Why Isn't Your Content Marketing Driving Growth? [Endless Customers Podcast Ep. 98]

This transcript has been generated by AI and not checked for accuracy. 

00:00:00:00 - 00:00:26:08

Jason Azocar

You must be a technologist by being a content manager, understanding how to produce content is just step one of the journey. You have to be able to take the content and be able to report back to your leadership team on was it effective? If so, yes, and here's why. If not. Here are the insights that we gain and how we can do better next time.

00:00:26:10 - 00:00:36:19

Alex Winter

Welcome back to Endless Customers. I'm your host, Alex Winter, and today we're live here at Impact Live in Chicago. And I'm joined by Jason Azocar. He's the founder and CEO of Hub Search. Alex, welcome to the show.

00:00:36:19 - 00:00:38:02

Jason Azocar

Thanks, man I'm excited. Yeah I'm.

00:00:38:02 - 00:00:38:13

Alex Winter

Excited to have.

00:00:38:13 - 00:00:42:16

Jason Azocar

You two and two years. It's almost a year to the day when I needed this last time. Yeah. It's exciting.

00:00:42:16 - 00:00:43:13

Alex Winter

Full circle moment.

00:00:43:13 - 00:00:44:00

Jason Azocar

Yes, sir.

00:00:44:00 - 00:01:07:14

Alex Winter

Yeah. We've come a long way. There's been a lot of developments that have happened in the world of tech in ES or HubSpot and everything. But I really want to talk to you. You were on stage earlier and you had a really great presentation talking about content managers and how that role is evolving and changing in today's marketplace, because it used to be like the content manager would write blogs, and that was sort of like that one track, and it was part of the marketing team.

00:01:07:16 - 00:01:23:04

Alex Winter

And it's rapidly changing into like, oh, can you do video and oh, can you, can you work HubSpot and you know how to put this stuff into the CRM? And so it's becoming a much more multifaceted role. Yes. So how do people get prepared and like how do you how do you tackle that when it's changing so fast?

00:01:23:06 - 00:01:42:08

Jason Azocar

It's funny content. So titles in our world are very interesting. Yeah. Sort of in the marketing sphere in this space, titles are so non-deterministic, like the same exact human being can have five different titles depending on what company they're at. So titles are very non standardized. Like in other worlds. A software engineer is a software engineer. As a software engineer in our in our world it's just not true.

00:01:42:09 - 00:02:03:12

Jason Azocar

Yeah. Content manager can also be content creator can be marketing manager can be digital marketing creator manager, whatever the words, the words start to meld into each other. Yeah. But at the end of the day, content manager is generally synonymous with the person who's responsible for driving the content, strategy and execution of the business. Right? Which can also be called digital marketing manager and many other things.

00:02:03:12 - 00:02:26:14

Jason Azocar

But to your point, it's it's evolved substantially because companies are finally understanding after all this time that content video in particular is what you need to drive your business for it, right? I mean, we are all, you know, we're at a we're at an event that's very much focused on the they ask you answer endless customers framework. And it's yeah, I think that's if you know you know, if you're here, if you're in this audience, if you're in this incredible community.

00:02:26:14 - 00:02:48:07

Jason Azocar

It's been it's been apparent for years. Yeah. But I think part of what we're starting to see more broadly is that content is really being adopted from a and not just like A, we must produce stuff and push it out to the world. It's like we must really understand our audience. We must have data on our audience. We must use that to drive well thought out strategic content and then deploy it through products like HubSpot.

00:02:48:08 - 00:02:53:06

Jason Azocar

Right? Right now it's become a really comprehensive, interesting role with with lots of nuance.

00:02:53:06 - 00:03:08:10

Alex Winter

Yeah, I feel like too, with with HubSpot and whatever CRM people are using, the data is so critical. And I think there was a time not too long ago, people were like, this is kind of big brother, and why do you need to know all this stuff? And the reason why and people are seeing it now is because you can make way better content.

00:03:08:12 - 00:03:11:10

Alex Winter

You know, who's who you're talking to and who you're speaking to.

00:03:11:11 - 00:03:33:11

Jason Azocar

It really is it gets it well. And I think I, I as a part of every conversation these days, there's so much noise, the volume of content being pushed across all the channels. It's, it's it's mind blowing. It's it's too much. It is. So the only way you're going to stand out is if you have a really deep, like, nuanced understanding of your audience, you have to understand which eyeballs are you targeting, why?

