Beginner’s Guide to Solar Marketing: 4 Strategies to Jumpstart Your Marketing
The renewable energy sector is experiencing explosive growth, and solar is leading the way.
From lower electric bills to a smaller carbon footprint, families and businesses across the country are eager to get their own little slice of the photovoltaic pie.
And solar businesses want a slice, too. In 2021, there are probably more solar businesses than ever vying for the attention and business of a vast market.
So how do you set yourself apart from the pack and reach prospective clients?
How to Market Solar
Marketing is at the heart of every successful brand, organization, or cause. It's the process of understanding what consumers need, how your offering can fill that need, and how to articulate the message in a way that converts to sales.
In this article we'll describe four marketing strategies that companies just starting out on their marketing program should consider. Each requires a different amount of investment, both in time and money. We'll give you the information you need to help make your decisions, but it's ultimately up to you to decide which ones work best for you now, and in the future.
Before we get to the strategies, let's start with the foundations of marketing: your company and your audience.
Know Your Brand
You can't sell what you don't know. Before starting your solar marketing campaign, answer the following questions to help you craft the best solar marketing messaging:
- What makes your brand stand out from others?
- What are your brand values?
- How do you want to be perceived by your potential customers?
Know Your Audience
For effective solar advertising, you've got to speak the language of your target audience. Do some research to identify the following:
- Who is your target audience?
- What are their values?
- What questions and concerns do they have? What are they nervous about, and why might they be hesitant to purchase solar equipment or services?
- How can you address their concerns and meet their needs?
If you're having trouble getting to know your audience, Sparktoro's free audience search tools help you discover more about your target demographic. You can also use Facebook Audience Insight tools to gain important insights.
Solar Marketing Strategies — How to Get Solar Leads Online
Now that we know ourselves and our audience, we're ready to look at some strategies.
The world of solar sales is trending digital, so implementing effective online marketing is paramount to generating leads and ultimately growing your business. Social media, in particular, is a very powerful factor in sales, with nearly three quarters of people using social media when making a purchasing decision.
This blog will focus on four popular techniques:
1. Organic Social Media
Social media is a great way to generate leads. The key, however, isn't in posting copious amounts of material: It's engaging and participating in purposeful discussions.
Know where to reach your audience. (Photo by Melanie Deziel)
Start by identifying what platforms your audience uses the most. For example, if you're targeting older generations, you should look to Facebook, which is seeing most of its growth in that demographic. Twitter and Instagram, on the other hand, are appealing to younger audiences. Other platforms such as Linkedin, Reddit, and Quora have their own unique demographics to explore, and TikTok is wildly popular among a wide age range and largely untapped in solar marketing.
Renewable energy and sustainability are popular on all social media platforms, with many groups focused on all aspects of solar, from emerging tech, to the latest regulations, to sales techniques. This means there are great solar marketing opportunities.
Check out solar groups on these platforms to get an idea of what's out there, who's searching for what, and what's currently being offered. Popular solar groups include:
- The Renewable Energy Group (Facebook)
- American Solar Energy (Twitter)
- Solar Energy Industries Association (SEIA) (Linkedin)
- r/solar (Reddit)
- Topic: Solar Energy (Quora)
Also, make sure to check out groups from your state and local area. Organizations like SEIA have active state chapters that are worth looking into.
Social media content should be linked to your website and blog content, if you have a blog. That way you're not only building organic social media leads, but directing people to your website, where you can continue to show them the value of your services and turn them into leads.
Focus on quality over quantity, though: Social media usually knows the difference between shoddy content mills and the good stuff, so purposefully engaging others with quality posts will go much farther than cranking out thoughtless content. Some quick tips for what constitutes quality content:
- Commenting on someone else's post. If you don't have a large social media audience, commenting is a great way to get in front of other people's audience (plus the person will appreciate you engaging with their content). Your comment should acknowledge the original post and add new information or perspective.
- Writing an original post that helps readers solve a problem or points them to useful information. When writing a post, try to start out with a short story that will pull the reader in before dispensing your advice.
- Be sparing with tags and hashtags. A common signal for "spammy" content is when people tag way too many people and add too many hashtags (and the algorithms have picked up on this). To get the most reach, you should only tag 1-3 people in your post and use only 1-5 hashtags.
