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25 Questions and Answers by Jen Hong
Published March 27th, 2019
Job Interviews     Companies     Business     Marketing    

Question 1 of 25

What kind of tools would you use to manage multiple social media channels?

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Answer Examples

1.

What kind of tools would you use to manage multiple social media channels?

At Canoe, being able to 'listen' to the feedback from social media channels is just as important as launching successful campaigns on these platforms. The interviewer wants to assess your level of knowledge around many optimizations and integration tools that help you sort through the noise and get meaningful insights. It's also important to know tools that automate and make content management easier.

Research into social media integration, automation and optimization tools beforehand and make sure you're knowledgeable about the latest tools and innovations.

Jen's Answer

"Just like with any marketing efforts, first we have to have a cohesive strategy in place that clearly outlines objectives and goals of the campaign and for each channel. For content management, we can use tools such as Buffer or Sprout Social for automated postings based on predetermined schedule or analytics. It's also important to monitor overall trends on social media platforms for us to piggyback off of so we can use something like Buzzsumo to help us get real-time updates. In addition, I believe it's just as important to collect both quantitative and qualitative data and feedback to assess performance so we should leverage tools like Sendible or Tagboard to do just that. There are many other tools that specialize in certain aspects of social media marketing or specific platforms which we might want to consider depending on our marketing campaign strategy."

2.

Proper planning enables a marketing team to publish well-thought out, well-timed content. If leading a content initiative at Canoe, how would you suggest planning for it?

You can answer this question by providing a suggestion from your past planning experience from an initiative that went well, or you can provide a more data and process-focused response. Whichever you choose, be detailed enough to show that your know-how enables you to lead a content marketing plan.

Jen's Answer #1

"With previous content marketing campaigns, I have always started by briefly analyzing campaign goals and the buyer persona. So, I would suggest beginning here by deciding on content structure, then make decisions on publishing platforms and sequence. To stay organized while putting together and carrying out the plan, using a robust scheduling tool is imperative. Once we have the foundation of the plan in place, we'll come up with names, subjects, formats and assign someone on the team to each piece of content. We'll also decide when the pieces will be published and decide how we'll regroup to review their performance."

Jen's Answer #2

"I would suggest planning a content strategy around various kinds of important data. This can mean doing research to find opportunities across the internet based on commonly searched keywords and finding ones that could be easy to rank for. You may determine that certain keywords can be ranked for by posting a blog of X amount of words, a video, or that there are specific platforms where you can place content to meet the demand of the searched topic. There is also data that can be used from internal or external sources to help you decide on the content format, best times of day to post, etc. With all of this information, you can compose a great plan, then use an editorial calendar, automation, and scheduling tools to roll it out smoothly."

3.

At Canoe, we believe in learning from other companies' Public Relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns you may have worked o

Canoe believes in learning from successes and mistakes, both internal and external to the company. Hiring managers are looking for a candidate with the same mentality.

By sharing about a specific campaign that provided a learning opportunity, it lets hiring managers at Canoe know that you are proactive about learning to build high-quality PR campaigns. It also shows your ability to identify aspects that could be improved in campaigns that were not quite successful.

Jen's Answer #1

"The Dove Real Beauty campaign was a successful campaign for the Unilever company as it addressed an alarming statistic - at that time, only 2% of women considered themselves to be beautiful. The campaign used 'real' women in the campaign as opposed to professional models. Unilever was successful as initiating the conversation about real beauty, and it increased sales during the campaign. I believe it was successful at identifying a theme that many women could relate to and a successful connection was made with its target group."

Jen's Answer #2

"A Pepsi Ad starring Kendall Jenner in the middle of a Black Lives Matter protest. The problem with this campaign was it minimized the seriousness of this movement as it portrayed a Pepsi being the solution to this deep racial issue. I learned from this campaign how important it is to get feedback from people of various races and backgrounds. If this qualitative research were done before the release, Pepsi likely would not have faced the backlash. Money and time spent on research are worthwhile to avoid potential damage to the company image and brand."

4.

Would you consider yourself a creative person?

Facebook puts great emphasis on creativity, no matter the role to which you are applying. Talk to the interviewer about any interest that you have in creative activities and how you have implemented your creative desires in the workplace. Even if you do not consider yourself to be a 'creative person,' there is a significant change that you have made creative minded decisions in your career.

Jen's Answer #1

"I am someone who alternates back and forth with the right/left brain, but I will always consider myself a very creative person. I admire the creativity and unconventional thinking in IT, business, and digital social movements."

