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Golin Interview
Questions

30 Questions and Answers by
| Rachelle is a job search expert, career coach, and headhunter
who helps everyone from students to fortune executives find success in their career.

Question 1 of 30

What expertise do you bring in digital KPIs and analytics?

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Golin Interview Questions

  1. 1.

    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.

      Rachelle'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 Golin."

      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."

  2. 2.

    Have you ever trained a client on how to implement the data they receive in a customer survey?

      Survey and research findings are wonderful to have, but can still leave a company feeling paralyzed until they know what to do with that information. The interviewer wants to see if you have experience walking your clients through the best ways to implement the data you have helped them to obtain.

      Rachelle's Answer

      "I have trained many clients on how to take the data they have received from surveys and research, and make it work for them. The projects I have assisted with include the development of customer loyalty programs, rewards programs, and new customer acquisition initiatives."

      Rachelle's Answer

      "While attending university, I helped a few of my fellow students during group work to better understand how companies can leverage their people-powered data, to benefit the bottom line. I look forward to working with Golin and learning more about how to help my clients create programs and tweak their services to reflect better what their customers are saying."

  3. 3.

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

      There are a plethora of digital media forms today, and the interviewer would like a breakdown of the ones with which you are most familiar. Some types of digital media include images, video, gamification of many kinds, social media, websites, online channels and more. Speak to the forms of digital media you are most experienced with while being sure to address the types listed in the Golin job description.

      Rachelle's Answer

      "In my current role I work primarily with online channels such as YouTube and IGTV, creating video content. I also have experience working on projects related to gamification ads. I saw in the Golin job posting that you were looking for someone with in-depth knowledge with IGTV and Insta Stories for marketing. I would rate my knowledge in this area an 8 out of 10, leaving me very confident that I would meet your requirements."

      Rachelle's Answer

      "While completing my degree in Digital Marketing, I learned a great deal about digital media production and design for video and web platforms. Most of my experience is with creating compelling video ads, and shorts for use online and on social media."

  4. 4.

    What has been the best short-form content project you have worked on this year?

      The interviewer would like to have more information on the project in which you are most proud. If you have a digital portfolio with you, this is a great tool to use when describing the best short-form content project you have worked on this year.

      Rachelle's Answer

      "I genuinely enjoy working on both long and short-form content projects; however, I do find short-form digital content to be especially thrilling to create. A favorite short-form project that I worked on this year was a series of educational shorts for a children's channel with which I collaborated. It was important to me that the messaging be clear while also being fun and educational. Mission accomplished, as the series received more shares, comments, and downloads than any other we have released in the past five years."

      Rachelle's Answer

      "This year I was part of a team that created a series of interactive landing pages for an upcoming film we were marketing. To include interactive elements such as reveal marketing, contests, and gamification, we grew engagement exponentially. I would love to show you more from my portfolio, which I prepared for you."

  5. 5.

    As Golin continues to develop and offer new social media marketing products and services, what skills do you provide that you believe would give value to our efforts?

      Begin your response by sharing your general knowledge of the types of products/services offered by Golin. When you talk about your skills, mention how they may align with future products/services provided.

      As part of your response, you may choose to indicate any particular types of products/services you believe Golin should place focus. Another option would be to identify specific social media platforms Golin's new products/services should target.

      Rachelle's Answer

      "Based on my research and previous knowledge, I know Golin offers products that increase the efficiency and effectiveness of marketers' social media marketing efforts. I believe my experience in the industry coupled with my programming skills will help identify and develop future products offered by Golin. My Java and Ruby on Rails programming skills will be helpful in the development of new applications. Also, my project management skills will also be useful as a product is taken from development to market release. A data integration and analysis tool for social media platforms will be helpful as more and more companies look to make informed data-driven marketing decisions."

      Rachelle's Answer

      "I am very familiar with Golin's social media marketing tools. I know that all of them provide marketers a way to seamlessly connect with a variety of social media platforms, expanding their overall capabilities. I believe my database skills will be beneficial to product creation efforts at Golin. The most valuable social media marketing tools aggregate data allowing marketers to monitor their social media efforts and improve their strategies within different platforms. I am confident my database programming skills will help find and evaluate the data value created by future tools. My experience will ensure the tools' data analytics capabilities run efficiently and maximize return on marketing investments. As marketers look to make and implement decisions quickly, a tool that combines analysis and execution would provide great value. This approach would require a thorough review of available tools and strategic planning to improve on current industry offerings."

  6. 6.

    Name some solutions for customer experience optimization.