Some social platforms like Facebook and Twitter offer customer service tools to help serve and manage your customers. Potential customers can inquire about your services directly through messages or comment on your page, allowing you to follow through immediately.
2. Paid Social Ads
Social media is a viable marketing channel, but it can be difficult to get organic leads without doing a lot of legwork. If you want to spend more money rather than time, going with paid social advertising can be a good route to take, but you should make sure your ads are personalized to stand out from the din.
Personalize Your Ads
People see so many ads these days that we've developed what's known as "ad blindness," meaning, our brains don't even see ads unless there's something interesting or unique about them.
There's no shortage of platforms to reach potential customers. (Photo by Adem AY)
According to a study by Adobe, 67% of consumers think it's important for brands to adjust content based on current context. When it comes to solar, personalizing your digital ads can be done fairly easily. Click on the images below to see examples of personalized solar ads. Paid ads show up on sidebars and news feeds of social media channels, pushing your brand front-and-center above others clamoring for premium social real estate. Most social media platforms have well-established ad services ranging from $1-10 a day.
LinkedIn boasts being the #1 platform for business-to-business lead generation. If you're targeting professionals or businesses, LinkedIn is a great place to advertise. LinkedIn has the most expensive ads on this list, so using it for B2C engagement might be risky.
If you're wondering how to sell solar on Facebook, the platform's Ads Manager lets you manage your entire solar ads campaign in one place. Ads Manager provides exhaustive tools to select your audience, set goals, create ads, and establish firm budgets and timelines to ensure you don't spend more than you're comfortable with.
Twitter is unique in that a lot of trends happen there before they hit other platforms. Twitter's ad platform taps into this advantage, allowing you to be among the first to engage folks at the front-end of trends and movements. Twitter offers over 20 product options to showcase your product or service, and provides powerful targeting tools to help you gain impressions with the audiences that matter most. What's more, Twitter's powerful analytics tools give you insight into impressions, engagements, and cost-per-result across your ad campaign.
If bootstrapping your way through social ad marketing isn't your thing, there are many ad agencies ready to craft marketing campaigns suited for almost any budget.
3. Paid Search Ads
Google is the most used search engine on the web. When people search for "solar installers near me," they're actively seeking your services out. These are "high intent" leads, so they'll likely have a much higher conversion rate, which is why they're worth spending money on. Google knows this, and offers a suite of tools and services to help get you there.
Google Ads provides specialized ad solutions for sales, leads, website traffic, product and brand consideration, brand awareness and influence, and app promotion. Within these, you can select different campaign formats to showcase your product or service. Google only charges you for results, so you only pay when someone clicks on your website or calls your business.
Like Google, Microsoft Advertising offers decent targeting options for your ad campaign. But it's not quite as robust. Microsoft does allow you to target geographic location, dates, time zones, demographics, and more, all features less developed or nonexistent in Google's service. Another advantage of Microsoft Advertising is the density of competition. You'll be battling with far less competition on Bing, giving you a lower average cost-per-click.
As always, if you're in over your head with search engine ads, hookup with an ad agency to manage them for you.
4. SEO & Content Marketing
Search engine optimization, or SEO, is the act of optimizing content for higher placement in search results. So, for example, when a potential client searches "solar installer in Delaware" or "best residential solar installers," good SEO practices can help your business show up close to the top of the search results.
A concept that goes arm-in-arm with SEO is content marketing. Like SEO, content marketing is all the rage, but it can be exceedingly hard to drive traffic without a lot of investment.
Developing and building an SEO strategy and content marketing plan is far from a "beginner" marketing strategy, however. They both take deep expertise, lots of time and dedication, and, you guessed it, money. The best bet here is to not engage in either until you're ready to hire someone dedicated to the task or have the resources to put into the effort.
Those just getting into marketing their solar business should be looking for the most bang for their limited time and resources. Our advice? Focus on our first three topics (social media, social ads, and search ads) to start, then look into SEO and content marketing as you build your marketing strategy and staff.
Turning visitors into leads
Click on the picture to see how Lead Capture AI can help your business.
Now that we've looked at strategies for driving traffic to your website, let's look at how you can turn them into leads. After all, if they go to your site and there's nothing to engage them, they'll just click away, and your effort will be for naught.
One quick and easy way to engage visitors to your website is through a tool like Lead Capture AI. Lead Capture AI lets your website visitors actually see what solar will look like on their home, and how much money they can potentially save.