00:03:33:11 - 00:03:48:02

Jason Azocar

What are they going to connect with? You know, a way to do that is through through data. You've got to understand who are you creating content for? It can't just be I know I need to push content. Yeah, it's got to be. I'm building something for this specific persona because some data has told me they're going to react to it.

00:03:48:03 - 00:04:09:09

Alex Winter

Yeah, I think it's cool the evolution too, because we've we've been saying this forever, where AI is just another tool that's going to help you do your job better. Yeah. So you still need to understand your brand deeply and communicate it well, and then also understand your customers and who you're talking to. Because if yes, if you don't have that baseline, it doesn't matter how cool the AI is or whatever tools and gadgets you're using, it's it's not going to meet people where they are and build trust.

00:04:09:09 - 00:04:22:20

Jason Azocar

Well, that's exactly right. I mean, I'm in all sorts of interesting communities, just based on the kind of the nature of my business and where hub search sits in the community. I mean, all these interesting communities and over and over and over, over the last couple of years, people are freaking out about like, is they are you going to take my job?

00:04:22:20 - 00:04:47:16

Jason Azocar

How threatened should I be? And it's like, the only way you should be threatened by AI is if you ignore it, right? AI is an unbelievable tool that will enable you to do your job better. It's like it's the it's the beautiful, shiny new tool. And the only way it's a threat is if you pretend it doesn't exist, but I did I did a talk recently on on something very, very similar for, for profoundly a business that I'm working on outside of job search, which I could talk quickly about afterwards.

00:04:47:16 - 00:05:07:21

Jason Azocar

But, the marketer, the content marketer, the rev ops manager, the HubSpot admin people in this space, you've got to be, the the person who brings AI into the business, right? You've got to lean into it. You've got to help your organization adopt AI. Because if you don't, somebody will. And that's that's when the role gets risky.

00:05:07:21 - 00:05:08:03

Jason Azocar

Yeah.

00:05:08:05 - 00:05:27:10

Alex Winter

How does how does one do that. So like there's some organizations that are very open to this. And I'm sure it's really easy to bring it up. But there's other organizations I'm sure that are adverse to this and don't want to. Do you have any advice for people that are like listening and watching? Yeah, that's some ways you can start to foster this idea of like, let's, let's learn and let's, let's do this instead of like sweep it under the rug.

00:05:27:10 - 00:05:37:14

Jason Azocar

Basically, I really think it's about research and awareness. Like do not ignore. Yeah, the shiny new tool. And this was true before I write this, this could have been said about HubSpot 15 years ago.

00:05:37:15 - 00:05:39:20

Alex Winter

Dot com bubble where people are like, I'm not gonna build a website.

00:05:39:23 - 00:05:58:15

Jason Azocar

That's exactly right. When marketing automation became a thing that was actually useful for businesses, I'm sure there were plenty of marketers who left. It's a fad. It's never going to take off. I should still be personally populating email lists, etc.. Yeah, and those are the types of people who whose role may actually been have been put at risk because I use AI as the example.

00:05:58:15 - 00:06:17:01

Jason Azocar

So right now, every leadership team, every CEO is thinking, how do I leverage AI to make my business more efficient? Totally right. How do I lean into these tools? Not in a way that it's going to cause me to reduce personnel, but in a way where it lowers the burden of new personnel. Right? Like, how do I do more with the amazing people I already have?

00:06:17:01 - 00:06:18:05

Alex Winter

Yes, I love that perspective.

00:06:18:08 - 00:06:37:18

Jason Azocar

Right. So the team that the current team has got to be the folks saying leadership team. This is how I can make my seat valuable. Times 1.5, right? I can produce so much more with these tools. If I no longer need a marketing assistant to marketing specials, I don't need more humans. What I need is these tools. I have done the research.

00:06:37:20 - 00:06:39:10

Jason Azocar

Here's how we can leverage it for our business.

00:06:39:10 - 00:06:54:17

Alex Winter

Yeah, whenever I think everybody. You'd be lying if you said you didn't have some tasks that are tedious and that take longer than they should, but it's because you have to do it and there's ways to automate it with AI. Not that can make you faster, better, stronger. Yes. Insert whatever adjective here that's going to make you do your job better.

