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Carmichael Lynch Interview
Questions

30 Questions and Answers by
| Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals.

Question 1 of 30

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?

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Carmichael Lynch Interview Questions

  1. 1.

    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.

      Rachel's Answer

      "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."

      Rachelle's Answer

      "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."

  2. 2.

    What do you believe is the biggest culprit of reputation crisis, today?

      The interviewer would like to understand what you believe to be the biggest driver of crisis for companies, today. Discuss how you feel the digital age has affected the way companies are viewed in the public eye. You could also address common factors that you see when it comes to reputations threats, today.

      Rachel's Answer

      "I believe that the biggest culprit of reputation crisis today remains an unclear vision. When a company seems split on their vision, their talking points, and their overall brand, that will be a significant weak spot. The moment something goes awry, this weak spot will grow and threaten the health of the company in its entirety."

      Rachelle's Answer

      "In today's digital age, I believe the biggest culprit of a reputation crisis is lack of planning when it comes to the social media and social networking side of a business. The internet is forever, and many companies still do not have clear branding and messaging strategy when it comes to their online footprint. These days, all it takes is one bad tweet that is misconstrued by the public, and a company could be facing a firestorm online."

  3. 3.

    What is one compelling reason to only publish high-quality content for our clients' campaigns?

      This question is asked to understand what you believe to be an essential effect of content quality. You may provide a technical answer explaining how it ties into search engine optimization, or you may answer resulting in brand perception. Consider the position you're interviewing for with Carmichael Lynch and what type of answer will demonstrate how you prioritize according to your related scope of responsibility.

      Rachel's Answer

      "Search engine ranking is an important reason to publish only quality content during a marketing campaign. Search engines are programmed to detect low-quality content including offensive search engine optimization practices like plagiarism, excessive affiliate links, keyword stuffing, and irrelevant subject matter. When a search engine detects content that includes these types of things on a website it causes it to appear lower in the search results and the site's overall quality rating decreases. The site then becomes more difficult for the audience to find, which is the opposite of what we want to happen as a result of publishing content."

      Rachelle's Answer

      "Customer perception is a compelling reason for ensuring that only content of high quality is used during campaigns. If a customer visits a company's website to get information on a particular topic and runs into fluff content - like articles that seem promising by their headlines and then provide no real value - or poorly written articles with spelling, grammatical, and especially informational errors, they can immediately get the perception that the brand is unreliable. Customers are not always forgiving, and one poor experience with a brand can cause them to never return to the website again. It can even deter them from interacting with the brand on other channels because outside of the site and even offline, they can carry that negative perception with them."

  4. 4.

    What are the advantages of hiring a public relations firm?

      Not every company will be large enough to have an internal PR department, which is often where companies like Carmichael Lynch and their sister company, Carmichael Lynch Relate come into play. There are a plethora of advantages to hiring a PR firm such as the ability to find experts in your particular sector, rather than a generalist. Also, a great PR firm will be more neutral and objective when it comes to crisis or reputation management. Discuss with the interviewer the ways that you feel Carmichael Lynch would be of great benefit to their clients.

      Rachel's Answer

      "The biggest advantages of hiring a firm such as Carmichael Lynch or Carmichael Lynch Relate include the existing media contacts that you can offer a client, which they will likely not have. Getting ahead of the press is often the biggest key to recovering from a crisis and an independent PR firm will always be much better at this. Also, an agency like Carmichael Lynch will be able to be more objective when it comes to problem-solving, as they are not personally involved in the daily operations."

      Rachelle's Answer

      "There are many advantages to hiring a PR firm or agency like Carmichael Lynch. Some of these advantages include unbiased opinions, a more proactive team, excellent media contacts, and expertise in a specific niche."

  5. 5.

    Part of our business is in big data, which is continuously changing as new technology and products enter the market. How do you keep up-to-date on these changes?

      With the high level of competition in the data industry, companies are continuously introducing new products and services to remain relevant. Carmichael Lynch would like to know that you will be proactive in educating yourself about the changes in the industry. Talk about resources you would use to remain informed to updates and changes in the data industry. Also, communicate that you understand the importance of remaining current on the continuously evolving industry.