This helps you convert more traffic into qualified leads, quickly, engaging users with an exciting, visual presentation rather than a series of boring forms.
Learning how to market solar is a journey. In this post we've laid out three techniques that can help you get started, and one to avoid until your marketing program is more robust. Let's review the key takeaways:
- There are multiple steps to marketing solar, including knowing your brand, knowing your audience, and choosing the best digital marketing strategies and advertising for solar.
- Make sure your brand messaging is consistent, from initial pitch to contract.
- Adopt a mix of organic and paid internet advertising, and utilize social media and search engine ad tools to create advertising campaigns suited to your needs.
- Content is king. Make sure any content you produce on social media, in ads, or on your website is engaging for your audience
- Turn visitors into leads. Use tools like Lead Capture AI to make sure all your hard work getting visitors to your site turns into more leads for your sales team.
For more information to help you get started, check out some questions your solar sales pitch has to answer, and then see how to make the most of remote solar sales. Stay tuned for the next blog in our series, on advanced solar marketing, for more information on making the most out of your marketing efforts.
January is National Mentorship Month— the perfect time to focus on growing and building important relationships with mentors that will positively affect your professional career.
Research shows that mentorship greatly improves career outcomes by providing professional guidance, skill development, and support through major work and life transitions.
We asked some of our partner companies to tell us about the mentorship opportunities they offer. If you’re ready to unleash your full potential by joining an impactful mentoring program, keep reading to hear what they said. (Plus, they’re all hiring—check out their open jobs under each entry!)
“Clarus Commerce has been running a mentorship program for the last 9 years. Here is how it works:
- Senior leaders nominate mentors within their department.
- The program lasts for about 6 months.
- Those who are interested in being mentored provide 6 topics that they’d like to discuss in mentoring meetings, which help us pair people up. Mentoring topics should focus on topics such as: leadership, how to manage up, presentation skills, communication, work life balance, etc.
- We leverage our Insights and Discovery profiles that each employee has to help better understand each other’s communication styles and help facilitate great discussions.”
Learn more about Clarus Commerce here.
“PwC professionals are provided learning opportunities, supportive career growth and unique mentoring opportunities to help them to fulfill their potential. The firm has several programs that include intentional mentorship and focus on building representation, inclusion and development of their people. For example, the firm launched Enrich, an experience designed to support the development and leadership skills of high-potential female and racially and ethnically diverse senior managers and directors. There is also Thrive, an innovative two-year experience for Black and Latinx entry-level new joiners that helps lay the foundation for a successful career through culture workshops, networking, connectivity and leadership engagement.”
Learn more about PwC here.
“At CallRail we have a program called Connection Point where individual contributors are paired with members of the Senior Leadership Team. Each pair is together for a full quarter and are given topics for their meetings, topics range from; career stories, situational advice and feedback, etc. At the conclusion of the quarter the individual contributors that have been in the program have a round table lunch with the CEO. This has been a great way to foster deeper connections within the organization, demystify senior leadership and help individuals see a path forward.”
Learn more about CallRail here.
“Automattic’s Design Mentoring program is a mutually beneficial partnership providing development opportunities for all. Mentees pick up new skills or get guidance with a project. Mentors practice communication, leadership, and knowledge sharing. The organization benefits from more engaged, productive employees, who have increased job satisfaction because mentorship encourages meaningful work that aligns personal and professional goals. In our distributed work environment, mentoring provides a human connection and a trusted space to grow. Tapping into all of the design experience and skill that our organization has is a powerful way to grow individually … and collectively."
Learn more about Automattic here.
“Relativity Women of the Workplace (RelWoW) Mentorship Circles is a group mentoring program that brings together women at varying stages in their careers and from every department at Relativity. The program sessions are curated by our team and include materials, talking points and action items to help create open dialogue, build connections and develop skills for personal and professional development. The program runs around six months, and includes a kickoff, mid-point event exclusive to program members, and a closing celebration. Relativity also plans to pilot a new mentoring program with broader reach across the company in 2022.”
—Yvonne Frazier – Executive Assistant
Learn more about Relativity here.
“CDW Business Resource Groups are a key source for networking and mentoring opportunities. In 2019, our BeU BRG launched a formal mentoring program through their Project IMPACT initiative aimed at recruiting, retaining and promoting Black coworkers. It has been a successful program that has brought coworkers together across departments and roles, sharing new experiences and perspectives for both mentors and mentees.”