00:06:54:18 - 00:07:13:23

Jason Azocar

Well, and especially folks who are moderately technical to to. I am wildly non-technical and I find myself experimenting with AI tools on a daily. I talk to GPT all day. Yeah, like as a starting point. It's the most it's the easiest interface. I just find myself interacting with it as a it's an incredible for me. It's an incredible brainstorming tool.

00:07:14:02 - 00:07:28:07

Alex Winter

I'm with you too, because it was funny. I started off using GPT on my desktop and then very quickly realized there's an app you can put on your phone and you can talk to it and has this really cool voice prompts and voice commands, and that was a game changer for me. But people don't even know that there's an app you can put on your phone.

00:07:28:07 - 00:07:37:18

Alex Winter

They're still on their computer typing in the prompts, and it's like, now you gotta you got to really leverage it and try to experiment with it the best ways that you can, and use the apps and use the tools that you have out there.

00:07:37:18 - 00:07:48:06

Jason Azocar

Yeah. Well, it's changed my daily workflow. Personal, professional, like I, I don't Google anything anymore, like I don't I don't go typing Google because I don't want to. I don't have to sift through where the answer could be.

00:07:48:06 - 00:07:48:19

Alex Winter

And the ad.

00:07:48:19 - 00:08:09:03

Jason Azocar

I want to ask my question and get my answer yes. You know, it's like, sorry, Amazon, but Alexa, please. GPT is like, I can't I can't deal with, you know, based on someone's answer in an Alexa form, like, please just give me my answer. Yeah, I'm looking for the shortcut. I want to bypass that research phase. I just want to ask what I need and be given an answer.

00:08:09:03 - 00:08:10:21

Jason Azocar

That I can be a reason that reasonably confident.

00:08:10:22 - 00:08:25:21

Alex Winter

Yeah. So for the content managers or insert the title of whatever you want to call it. And for people that are like looking to become a content manager, maybe in an organization, what advice would you give them to just like be prepared to have the right skill set to come correct to a job? Interviewer.

00:08:25:21 - 00:08:43:15

Jason Azocar

Such are I such a great question. First and foremost, lean into HubSpot or HubSpot. Equivalently, I'm a I'm a HubSpot Homer. Yeah, I work there. My businesses are all related to HubSpot, so if you don't use HubSpot, insert the name of the tool that you use. When I'm when I'm describing the stuff. But you can't just be a creative, I think is what I'm saying.

00:08:43:15 - 00:09:05:22

Jason Azocar

Like being creative, understanding how to craft compelling content is step one. You have to be able to think through what tools am I going to use to deploy this content in the right way, to hit the right audience, and to be able to measure the effectiveness of my campaign? Yeah, and that's the HubSpot piece, right? You've got to be able to say, I know, I know what I want to create and I know how to deploy and track.

00:09:05:22 - 00:09:09:21

Jason Azocar

Right. I think that's that's what makes up a complete content manager.

00:09:09:21 - 00:09:26:23

Alex Winter

It's so true. And I can say that speaking from experience, because I, I started out as much more of a creative. I went to art school, I studied film and television. So I came out of that creative world, and I very quickly learned, as I got into the marketing world, how important data truly is. And I, I didn't I almost a hater at first.

00:09:26:23 - 00:09:46:10

Alex Winter

I was like, I have to log everything in and I don't. This is clunky and I, I can do this in my head. And it's not it's not true what you tell yourself and what the data says doesn't always line up and the data doesn't lie. So can we talk a little bit about hub search and about how well integrates with HubSpot and just your your wealth knowledge with HubSpot and what you guys do?

00:09:46:10 - 00:10:00:07

Jason Azocar

Yeah, I appreciate that. Well, I'll use my I'll use Hub search as the perfect example of what not to do. Okay. From a content perspective, like very early on, I was our content manager because the business was myself and my wife Bridget, and we were trying to figure it out and and grow to the best of our ability.

00:10:00:07 - 00:10:16:11

Jason Azocar

And I'm neither creative or technical. Yeah, but I knew I just been in this world long enough that I knew content was a requirement that had to be producing stuff. So I think I did what so many early stage, early stage founders do is we just started pushing stuff. Yeah.

00:10:16:15 - 00:10:18:03

Alex Winter

And noone used to do it. So you just.

