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Archive for October, 2010

Building company culture

October 25th, 2010   By   Filed Under: Everyone

People spend a lot of time talking about “company culture” in Silicon Valley. What does it take to create the right kind of culture? How can you maintain that culture? Do you need a mission statement? Should you have a mascot? At first blush it sounds like a bunch of mushy-gushy nonsense. But every great company I’ve had the good fortune to work with has maintained a strong, independent, identifiable culture. And that culture has served to unify and energize the company and its employees.

One thing that is certain, no two company cultures are the same. Even successive companies built by the same people, like children born of the same parents, come out a little bit different. Some companies are playful and fun. Their employees jam in bands together, wear bright colored company clothing, model for corporate brochures. Other companies are intense and driven. Their employees appreciate complete transparency, celebrate each increase in conversion, work after dinner on Friday nights. No one culture is better than another. Whatever motivates, energizes and inspires your employees to build a big company over the long run, is just the culture you are looking for.

So what does it take to build a strong culture? That’s a tough question. And one that is rarely tackled systematically. Tony Hsieh takes on the topic in his new book “Delivering Happiness,” in which he gives a great account of the many things that he did to make Zappos’ corporate culture flourish. And in a recent talk given by Scott Weiss, former CEO of IronPort, he enumerated the many things that he did maintain a strong and unified culture at IronPort. Scott is a widely respected leader and CEO, and one need look no further than his list to understand why — Scott suggests the following 20 rules of thumb while building a company for 0 to 250 employees:

Interview every new employee (until 50 then interview everyone that will manage others)

Spend 30 minutes per week on Mondays talking to new employees as part of their first day. Stop by their desk within a month to see how things are going.

Have lunch with every employee (After 50 you can take 2 out at a time) and get to know them not only by name but some details about them.

Hold at least one all hands meeting (at least two execs should speak, not just you) every quarter

Go over the real board slides after every board meeting – let everyone know what was discussed.

At every meeting with all employees, you must set aside 30 minutes for questions and press for no fewer than 5.

An email (or internal blog) to all after every customer trip, conference attended or major news from a competitor e.g. notes from the road

Personally roll out the values, strategy, and history of the company during a comprehensive employee orientation within the first 90 days.

Attend every company function, event and party as though you are the host

Review every significant communication to ALL and ask your team to review yours before it goes out.

Give a performance review to your direct reports at least twice per year, spending no less than 5 hours preparing each person’s review and at least an hour giving it. Get 360 feedback in person.

Set annual and quarterly goals (between 2-5 is about right although I prefer three) as a company as well as each individual employee.

Promote mainly from within and always based solely on performance.

Personally roll out the performance review process to everyone – you are the lead speaker, not human resources.

Emphasize “speaking up” as a value every time you get the chance (e.g. interviews, evaluations, all hands, employee orientation and lunches)

Follow the rules e.g. fly coach, park in the back lot, have a modest office

Constantly demonstrate that no task or chore is beneath you. E.g. Fill the coke machine, clean up after a group lunch, pack a box, and carry the heavy crap.

When a team has to work a weekend, you need to be there too – even if it’s just to stop by and buy them a meal to show your appreciation.

When something really goes wrong, you need to take all the blame.

When something really goes right, you need to give all the credit away.

I couldn’t agree more with Scott’s suggestions. Company culture starts from the top and can only thrive if it is promoted and supported at every cross-road. But, it is also a ton of work. When I suggest to Scott that it was a huge time commitment to deliver on all of these recommendations, Scott responded, “it was very time intensive but totally worth it… I firmly believe that if you want to have a culture where employees contribute broadly to solving problems outside of their area, it starts with the CEO being approachable/authentic and someone who pays attention to the people ecosystem. Employees then need to be current on what the companies problems are and then constantly encouraged to help solve them.”

Great advice all around. Creating the right company culture is hard but invaluable. My thanks to Scott for sharing his thoughts on the topic.


Earn up to £750 by referring a successful candidate to Dylan*

October 14th, 2010   By   Filed Under: Everyone

At Dylan* we’re always looking out for new talent. Not only are we proud of the relationships and contacts we have, we value and rely on our network for their insight and recommendations.

If you recommend a candidate that is successfully placed* through Dylan, you could be eligible for a referral fee up to £750.

Please see tiered scheme as below:

Salary up to:                                                        Referral fee:

Up to £25K                                                           £250

Up to 50K                                                             £500

Up to £100K                                                         £750

We look forward to hearing from you!