      Rachel's Answer

      "Keeping abreast of the changes in the data field is important if a company wants to remain competitive. Companies need to know what technology is offered in the industry, so they don't lose their clients to the competition. I remain informed through various online resources such as industry blogs, journals, and community forums. Also, conferences and seminars are also informative sources to learn about changes in the industry, and I do my best to attend these regularly when budgets allow. Also, it is important to ensure that knowledge is shared across departments within the company. I have found holding sessions such as 'Lunch and Learns' help with internal knowledge sharing."

      Rachelle's Answer

      "Keeping informed of the technological advances of the data industry pushes companies to remain innovative themselves. I believe companies remain competitive by improving on the ideas of others. I remain informed through continuous communication with my network. Whether through email, online communities or social media, including LinkedIn and Twitter, I read articles from industry journals and information shared by my network. I believe it is important to be a part of an active network of professionals involved in data within their companies. Also, when my schedule allows, I attend networking events where I continually meet new industry professionals."

  6. 6.

    In your opinion, what is the best practice for handling bad press?

      Did you know that Carmichael Lynch has a sister PR company called 'Carmichael Lynch Relate'? Carmichael Lynch Relate works very hard for their clients, ensuring that any bad press, or public crisis, is handled with professionalism and suave. The interviewer would like to see that you are on the same page as Carmichael Lynch, as a whole, when it comes to helping their clients manage their reputation through a crisis or bad press.

      Rachel's Answer

      "I believe the best practice for handling bad press is to have one dedicated spokesperson for the company, who can create a consistent message and image for the public to absorb. Generally, this would the be CEO or another leader of the company, who has been trained on positive talking points when dealing with the press. Despite the crisis, this person should remain focused on the positive aspects of their company by speaking to its strengths."

      Rachelle's Answer

      "Many companies have recovered very well from a crisis, and the common factor seems to be getting ahead of the bad press. One step could be to push negative reviews and bad comments away from page one, using SEO techniques. Another would be to call the media and get your talking points out before they can turn a negative situation into a full-blown crisis. This effort could including putting together a list of potential questions, and having key members of the company practice answering those specific sets of questions."

  7. 7.

    How can we leverage social media as part of our customer service?

      Increasingly, social media is being considered not just a marketing channel but also as a customer support channel as well. That means that marketing/lead generation and customer service may overlap, which impacts both external strategies as well as internal operations and team structure.

      Think about whether this makes sense for Carmichael Lynch given their products and customer base. Consider the possible risks and dependencies as well.

      Rachel's Answer

      "That's a great question. Given the level of engagement we want to and could pursue on these platforms, it may make sense to use them as a customer support channel since gathering feedback on brand, and product perception happens on marketing and customer support platforms alike. But only when it has a low risk of airing our dirty laundry to both existing and new customers - in which case, it might be wiser to keep the two separate for the time being. Also, we should be able to handle the volume of customer support requests that may flood in once we open up this channel. Studies show that customers expect 2 min response time on social media, so we have to be careful about managing expectations."

      Rachelle's Answer

      "Nowadays many companies offer customer support on social media - Facebook provides tools to enable these B2C support interactions on their Messenger. It may give us a good opportunity to showcase the quality of our support to our customers, deepening the trust in the brand. Practically, it might be an efficient way to alert customers of any anticipated or identified issues or updates as well. Airlines use Twitter to alert customers about any flight delays, for example. However, social media channels today aren't necessarily built for all support needs so the key is defining and communicating the scope of issues we could support on these platforms."

  8. 8.

    What expertise do you bring in digital KPIs and analytics?

      Be prepared to discuss with the interviewer the types of digital KPIs and analytics you are accustomed to tracking. Some important KPIs in the world of digital content creation may include analytics around reach; including unique visits. Engagement rates; including time spent on your page, ad, or video. You may also look at the number of engaged comments or social sharing rates. Talk to the interviewer about the KPIs that you currently work with, and why you believe they are essential to track.