00:10:18:03 - 00:10:43:00

Jason Azocar

Yeah. And guess what? It didn't work like big, big surprise, big reveal. It wasn't all that effective until we stumbled into the salary. God, yeah. So the hub search salary guide that we produce every year. Frankly, it was a very happy accident. We had to we were having a conversation one day and I'm like, I bet that this data that we're coming across like all of these thousands of conversations that we're having with candidates and all these hundreds of conversations that we're having with potential clients like HubSpot customers.

00:10:43:00 - 00:10:43:16

Alex Winter

Yeah.

00:10:43:18 - 00:10:58:02

Jason Azocar

This feels like a thing the world would be interested in. Yeah. So maybe we should do some sort of a salary guide, like give some guidance to the world. Like if you need to hire somebody who knows HubSpot, here's likely what it's going to cost. And if you're somebody who knows HubSpot, if you're on the candidate side, here's what you're worth.

00:10:58:06 - 00:11:15:21

Jason Azocar

Yeah. So we started doing the The Hub Search salary guide. And it's by far like orders of magnitude, the the most successful thing we've ever done. Nothing else we've ever done. Incredible even comes close. I mean, each year when we put it out, we'll get several thousand downloads in the first day or two, and we'll had 6 or 8 downloads in the first month.

00:11:15:21 - 00:11:28:04

Jason Azocar

And it's just a very happy accident. But we we stumbled into a thing that our audience genuinely cared about. And we've, we got we'd fully got away from spray and pray content creation, but it didn't work.

00:11:28:10 - 00:11:43:21

Alex Winter

When people don't talk about cost and price enough and that's something endless customers and our audience and community knows that. Got to talk about it. You have to have to talk about it because that's what everybody wants to know. You know, these old sales tactics of like, oh, schedule a call and let me give you a demo and like that, that people want to know.

00:11:44:01 - 00:11:47:22

Jason Azocar

Jump through these hoops to learn the price. Yeah. Is a wild mechanism.

00:11:47:22 - 00:11:55:17

Alex Winter

Yeah. Because especially when you realize that it doesn't fit your budget, you wasted all this time, which is like the most frustrating thing you could experience as a consumer in my opinion.

00:11:55:17 - 00:12:14:15

Jason Azocar

So I look, I totally agree. We you go to any recruiting organizations website, you will find zero. Yeah. Pricing pages. Yeah. We we we did our website last year and we chose to put in a pricing page. And part of it was because of what I have, what I've heard at these impact live events, I'm like, we have this is an opportunity for us to do something that our competitors aren't willing to do.

00:12:14:17 - 00:12:24:08

Jason Azocar

Yeah. It's like we it's not a secret. If we were on a call, we would tell you anyway. What? Why are we hiding the price of our service? Right. So we put it out there and it's been it's actually been a well received page is going to.

00:12:24:13 - 00:12:39:04

Alex Winter

Why would you launch this. What what was the so like the before and after. So like you have this the sort of like happy accident. Yeah. You know you have the pricing page up. You do it. How did that shift the business for you or like what what was the results of of you doing that.

00:12:39:09 - 00:12:41:00

Jason Azocar

Better informed conversations.

00:12:41:00 - 00:12:41:16

Alex Winter

Yeah.

00:12:41:17 - 00:12:58:15

Jason Azocar

Like we I was in the sales seat for years. I still do many of our sales conversations and Bridget takes many also. But over and over and over we would have leads prospects showing up to these sales conversations saying, I think I know what you do. I know recruiting companies aren't cheap. Like how how not cheap are you?

00:12:58:17 - 00:13:04:22

Jason Azocar

And it was always just this very sort of weird starting point of like, we started with price. Yeah. And it was it is very interesting.

00:13:04:22 - 00:13:07:01

Alex Winter

Like that's like the backwards way of approaching.

00:13:07:01 - 00:13:26:04

Jason Azocar

Exactly right. Yeah. And so now the conversations are I know what you guys do. I saw your website. I see the price. That makes sense. Let's talk about what I need. Right. And the conversation starts from a solution point versus like okay can I afford you can I not. So so it drastically increased our conversion rate. Yeah it was it talks a better informed buyers right.

00:13:26:04 - 00:13:40:16

Alex Winter

And I mean HubSpot isn't isn't cheap. You know if you're on the enterprise and they have real experts that are certified in all these HubSpot certifications like you're you're it's not chump change, but it's it's an investment that, you know, if you do it right, you're going to get a return on that investment big time.