Learn more about CDW here.
“BRIDGE is Kinesso's reverse mentoring program bringing together senior leaders and future leaders globally. Our program pairs employees with Kinesso's Senior Leadership Team, but rather than leadership mentoring employees, our employees mentor our senior leaders!
Through mentorship programs like Bridge, Kinesso's brings together employees across generations, cultures, territories, and job levels. Giving our future leaders the opportunity to share fresh perspectives and innovative ideas allows our current leaders to look at inclusion, capabilities, collaboration, and connectivity from a completely different lens.
"(Bridge) is immensely important for many reasons, but most of all, it shows that no matter where you are in your career, you should never stop learning and growing."
—Arun Kumar, CEO at Kinesso and Global Chief Data & Marketing Technology Officer at IPG”
For more information on Kinesso, please visit Kinesso.com/careers.
Learn more about Kinesso here.
"At SoundCloud, one of our core behaviors is to embrace the challenge- but that doesn’t mean that you go at it alone. We encourage SoundClouders to ask for help and to give help to those who it need along the way. Over the past few years we have offered a mentorship program that connects rising SoundClouders with under-represented identities (gender/race/ethnicity) with more senior level employees around topics of professional branding and career growth, influencing and emotional intelligence, and strategic thinking. In 2022, we aim to launch 2 cohorts of mentorship/coaching targeting different ranks of women of color."
Learn more about SoundCloud here.
“BlackRock has nine employee networks and four professional networks – all of which offer mentorship programs or opportunities.
Our employee networks: Mosaic; Ability & Allies Network; Asian, Middle Eastern & Allies Professional Network; Black Professionals & Allies Network; Families & Allies Network; Out & Allies Network; SOMOS Latinx & Allies Network; and Women's Initiative & Allies Network.
Our professional networks: Analyst Alley, Associates Arena, Global Administrative Initiative Network, and VP Village.”
Learn more about BlackRock here.
“Having both formal and informal mentors is crucial to elevate any career. At Lockheed Martin, mentoring is the development of meaningful relationships to transfer valuable knowledge and understanding from one person to another. It is a personal enhancement strategy through which one person willingly facilitates the development of another by sharing known resources, expertise, values, skills, perspectives, attitudes, and proficiencies. Our mentoring program is tailored to the individual employee to give them the right tools, the right resources, at the right time.”
Learn more about Lockheed Martin here.
“Autodesk is a place where you can shape your future and help others do the same. The Autodesk Mentorship Program empowers employees to take ownership of their careers and build on a mindset of learning from each other by offering mentorship opportunities for professional and personal development, peer-to-peer learning, and focused networking. The program helps you identify your goals and recommends matches for a mentor or mentee to help you accomplish them. Through the Autodesk Mentorship Program, employees can make connections, grow their skills, explore opportunities and build their career paths.”
Learn more about Autodesk here.
“Cummins Women’s Empowerment Network (WEN) focuses on a mission to create the right environment by advocating for equal representation, empowering women, and fostering inclusion for every employee in all work assignments at all levels.
As part of the work to achieve such a mission, WEN focuses on mentoring and development initiatives designed to foster mentoring relationships, broaden employee networks, and provide opportunities for personal and professional growth. Initiatives include Speed Mentoring Sessions, Personal Development & Networking Events and WEN Mentoring Circles Program. This annual Mentoring Circles Program provides a monthly opportunity for exempt employees to participate in a forum for open discussion, explore new perspectives and learn from peers and leaders.
Within the Europe region we also have the Cummins Business Services mentoring program which is open to all employees at all levels.”
Learn more about Cummins here.
“Meet a pairing in Millennium’s Mentorship Program: Cari Smalley, Co-Head HR Business Partners, Americas, and Jasmin Zirino, Operations Specialist. They say, "The mentorship program is a fantastic experience for anyone who wishes to join. It allows you to meet someone you do not directly work with and grow your network. It is invaluable to have the ability to work through solutions to problems, use one another as sounding boards, and occasionally just blow off steam in a supportive space."”
Learn more about Millennium Management here.
“Mentorship is about stepping out of our comfort zone, taking charge and acting upon our ambitions, opening doors for others and learning more about the skills that make our own success.