      Rachel's Answer

      "In my current role, the numbers that I care about the most include our sentiment rates. I look at the number of comments and engagement. I like to see soaring numbers when it comes to social media shares or @ tags. Nothing feels as great as seeing your digital content go viral and I look forward to achieving more of that in my career with Carmichael Lynch."

      Rachelle's Answer

      "When it comes to digital KPIs, my current employer puts a significant focus on social sharing and engaged comments. When digital content is good, viewers will quickly share without hesitation. When engagement rates are high, it's a quick indicator that your content is on point."

  9. 9.

    In your opinion, is data a true asset for a business. Why or why not?

      Many companies still struggle with the idea that their data is a real asset when it comes to their business. The interviewer would like to know that, if a client asked you about the importance of their data, that you would give a well-thought-out and appropriate response. Share with the interviewer why data is indeed an asset.

      Rachel's Answer

      "Since acquiring data comes with a significant cost, I believe it is fair to say then that data is an asset. Data can give precious insight into a company's operations, financial strength, future scalability, and more. By properly analyzing data, a company can open itself to millions in growth. For these reasons, I absolutely consider data to be a true business asset."

      Rachelle's Answer

      "It is interesting to me that this idea is still in question with some of the clients with which I work. I recently read a study claiming that 36% of businesses lack the tools needed to extract and analyze the information and data that they have. When a client asks me if their data is valuable, I always reply with a hearty 'yes!' It is expensive to gather data, but also more costly to never analyze your data."

  10. 10.

    The technology available to our campaign managers is continually changing and improving. How do you remain current with the changing industry?

      To add value as a Carmichael Lynch team member, it is essential that you remain current to changes in the industry. Whether through formal or informal means, hiring managers want to be assured that you will make strides to stay informed and continue learning about trends and new developments in the digital advertising industry. Through your response, convey that you are interested in professional growth that will contribute to Carmichael Lynch's strategic goals.

      Rachel's Answer

      "From my experience in the digital advertising industry, I have witnessed the many technological changes and improvements that have benefited marketers. I understand that to get a full picture of the industry climate; you have to go outside the company's walls. I belong to several industry professional groups online where I am informed of seminars and training sessions as it relates to digital technology. The information I acquire from these gatherings has been valuable as I implement my learnings into my job responsibilities and share with other team members within the company."

      Rachelle's Answer

      "My experience at various companies has shown me that informal learning can be just as valuable as formal training sessions or seminars. I continually seek out ways to learn more about the digital marketing industry, whether it's from the tech side or the creative side. By connecting with clients, co-workers in other departments or professionals in my network, I have gained valuable insights into the Digital Advertising industry. The knowledge I gained has given me new perspectives on my work and the industry overall while giving me the tools I need to add value to the company."

  11. 11.

    How do you learn and grow when it comes to branding, design, and marketing?

      It is essential for Carmichael Lynch that their team members are interested in continuous professional development. Discuss with the interviewer what you do to make sure you are on top of industry trends. Talk about what you do to keep yourself educated on new design techniques. Show the hiring authorities at Carmichael Lynch that you have a desire to expand your design knowledge continually.

      Rachel's Answer

      "I agree with Carmichael Lynch that continuous professional development is critical to my success. In addition to my degree, I recently earned my Brand Management Certificate. I enjoy taking online courses and workshops, ensuring that I remain up to date on the latest branding, design, and marketing trends."

      Rachelle's Answer

      "I do a lot of reading, educating myself on topics related to marketing, design, and branding. Also, I grow and learn by committing to at least one online course per quarter. This past month I took a workshop on the psychology behind brand colors and other design elements."

  12. 12.

    How can we inspire your creative side?

      If an interviewer asks you any questions related to how they can help you, then you should rejoice! Companies who ask potential employees what they can do for them, are often a flatter organizational structure and often fabulous companies to join. Think of a time when your creative juices were flowing. What were the surroundings, or which resources were available to you? Be sure to thank the interviewer for a question related to your needs!