00:13:40:18 - 00:13:55:01

Jason Azocar

Well, that's a huge part of our narrative. Like HubSpot is this wildly powerful. It's not a tool anymore. It's a platform. It's a set of tools. It's designed to run the entire front office of your business. And if you're a very small company on starter, you can make the argument that you don't need someone to run the platform.

00:13:55:01 - 00:14:13:12

Jason Azocar

Like you can probably run it, because likely it's it's being used in a very light way. But the minute you start to up to the minute you make it to the pro level of the subscriptions or enterprise, like it's it's very hard to argue that you don't need somebody who truly knows the product to make that investment worth like at at minimum, you're spending a thousand bucks a month.

00:14:13:15 - 00:14:28:17

Jason Azocar

Yeah. And then up from there, based on how big your organization is and if you're going to make that investment, not having somebody on your team who genuinely understands how to squeeze all the goodness, all the value from that piece of software, right, right. You're not the investment doesn't match the team. Yeah.

00:14:28:19 - 00:14:41:05

Alex Winter

So we're at Impact Live. Yes. You you've presented now an Impact Live twice. What what would you say to people out there that haven't been to this event and like maybe some key takeaways or like just what's been your experience here coming to these events?

00:14:41:07 - 00:15:04:22

Jason Azocar

Yeah, it's been phenomenal. It's why we keep it's why we do it year in, year out. This is it. There's something very special about this community. Like we we don't go to 100 events a year. We go we go to this and we go to inbound. And we may sprinkle in 1 or 2 other things candidly from a from a selfish perspective, just to talk about hub searches, the value that we get from this last year in Hartford, we met more new clients for Hub Search than we did it about wow, which was which is wild.

00:15:04:22 - 00:15:07:21

Jason Azocar

I mean, they're obviously very different scales of of events. This is a.

00:15:07:21 - 00:15:10:12

Alex Winter

Much smaller event, much smaller attendees. And yeah.

00:15:10:12 - 00:15:30:01

Jason Azocar

It's much smaller. It's much more intimate. And there's just there's something about the, the feel, and the content that's delivered here. I mean, part of the value for us is that one of the things that most customers talks deeply about is to get the value from the content strategy in the framework. Yeah, you need talent, right? The and this is what I talked about on stage today.

00:15:30:01 - 00:15:48:21

Jason Azocar

It's like the best strategy, the best frameworks in the world are only as good as the humans that execute them. Well, you know. So and and, and this is something that, you know, impact and Bob and Marcus lean deeply into. It's like we can give you the framework, we can give you the blueprint for growth for your business, but you need a phenomenal human to run the thing.

00:15:48:23 - 00:15:56:14

Jason Azocar

That's a big part of why the program talks about hiring a fantastic content manager, a videographer as as sort of the the baseline requirements.

00:15:56:16 - 00:16:09:00

Alex Winter

Right. So this is I feel like this is coming full circle now. So going back to like hiring the videographer and how important video is and not in general, it's really become this like hybrid role. Do you think one person can do all those things.

00:16:09:01 - 00:16:28:22

Jason Azocar

It's yes, but it's totally depend on the size of the business. Okay. If you're a really small organization, yes, one person can do it right. Check me on these numbers. But I believe it's, unless customers requires that, like, the content manager does at least three written pieces of content a week, and your videographer, I think it has to produce two pieces of video content a week.

00:16:28:22 - 00:16:40:06

Jason Azocar

Yeah, and not just create, post, edit, polish, plan for deployment. Get into the HubSpot or the system and actually push it out. Report on it like it's it's a lot. It's it's a it's a big job.

00:16:40:06 - 00:16:43:18

Alex Winter

2 to 3 pieces of content a week on both on both ends is it's a lot it.

00:16:43:18 - 00:17:03:19

Jason Azocar

Sounds it sounds like a light light ass I just talking about here. It doesn't sound like all that much. But each one of those, each one of those pieces of content takes hours to plan, hours to execute, hours to edit. Yeah, you know, etc.. No, it's it's in a very small. So in a very small company, yes, one person can do it, but very quickly it becomes, it becomes a position where it's, it's got to be two people.

00:17:03:19 - 00:17:07:07

Jason Azocar

It's got to be the content manager role, and it's got to be the videographer.

00:17:07:11 - 00:17:27:12

Alex Winter

Yeah. And the and the content is really so important. I think it is a little scary or intimidating from like, how do we how do we keep producing that amount of content at that level. Yeah. And also have it be meaningful. But those like given those resources and the time to do that is so important because what you get back when it starts to work, we call it the content train.

