Trevor McGraw (@trevor_mcgraw) is a Senior Director and one of the founding members of Appcast, the pioneer in pay-per-apply programmatic advertising.
Appcast has legitimately changed how leading employers, recruitment firms, ad agencies, and job sites attract high-quality job seekers through Appcast Exchange (aggregator), and Clickcast (SAAS). Clickcast is used by leading recruitment advertising agencies like Recruitics, Bayard, and HireClix. I highly recommend giving them a peek here.
Trevor went from being a paralegal at one of the largest law firms in the world, Kaye Scholer, to the 1st sales rep at Appcast where he cut his teeth and earned badges as a high performing salesman. His repeated success lead to rising roles within the company, ultimately landing him where he is now as Senior Director of “Gig Economy” Appcast clients.
This conversation was academic (best word to describe it). Trevor has a talent at breaking down and simplifying complex topics (like programmatic job ads) into digest-able pieces that a founder or 1st time marketer can understand.
We dive deep into what programmatic job ads are, who should be considering programmatic job ads as a viable marketing channel, how to become amazing at leveraging programmatic job ads, and much more (including company culture and how a founder influences the attitude of a startup).
This episode is particularly valuable for 1) founders who want to consider recruitment marketing for say, a marketplace with buyers/sellers, or 2) marketers who want a blueprint for smart marketing, testing, and customer acquisition.
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- Did you plan to do law originally as a career? [5:32]
- How did you end up working there in the 1st place? Why Kaye Scholer? [6:39]
- Being a paralegal takes speed reading skills and great presence? [9:07]
- How’d you end up in marketing? [9:24]
- My (Jakub’s) failing story to get into marketing [12:02]
- Sounds like you had a killer experience (getting into marketing)? [13:01]
- You lived in New Zealand? [13:52]
- You were in New Zealand for a year? [15:14]
- New Zealand is culturally different than Australia (“cutting down the tall poppy” [15:20]
- Did you get a sense of tall poppy syndrome in New Zealand? [16:37]
- Why are people in Christchurch not nearly as nice as people in other parts? [18:24]
- What influence did studying in New Zealand have on your career and life? [19:46]
- Did you find that marketing was something you were unbeknownst to be interested in? What’s kept you in marketing? [21:57]
- Based on working in this industry for so long, what’s your marketing thesis? [24:03]
- An example of data being crucial, especially with notetaking [27:04]
- What influence has Chris Forman had on who you are today? [30:02]
- What’s the company-wide meeting (where Chris Forman share any mistakes made)? [32:02]
- Why to double down on your mistakes? [32:57]
- What is Appcast? [37:05]
- What programmatic display ads are [38:45]
- Who is the audience of Appcast? [40:27]
- Is your audience startups or corporations that are clients? [41:33]
Links from Episode
- Connect with Trevor: LinkedIn | Twitter
- Kaye Scholer (Now Arnold Porter)
- What does a paralegal do
- Tyler Dewdney
- Chris Forman
- Lebanon, New Hampshire
- Canterbury, New Zealand
- Canberra, Australia
- Tall poppy syndrome
- Christchurch, NZ
- Knight Bus (Harry Potter)
- Tim McKegney
- StartDate Labs (Now StartWire)
- Sergey Brin
- Larry Page
- Eric Schmidt
- What is recruitment marketing
- What is programmatic job advertising
- What is programmatic display advertising
- List of gig economy companies
What new concept did you learn from the episode? Comment below!