* A candidate must pass the 3 month probation period to be successfully placed.

The age of interims rises

October 13th, 2010   By   Filed Under: Candidates, Employers

The average age of interims is rising, according to new data from Impact Executives, part of the Harvey Nash group.

The data shows that the proportion of interims over the age of 55 has risen in the past year, while 3% of respondents were over 65.

The data also shows that while last year the number of interims on assignment was fewer than those not on assignment, this year the balance has shifted again, with 55% working and 45% not.

Christine de Largy, managing director of Impact Executives, says: “These results do not set out to shock or buck the trend but reiterate our continued message that things are heading in a positive direction, just at a slow, steady pace. We have also noted that in interim appointments, maturity and expertise will be important differentiators in cost reduction or profit improvement.”

This shows that during this time of recession, wisdom and experience of past tough times are invaluable to businesses.


10 tips for aspiring Digital Marketers

October 13th, 2010   By   Filed Under: Candidates, Interesting, Weird and Wonderful, Uncategorized

Digital marketing budgets are expected to increase steadily during the next few years, according to Datran Media’s Annual Marketing & Media Survey, which reaches out to more than 5,000 marketing executives from Fortune 500 brands, top publishers, and leading advertising and media agencies.

This is good news for those of you hoping to break into the digital marketing industry. Whether you’re passionate about search, affiliate, social media, or another area of marketing, there are a few things you can do to prove your worthiness to prospective employers.

We asked five industry insiders about their top tips for aspiring digital marketers. Find their suggestions below and add your own in the comments.

1. Get Hands-On Marketing Experience

A degree in marketing or communications can take you a distance, but most employers are looking for candidates with marketing experience, whether that’s from a previous job, internship or side project. If you already have work experience in the marketing world, congratulations. For the rest of you, internships or other projects will be key.

“Any hands-on involvement with campaign creation, analytics, or optimization can be extremely beneficial to aspiring digital marketers,” says Traci Kuiphoff, online marketing manager at “If you’re in school or a recent grad, the best way to gain experience is to do an internship at a company or agency that has a department or focus in online or digital marketing. Not only do you get real world hands-on experience, but it’s also great to put on your resume when you’re ready for a full-time position.”

If you are in college, look for paid or for-school-credit marketing internships at your college’s job fairs, via job search sites, and on social media sites. You could even land your next gig through Twitter.

If you don’t land an internship or find a position of interest, create your own project or enter a marketing contest. While studying marketing and international business at NYU Stern’s Undergraduate School of Business, a classmate and I entered the John Caples Student Campaign of the Year contest and created a digital marketing campaign for Pentel. Our campaign included a mix of digital, social and direct marketing communications, along with thoroughly gathered success metrics. Not only did we win first place, which included summer internships and a cash prize, but we also met industry experts who have acted as mentors to us.

2. Know the Lingo

Being able to analyze marketing campaigns and understand what worked or didn’t is the key role of a digital marketer — in order to do that, you’ll need to know (and love) the industry jargon.

“Understanding metrics on the web is key,” says Naishi Zhang, assistant marketing manager at Barnes & Noble. “The Internet provides so many ways of analyzing user behavior, and knowing how to gather and interpret data is important for success. Read widely and learn the lingo, so when someone asks about the CTR of a banner ad or the number of page views a landing page received, you’ll be ready.”

Mastering marketing terminology and metrics, and knowing what they mean, will take time and practice, but you can get a basic knowledge by picking up a marketing 101 textbook or attending an introductory course. Check out local college or continuing education courses. If that isn’t an option, the Internet is at your disposal.’s glossary of marketing terms and HubSpot’s glossary of social media marketing terms are both very useful for beginners, and you should also read some of the top marketing blogs to get your daily fill of information.

3. Nurture Your Personal Online Presence

Rick Bakas, director of social media marketing at St. Supéry Vineyards and Winery said he believes a person’s online presence can be a major deciding factor on whether an aspiring digital marketer makes the cut for a job. “If an employer is deciding between two candidates,” he notes, “they might go with the person with the strong following online. Build your personal brand online. You have to show you can build your personal brand if you’re going to build someone else’s.”

Your personal brand is value-added in the job market.

“Your online clout is sometimes referred to as ’social currency,’” he continues. “In other words, there’s a value associated with your online personal brand. Increased value carries as much weight as a great resume. A high score for example, will help you stand out and validate what your resume says about you.”