      When it comes to client relationships and the client experience, the interviewer wants to know that you have solutions that will optimize the customer experience. Golin works hard to ensure that their clients are very well set up to serve their customers, and it's essential that you can express how you are ready to contribute to this goal.

      Rachelle's Answer

      "When a company is engaged, has defined values, and a clear understanding of the customer journey, they are then ready to optimize the customer experience. I believe that true optimization comes from strategic customer engagement and segmented customer solutions versus a 'one-size-fits-all' option."

      Rachelle's Answer

      "I believe the best solutions for optimizing the customer experience include identifying gaps between your service and that of your biggest competitor. Also, segmenting your offering and advertising. Next, continually evaluating the capabilities of your organization while immediately repairing any identified gaps."

  7. 7.

    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, avoid talking about the creation process.

      Rachelle'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."

  8. 8.

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

      Social media has changed the way we do nearly everything in business, and the interviewer would like to know the ways you believe it's had the most significant impact when it comes to PR. Golin is well known for providing expertise in media relations and social innovation so it will be vital for you to show your depth of knowledge on the topic of social media.

      Rachelle's Answer

      "Social media has changed the PR game in every imaginable way. Social media has entirely changed how companies communicate with their target customers and vice versa. Communication through traditional advertising used to mean one-way communication, and social media has changed it to be a two-way street. Now, customers can engage with any brand by liking, sharing and commenting. This engagement means more real-time data for companies, on how their content is performing, allowing them to quickly steer away from a potentially ineffective, or even damaging campaign."

      Rachelle's Answer

      "I believe that social media has forced companies to look at the flaws in their customer service, and customer engagement strategies. Social media now ensures companies build genuine customer relationships through conversation. Today, customers can take to Twitter to report bad customer experiences, for instance. This action means companies must address complaints immediately."

  9. 9.

    In your opinion, what would be the top three most important questions to ask in a customer survey?

      There is a multitude of approaches a client could take with a customer survey. The interviewer is curious to know what your favored approach is. How questions are framed in a survey is very important so be sure to have a few thoughtful questions prepared.

      Rachelle's Answer

      "First and foremost, I believe it's important to eliminate as many yes/no questions as possible and move into interval questions or multiple choice. The most important questions to ask in a customer survey would be 'What changes would most improve our service?', 'Would you recommend us?', and 'What do you like most about our services?'."

      Rachelle's Answer

      "It's essential to ask effective questions that do not lead the survey taker in any way. From my studies, I believe the questions that have the most impact and offer the best insight, include 'What did we do best?', 'What can we do better?', and 'Would you recommend us?'. These questions will reveal a lot about a company, product, or service performance."

  10. 10.

    What is one compelling reason you are aware of for why we should only publish high-quality content for our campaigns?

      This question is asked to understand what you believe to be an important 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. Each of these are correct possibilities and should not be considered as wrong or right. However, you can consider the kind of position you're interviewing for and what type of answer will demonstrate how you prioritize according to your related scope of responsibility.

      There is more than one good answer to this question, but don't give more than one since the question also includes a small behavioral test. You have been asked for one reason only, and giving more than that will suggest that you did not listen to the question carefully or that you did not follow the interviewer's instruction.

      Rachelle's Answer

      "Search engine ranking is an important reason to publish only quality content during a content 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."

  11. 11.

    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.

      Rachelle's Answer

      "I believe that the biggest culprit of reputation crisis today remains an unclear vision. When a company seems to be 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."

  12. 12.

    As you may know, we help clients plan marketing strategies from start to finish. What do you believe are the critical stages of creating and implementing plans in digital strategy to ensure their success?

      Based on your experience, describe the different phases of digital marketing planning that need to take place from start to finish.

      Avoid elaborating too much on each phase because it will make your answer too long. You want to make your answer sound more conversational and less like you're reading a list. Answer each phase with just a couple of words, or one sentence each. Lastly, finish your answer with a brief description of which step is most important for your project to have success.

      Rachelle's Answer

      "The stages of planning in digital strategy include goal-setting to ensure your plan aligns the business objectives, assessment, market research, budgetary, and timeline planning. These stages are the foundation, and once your plan is in action, you will test and analyze results to make changes as needed. This is your monitoring stage, and it will be ongoing to ensure goals are met. Lastly, I believe the first step, assessing business objectives, to be the most important."

      Rachelle's Answer

      "When creating a digital marketing plan, I always start by defining goals. What are the plans for reaching them and how do they fit into the business as a whole? Next, audience research and planning takes place. This data drives decisions on advertising channels, content, and user experience plans. Market testing to see how the audience interacts with apps and ads typically will move me into the next phase of finalizing the plan, scheduling benchmarks, etc. Once it's in place, the last steps are to measure and analyze results."