Jen's Answer #2

"Yes. I used to do this in my former position. I was responsible for maintaining supplies on the general surgery ward for five years. It was great at working behind the scenes with the result being efficiency for others."

5.

Tell me about your experience in content marketing and why you feel a successful content marketing strategy is vital to an overall digital strategy?

The interviewer wants to gain insight on your perspective of content marketing and the role it plays in promoting a company and brand. Answer first by presenting your experience in content marketing, followed up by explaining why content is essential and then provide an example of a time you used content to drive a message home to an audience.

Don't forget to provide examples of how data helped you decide on appropriate content and you measured the success of content you implemented including testing and metrics if applicable.

Jen's Answer #1

"Content is important because it makes you a source of entertainment and learning for your audience. This turns them into advocates for your brand. I once ran a campaign for products that were supposed to help messy consumers get organized. Using data about our target audience, I realized most of my audience were in their middle stages of life, had big homes, and loved shopping and accumulating tons of stuff. But they were bad at staying organized. They couldn't find things when they needed them, and often spent lots of time hunting for them or wasted money making duplicate purchases. I found countless opportunities to create humorous but useful, visually stimulating before and after posts. The posts got tons of likes, comments, and laughs from women on Facebook and Pinterest who shared and recommend the ideas. They were a source of new ideas, too, because they'd ask for more suggestions and it made me understand how they ticked and conjure up new ways to present the products. Delivering on their requests kept the content success going. Impressions and engagement on the social media pages increased by double digits month over month for more than a whole year and the product name is becoming synonymous with home organization."

Jen's Answer #2

"Content marketing is an essential way to humanize a brand and establish a meaningful connection with your audience. My team was tasked with creating a campaign to market a pickup truck brand that historically catered to audiences living in rural areas. Our data showed that many of the potential consumers' idealized small-town life, hard work, and conservative views. We used video and picture content that showed actors whose appearance was such that they could easily be a neighbor to any of our audience members. In each piece, they would talk about how they loved their trucks; the same brand as the one we advertised, and how it allowed them to their help nearby friends and family, make a living and support their local and national economies. Our content conveyed in a heartwarming way that consumers who bought these pickup trucks were not just supporting a brand, but upholding a responsibility and sense of community. Many people in our audience commented on our posts with stories of their own, expressing their loyalty and affinity to the brand. After this, we saw an increase in repeat purchases and a surge in new customers who received this interaction with our content as valid social proof."

6.

What would you say are your biggest influences, or sources of inspiration when it comes to design?

Inspiration is everywhere, and Canoe would like to know what sources of inspiration you draw from when working on a brand design project. Talk about what motivates you, and gets your creative juices flowing. Perhaps it's a particular kind of music, working outdoors, travel, or even going to an art gallery. Whatever your response, be sure to allow your passion for design to shine through.

Jen's Answer #1

"I find inspiration in everyday brands and how they contribute to people's lives. I am fascinated by happy and positive brands and what makes them tick. I often find myself dissecting the meaning behind a particular feeling or emotion that other brands emit."

Jen's Answer #2

"My best work comes when I don't focus so much on a perfect outcome, but rather allow myself to play around with different mediums in different environments. I like to paint in the park, for instance, or hang out at an art gallery, listening to how people interpret what they see. I also like to play around with technology, seeing what I can create in my design programs without the pressure of staying inside of a box."

7.

Tell me about your experience using hashtags to increase the visibility of your social media content.

You can answer with working knowledge of how hashtags allow posts to be found across platforms or give examples of specific experiences you've had with using them in order to ensure content is seen.

Avoid suggesting any hashtag practices that are spammy to show how you can be effective in using them market content while remaining professional.

Jen's Answer #1

"Hashtag campaigns are a great way to promote content in connection with a brand, an industry, and an audience. It allows content to be found by people who are interested in a particular subject - and when you're limited on space or can't use a lot of text to introduce your content, a hashtag acts as a shortcut to providing an overview. I've had great luck with using hashtags to attract new potential customers who were interested in the exact service I was marketing. They searched for the topic specifically covered by my content and may not have found it without the hashtag. Lastly, because hashtags let you boost content visibility for free, I believe they're a necessary part of any content marketing strategy."

