Hiring Help

Who this book is for

Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.

Sound familiar?

• The brief is a few lines in a message, so the work comes back unusable and gets redone.
• Chooses an agency on its portfolio rather than on the people who will do the work.
• Pays monthly without being clear whether they're buying hours or results.
• Three months pass with no way to judge renewal, because no criteria were set.

Each chapter answers one question

1. Chapter 1: Is it safe to outsource what I don't understand?

   Am I outsourcing this because I lack people or lack capability?

   Outsourcing work you do not understand is a sure way to be unable to judge the results.

2. Chapter 2: Is the rework their fault, or my brief's?

   Does my brief state clearly what success is?

   A vague brief produces vague work, and you pay for both rounds of rework.

3. Chapter 3: Am I hiring an agency, or a few people?

   Who will actually do this work, and have I met them?

   You do not hire a company; you hire the people who will sit and do your work.

4. Chapter 4: Is paying for results always cheaper than paying hourly?

   Is my contract buying hours, deliverables or results?

   Paying by the hour buys time; paying for results buys someone else's risk; both have their uses.

5. Chapter 5: No criteria set: how will I know when to quit?

   In three months, what will I use to decide whether to renew or stop?

   Without criteria set at the start, when the time comes you only have a feeling.