  13. 13.

    Golin is looking for public affairs experts who can communicate persuasively. Share with us a time you worked on a public affairs campaign that successfully persuaded a client's customers or the general public to respond to the call to action.

      An essential aspect of many public affairs campaigns is convincing your audience to take action. By the audience taking action, they are making a connection to the company and its message.

      Describe a PR campaign you worked on that included a call to action. Include what the response was to the campaign and if you considered it a success.

      Rachelle's Answer

      "I have worked on a few PR campaigns for clients looking to build a connection with their current and potential customers. I worked on a campaign for a health foods company that was donating a portion of its sales to non-profit organizations promoting healthy living to low-income families. During this limited time campaign, the client's sales increased by 5%. Also, there was a significant positive increase in its brand image, and of course low-income families benefited as they were able to learn about healthy habits."

      Rachelle's Answer

      "Through my prior positions, I have had the opportunity to work on a few PR campaigns, and through each one, I have learned lessons that I was able to apply to future campaigns I worked on. For example, I worked with a client looking to promote its work with environmentally conscious non-profits. After analyzing results from the campaign, we learned that we did not target the correct audience and utilize the appropriate media channels. I believe the lessons I have learned while working on past public affairs campaigns will be valuable in serving Golin's clients."

  14. 14.

    How does data drive a business' success?

      Data-driven decision making is becoming a more significant topic every year. Companies can leverage data analytics to determine:

      - Productivity
      - Competitive analysis
      - How, when, and where products are used
      - Customer demographics
      - Pattern analysis
      - Business growth

      Talk to the interviewer about the ways that you feel companies can best use data to drive the success of their business.

      Rachelle's Answer

      "When I take a hard look at the many uses of data, I see that data can be collected in a plethora of ways to determine the success of a new product launch, competitive analysis, or patterns that occur, which may not be seen by the human eye. In my career, I have the most experience using data to help drive employee productivity and onboarding solutions which can save a company thousands of dollars."

      Rachelle's Answer

      "Data can drive every aspect of a business' success if approached and utilized correctly. In my experience, I have seen that companies underutilize what a full data analysis approach can do for them. Analytics programs should be set up for marketing, sales, employee productivity, product efficiency, competitive analysis and more."

  15. 15.

    Walk me through your experience with YouTube and Instagram's IGTV programming. Which platform do you prefer?

      Many digital content creators have been having the 'YouTube versus IGTV' conversation as of late. Before your interview, check out GolinHarris channels on each platform to see if you can recognize if they have a preference between the two. Be sure to keep your response positive, providing a well-researched argument for and against, each platform.

      Rachelle's Answer

      "I am more familiar with YouTube, considering it has been around for much longer; however, I believe that they each have their relevance without having to be direct competitors. Kind of like Coke and Sprite. There is room for each of them to be a favorite in their own time. I do not believe that IGTV will replace YouTube; rather, I think they compliment each other. IGTV offers more on-trend videos, where YouTube is great for longer-form media such as videos, movies, and series watching."

      Rachelle's Answer

      "I do lean more towards IGTV because I am very familiar with it; having immersed myself in the Instagram feature the moment it came out. With nearly a billion monthly users, I feel that there is a ton of content online. I will say that it's harder to filter through what you want, leaving YouTube an easier user experience when it comes to watching specific content that a user is eager to find."

  16. 16.

    Do you believe paid social campaigns are useful, and if so, why?

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  17. 17.

    What is the key to quickly developing trust with a company under crisis?

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  18. 18.

    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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  19. 19.

    At Golin, 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 on?

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  20. 20.

    Golin enhances its clients' brand identities by creating designs that will leave an impression in their audience's mind. Can you describe how you've have helped a client to connect with their audience using their visual identity?

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  21. 21.

    When have you led a team in creating a new digital strategy campaign for your company or a client? What was the outcome?

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  22. 22.

    Storytelling has become an essential part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?

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  23. 23.

    Do you have experience presenting research and survey findings to groups of stakeholders?

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  24. 24.

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

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  25. 25.

    What are the advantages of hiring a public relations firm?

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  26. 26.

    What tools are you familiar with when it comes to customer experience surveys?

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  27. 27.

    The ability to write clearly and succinctly is critical when building public relations campaigns for Golin clients. How have you developed and strengthened your written communication skills through your prior work experiences?

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  28. 28.

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

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  29. 29.

    Explain Enterprise Feedback Management (EFM) and Customer Experience Management (CXM).

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  30. 30.

    What are the benefits of customer journey mapping? Which part of their journey is the most critical?

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