Jen's Answer #2

"I've seen hashtags help with content visibility because by studying them, I can stay on top of what people are interested in at the moment. Following hashtag trends, I ensure that content is going to be interesting to the audience. This relevance factor also ensures that it will be seen. A second way that hashtags help with promoting content is that they offer a non-costly method to direct the audience to it and encourage engagement. As an example, you can create a specific hashtag to spark conversation around a piece of content within a specific time frame and schedule a structured chat. All of these possibilities are completely free and generate a buzz around content that other methods have yet to achieve."

8.

How do you think good synergy with an SEO specialist can be beneficial to a content strategist?

This question is asked to know if you understand the essential connection between content and search engine optimization. You don't need to be an expert in search engine optimization to answer this question, but you should have a fundamental understanding of how it is complementary to content creation.

Don't answer by explaining what the individual roles of the SEO and content strategists are, rather focus on how the collaborative effort positively affects the content strategist's effectiveness.

Jen's Answer #1

"While an SEO specialist may be more technical focusing on mechanics of a website like speed or being responsible for understanding many factors which determine constantly changing search engine algorithms, their knowledge is very helpful to the content strategist. They have already digested the information related to how content will meet technical requirements to make it useful online. By sharing a simplified overview with the content marketing strategist, they enable them to craft content that meets the technical needs but allows them to dedicate more energy to visual appeal, entertainment, and other audience-facing details."

Jen's Answer #2

"Good synergy between the SEO strategist and the content strategist allow for the creation of content campaigns that are much more impactful. In fact, SEO knowledge is a crucial part of the content strategy. In one example, the content strategist may be concerned with posting frequently to keep the audience engaged, but posting frequently is of no benefit if the content never reaches the audience. Their SEO counterpart helps with this because before content is conceived, they ensure the content strategist knows how to structure the content to ensure it can be indexed by search engines and allows the audience to actually find it. This is just one of the many ways the SEO strategist's technical expertise can benefit the content strategist."

9.

A large part of creating content is in the creative process, but what strategic elements need to be considered for content creation to be highly effective?

Demonstrate your familiarity with content effective marketing by speaking of data and analytics first. Then, talk about other essential non-creative parts of content strategy that should be incorporated.

While the creative and strategic elements of content creation will cross over into one another, don't talk about the creation process when answering this question much, if at all.

Jen's Answer #1

"A content marketing strategy always starts with data about the audience to ensure the content is appropriately created and distributed. The data will tell you what kind of content your audience will enjoy, where and how you can expect them to consume it. Timing is also important, and research can be used to figure out the best times of the month, week, and down to the time of day when posts will get the best visibility. After forming and deploying a content plan, it's important to be consistent with analyzing the performance of all posts, which means looking at various engagement metrics like impressions, clicks, shares, likes, and comments - not just the number of comments but what's being said by the audience. All of the before mentioned let you measure the success of your plan and make continuous improvements."

Jen's Answer #2

"Data from different sources, for example, keyword research, surveys, or machine learning, needs to be analyzed to plan the best possible content and its reach, both organically and during paid promotions. Planning what topics to cover, keeping an editorial calendar, and knowing how to recycle posts effectively are important parts of creating a feeling of consistency and the proper messaging for a brand's audience. Lastly, it's a good idea to balance the human element with automation tools that will allow your content to be distributed in a timely and organized way that best fits the preferences of your audience."

10.

How do you prevent burnout and remain highly motivated?

Working in the tech industry means a lot of hours, and rarely turning your brain off due to a fast-pace and high expectations. Talk to the interviewer about your ability to remain motivated, even if you are asked to work a lot. Discuss how you make sure that you are not burning out on the job.

Jen's Answer #1

"I was taught early on in my career that planning a project clearly, from start to finish, is a great way to prevent burnout and keep motivation high. When effort expectations are set forth right away, this minimizes my stress and keeps me moving at a manageable pace."

Jen's Answer #2

"This is a great question. I think the right answer is, 'of course, but not for long'! We've all had those tough cases. A child dies, a patient yells at you, or you have to give someone a cancer diagnosis. Its professional to take a few minutes after an encounter like that and let those emotions come and go. I cope with these emotions by telling myself that it's not my story, its the patient's story. I think it's okay to be moved by someone else's experience, but I don't need to make it mine."

11.

What makes Facebook or Instagram a great marketing tool?

The interviewer wants to see if you understand the capabilities provided by Facebook/Instagram to advertisers. You want to show them that you are not only aware of the offered/available analytics and capabilities but how they could be best leveraged by savvy advertisers.

Bonus points if you can mention other competitors in the market and compare the platforms.

