And how do would you know if you are?
In the Inbound Marketing book by Brian Halligan and Dharmesh Shah that I reviewed last week, one of my most favorite chapters was called Picking and Measuring People. Their position is that in an era of inbound marketing, hiring criteria and performance measurement must adapt to how marketing is changing. They suggest a framework which they simplify with the acronym DARC. If you want to learn more about their framework, there is a free chapter excerpt titled “Hiring in the DARC Ages” which is available on their book site.
DARC stands for:
D = hire DIGITAL Citizens.
A = hire people for their ANALYTICAL chops.
R = hire people with web REACH.
C = hire people who can create remarkable CONTENT.
While their initial premise is very good, Halligan and Shah provide an overly simplistic measurement table in the book which looks at just 4 factors. I think they ran out of gas at the end of their book and it appears that they punted rather than develop a more robust measurement device.
Here are their factors and my critique for each one:
- LinkedIn Followers – this is a good measure, but it doesn’t really tell how connected a person is or how they present themselves on LinkedIn. Personally, I’m wary of people who either have too many or too few connections and any figure between 150 and 500 shows that a person is a Digital Citizen and has Reach.
- Twitter Grade – of course, Halligan and Shah are going to use their own Twitter Grader rating. But I am doubtful of some of the Twitter Grader results especially when a company account I follow can get a score of over 90 when they haven’t tweeted in over 2 months, the account is barely 6 months old and they only have 148 followers.
- Facebook Grade – again, Facebook Grader is a Hubspot product that has only graded about 45,000 Facebook users so the raw outcome is also suspect. For example, my Facebook Grade is 52 which means my profile is better than 52% of the people who have been graded.
- Blog Subscribers – I’ve been blogging for three years and I don’t know how many subscribers I have because it isn’t something that is important to me. I do know which posts are more popular and I know that my traffic has been trending up on a month over month basis. Focusing on just blog subscribers is also a limited way to judge someone’s DARC quotient when you should really be focusing on content and consistency as well.
The industry needs a better measurement mechanism and being someone with analytical chops, I have come up with what I think is a much better way to measure the DARC factor of a job candidate or current marketing employee. This may not be the ultimate Inbound Marketing scoring mechanism, but it is a credible stake in the ground and I welcome any comments.
My scoring spreadsheet is broken into major categories of blogging, Twitter, LinkedIn, Facebook and Other Platforms. For each category, I ask a series of questions that are graded on a 0 to 5 scale which is better than trying to compare if 300 or 400 connections is better since they are probably both the same. I have also added 4 columns to identify which DARC criteria is met with each question. I am still light on the Analytical dimension which is a hard category to quantify, but is an easy skill that can be tested.
The PDF of the spreadsheet has been uploaded to Slideshare and has been embedded below:
In their book, Halligan and Shah say that it is an “ideal hire” when you find someone who possesses all 4 skills (a “4-tooled” player from baseball lingo) because there are not very many of these people around yet. If you are a smaller company, you should try to get as many qualities in one person as you can. And by the way, I consider myself to be one of those “4-tooled’ players and not just because I developed the measurement matrix above. Check me out for yourself.