growing your digital agency - building a team
TRANSCRIPT
@mark_homer | @gngfound | #pubcon
Using the lessons from influence, conversion optimization, and psychographics to build
your rock star agency teamMark Homer, CEO
Building a Team
@mark_homer | @gngfound | #pubcon
MARK HOMER
• GNGF – Marketing for Law Firms• Many years at IBM – enterprise websites• I have a bad startup habit
– 3rd Company– .com in SF – 4 to 75 employees in 1.5 years– Digital agency in Chicago – grew from 10-50 employees in < years– GNGF – currently ~20 employees
@mark_homer | @gngfound | #pubcon
MARK HOMER
@mark_homer | @gngfound | #pubcon
Managing People
Profit & Loss
Managing Clients
WHO HAS TIME FOR HIRING?
@mark_homer | @gngfound | #pubcon
TOO EASY TO HIT SUBMIT!
1 Job posting = over 300 applicants
@mark_homer | @gngfound | #pubcon
• How can we:– reduce the time of recruiting
– Find more quality candidates
– Filter out bad candidates
– Increase chance of candidate saying YES!
THE CHALLENGE
@mark_homer | @gngfound | #pubcon
PRACTICE WHAT WE PREACH
• Psychographics
• Psychology of Influence
• Conversion Optimization
@mark_homer | @gngfound | #pubcon
PSYCHOGRAPHICS: Facebook• Fill potential candidates’ stream with GNGF job ads• Filter by
– Geography (within X miles of our office)– Degree (bachelor, marketing, communications, etc.)– Current Occupations– Interests (AMA, AAF, PRSA, AIGA)– Tools/Certifications (Hubspot, Google Analytics, Wordpress)
Thank You to Marty Weintraub and ReachRocket team!
@mark_homer | @gngfound | #pubcon
LINK(edIn) OUTREACH
@mark_homer | @gngfound | #pubcon
Link(edIn) OutreachSend this InMail: I'm sure you're happy in your current position, but I'm hoping you know someone. We are looking for a new [INSERT ROLE] at our Cincinnati based boutique digital agency, GNGF (voted a Cincinnati Best Place to Work). Pretty much, we are looking for someone very similar to your skill set.
Our agency is quickly growing and has increased XXX% in the previous several years to an awesome group of about 25. We work hard, have a lot of fun (including beer:30 on Friday), and believe in investing in every employee.
Of course we offer full benefits, a lot of growth, and profit sharing. If you think of someone there or someone you know that might be looking for different opportunities we would love to get connected to them. Feel free to connect them to me personally.
Thank you for your help. If you refer someone I'll be sure to take you to lunch as a thank you. Here is a link to the job posting: [INSERT LINK]
@mark_homer | @gngfound | #pubcon
INFLUENCE: Increase YES Post-Offer
• Scarcity
• Social Proof
• Liking
• Commitment and Consistency
@mark_homer | @gngfound | #pubcon
Make Candidates Jump Through Hoops!
At GNGF, each candidate must record a video to apply
@mark_homer | @gngfound | #pubcon
@mark_homer | @gngfound | #pubcon
SCARCITY
@mark_homer | @gngfound | #pubcon
SOCIAL PROOF
470 views
377 views
252 views
235 views
155 views
193 views*There are even blooper-videos that have been created
@mark_homer | @gngfound | #pubcon
LIKING
@mark_homer | @gngfound | #pubcon
Commitment and Consistency
@mark_homer | @gngfound | #pubcon
RESULTS
BEFORE: •> 350 candidates for each position published on job boards.•Some offers rejected & much negotiation around salary.
AFTER (over 10 positions posted over past year):•Only ~20 targeted & quality candidates to review per position.•Only 1 person did not accept offer. •Very little negotiation around salary.
BONUS: The team LOVES watching the videos and gets much more involved in the recruiting process