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An interview with Brianna Derrera, Executive VP, Marketing & Operations at Riderflex
We sit down with Brianna Derrera, Executive VP, Marketing & Operations at Riderflex.Riderflex is a top-rated national Colorado recruiting firm serving small to large companies on a local, national and global level.
How did you end up at Riderflex and what problem does Riderflex solve for its clients?
I began my journey at Riderflex as a Recruiter and administrative assistant. As the company has expanded and my skills have evolved, I've transitioned into my current position. Riderflex offers a tailored approach to recruitment, assisting companies in finding candidates who align with their culture. Our emphasis is on enhancing the experience for both candidates and clients. Clients choose us because they seek employees who genuinely fit their culture, and they don't want to be overwhelmed with superficial matches on paper. Instead, we delve deeper, acting as an extension of our clients' companies.
As the Executive VP, Marketing & Operations, what are your main responsibilities at Riderflex?
As part of our startup-run company, I handle the dual roles of overseeing our overall company operations and managing our marketing efforts. This includes tasks such as maintaining and designing our website, ensuring it stays current, SEO, creating content daily, executing our marketing strategy, and helping to come up with new strategies.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
A noteworthy aspect of Riderflex is our status as a fully remote company, with team members spanning the entire United States. Not going into an office every day with the team highlights the importance of collaboration and shared objectives in driving sales growth and elevating the customer experience. When tasked by the CEO or President with an idea or project, my role involves listening carefully to their initial idea and being able to create a comprehensive plan and timeline for seamless execution. I also spend a lot of time ensuring our team is using the most up-to-date AI recruiting tools to ensure our customer experience is always high. Despite our autonomy in scheduling and work methods, our collaboration is the essential tool for manifesting the Riderflex vision.
At ColdFire, when we look at our clients' Marketing and Advertising strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the overarching revenue-focused strategy of Riderflex, and what key elements does it encompass?
Our primary goal is to create dynamic work environments for both clients and candidates. When examining the revenue-focused strategies that bring the most success to Riderflex, aside from keeping our core purpose in mind first, you'll always find one of these two elements: Partnerships: We prioritize ensuring our brand and interactions with clients and candidates exceed what they can find elsewhere. This builds a strong brand name for Riderflex and positions us as the go-to choice for referrals. Product Diversification: Although recruiting might seem like a one-size-fits-all situation, working closely with clients reveals diverse needs. We must be adaptable, diversifying our offerings to effectively reach and serve a broader range of clients.
What is an efficient marketing technique that you've implemented at Riderflex or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
Riderflex has skillfully crafted our brand through association marketing. We excel in networking and fostering robust relationships with our clients, which, in turn, opens new avenues. This extends not only to our placements within companies but also to the hiring managers and executives we engage with directly. Our approach seamlessly integrates content marketing across all our activities. By maintaining a strong online brand presence and upholding an exceptional reputation, we continually expand our network, fostering sustainable growth.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
While we continue to utilize cold outbound strategies, our initial approach focuses on gaining insights to identify areas where we can genuinely add value to our clients' businesses and understanding their unique needs. Establishing a solid understanding of how we can be valuable makes customer acquisition much smoother. One highly effective facet of Riderflex's cold outreach is our offer of podcast guest interviews, which not only enables us to learn about potential customers but also builds meaningful relationships with the founders and leaders of these companies. This approach serves as a dual opportunity for connection and understanding.
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