Your Klout score is a number between 0 and 100 that measures the size of your engaged audience, the likelihood that they will amplify your messages, and your overall influence within your network. Bigger isn’t always better. Bakas explains, “Aspiring marketers would do well to grow an engaged online following, not necessarily a large online following. Again, is a great tool to evaluate the strength of your online presence.”

4. Dabble in Everything, Specialize in Something

There isn’t just one career path in marketing. You can choose to work for an agency, with an in-house team, or start your own firm. There are multiple marketing disciplines, including affiliate, search, social media, e-mail, mobile, and display marketing, to name a few. Teams come in all sizes — some in which teammates specialize in certain areas, and others where a team can be composed of just one stellar know-it-all.

The best way to get a taste of all of the options is to dabble in a bit of everything. “Digital marketing agency experience can be extremely valuable — at an agency you can be exposed to all avenues of digital marketing from paid search, social media, mobile and everything in between,” Kuiphoff advises. ”Most likely, you’ll touch a number of different accounts which can help you choose a vertical focus or specialty.”

Once you have a base knowledge in each area of marketing, you’ll be better equipped to choose a more specific path of focus. Having a specialty enables you to hone your skills in that area and become an expert, which is a valuable asset to potential employees.

5. Attend Industry Meetups and Conferences

“Put the ’social’ in social media and spend time engaging with people in the real world,” Bakas says. “Go to lots of events to create or nurture quality interactions that can later continue online. Use to see which upcoming events are worth going to. These experiences are ripe with opportunities to meet other digital marketers. The strongest relationships are the ones nurtured online and offline.”

Kuiphoff adds, “Digital marketing conferences not only provide a great networking opportunity, but most offer in-depth workshops that can enhance your skill set.”

Some worthwhile conferences to consider include SXSW, Search Marketing Expo, Web 2.0 Expo, Ad Age Digital Conference, ad:tech, Search Engine Strategies and Pivot.

If you’re not into the hustle and bustle of industry conferences, you can consider a more toned-down approach by attending or organizing your own Meetups. There are thousands of marketing Meetups around the world. The NY Entrepreneurs Business Network and San Francisco Entrepreneur Meetup are two of the largest.

6. Keep a Pulse on the News

Because of the nature of the Internet, digital marketing is ever-changing. If you don’t keep up with the latest trends and news, it shows in interviews and on the job. Sarah Hofstetter, SVP of emerging media and client strategy at digital marketing agency 360i, says it well:

“Remember that standing still is going backwards. Yes, it’s an adage that has been used for years to inspire ambition, but it is blatantly obvious in the digital landscape. Not only does that technology evolve at a lightening pace that transcends Moore’s law, but consumer behavior is shifting at a radical pace, and media consumption becomes more and more fragmented.

“Being on top of consumer behavior –- understanding what they’re doing online, what motivates them and their social and mobile behavior –- and staying ahead of that by learning what’s in the market and what’s on the come, will help ensure you don’t get stuck on the sidelines when interviewing for jobs in digital marketing.”

Kuiphoff recommends subscribing to industry blogs and newsletters to stay on top of the latest news. Some of my personal favorites include Ad Age, ClickZ, eMarketer, BrandWeek and AdWeek.

7. Get Technical

You won’t be coding programs or building full websites as a digital marketer, but you will need to work with developers and designers or other web specialists to communicate your marketing design needs. A basic knowledge of how the web works, HTML, and one or two programming languages, such as PHP, JavaScript, CSS and Ruby, will help you understand the current boundaries and opportunities that will affect your marketing campaigns.

“It’s important for anyone working in the digital world, whether it’s marketing or designing features for a product, to have a basic understanding of coding,” suggests Dharmishta Rood, a research assistant at Harvard Business School and fellow at the Center for Future Civic Media at MIT. “There are great experiential benefits from understanding the underlying technologies that shape what we do online — it’s easier to understand how users can interact with content, what is possible for design with things like CSS and JavaScript, and understand the nuances of basic technical terminology.”

