Updated on March 25th, 2019 | 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
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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Before your interview, take some time to gather data related to the budgets you have worked with, and the times when you have come in under budget. This way, you will be prepared with specifics when asked about your budgetary experience.
The interviewer wants to see that you have great insight when it comes to being budget conscious. Appropriate planning is one of the keys to a successful project, so be sure to discuss the steps that you take to plan a project's dollar spend carefully.
Every dollar counts, even if you are working for a massive company with clients like JWT's! If you do not have experience in budget management, refer to the fact that you are responsible and resourceful.
"Most of the budgets that I have worked within spread amongst a variety of digital production and creative costs. I have worked on budgets as small as $5,000 and as large as $15M. No matter the size of the budget, it's incredibly important I treat every dollar as though it's my own; being wisely allocated and accounted for."
Second Answer Example
"Although my experience does not yet include budget management, I have made recommendations on cost savings when it comes to content writing, video production, and talent acquisition. I feel that with the right training, and some more work experience, I will be ready to assist with content budgeting in no time."
Discuss with the interviewer how you plan to develop yourself professionally this year and be sure to tie it into how this goal will benefit their company, should they choose to hire you.
"This year I have put requests in to attend a few seminars and workshops on effective leadership and brand coaching. I want to be able to help my clients reach their goals while also feeling fulfilled and happy in their careers. I look forward to taking what I have learned so far, and applying the concepts to this role with JWT."
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"The career development goal that I have set for myself this year is to learn Python. I believe this programming language will be widely used in the next few years and I want to know everything that I can about how to help my clients with better code."
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.
"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 business and arts."
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"I am creative in the sense that I am great at seeing all sides of a marketing plan, I can use creativity to close a deal, and I am a solid content writer. With that said, give me a paintbrush, and I will have no idea what to do. I suppose creativity comes in all forms!"
Do you feel performance should be rewarded over experience?
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The interviewer would like to know your thoughts on being paid based on your work performance, versus being compensated solely on your years of experience. As millennial employees continue to dominate the work scene, more and more employees are requesting compensation based on delivered results. Do you feel that you should be paid based on tenure, or results? Discuss this with the interviewer and back your answer with an example, if possible.
"In marketing, performance is everything! For that reason, I do believe it should be the primary consideration when it comes to compensation, bonus' and raises. Tenure is vital to consider as well, and also continued education and training are excellent considerations."
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"As a high performer myself, I know it feels great to be compensated based on my performance. It's motivating and, in my opinion, a more modern approach to keeping employees happy and engaged."
What makes Facebook or Instagram a great marketing tool?
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The interviewer wants to see if you understand the capabilities provided by Facebook and Instagram to advertisers. You want to show them that you are not only aware of the offered and available analytics and capabilities but how savvy advertisers could best leverage them.
Bonus points if you can mention other competitors in the market and compare the platforms.
"As a start, Facebook and Instagram boast large user base. 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 ('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."
Second Answer Example
"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. Also, even though Twitter only allows for simple and 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."
6. To offer JWT's clients valuable tools for their online marketing efforts, team members need to understand how clients are marketing to their customers. In what ways do you see companies selling to their customers online? To help build and improve JWT's online marketing tools, candidates need to have the foundation of online marketing knowledge. This knowledge will help with the planning and building of tools based on user requirements.
Select a few ways that you see companies using online marketing to communicate to current and potential customers. Methods include email, social media and search engine optimization (SEO), among many others. Provide a bit of detail on why you think companies may choose a particular method of another and the possible disadvantages of using it. Here is an answer example: "There are many ways companies market their products and services online. I believe some of the more frequently used methods include email marketing and social media. Email marketing provides a great way for companies to send information-rich content and offers directly to customers and prospects. However, email recipients can easily unsubscribe or sometimes sending too many emails may anger the recipient. Another method is through social media channels such as Facebook and Instagram. These avenues allow for targeting based on demographics and interests. However, sometimes social media channels may be cost prohibitive for some smaller companies." Here is an answer example: "With the cost of traditional advertising and marketing continually rising, online marketing may be a more cost-effective marketing method for many companies. Two marketing strategies commonly used is Search Engine Optimization (SEO) and Display Ads. Search Engine Optimization is deployed in many ways through a company's website or through Search Engine Marketing (SEM) efforts which involves creating Google Ads. Depending on the industry in which they compete, SEO allows companies to cast a wide net to attract interest in their offerings at an affordable price. If companies provide products that would be better represented visually, display ads may be the right method for them."7. JWT works with its clients on their content marketing strategy, which is an essential aspect of brand development. What role do you think content marketing plays in developing brands? It is vital that team members at JWT understand the purpose and importance of a well-defined content marketing strategy. Hiring managers at JWT want to know that you comprehend how effective content marketing builds more than awareness of a client's brand.