      Rachel's Answer

      "Thank you for asking! For me, a flexible work schedule and a moveable workspace are all factors that allow me to be at my most creative. For instance, in my current role, we can start late and stay late, or come in early to have a quiet coffee and get our day going. Also, I am not chained to one specific desk. Our workspaces flow throughout the office."

      Rachelle's Answer

      "I love to exercise my creativity, so - thank you for asking! I am at my best, creatively speaking when a team mentality is encouraged. This mentality could mean group huddles at the beginning of the day, group coffee breaks, or after-work drinks."

  13. 13.

    Besides compensation, what do you value the most in the workplace?

      Financial compensation aside, the interviewer would like to know what is most important to you when looking for a new job. Your answer will show the interviewer some direction when they are ready to make you an offer of employment. You can talk about health benefits, work-life balance, workplace culture, growth, or even continued education opportunities. The sky is the limit!

      Rachel's Answer

      "What I value most in the workplace are growth opportunities. I am missing this in my current role and very much look forward to working with a company who will provide me with bigger moves as I prove myself."

      Rachelle's Answer

      "For me, the room for creativity and a flexible workspace is significant. This flex could include a great office where it's easy to collaborate, or the ability to work from home when needed."

  14. 14.

    Name one suggested area of improvement from your last performance review.

      The interviewer would like to know which area of improvement your current boss has brought up, most recently. You do not need to go into in-depth detail on your performance review. Briefly mention one area that you are looking to improve and what you are doing to implement that constructive feedback. If you do not receive formal performance reviews, you can rely on a conversation or meeting that you have had at work in the last three months or so.

      Rachel's Answer

      "My current boss recently mentioned that my knowledge in the latest social media algorithm updates could be stronger. I immediately enrolled myself in some related coursework which has proven very helpful."

      Rachelle's Answer

      "My last performance review covered my future growth with the company. We discussed that my diverse skills could be better utilized. We came to a happy medium by adding on a couple of new responsibilities; however, I cannot see them sustaining my interest for too long."

  15. 15.

    What questions do you have for me?

      It's always a great idea to have questions ready for the interviewer. Review the company website and other online resources to ensure the queries you have are not mundane, or redundant. The last thing an interviewer wants to hear is a list of items you could have found the answers for from merely watching a video on their company site!

      Here are some sample questions:

      - When would you like to have this position filled?
      - How long has this role been vacant?
      - Is this a replacement search or a newly created role?
      - What is your favorite part about working here?
      - What is the company's primary goal for this position in the next 12 months?
      - Is there anything from my background and experience that I can clarify for you?
      - What do you see as the most significant change in this industry over the past three years?
      - Is there any reason why you would not hire me?

      Rachel's Answer

      "Thank you for asking - I do have a few questions. What is top of mind when it comes to filling this role? Also, what types of career growth opportunities would follow this position? And lastly, do you have internal candidates who are also interviewing for this position?"

      Rachelle's Answer

      "I would like to ask if there is anything in my background on which you need clarification? Also, after discussing everything today, is there any particular reason why I would not be the best fit for this role with Carmichael Lynch?"

  16. 16.

    What are your top two most effective social media advertising methods?

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  17. 17.

    What makes Facebook or Instagram a great marketing tool?

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  18. 18.

    Describe your experience working with digital advertising.

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  19. 19.

    How does data drive a business' success?

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  20. 20.

    With which advertising vehicles are you most familiar: billboards, print, digital, broadcast, or other?

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  21. 21.

    In your opinion, how are promotional messages best delivered on social media?

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  22. 22.

    How do you believe social media has changed the public relations game?

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  23. 23.

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

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  24. 24.

    Do you have experience with big data tools for machine learning such as Apache Spark?

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  25. 25.

    Describe to me the types of digital media you are most experienced with.

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  26. 26.

    In which ways do social media companies use machine learning?

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  27. 27.

    What is your favorite data management tool at the moment?

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  28. 28.

    Have you ever managed or helped with a content budget? If so, what type of budgets are you accustomed to working with?

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  29. 29.

    What methods do you use, to work within a brand's voice consistently?

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  30. 30.

    What marketing tools do you work with regularly and how do you stay current on development updates and new product releases?

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