The Do’s and Don’ts of Marketing Interviewing

Share

shutterstock_180832970For the majority of companies, marketing recruiting is one the most difficult human resources activities. Subject complexity has made it nearly impossible for HR representatives to determine job applicant aptitude based on their technical abilities.

What they do know is their desired end-goal. With limited knowledge, hiring managers and recruiters do their best to determine who can and cannot deliver those results.

Above all else, recruiting divisions judge job seekers based upon the applicant’s ability to connect with them on an interpersonal level. Additionally, assertiveness, ability to command the room and body language are all key judgment factors.

Teaching Quantum Physics to a 3rd Grade Class

Try to teach quantum physics to a 3rd grade class the same way you would to a college student and you’re going to get an unresponsive, confused and bored audience. Interviewing for a marketing job is no different. Knowing your audience’s level of knowledge is crucial.

The trick to successful marketing interviewing lay in one’s ability to take the complex and make it simple.

Examples of simplistic explanations that still impress and engage an interviewer:

– Messages resonate to the consumer only if they are concise and sensible.

– Successful marketing hits pain points and solves a problem.

– You would come into the company and through wording, content, social media interaction and pictures make sure that product became known to the public and target market through word of mouth (i.e. branding)

– You would approach recruiting future employees using the same message, thus creating a marketing team who lives and breathes the company’s core message and branding.

– Successful marketing executives understand customer-buying triggers. They are passionate about digging deeper to understand how the users feel.

– User sentiment must be leveraged to motivate the target market to engage with the organization.

In essence, the effective marketing executive can put themselves in the shoes of the buyer and write a story from their point of view.

Marketing interviewees often attempt to convince a hiring manager of their competency by describing complex marketing theories beyond the understanding of the interviewer.

When marketing interviewers discuss in-depth marketing tactics such as landing pages or diminishing bounce rate to increase search engine rankings, they lose their audience and the attempt to be perceived as an expert backfires.

If the interviewer lacks the knowledge to agree with your claims, they write you off.

Preparation for the Interview

Pinpoint the overarching goals of the client marketing campaign. Often, the job description states the hiring company’s desired end goals.

Define how you achieved those results at past jobs.

If a company says they want social media improvement, don’t tell them that they need video marketing. Withhold voicing your disagreement.

Go with the flow and describe your past experience implementing Facebook and Instagram interaction. Touch upon the results that were seen.

In the End

The entire basis of marketing interviewing lay in simplicity. Basic explanations of complex theories raise your ability to connect and persuade. Hiring managers invest in those who get to the point and who are concerned about achieving the goals of the organization instead of coming in and changing the entire plan.


Personal Branding Blog – Stand Out In Your Career

Share

Dos and don’ts for using Periscope and Meerkat

Share

The argument for using a live-streaming app such as Periscope or Meerkat is a convincing one: Periscope gathered 1 million users within the first 10 days, and roughly 10 years of content is streamed by viewers daily.

However, making the leap to use these apps can be daunting for PR pros, especially if you’re used to a rehearsed script or cleanly written copy.

Here are a few dos and don’ts for PR pros still waiting to jump into the live-stream trend:

Periscope (iOS and Android)

Do: Introduce yourself.

You can add comments to live streams as they unfold through Periscope (and Meerkat). When you enter a stream, introduce yourself to the person running the feed.

If it’s a busy broadcast, you might not get a reply. However, many Periscope users welcome viewers as they join, and an introduction—even something as simple as, “Hi from [your location]” can spark a conversation.

From there, use your introduction to ask the broadcaster questions or insert addition insight when appropriate.

Do: Give some love.

Tapping on the screen of a live Periscope broadcast will produce hearts. They make the broadcaster feel good, and the hearts he or she receives get added to his or her profile.

This can give users an idea of how much credibility (or popularity) a particular user has, and it’s a good way of showing that you like elements of the stream, such as a particular bit of advice.

Don’t: Scope and drive.

This generally dangerous (and in many places illegal) behavior won’t get you more followers or respect on Periscope.

Pull over if you must say something or take part in a broadcast, or postpone your stream until you’re not behind the wheel.

Embracing new social media platforms can be a great thing, but it’s not worth endangering your well-being—nor others’ safety.

Don’t: View only local offerings.

There’s an entire world to enjoy on Periscope, and the app’s location feature can help you find current streams globally.

Following and viewing only your own connections on Periscope would be like showing up to a networking party and sitting in the corner. You don’t have to check the app all day to gain networking benefits. Log in at different times of day and days of the week, and visit scopes to find both people and conversations.

Don’t forget to introduce yourself when you do.

Meerkat (iOS and Android)

Do: Schedule your set streams.

Periscope doesn’t offer a scheduling feature, but Meerkat does, as does Blab, another live-streaming tool.

Scheduling will alert your followers ahead of time, giving them ample notice that something valuable is coming their way. It also can help you commit to live-streaming. It might be easy to put off pushing the button, but having a set schedule can guide you toward producing regular content.

Do: Publicize yourself and others.

Scheduling alone isn’t enough; you must tell people where to go and what’s in it for them.

You can share to Facebook or Twitter directly from your stream by clicking a button in the top right corner of the app.

The idea of paying it forward can get you far when you’re building influence on social media, and live-streaming is no exception. Share other broadcasts you think your audience would enjoy while you’re watching them.

Don’t: Give yourself a short window of time to expand your following.

Relationships take time. Giving up within a few days because your first, second or even 20th stream didn’t go viral will cause you to miss out on helpful, smaller opportunities.

There’s another benefit of going on new social media platforms and apps such as Meerkat in their infancy: The earlier you join, the quicker you can learn an app’s features (along with the lingo), and the more likely it is that you’ll build a following before the platform becomes crowded.

Download this free white paper to learn how to tell compelling stories that navigate through the noise, boost your brand and drive sales.

Don’t: Ignore your viewers.

It can be hard to read comments on your phone’s screen as they’re scrolling by, but making the effort can make all the difference.

Say “hi” and thank people who are following your broadcast, and answer questions or comments as they arrive. Though Internet trolls exist everywhere, most users’ comments are from people who genuinely want to learn from you or experience what you’re seeing firsthand.

What dos and don’ts would you add to this list, PR Daily readers?

(Image via)

Ragan.com

Share