In your response, convey your understanding of the purpose of content marketing which is to build a positive reputation for a client's brand. Also, stress the importance of making a connection with the target audience. Here is an answer example: "I have witnessed firsthand the importance of having a solid content marketing strategy in place. Content marketing allows you to make a connection with your target audience through educational information. A company's ability to provide content valuable to readers boosts its reputation as an expert on that particular topic. The content should be related to the products and services the client offers. Also, clients should tie their offerings into the content without losing the authentic nature of the piece by taking a strong sales tone." Here is an answer example: "Content marketing's purpose should be both to increase the visibility of a brand and to build up a client's reputation. Also, companies should look to create value for the audience by providing educational information. The value provided to the target customers creates a connection and builds up the company's reputation from their perspective. Content marketing takes brands a step further beyond awareness."8. What methods do you use, to work within a brand's voice consistently? When working on digital content, you will be asked to remain in line with your employers brand, and even perhaps the brand of your clients. The interviewer would like to know how you ensure that you maintain a brand's voice, consistently delivering it across multiple platforms or channels. Discuss your best methods for preserving brand voice, and be sure to express that you understand the importance of this skill. Here is an answer example: "One tool that my current employer uses, and I find to be very helpful, is our internal Style Guide. This style guide is a tool for writers, producers, and creatives of all kinds, to refer to when they are unsure if their idea is on-track with the company's brand. Another method that I refer to often is to first storyboard the 'voice' that I want before beginning a project. I can create a clear narrative around the marketing effort very early on in the project." Here is an answer example: "I fully understand how critical it is to work within a brand's voice consistently throughout a project. One method that I enjoy using is to create a guide that outlines the jargon or colloquialisms that are acceptable to use in the campaign. Somewhat like a style guide, but easier to refer back to. I also feel it's important to make the voice of a brand a company-wide initiative so that co-workers can check in with each other to ensure all work is consistent and the best it can be."9. AI plays a vital role in online marketing. JWT would like to ensure its tools continue to include artificial intelligence capabilities. Talk about your experience with or knowledge of artificial intelligence. Artificial intelligence allows systems to learn from past experiences to complete human tasks such as decision making. In the realm of online marketing, we use artificial intelligence for building marketing campaign strategies and with chatbots, for instance.
JWT would like to gauge your knowledge of and experience with artificial intelligence. Relate any experiences you may have with AI and how it's applied in online marketing. If you do not have direct experience with artificial intelligence, then make sure to do some self-directed learning before your interview. Here is an answer example: "I believe artificial intelligence helps companies make informed decisions more quickly. It also allows companies to mimic human interaction online, thereby making it more likely to create a personal connection with customers in a cost-efficient manner. I have experience implementing artificial intelligence into chatbots for a large e-commerce company. Our team used large data sets to develop algorithms used by chatbots to address customer service issues online. The development was an ongoing process of adjusting algorithms to ensure customer communications effectively and efficiently addressed the issues." Here is an answer example: "I do not have experience working directly with artificial intelligence, but I am confident my knowledge and interest in the subject will add value to the product development work at JWT. From an online marketing perspective, artificial intelligence helps marketers to create personalized online messages with little or no human intervention. This feature will allow companies to quickly send messages to targeted populations with the most effective messaging at the right time and through the right channel. Also, with voice assistants such as Alexa, voice search will be an essential aspect of online marketing and artificial intelligence plays a role in this as well. As algorithms improve over time, voice search will become more reliable and used more frequently."10. If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why? Your answer will likely not be considered right or wrong, but it will give the interviewer insight on your thought process, how you connect with an audience and your decision-making abilities. Try to respond with facts or data. Don't be afraid to pause before answering, and don't answer indecisively. It's great to be able to think on your feet, but it's also alright to show that when making close calls, you're both thoughtful and confident. Here is an answer example: "While I think that a brand's strategy is usually successful due to its various moving parts, I have seen that emphasizing values is a significant part of building a strong connection with the target customer. When surveying customers of a company whose value proposition was being the most reliable in their industry, I learned they chose this brand over others because they believed they could rely on them no matter the time of day or night. This data made me understand that the value of reliability struck a huge chord with the audience, so I planned a successful ad campaign that showed its employees serving customers overnight, on weekends, and holidays. If I were only allowed to chose one area of focus to boost branding, the value would be it due to this experience." Here is an answer example: "Studies show that the most impact made on an audience is at the emotional level. If your audience feels that you