Jen's Answer #1

"As a start, Facebook and Instagram boast large user base. I believe Facebook has over 2 billion active users and Instagram has 800 million. As a start that gives you a wide audience spread across the globe. The strength of Facebook and Instagram's ad analytics is that it gives you the ability to target customers much more accurately. You can target them based on location, gender, and other profile info. But more importantly, you can target people based on behaviors in a way that wasn't possible before - based on their preferences (their 'like' patterns), their network, activities, etc. They also are often able to track the customers' paths and behaviors even when they are outside the platforms, making their understanding of each customer's profile and preferences more accurate."

Jen's Answer #2

"While Facebook has very robust analytics and bigger base, it's important to caveat it with the fact that its fastest growing base is seniors where Twitter is mostly under 45. In addition, even though Twitter only allows for simple/concise micro-PR messages compared to Facebook where you can show more in-depth content, it's a lot easier to get followers on Twitter than it is to get likes on Facebook. So deciding which platforms to use depends on the specific campaign, target demographics, and messaging."

12.

The ability to write clearly and succinctly is key when building Public Relations campaigns for Canoe's clients. How have you built and strengthened your written communication skills through your prior work experiences?

As expected, written communication skills are important when working on Public Relations campaigns. Canoe's hiring managers are interested in candidates who have made efforts to strengthen their communication skills over the years.

Talk about different projects and situations where you had the opportunity to utilize and build your writing skills. Also, highlight any strengths you have with a particular writing style or possibly a Public Relations project you worked on where your writing skills played a critical role.

Jen's Answer #1

"In my prior positions, writing has been a key component of my job responsibilities. As an analyst, my writing skills were used to communicate to a variety of team members with varying backgrounds. When I moved on to Public Relations, I learned to write for an even broader general audience through a variety of press releases. As I exercised my writing skills, I found the challenge was to write an explanatory piece in a clear and concise manner. Through many different Public Relations projects, I can confidently say this is now a strength of mine and I look forward to possibly providing this skill to Canoe's clients."

Jen's Answer #2

"Writing has always been a passion of mine throughout my education and career. Working at a few different companies, I have been able to hone my writing skills through a variety of projects. I have written creative pieces as part of the Marketing team and also have developed informational pieces while working on blog posts for the company website. These experiences have helped me develop the clear and descriptive writing skills necessary while working on Public Relations campaigns. I continually seek ways to improve my business writing skills through workshops and seminars and am an avid reader of business news journals, which gives me exposure to many different writing styles."

13.

Give me the analytics you'd want to track to evaluate the effectiveness of your social media campaigns.

Marketing is all about data and social media channels allow a wider set of data points for marketers to better understand and predict customer behaviors. Social media marketers that Canoe is looking for should be methodical and intuitive about the leveraging behavioral analytics.

Study the key analytics social media platforms such as Facebook and Instagram - you can categorize these analytics into 3 main categories: Reach, Engagement, and End Results. use Canoe's brand, flagship products, and target customers as an example in your response.

Jen's Answer

"I'd look at the lifecycle of social media campaigns and first break down into 3 main buckets - Reach (campaigns and content reaching the target audience), Engagement (whether or not the audience is reacting to the content/campaigns as we had hoped), and End Results (whether interactions on social media platforms actually lead to meaningful relationships outside of those platforms). The third bucket - end results - would require analytics from other parts of our digital presence. So first for 'Reach,' we want to see the # of people who saw our content and who they were (demographic breakdowns) as well as # of times these posts were seen by each target customer. # of new fans and how the new followers are discovering our brand. So if we hired an influencer to promote Canoe's latest product, we'll want to see if the resulting followers are actually potential customers. Then, we have to see how the customers are responding to the campaigns and content - whether they are just liking the posts or reposting the posts or coming to our page to go to our website or search for our brand. Each type of behavior probably has varying engagement level ranging from mild intrigue to excitement. At the end of the day though, we want to make sure these efforts are leading to impact on the bottom line - the final hurdle. So we'll want to monitor if these customers end up purchasing the product they saw - and if they end up buying more / become repeat customers."

14.

When working with Canoe's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.

Community Relations can play a major role in public relations campaigns, therefore Canoe's hiring managers are looking for candidates who have experience building relationships with community organizations. Part of the challenge is identifying those organizations that are a good match with a client's brand and company values.

In your response, be sure to highlight at least one specific community organization you started a relationship with and mention any challenges you faced and overcame. Talk about why this particular organization was a good fit with your past company or client.