Expedia Group has a volunteer-led program allowing every employee to have an equal chance to grow and succeed. The program has brought together a group of 1,700 Expedians from all over the world who believe in skills development and the power to elevate others while creating Inclusion at Expedia Group. Through a self-service marketplace platform and organized meetup sessions, EG’s Mentoring Program enables all employees to ask for help and embrace their own identity while belonging to a community that thrives through diversity.”
Learn more about Expedia Group here.
“At Equinix, our employee connection networks (EECNs) play an important role in bringing together communities for learning and growth opportunities, including mentoring. While mentees gain much from mentors, we often find that mentors also discover growth opportunities.
By asking these questions, we instill best practices for a successful mentorship:
What does each party want from this experience? How often to meet? Confidentiality: What’s shareable and what isn’t?
Feedback: What are the expectations around giving and receiving feedback?
And remember, a mentoring relationship is like any other relationship—it takes time to develop. Build trust by getting to know one another.”
Learn more about Equinix here.
"At Unstoppable, it is our commitment to having a crypto forward culture. Every new team member is matched with a Crypto Buddy who acts as their first point of contact outside of their direct team, guides them down the crypto rabbit hole, and welcomes them into Unstoppable’s culture. As a fully remote company, making cross-team collaboration a key part of onboarding strengthens our community. This is also an opportunity for the buddy to hone their mentoring and teaching skills. When the new hire has been with the company for six months, they will then become a mentor themselves, driving a continuous cycle of mentorship."
Learn more about Unstoppable Domains here.
“Mentoring@Uber connects employees who are passionate about helping and up-skilling others with those who are seeking guidance and development. It is a way of connecting and sharing challenges on a mutual and reliable relationship —and trying to get another perspective from an unbiased source. It’s also an opportunity to learn from the experiences of others, or collaborate together to come up with a solution to professional problems that arise. People with mentors perform better, advance in their careers faster, and even maintain more work-life balance. And mentors benefit, too.”
Learn more about Uber here.
“MongoDB has offered two pilot mentorship programs to support underrepresented groups. One program focused on promising first-line managers and ICs from underrepresented groups and the other focused on providing executive mentorship to women & nonbinary leaders at the director level and up. In both programs, participants were matched with a mentor with who they regularly met to discuss career planning and personal development. Feedback from both pilots was hugely positive with participants indicating that they received helpful support from their mentors. Members from our ERGs have also served as mentors to our summer class of interns.”
Learn more about MongoDB here.
“Our Black and Latinx ERG, Array, offers a mentorship program pairing individual contributors within Array to C-Suite and VP level mentors, including PagerDuty CEO Jennifer Tejada. Dedicated to leveling the playing field for Black and Latinx employees, the program is structured so everyone can learn from each other. Mentees are paired with mentors from within or outside their department for a nine-month term, which includes check-ins, themed discussions, and monthly one-on-ones. Bri Solorzano, an Array mentee, explained that this mentorship program allows her to build bonds with higher level executives, and share her personal experiences as a Latinx employee and individual contributor at PagerDuty.”
Learn more about PagerDuty here.
T. Rowe Price
“Due to the highly collaborative culture at T. Rowe Price, the firm understands the value of relationships and the opportunities strong mentorship can provide. It is committed to not only developing talent within its walls but developing the next generation of talent within communities.
The firm will launch a new global mentorship program in 2022, which will offer associates the opportunity to connect with colleagues, agnostic of location or business unit. T. Rowe Price also provides leadership development to youth in the community through strategic partnerships such as the Baltimore Ravens Leadership Institute, a program aimed at high school students.”
Learn more about T. Rowe Price here.
“At Pluralsight, we take growth seriously. Which is why we offer a six-month long mentorship program for all of our employees. Our mentorship program is facilitated bi-annually by Women@Pluralsight, one of our Employee Resource Groups (ERGs) and aims to empower participants to recognize their full potential. We intentionally pair mentors and mentees to create connections that encourage the development of skills crucial to success, and foster personal and professional growth. In our most recent cycle we paired nearly 200 participants and have plans to continue growing that number. Because at Pluralsight, your growth is our growth, and vice versa.”
Learn more about Pluralsight here.
“At Yelp, we value and actively foster an environment focused on learning and development. There are a variety of mentorship opportunities available, such as:
- New Hire Mentors — new employees are paired with a team mentor to help them onboard and get settled in.
