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How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 1 How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 2 Table of Contents Flipping the Traditional Recruiting Model 3A New Model for Career Training 5Its Not Just a Job; Its an Investment 6 How to Spot a Marketing All-Star 8A Framework for Marketers 10 Why Soft Skills are the Hardest to Hire and Train For 12 The Inbound Recruiting Framework 15Identify 15Connect 17Interview 18 Decide 19Final Thoughts 20 About HubSpot Academy 21 About Udemy for Business 22How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 3 Flipping the Traditional Recruiting Model Youre likely a hiring manager or marketing team leader responsible for finding and training marketers for your company. Its not an easy job, is it? “Well-rounded marketers are hard to come by. In a study conducted by Bullhorn, 64% of recruiters reported a shortage of skilled candidates for available marketing roles.” (Moz).The best marketers are self- aware, and they know when theyre being marketed to. Todays Marketing All-Stars are being contacted weekly, if not daily, with copy-pasted job descriptions filled with buzzwords and new challenges. The best marketers are tuning out the old- school recruiting noise. Want to learn how to cut through that noise by focusing on the career context of your target candidates? This ebook will teach you just that. Cutting through the noise means zeroing in on where the best marketing candidates are today and showing them that you can help them get to the next stage in their career. For the same reason career training is valuable for your existing staff, its attractive to potential candidates. Showcase your companys ability to turn young marketers into Marketing All-Stars, and youll attract and retain talented marketers.How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 4 Youll also learn how to spot future Marketing All-Stars who are ready to jumpstart their careers and make their mark on your company. Youll learn a repeatable and scalable framework for attracting and hiring top marketers - both those looking for jobs and those currently employed. And finally, youll learn how to deliver on your promise as a hiring manager by training your new recruit to be an even more valuable marketer. Candidates can now easily learn about your company and its open positions online. The hiring managers role is to If theres one lesson you should take from this ebook, understand that the web has vastly changed the hiring process and experience. bridge that self-acquired knowledge with your internal knowledge, so that you can find the right role for your target candidate. By flipping the recruiting model from the traditional recruiter-centric, “you could be a fit for this role” to the candidate- centric, “this role could be a fit for you,” you can create hiring experiences for candidates that align with their needs and career context. This will ultimately help to differentiate your company from those that are still relying on legacy hiring processes. By the end of this ebook, youll know: How to reach your target candidates How to spot future Marketing All-Stars The Inbound Recruiting Framework How to deliver on your promise with career training 1 2 3 4How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 5 A New Model for Career Training Traditional training - one-way, hierarchical, and increasingly irrelevant - was built for a workplace that no longer exists. Today, organizations must be prepared for the constant flow of new information, the everpresent need to acquire new skills, and the multidirectional nature of learning. Thats why Udemy for Business drives forward the concept of “Consumerizing Learning”. What does this mean? Your marketers know how to navigate the vast array of information available to them. They do it everyday in their personal lives using intuitive, consumer-first products like Google and YouTube. However, often times tools and technology at work are outdated and difficult to use. Given this phenomena, your marketers have new expectations for the tools they engage with. They want and demand consumerized learning technology that helps them stay up-to-date with the skills they need to succeed as marketers in todays rapidly changing environment. Consumerizing learning puts the marketer first and provides a more engaging learning experience. If done right, it will empower your marketers to take ownership over their own professional development, by providing an intuitive learning experience that they want to engage with. It also presents the opportunity for them to identify gaps in their own marketing skills. What are you doing to ensure your marketers are gaining timely and accurate skills? Its time to bring a consumer-first learning experience into your marketing organization. Consumerizing learning puts the marketer first and provides a more engaging learning experience. If done right, it will empower your marketers to take ownership over their own professional development, by providing an intuitive learning experience that they want to engage with.” “How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 6 Its Not Just a Job; Its an Investment Marketing All-Stars know exactly how valuable they are. Inbound recruiting isnt about buying low and selling high; its about finding mutually beneficial relationships with talented candidates. Ask yourself: Is your company set up to turn young marketers into Marketing All- Stars? Can you demonstrate the career development paths through your existing team members? Access to training platforms like Udemy for Business offer young marketers the opportunity to self- educate: a characteristic to look for in your next marketing hire. Top marketers are highly sought after, and its important for hiring managers to provide a truly consultative candidate experience. Thats what inbound recruiting is all about. All-star marketers want to know how invested you are in their growth before they apply, so make sure your job descriptions and career pages describe all available learning opportunities. Career training goes hand-in-hand with hiring top marketing talent. More so than any other function, marketers rely on a continual learning mindset to stay sharp throughout their career. Changes in human behavior, technology, and communication channels necessitate that marketers always look for that next trend that their audience is adopting. We work with hundreds of organizations large and small, across industries, and at different stages in their business. They all come to us with unique needs, but theres a common thread: how to keep employee skills