8. Perfect Your Resume

Everyone needs a resume; what you do with it is up to you. To help you stand out, here are a few tips from our digital marketing experts:

“Demonstrate that you can produce results and work in a fast-paced environment, whether you’ve had previous digital experience or not. Don’t be afraid to include things about yourself that may not be directly related to the job. Resumes get scanned quickly, so it always helps to inject something creative and clever.” — Naishi Zhang, assistant marketing manager, Barnes & Noble

“One way you can make your resume stand out is to get certified. Google has a certification program for Adwords. If you have a paid search marketing focus this can help assure a client/employer that you’re proficient in the system.” — Traci Kuiphoff, online marketing manager,

“I’m a big believer in making sure your resume is on LinkedIn, and to have recommendations on LinkedIn. Start asking for recommendations soon. LinkedIn is like your digital resume. Make sure the facts match up. Also, Google your name to see what comes up — your prospective employers will.” — Rick Bakas, director of social media marketing, St. Supéry Vineyards and Winery

“Use keywords to describe your previous experience that make sense for the specific job you’re applying for — if the job description or department does ’social media outreach’ and your description of all those Twitter @replies, Facebook messages and moderated blog post comments is currently called ‘customer service,’ this does not play up your strengths as a digital marketer. Use common sense though. If their keywords don’t match your experience, don’t write anything untruthful, and consider doing things to get the types of experience for the jobs you want, such as volunteering to help with the social media of a non-profit whose cause you support.” — Dharmishta Rood, research assistant, Harvard Business School

To showcase your skills alongside multimedia and other online assets, check out some digital alternatives to the paper resume, including video resumes, VisualCVs, social resumes and LinkedIn profiles.

9. Let Curiosity and Passion Drive You

“Sure, it’s great to know about Facebook, iAds and whatever is coming next from Silicon Valley,” Hofstetter points out, “but when we’re looking for key talent at 360i, nothing matters to us more than intellectual curiosity and passion…In a business where answers and solutions aren’t always obvious, you need to be innately curious (about everything) and obsessed with the ‘why’ behind the ‘what.’ ”

It may sound cheesy at first, but she has a point. Without inquisitiveness and zeal, we’re just work drones on a mission to take over the Internet. Plus, these traits have a positive effect on the way we work, Hofstetter says:

“People who have these qualities can innovate and identify trends from seemingly ordinary data — they’re the first to try new things (platforms, tools, technology) and think about how marketers can benefit from them. They don’t always have the answers, but when you’re being asked to do never-been-done-before things, there isn’t a rulebook. That’s why when we’re recruiting, we look for people who know how to ask the right questions.

10. Unplug for Your Sanity

Staring at a computer screen all day long can take a toll on your body, mind and social life. Get away from that monitor and breathe for crying out loud!

Bakas advocates getting out every once in a while to work on who you are as a person outside of work. “Because transparency is important, it’s important to be a good person in the real world,” he says. “It’ll translate into the digital world — you can’t fake being a good person if you’re a jerk in real life. Unplug for your own sanity, but also to continue growing as a person in life.”

I second that. Now, get out of here and get a job.


Wage boost for 1million

October 12th, 2010   By   Filed Under: Everyone

About 1million workers, most of them women, will benefit from a 13p increase in the minimum wage which came into foce on 30th September 2010. Workers will be paid £5.93 an hour. A new hourly rate of £2.50 also comes in for apprentices, who previously did not qualify for a statutory wage. The age threshold for paying the adult rate will be reduced from 22 to 21.

The Agency Workers Regulations

October 7th, 2010   By   Filed Under: Everyone

With the Agency Workers Regulations (AWR) coming into force in just over a year’s time, almost two in three HR professionals are unaware of the new regulations, according to research from Adecco.

The research shows that 61% don’t realise that the AWR will come into force in just twelve months time and 80% said they have ‘no idea’ what the consequences of non-compliance are.

The AWR gives agency workers the same basic working and employment conditions as permanent staff after 12 weeks on assignment.

Seven in 10 claimed they had some level of understanding of the AWR but just 19% had a ‘clear’ understanding. Almost half 48% said are ‘concerned’ about understanding exceptions to the regulations which is a key area in which they could become non-compliant. Despite these concerns, half will not be seeking professional guidance on implementing the regulations.

Steven Kirkpatrick, managing director of Adecco General Staffing, says: “Now is not the time for complacency. There are over 1.3m agency workers out on assignment every day so it’s vital that HR professionals take steps to understand the nuances of AWR sooner rather than later. This is a significant piece of legislation and getting it wrong could have major resourcing, financial and legal implications. For example, failure to provide recruiters with the right information on temps’ working and employment conditions could result in a costly employment tribunal which could have major cost and reputational consequences.”