- Engineering Mentorship Program — any IC engineer can sign up to become or get a mentor within Yelp Engineering.
- Manager Mentorship Program — new engineering managers or proto-managers can get support from experienced managers at Yelp.
- Awesome Women in Engineering — This employee resource group’s mentorship program helps AWE members find mentors or mentee within the group.”
Learn more about Yelp here.
“At Turo, we help each other. We collaborate. We challenge each other. And we create the tools to succeed independently and as a team.
When you join Turo engineering, you’re assigned a mentor, a reliable, single point-of-contact to help you set up your environment, navigate the codebase, and acclimate to Turo’s culture and workplace. Mentors have a great responsibility to ensure new Turists feel welcome, offer encouragement, and provide advice and guidance on complex matters of systems and architecture. Engineers who demonstrate our core values of efficiency, pioneering, and being down-to-earth and supportive have an opportunity to mentor new engineers. Mentoring engineers is a great way to build the skills necessary to further your career at Turo.”
“Mentoring has allowed me to deepen my technical understanding and team connections.”
– Lauren Kroner, Senior Software Engineer
Learn more about Turo here.
“In the US, Moody’s has an intergenerational mentoring program, our Pride BRG members coach youth in the Queer Coders program. Our Women’s, Veterans, and Multicultural BRGs have a variety of mentoring programs, including summer intern mentorship, our Asian Leadership Initiative and our ConectaMos Hispanic/Latinx 1:1 mentoring program. Our Women’s Group Mentoring Program just celebrated its 10th anniversary with over 800 mentor-mentee participants over 10 years. In EMEA, Moody’s offers Power to Act reverse mentoring, mentoring through the Women’s and Pride BRGs, and a parental leave mentoring scheme. In APAC, Moody’s has various cross-BRG and cross-department mentoring programs.”
Learn more about Moody’s here.
“At Condé Nast, we are focused on providing positive career development opportunities. We recently launched a Global Mentorship Program as an option for employees to connect and learn from one another. For six months, employees participate as a mentor and/or mentee to develop their careers, grow their skills and guide one another. The structured framework creates and sustains an inclusive experience that empowers everyone’s growth.
The MentorcliQ platform we use lets us create mentoring pairs based on their interests, experiences and personality compatibility. To date we have had 473 active mentorship pairs.”
Learn more about Condé Nast here.
“Thornburg Small Group Mentor Program was created to bring employees of various tenures and experience levels together in order to cultivate organic relationships and opportunities for influence in a low-pressure environment.
The program consists of six small groups comprised of one mentor and three to six mentees. These groups meet for one hour every month for six months. The series concludes with a virtual event where all participants from every group can meet and share takeaways from their experiences.
- Small group format (not one-on-one)
- Low cost, low maintenance, light structure
- Flexibility for mentors to lead through individual style"
Learn more about Thornburg here.
“Women@Okta’s upcoming mentorship program:
W@Okta’s vision for the year is to empower, develop and support women-identified employees in order to ultimately improve gender diversity at Okta. One of our key methods is to empower the next generation of female leadership by providing a platform for women to connect and learn from one another through group and 1:1 mentorship opportunities. Our Professional Development branch is launching a pilot mentorship program with an initial cohort of 32 mentors and mentees.
Goals: Career, personal and organizational
Share your needs, desires, goals, and challenges; career choice and mobility.
Explore people, resources, information, expertise you need – but don’t have – to speed up, enhance, and ensure your results.”
—Professional Development Lead Christina Ghallagher (Senior Sales Development Representative) & Partnerships Co-Lead Sarah Schiff (Senior Manager, Customer First Recruiting)
Learn more about Okta here.
💎 Looking for some tips and tricks to prepare for your job interview with CallRail? You’ve come to the right place! Make sure to watch the video until the end for some valuable insights.
📼 Watch this video to get some tips that will help you prepare for your interview with CallRail. In this video, you’ll meet Kristin Marsicano, Director of Engineering, and Jon Cyprian, Talent Acquisition Manager at CallRail, who will tell you about the application process and give you some tips and tricks to crush the interview!
📼 Tip #1 for your interview with CallRail: Based on Jon's personal experience as a recruiter, he shares there isn't a "moment" when he knows the candidate is perfect for the job. That said, some vivid indicators naturally give recruiters a better feeling about a candidate, including the research they've done and just their genuine honesty! Transparency about skillsets and what you are looking for in your career journey matters!