growing in a rapidly changing world of higher employee expectations. We partner with them to understand these developmental needs and curate our content so that it can really upskill employees and fill those engagement gaps. Darren Shimkus, VP and General Manager for Udemy for BusinessHow to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 7 Thats why marketers need access to new concepts the moment they are released. Udemy for Business is constantly adding in new courses and removing outdated content so that marketers and other professionals always have access to the freshest concepts and tools. For example, courses on how to effectively market to users on Snapchat and Instagram are among the hottest new courses that marketers can learn on Udemy for Business. HubSpot Academy certification courses are updated regularly to keep pace with modern digital marketing. Marketers cant Dharmesh Shah, co-founder of HubSpot, states that his superpower is being able to see the superpower in other people (sometimes, even when they dont know themselves yet). Its important to remember that todays candidate pool contains tomorrows Marketing All-Stars. These marketers put a significant value on your companys ability to turn them into better marketers by offering career development and experiential learning opportunities. go back to school every 3-5 years, so they value companies that supplement their experience with training. By showcasing these benefits, and the results theyve achieved for your existing team, you can dramatically cut through the noise. Lastly, is your team guest blogging, speaking at events, or joining webinars? These cues tell a candidate how much time and energy your company puts into cultivating talent. Its a great sign when a candidate references these aspects of your company! Its the type of research and attitude you want to see when youre looking for a Marketing All-Star. How to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 8 The Right Mix of Skills Makes all the Difference If we look at the career path of a marketer just a few decades ago, that path was very different than it is today. The growth in digital marketing tactics has made a whole host of technical and analytical skills marketers must have in their toolkit. Todays top marketers are expected to have foundational knowledge of content marketing, social media, search engine optimization, conversion rate optimization and funnel analytics, and sometimes even experience with HTML and CSS. Previously, marketers might have progressed from general know-how to specializations (say advertising, copywriting, or event marketing). Todays marketers maintain a more general skill set throughout their career, knowing that they need to be ready to learn and evolve as consumer behaviors change. Providing people with the resources they need to learn the latest tools and trends so they can perform in their jobs is paramount to organizational success. How to Spot a Marketing All-StarHow to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 9 The following section on the T-Shaped Web Marketer comes from Rand Fishkin, Co-Founder of CEO of Moz. Fishkin also co-founded the 100K+ community of marketers, Inbound, with HubSpots own Co-Founder, Dharmesh Shah. The T-Shaped Web Marketer refers to having a light level of knowledge in a broad array of skills, and deep knowledge or ability in a single one (or a few). This model may not seem particularly remarkable or unique, but it carries qualities that are essential to great marketing teams. Rand Fiskin, Co-Founder and CEO of Moz “ The candidate experience at HubSpot was noticeably different from other companies. It felt like the recruiter was a consultant trying to find the best position for me at her company. She was incredibly responsive. Id hear back from her within a day, and she had interviews set up within the same week. It wasnt the typical week-by-week process that so many other companies drag you through. I needed a job! I didnt have time for a month-long process. This was the main reason I chose HubSpot. They seemed to be focused on my career, not their open positions.” Eric Peters HubSpot MarketerHow to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 10 ggg Awbr fbk wg r vrg k wg,xr, b ( rfw) g z rg kDepth Fills that Need - As Daniel Pink notes, human beings need three things to be happy in their work: autonomy, mastery, and purpose. A marketer whos constantly shifting gears between surface-level tasks never develops the mastery that a T-shaped marketer can earn. The growth to attain mastery and earn the recognition that comes from expertise helps build an ownership mentality. A Framework for MarketersHow to Hire and Train Marketing All-Stars Hubspot Academy | Udemy for Business 11 Overlapping Knowledge Yields Creativity. Creative solutions are tough to evaluate and build on when theres only one person in your organization knowledgeable about a topic. By having multiple overlapping T-shaped marketers, a team can invent and evolve remarkably unique and powerful solutions to problems. Essential Redundancies Exist with a Team of T-Shaped Folks. Its launch day and you need to see how the email metrics are performing, but only one person in the company knows the platform well enough to track down all the right data to explain it. That sucks, but it can be helped through T-shaped overlaps. Redundancy doesnt mean that anyone can do everyone elses job, but it does mean that in time-sensitive or emergency situations, youre not held hostage by a single persons absence. Marketing Success Factors. Its never just technical skills, work experience, or industry knowledge that make a candidate successful in the long run. Hiring and training is expensive, (often 25% of the new hires salary!), so finding the right person to be successful in that role is key. Just imagine how expensive it can get to hire the wrong person both in dollars and time. Youre probably asking yourself, “So how do I find candidates with T-Shaped marketing skillsets in the wild?” Look to your your existing marketing team. Would you say your existing marketing teams skillsets are T-shaped? In other words, do they have a particular specialty that theyre focused on becoming an expert in? Do they know enough about other digital marketing techniques to hold a conversation with an expert? Having an open conversation with your existing team about why they chose to work for your company, what projects theyve loved working on, which ones theyve hated, and where theyve learned the most should inform the descriptions and expectations you set for future open positions.
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