Читать книгу The MultiThread Marketer - Doug Mitchell - Страница 7

Being findable online is a conscious decision.

Say that again out loud. If you are lucky enough to be the only guy named “Joblugahbutz Jasperwitz” congratulations and welcome to the first page of Google results. If you’re like the rest of us, you need to work at being findable when people type your name into the magic search box.

I received a call one day from a political consulting group from another state. The gentleman asked me to do a clandestine focus group video with a group of possible candidates for a race here in Iowa. I was paid well and during our first call I asked how he’d found me. His answer, “I searched Google for ‘Video and Multimedia in Des Moines’ and you were in the top results. While he did not search for my name specifically, he did search for keywords that I’d consciously chosen to put into my Google business listing, my company profile, my blog keywords, etc. I was found because I chose to be found.

Where Do You Look For Stuff First?

Where’s the first place you go to gather information on people, products, places, or services? (If you’re like 99% of my audiences over the last 3 years, you said ”Google”).

Will you head online to check out your new candidate’s background? You’d better. In fact, “45% of employers reported in a recent CareerBuilder survey that they use social networking sites to research job candidates, a big jump from 22% last year. Another 11% plan to start using social networking sites for screening.”(1) I’d expect these numbers to be much higher still, especially within SMBs who typically lack more robust HR data gathering tools.

So how does your candidate fare when you search their name? Is she findable? I’m not suggesting that your candidate be on the first page of results for their name alone (especially if it’s common like Joe Smith). However I am suggesting that there should be some kind of Personal Brand out there for the marketer you think you’d like to hire.

If you’re interested, search “Doug Mitchell” and see what you find. Choose the different types of specific results too like “image” and “video”. I still haven’t overtaken the Paris Hilton song singing Doug Mitchell (do the search and you’ll see) but alas, what’s more important in this world?

By having more Google juice, your candidate is demonstrating that he is in the game, putting himself out there, and establishing a personal brand. He’s also demonstrating that he has brand equity to bring to your firm. Danger, Will Robinson: If your candidate isn’t findable on Google - at least within the first two pages - there is a problem. If they are unable to market themselves as a brand, how are they going to succeed at marketing your brand?

If you can watch 30 videos of me talking about how to do amazing things with your company’s marketing you’ll have a pretty good idea of what you’ll get when I come and talk to you. When you read the case study createWOWmedia released in 2010 (2) you’ll know what I have delivered. If you listen to any one of the 30+ Internet Business Podcasts I’ve done (www.ManagingtheEdge.com) you’ll know EXACTLY how I feel about making technology your servant, the power of outsourcing, and the responsibility of companies to create compelling content to earn page rank.

I’ve often had people tell me that they feel like they know me already because I talk and act in person just like I write and act in videos. Having Google Juice simply eliminates many of the hiring questions. Will she be a leader for our company and interact with the press? Will she write for our firm or will content flow be minimal because she’s scared to make a mistake in public? Will every customer testimonial be a $5k production with a high-end firm or can she grab a camera, shoot some footage, and produce it into a powerful piece in a day’s work?

Like the academic community, marketers are more respected and have more authenticity if they publish, i.e., put themselves out there for criticism. If you find a treasure trove of information, writing, tweets, videos, podcasts, etc., on your future hire you’ll be MUCH more secure in your decision.

Don’t Be Afraid. Embrace the Rockstar Brand!

In countless companies and agencies, I’ve seen talent walk and talent be summarily rejected before the interview stage because the potential hire’s personal brand is BIGGER and MORE ROBUST than the brand of the company doing the hiring. I call this the “Rockstar Effect”. Companies typically don’t like it when their people are more popular, findable, and potentially valuable than they are.

While the odds of a rockstar marketer having more opportunities to leave and do other things are great, you should do everything you can to find them. Rockstars bring a following and if you are the right fit (not every rockstar is the right hire for your company, mind you), the rockstar will lift your brand and bring his or her mojo to you. The rockstar hire may force your company to be uncomfortable and to stay on its toes as new doors open and new PR opportunities abound. Get used to it! Embrace your inner Rockstar.

Under no circumstances should you put the lock down on your new hire’s brand in the hopes that you won’t be overshadowed. You NEED that rockstar to be out there speaking, writing, and being visible. Your firm will reap the benefits over the long haul.

It is a good idea to have a policy discussion about self-promotion during work hours to get that on the table. If the rockstar argues that writing five blogs and tweeting 20 times per day on her personal account will benefit you, she needs to clearly lay out HOW. The goal in paying said rockstar is to transfer the uber following and awesomeness to YOUR company. So, unless the rockstar is merely a paid representative or mouthpiece, do have the discussion.

It’s really easy to gauge volume of output so if you see four posts in a month on your company blog and 20 on the rockstar’s personal blog, you may need to have an uncomfortable conversation.

Marketing Lessons from Headliners and Rockstars

Think about how sports teams try to sign or trade for big name players. Yes, they get a lot for what these superstars do on the field, but there are other benefits. Superstars sell more tickets. They end up doing commercials and ads while wearing the team uniform. And they appear in all-star games, on talk shows, and on magazine covers. Yes, a lot of these are individual efforts and accolades, but at the same time, they also are building the brand of the team that employs them.