📼 Tip #2 for your interview with CallRail: Kristin reveals, “One of the most common hiring misconceptions is that you have to meet all of the criteria in order to even consider applying." That is not true! Being on the other side of engineering hiring for the past seven years, Kristin has seen so many scenarios where the company extended an offer to somebody, even if they didn't meet every single one of the criteria. She recommends that you directly call out how your existing experience matches the job requirements when you apply. Then, if and when you get through to the interview, be prepared to note specific examples that match your experience to the role's needs. Kristin is looking to hire people who can adapt, who have the self-awareness to know what it takes to learn on the job.
Resume Tips for your Interview with CallRail
Jon says there are really only two things to keep in mind when it comes to resume tips. First, a resume over two pages can be too much. But if you still want to present that extra information, Jon recommends doing two submission formats: a short-form and a long-form. The second thing Jon suggests is to submit your resume in a simple form, using either PDF or Microsoft Word. That's because many applicant tracking systems that recruiters use do not accept additional formats.
🧑💼 Are you interested in joining CallRail? They have open positions! To learn more, click here.
Get To Know Kristin and Jon
Kristin is an experienced technical leader, people manager, educator, and mentor with 20 years in the software development industry, including authoring Android Programming: The Big Nerd Ranch Guide. She excels at project and team leadership, and is effective at communicating with technical team members across disciplines and skill levels, as well as non-technical team members and stakeholders. She has experience seeing projects through from inception to implementation. Kristin builds buy-in with internal team members and stakeholders through transparency, collaborative ownership, and consistent practices.
Jon has been with CallRail for more than three years now, first as an Internal Recruiter and currently as a Talent Acquisition Manager. If you are interested in a career at CallRail, you can connect with Kristin and Jon on LinkedIn!
More About CallRail
CallRail is here to bring complete visibility to the marketers who rely on quality inbound leads to measure success. Their customers live in a results-driven world, and giving them a clear view of their digital marketing efforts is the first priority for CallRail. They see the opportunities in surfacing and connecting data from calls, forms, and beyond—helping their customers get better outcomes. CallRail has appeared on best places to work lists and are ranked #1 on G2, but they’re not done. They need savvy, innovative people like you to help their customers scale and grow. Are you game?
💎 Get some top tips before your technical interview with Uber! Don’t miss the valuable advice from a company recruiter. And get to the end of the video for the most important tip!
📼 Play this video to get three top tips that will help you ace your technical interview with Uber. You'll hear from Kelly Hay, Senior Technical Recruiter at Uber, who shares everything you need to know if you’re aiming for a technical role with the company.
📼 Tip #1: Communication Is Key. The first tip to nail your technical interview with Uber: You must articulate your approach to the various problems the interviewer will put in front of you. Also, you should demonstrate that you have the knowledge and the skills necessary to thrive in the role. So, think out loud and explain your thought process as you code! This helps fully communicate your solution and allows your interviewer to correct any misconceptions and offer high-level guidance.
📼 Tip #2: Share Your Experience. The second tip for a technical interview with Uber: Clearly illustrate your current role and projects to convey your efforts and accomplishments. Be able to describe how you've been managing various aspects of a project, from planning to completion, and how you've used your problem-solving skills to guarantee project success! Make sure that you focus on projects that had the biggest impact on the organization, where you’ve had a pretty large scope. Share all the details, including the budget timeline and why certain decisions were made. It's all about building and telling the story from the beginning of the project to the end: Why and how you got specific requirements, how you translated those requirements into engineering terms, what types of challenges you faced, and how you solved those challenges.
Tips for a Technical Interview with Uber: Be Prepared!
Take the time to read the interview prep that the recruiter provides. Also, focus on revisiting fundamentals. While it's great to impress the team at Uber with your in-depth knowledge, it's just as important to nail the basics! It may sound obvious, but Kelly highlights that recalling things you haven't revisited for a while can be incredibly tricky.
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More About Uber
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Cehrin Elyas spends a few hours each week with the imaginary characters she’s dreamed up. One of them is Donald, a 55-year-old man with dementia. Another is Mia, a support worker who cares for people like Donald and regularly takes him to get coffee or lunch.