00:17:27:12 - 00:17:32:13

Alex Winter

Here. But once the train starts to chug, it starts to get moving. The results are pretty remarkable.

00:17:32:13 - 00:17:43:08

Jason Azocar

It's incredible once you can be known for your content. Yeah, less people just make it. What's that? Mental association is taking place between your audience and you as like the person who talks about the thing. It's unbelievably harmful.

00:17:43:11 - 00:17:48:14

Alex Winter

Yeah. So how long has job search been like? When did you find it? Like, well, how long has the company been around.

00:17:48:14 - 00:18:10:11

Jason Azocar

You started in late 2019. Okay. Which if you recall early 2020, the world shut down. Yes, I do recall. Well, I kid you not, we started in October of 19. So we were about five months ahead of Covid. Wow. So we were put right in right into the fire, walking right across the coals. Right after that. The world, I mean, the world meaningfully changed five months into our journey.

00:18:10:11 - 00:18:14:07

Jason Azocar

Yeah. And we were we were very fortunate to get through it. And it's a true test.

00:18:14:07 - 00:18:14:23

Alex Winter

Yeah. True test.

00:18:15:01 - 00:18:35:01

Jason Azocar

For sure. Like looking back, if we had if we had chosen to be sort of a generalist recruiting organization, there's no chance we would have made it. Yeah. The reason we made it was because we niched aggressively. Yeah. It's like when we first went to market, we said, we are only going to work with HubSpot solutions partners like we were that specific with our go to market, we're going to go out and own the HubSpot solutions partner space.

00:18:35:02 - 00:18:39:06

Jason Azocar

And that's fortunate for us, it you know, that being that niche was the thing that kept us alive.

00:18:39:06 - 00:18:55:05

Alex Winter

I think that's important, too, because being finding your niche and doing like leaning into it heavily is something that I think people are afraid of. So what ends up happening is they try to cast a wider net for sure, and then you're doing too many things and you're given 80% here and you're not giving 100% here, and it just doesn't ever really fully pan out.

00:18:55:05 - 00:19:11:05

Alex Winter

So it's so critical and I'm happy that you guys did that. And also your wife Heather, you guys are such a power couple. Bridget. Oh, sorry. Almost had your wife Bridget. And you are power couple like you are such a great team. It's cool to see you guys in action and doing doing what you're doing.

00:19:11:05 - 00:19:27:00

Jason Azocar

It's, it's it's unbelievably rewarding to be able to do this with family. Yeah, it's it's an awful lot of it. It adds. It adds a whole different dimension. I mean, we get to travel to these types of things like it's work, but it's also a lot of fun. You know, it's a wife and I get to travel to do these, these fun events and it's work during the day.

00:19:27:00 - 00:19:36:18

Jason Azocar

But then we get to go out to have, you know, a nice meal and spend time together and love, love, love. All four of our kids love them dearly, but it's also wonderful to get a little bit of a break and get away and get to travel.

00:19:36:22 - 00:19:52:22

Alex Winter

Yeah, yeah, I think you I think you have a dialed in and you can tell that you're passionate about what you do, both of you. And I think that plays into it a lot, because you can see just in the way that you affect your clients of how your clients interact with what you do. The passions, they're like, it's a it's palpable.

00:19:52:22 - 00:20:09:20

Jason Azocar

It's like it's a lot of fun. You know, I talk about this with my team all the time. It's like we don't sell an ad on that you may or may not need. Like the. Nope, no shade to, you know, like add on chrome, a Chrome extension, apps like we but there's it's not a thing that you may or may not need that could be valuable.

00:20:09:20 - 00:20:26:05

Jason Azocar

Could like when we have conversations with potential clients, they always start the same way. We need help. We've been trying to do this thing. We know we need to hire a content manager who knows how to spot. Yeah. And for the life of us, we can't figure it out like it's holding up our ability to hit our goals.

00:20:26:05 - 00:20:40:12

Jason Azocar

Yeah. And we get to come in and say, well, fantastic. We know we can help you. That's because again, we're so niche. Like we've done it over and over and over. We know we can help you. Here's what it looks like. Yeah. Are you ready to get started? It's much more fun to like, you know, some some sort of like add on.

00:20:40:12 - 00:20:42:10

Jason Azocar

Yeah. Or events that the company may or may not need.