Jen's Answer #1

"My work experience in Public Relations has shown me how important it can be to develop strong relationships with community organizations. In particular, while working with an organic Consumer Packaged Goods client, I worked diligently to develop a relationship with a national non-profit promoting healthy eating habits. The most challenging aspect was selecting an organization that fit my client's mission and brand well. Once we worked out the details of the partnership, both parties benefitted, and the relationship promoted my client's brand in a positive light."

Jen's Answer #2

"Building a relationship with a non-profit or community organization is important as it shows a company cares about worthy causes and is active in the community in which it does business. Because my company is the largest employer in the town where the headquarters are located, I recommended working with a local non-profit aiding low-income families in the area. Once the organization was selected, I found it somewhat challenging to outline the details of our relationship. We wanted to make a profound impact in the community while ensuring the connection was relevant. With feedback from our employees, we were able to develop a relationship where our contributions were meaningful to our company and beneficial to the non-profit."

15.

Canoe is looking for candidates who are able to handle crisis communications quickly and effectively. Do you have experience handling communications for a company during a crisis situation?

Crises come up quickly and unexpectedly and Public Relations need to react quickly to limit any damage to the company's brand or reputation. Canoe's clients need Public Relations experts who are prepared for these type of situations.

Include in your response a specific example of a crisis situation you handled and explain how you went about managing the situation, particularly as it relates to communications. If you have not had experience in this area of Public Relations, talk about what you think would be important to consider when handling crisis communications for Canoe's clients.

Jen's Answer #1

"Although crisis situations have not occurred frequently at companies I have worked at, there have been a couple of situations where my team had to react quickly to unexpected crises. In one particular situation, an undetected error at one of our manufacturing facilities caused our products to be shipped and sold with a safety issue. This required us to work with Operations to correct the manufacturing issue while coordinating communications to customers and our retail outlets. What I have learned from these situations is that teamwork and coordination with other departments is key to dealing with the issue. It was also helpful to have a protocol in place so that we knew what steps needed to be taken to deal with the situation efficiently and effectively."

Jen's Answer #2

"Although my Public Relations experience has not included crisis communications, I have received training and actively participated in building emergency protocols for crisis situations. Through this experience, I have learned the importance of working with other departments to address the issue quickly. In these crisis situations, it becomes a company-wide effort and not just a Public Relations matter. When working with Canoe's clients, it will be important to understand their products or services and operations well to be ready to react to crises."

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25 Canoe Interview Questions
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Interview Questions

  1. What kind of tools would you use to manage multiple social media channels?
  2. Proper planning enables a marketing team to publish well-thought out, well-timed content. If leading a content initiative at Canoe, how would you suggest planning for it?
  3. At Canoe, we believe in learning from other companies' Public Relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns you may have worked o
  4. Would you consider yourself a creative person?
  5. Tell me about your experience in content marketing and why you feel a successful content marketing strategy is vital to an overall digital strategy?
  6. What would you say are your biggest influences, or sources of inspiration when it comes to design?
  7. Tell me about your experience using hashtags to increase the visibility of your social media content.
  8. How do you think good synergy with an SEO specialist can be beneficial to a content strategist?
  9. A large part of creating content is in the creative process, but what strategic elements need to be considered for content creation to be highly effective?
  10. How do you prevent burnout and remain highly motivated?
  11. What makes Facebook or Instagram a great marketing tool?
  12. The ability to write clearly and succinctly is key when building Public Relations campaigns for Canoe's clients. How have you built and strengthened your written communication skills through your prior work experiences?
  13. Give me the analytics you'd want to track to evaluate the effectiveness of your social media campaigns.
  14. When working with Canoe's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.
  15. Canoe is looking for candidates who are able to handle crisis communications quickly and effectively. Do you have experience handling communications for a company during a crisis situation?
  16. What is the riskiest decision you have ever made in your career?
  17. Name for me one skill mentioned in our job posting, that you do not possess. How will you gain that skill?
  18. What advice would you give to a colleague who was stressed out?
  19. What is social media marketing?
  20. How do you deal with negative comments or a PR crisis on social media?
  21. Tell me about your experience in managing social media/online communities.
  22. Do you believe paid social campaigns are useful, and if so, why?
  23. How can a content marketing funnel lead prospects to become paying customers?
  24. How would you best use social media influencers?
  25. Canoe is looking for Public Relations experts who can communicate persuasively. Share with us a time you worked on a PR campaign that successfully persuaded a client's customers or the general public to respond to the call to action.
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