Cehrin works in pre-sales at scheduling platform Skedulo, and Donald and Mia are two of the personas she’s built to help her understand her prospective clients. “I think of them like movie characters,” she says. “I put in lots of data relevant to the industries I’m pitching.”
If you’re unfamiliar with what someone who works in pre-sales needs to be like—aside from a burgeoning screenwriter—Cehrin’s got a 30-second elevator pitch that sums it up:
“You just need to be an out-of-the-box thinker, a problem solver, and a good storyteller. You need to be confident and curious and have the thirst to learn more. The other things will follow,” she says. “You don’t have to be technical. You can always learn that.”
The India-born, Australia-based Solutions Consultant sat down with us to unpack more about the field and what she loves about it.
The Art and the Science
Cehrin studied chemistry in college, earning both a bachelor’s and a master’s in the field. “I was interested in knowing what happened in the world around me,” she explains.
But she stopped short of getting a PhD because she realized she needed more interpersonal engagement.
“I had a light bulb moment where I felt I’m not meant to be confined within four walls, talking to chemicals,” she says, smiling. “I’m not that person. I needed to be around people. So I shifted my career path and I started again from scratch.”
Cehrin had been a leader in AIESEC, an international student organization, while in college, and had experience building a team. She applied for a role at a call center as a team lead, where that experience translated quite well, and later took a job at a SaaS company where she was in charge of communicating with clients after they’d purchased the product.
“It was post-sales, but it wasn’t advertised like that,” she says. In that role, she ran workshops, taking just-onboarded clients through the product’s capabilities.
When she came across a posting for a pre-sales role at Skedulo on LinkedIn, she was intrigued by the opportunity—and Skedulo’s work to support billions of deskless workers, including care workers and other healthcare professionals. Cehrin is especially passionate about work that impacts the disability sector.
“I enjoy working in that space; I understand the lingo, and I understand what goes on in real life, because I have friends and family who have encountered disabilities, or who work as carers,” says Cehrin.
“Solving problems for [care workers], making their life easier, is great work,” she says.
She applied and went through an interview process that included a role-play pre-sales presentation, which Cehrin enjoyed, and she got an offer.
Now, with some experience under her belt in an official pre-sales role, Cehrin can look back and see the connections between her original field of study and her day-to-day work.
“I come from a science background,” she says. “I know how to research my work. If you don’t know something in pre-sales, you go and look for it. That’s one thing I take from my degree that helps me every day: the research mentality.”
That being said, she’s certainly learning the importance of staying adaptable. “Sometimes you write a protocol to run an experiment. You know that if you follow it, these are the results you’re going to get. In pre-sales, you can apply the same methodology, but you need to tweak it a little bit. You need to add in your own flavor, otherwise it doesn't work.”
A Week in the Life—and the Skills That Support It
In any given week, Cehrin’s activities include:
- Doing 3-4 demos for prospects
- Meeting with the 4 salespeople she supports to better understand their expectations and needs
- Researching and updating her personas
- Staying up-to-date on Skedulo’s products via release logs, newsletters, and other updates
Across the board, she relies on her ability to be a good storyteller.
“You need to be able to make decisions on the spot. You need to have the presence of mind and the independence to work, because no one’s going to tell you what to do,” she says. “And you need to be able to tell a story. Understanding your client’s challenges and requirements is great. Knowing the product you’re selling is great. But the key thing is how you’re going to marry them together. It’s the art of telling the story in a way they’ll remember and that has an impact on them.”
That storytelling focus is why she thinks you can build technical expertise on the job in pre-sales. “If you’re worried about having a degree or a diploma or a certificate, don’t be,” she says. “I’m not technical at all, but I’m still in this space and flourishing. Experience is more valuable.”
For those brand-new to pre-sales, Cehrin suggests getting some baseline familiarity by listening to the podcasts produced by The Pre-Sales Collective.
“It’s very experienced pre-sales people coming and talking about how they went about handling a prospect, what were the challenges, and tips and tricks for pre-sales people in that space to implement in their work,” she says. “If you have the attitude to learn and be curious, you can be in this space.”
At the end of the day, what Cehrin most enjoys about her work is her ability to lean on all of her skills to bring people together. “I get to be the advisor, which I love,” she says. “The clients come to you, your salespersons are counting on you, and you’re driving the solution that’s best for them and for the client, making sure everyone’s happy. You just get all the attention!”