00:20:42:10 - 00:21:00:22

Alex Winter

It's definitely inspiring and it's something. Hiring takes time. Yes. You want to hire the right person or it's something that's like going to be effective and really help your business. That doesn't just happen like overnight. And usually it is like a supply and demand, like we need this thing. What do we do? And sometimes you can make tough decisions or like bad decisions and you don't get the right person.

00:21:01:00 - 00:21:09:18

Alex Winter

And then you start to train them and then you have to make a change. And that takes so much time that it's just like a good point. It can really slow you down. It can really slow the growth trajectory of your company.

00:21:09:18 - 00:21:27:08

Jason Azocar

Now, I don't know that there's anything that a company can do that's worse for their growth than hiring. Roberson. Yeah. And I you know, saying that is easy. It's a extraordinarily difficult ride hiring anybody going like effectively running a hiring process now is just as much art as it is scientists. You're dealing with humans. It's very very difficult.

00:21:27:08 - 00:21:42:11

Jason Azocar

Yeah. But there are lots of things that you can do to limit the risk and sort of go through it the right way to pull the data you need that will indicate to you, is this the right human like? Do they have the skills and are they the right type of human being? For my organization? Right. And that's a big part of what we get to help our clients with.

00:21:42:11 - 00:21:49:21

Jason Azocar

It's not just, hey, here's a bunch of candidates that we, you know, we walk them through the entire process and help them scope interview questions, etc.. There's there's a lot that goes on. Yeah.

00:21:49:21 - 00:21:57:23

Alex Winter

You vet if you vet everybody and it's great because it's a win win because you have both ends of the equation. You have people who need to hire near people that are looking to get hired. It's it's a beautiful thing.

00:21:57:23 - 00:22:12:14

Jason Azocar

Well, look, that's that's an important part of the why why we do what we do. Yeah. I look, I love our clients. They're amazing. It's it's it's incredibly fun to help businesses grow. But really the why like the emotional component is are the candidates that we get to help. Yeah. Like every time I have a conversation with a candidate that we play.

00:22:12:14 - 00:22:28:13

Jason Azocar

So I talk to every candidate that we place before they go into their next role. Wow, I, I it's a thing I refuse to give up. I have a conversation with every candidate that signs an off letter about here's what comes next, here's how to deal with resignation and some of the craziness that comes at that stage of the process.

00:22:28:15 - 00:22:45:08

Jason Azocar

And on every one of those calls, unprompted, they tell me about how incredible the recruiter was. They worked with what the experience meant to them and how we've meaningfully changed our lives. Like people have gotten emotional on these calls saying, like, I've been trying to find the next step in my career. I couldn't find the right thing. Thank you so much.

00:22:45:10 - 00:22:51:08

Jason Azocar

Your recruiters were able to to meaningfully change my trajectory for myself and my family. And that's the that's the emotional base.

00:22:51:08 - 00:23:12:13

Alex Winter

That's incredible. Talk about wanting to get out of bed and get to work today. This is my favorite part of the show right now. So we call it the one thing. And I love this because we covered a lot of ground. We talked about some really great stuff. But if you had, for our viewers and our listeners out there, what's the one thing they should take away from this, especially for our content managers that are listening or potential content managers, what would you say to them that they should really, you know, take away from a conversation?

00:23:12:15 - 00:23:32:01

Jason Azocar

It doesn't have to be HubSpot. Okay. But learn the technology. You must be a technologist by being a content manager. Understanding how to produce content is just step one of the journey. Okay? You have to be able to take the content and deploy it meaningfully to your channels and be able to report back to your leadership team on was it effective?

00:23:32:03 - 00:23:43:08

Jason Azocar

If so, yes, and here's why. If not, here are the insights that we gain and how we can do better next time. The deploy or the Deploy track report component is absolutely critical to the role.

00:23:43:10 - 00:23:51:00

Alex Winter

Well said, and thank you so much for your time and for being on the show. I love talking with you. Yeah, we always have a great time at these events. Yeah, it's it's like our annual.

00:23:51:00 - 00:23:52:08

Jason Azocar

I love it man. Yeah. Let's keep it going.

00:23:52:12 - 00:24:16:00

Alex Winter

Let's keep it going for sure. What have you shown again. Fantastic. Well have you again on the show? I lost all right. Great affair with there watching and listening. This is endless customers. I'm your host, Alex Winter. Catch you on the next episode.