Growing your Digital Agency - Building a Team

@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

• 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


Managing People

Profit & Loss

Managing Clients

WHO HAS TIME FOR HIRING?


TOO EASY TO HIT SUBMIT!

1 Job posting = over 300 applicants


• How can we:– reduce the time of recruiting

– Find more quality candidates

– Filter out bad candidates

– Increase chance of candidate saying YES!

THE CHALLENGE


PRACTICE WHAT WE PREACH

• Psychographics

• Psychology of Influence

• Conversion Optimization


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!


LINK(edIn) OUTREACH


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]


INFLUENCE: Increase YES Post-Offer

• Scarcity

• Social Proof

• Liking

• Commitment and Consistency


Make Candidates Jump Through Hoops!

At GNGF, each candidate must record a video to apply


SCARCITY


SOCIAL PROOF

470 views

377 views

252 views

235 views

155 views

193 views*There are even blooper-videos that have been created


LIKING


Commitment and Consistency


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

Growing your Digital Agency - Building a Team

Marketing

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