The second session I participated in during Pubcon Vegas 2013 was the In-House Team Building & Training panel. I was joined this year by Victoria Edwards and Andrew Nevelos. Here are the notes I took:
How to Hire & Train The Right People to Get Stuff Done by Victoria Edwards, Digital Content Specialist at Florida Blue
- Make sure you analyze your marketing strategy. Do you have clearly defined roles?
- When looking to add to your team, make sure to train your HR department in basic SEO lingo.
- Tell them where the talent lives so they can find quality people.
- Teach them some buzzwords that indicate high- and low-quality prospects
- Consider using Klout when looking for people. Don’t neglect LinkedIn
- When writing job descriptions, don’t ask for everything. Be specific!
- Don’t forget to optimize job descriptions – they will be online
- Content writers and anyone else who touches a site should have a basic knowledge of SEO
- Ask for case studies from prospects. That will help you gauge what kind of talent they have. Also ask about current SEO topics
- When you get good talent …
- make sure they have to tools they need
- invest in their training
- If you have an Intranet, build up the content so everyone can learn what’s going on
- Build relationships internally – especially with the IT Department (or whoever does the changes on your website)
- Looking for content? Get people in-house to contribute content pieces in their areas of expertise
Crowdsourcing SEO by Andrew Nevelos, SEO Manager at Turner Broadcasting
- Consider crowd-sourcing SEO – find those who are interested in SEO and get them to pitch into the effort
- Get people who are part of brand and have a vested interest in success help with the ownership of SEO
- Get people at all levels of the organization to buy into SEO – Start at the top. Executive buy-in can help get the whole organization to follow
- In order to get others to align with your goals, find out what their goals are can help align all sides in a common effort
- This especially applies to your web development team
- Conduct regular training with your dev team(s)
- Bribe them with food
- Identify your “SEO Superstars” from the people who show a lot of interest in SEO and do some one-on-one training with them
- You also need to conduct training with your content creators
- Try to get SEO as a requirement into new projects – this keeps from have to redo a lot of website work after the fact
- See you can find a way to meld SEO into the way people already work
I’ll share my part of the presentation later.