC Framework for evaluating Digital Marketers

9. 1.Knowwhatyou’relookingfor
Brand Building
Marketing Measurement
Content Management
Creativity in Marketing Programs
Customer Response Management
Personalization and Targeting
Cross Channel Marketing
Digital Advertising
Importance vs Performance Gaps
0 10 20 30 40 50 60 70 80 90
Adobe Digital Distress - What Keeps Marketers Up at Night
47%
42%
42%

10. Poll:Whatareyouhiringfor?

11. 2.Testbeforeyouhire
Schmidt, F.L. & Hunter, J.E. (1998) The validity and utility of selection methods in personnel psychology: Practical and theoretical
implications of 85 years of research findings,” Psychological Bulletin, 124, 262–274.
Years of Education
Years of Job Exp
Reference Checks
Unstructured Interviews
Trial Periods
Structured Interviews
Work Sample Tests
Validity Coefficient
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
Meta-analysis of 85 years of research shows work samples are #1 predictor of on job performance

12. 2.Testbeforeyouhire
• Describe how you would set up the website analytics system. What
tool would you use? What would you measure and how would you
set it up?
• Imagine the CEO wants to you to evaluate the new blog. How do
you do it?
• Let’s pretend we had convincing data that showed that none of our
clients use social media. Should we still use it? If so why?
1) Hypotheticals
• Show them your marketing funnel and ask them how to optimize
• Show them two designs you are currently considering for a new
campaign and ask them to they would evaluate them
• Copy for an email marketing newsletter
• Ideas on how to promote an upcoming campaign
2) Real Cases

13. 3.Createrigoraroundyourprocess
• Discuss the goals of the hire with the whole team first – what is this
person meant to accomplish?
• Write a list of must haves and nice to haves. Pretend that this is the
only way you will judge the candidate
• Decide on a process: who will review resumes, how will you find
applicants, who will do the outreach, what is your interview process
going to be?
• Write a job at (separate from the must have list) to attract candidates
• Stick to your process

14. 4.Investtimeandmoneyonsourcingcorrectly
Agencies
Job Boards
Employee Referrals
Social
Percent of Candidates Found
0% 5% 10% 15% 20% 25% 30% 35% 40%

15. 4.Investtimeandmoneyonsourcingcorrectly
Outreach: The 100 Rule*:
1 Offer Requires 10-15 Candidates; 10-15 Candidates Requires contacting
100 targeted potentials; that’s work – the more outreach the more flow you
generate
!
LinkedIn:
LinkedIn offers easy ways to find candidates who work at the kinds of
companies you want to hire from. Look for candidates who have been at a
company for at least 2 years and may be ready for a new opportunity
!
Blogs/ Twitter:
Find candidates who have written blogs or have Twitter feeds with content that
you think is good. Reach out to them.
* "Owning Your Recruiting by Daniel Portillo (Greylock talent)"

16. 4.Investtimeandmoneyonsourcingcorrectly
Job Boards:
Job Boards work well for entry level roles. If you are looking for
marketers with real skills, you will be hard pressed to find them here.
Be proactive instead
!
Recruiters:
Recruiters work well when your job is so hard to fill that you or your
team can’t find anyone in your network. Generally, they are overused
because teams don’t want to invest the time.
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!

17. 5.Stalkyourcandidatesonline
• Twitter, Quora, Pinterest
• Blogs
• Former company’s landing page (particularly if it was a small
company)
!
For most junior marketers, online presence is a good indicator of the
way they use the internet.
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!

18. HowHireArtHelps
CompaniesHire

19. OurProcess
Acquire candidates
Administer online
interview
Employer reviews
qualified candidates
Curate
Employer posts jobs

20. OurProcess

21. HowPercolate
EmpowersMarketers

22. BuildingtheSystemofRecordforMarketing

23. Developingtechnologythatenhancesthe
creativepowerofgreatmarketers.

24. Thanks!
Elli Sharef, Co-Founder
elli@hireart.com
http://hireart.com
@hireart
Jason Shen, Marketing Manager
jason@percolate.com
http://percolate.com
@percolate