understand their hopes and dreams, they'll also believe that you're well suited to help achieve them. Almost 48% of consumers say that they rely on companies they trust for guidance on products and services that will help them. So, if I could only focus on one area of building a brand's identity, I'd choose to build a connection with the audience by demonstrating our knowledge of their wants and needs and how we can help to attain them."11. How would you explain machine learning to someone who does not know the industry? Machine learning (ML) is a part of the AI field (artificial intelligence). Machine learning allows computer systems to 'learn' from the data and statistics that we provide to it. The interviewer knows that the better you understand ML, the easier it will be for you to explain the concept to someone outside of the industry, who may not be as tech savvy as you are. Try preparing a 2-3 sentence 'elevator pitch' on what machine learning is. Keep your reply as simple as possible, and give an example if possible. Here is an answer example: "Machine learning is a term that refers to how computer technology is used to collect information about customers and businesses. The information is then used to help companies make business decisions related to marketing, advertising, and product development." Here is an answer example: "To best way to explain machine learning to someone outside of the industry would be to give a relatable example. I like to use the example of the Hello Barbie toy. Using machine learning and language processing, Hello Barbie listens and responds to a child's questions. A microphone on the toy transmits the conversation to a hub. The recording is then analyzed to determine the appropriate response. Then, the correct response comes back to the child, in under one second. Answers are stored for future use, and used to help the machine 'learn,' ensuring more accurate answers as time goes on."12. How can our clients leverage social media as part of their customer service strategy? 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. Discuss the ways that you believe JWT can bring their clients onto this trend. Here is an answer example: "Given the level of engagement JWT's clients could pursue on these platforms, it would make sense to use them as customer support channels. Gathering feedback on brand, and product perception through these platforms is a great start. It's important to note that the client should be able to handle the volume of customer support requests that may flood in once they 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." Here is an answer example: "Nowadays many companies offer customer support on social media - Facebook provides tools to enable these B2C support interactions on their Messenger. This effort may give clients a good opportunity to showcase the quality of their customer support, 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 the client could support on these platforms."13. JWT believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations? The interviewer wants to know about your knowledge of common key performance indicators across the marketing industry and how they apply to different marketing campaigns. Answer by listing the critical performance metrics usually tracked during marketing campaigns. Here is an answer example: "Typical KPIs that should be measured to show whether a campaign has been successful or not are the value of spend, lead counts and source quality, the value of sales before, after and during the campaign, profit, and return on investment." Here is an answer example: "KPIs can vary based on campaigns. If your main focus is to grow an audience, for example, it's important to look at growth in numbers of followers, engagements on social media and blog posts, referrals, and new email list subscribers."14. JWT understands that managing social media marketing efforts can be difficult and time consuming for its clients. What are some different social media marketing tools or technology available to marketers? JWT's hiring managers are interested in candidates with some knowledge or experience with social media marketing technology or tools. Understanding of current offerings in the industry will help JWT better address unmet needs of current and future clients.
Begin by talking about some general categories of tools and offer up specific examples of each. Remember to touch upon the benefits these tools may offer marketers. Here is an answer example: "My work with corporate marketing departments gave me an understanding of different tools available to marketers to help them manage social media marketing efforts. Some platforms help them track and manage their marketing on different social media channels in one place. A popular product in this category is Buffer - a tool supported by many third-party applications. Buzzsumo is a great tool that helps determine worthy content topics and identifies the best social media channels to post the content on." Here is an answer example: "Working in the marketing technology industry, I have exposure to many different tools marketers use to manage their social media marketing. Some tools help marketers create content including Canva which is a user-friendly graphic design application allowing the quick creation of visuals for their social media channels. Other tools help with the scheduling of social media content. Edgar is an example of this type of tool as it allows marketers to schedule content on different channels and redistribute it at scheduled intervals to followers who may not have viewed it earlier."15. Research is an integral part of the brand development process. What is your analytical experience as it relates to brands? JWT is looking for candidates with some level of brand analytical experience. Your experience may be related to any phase of the process, as long as it is relevant to brand development or brand evaluation.
Some areas brand analytics come in to play is in identifying target audiences, developing creative and selecting channels. Brands face evaluation on an ongoing basis through customer surveys. These are examples, and your brand analytics experience may include other areas. Here is an answer example: "I am excited about the possible opportunity to put my brand analytical skills to use to meet the brand development needs of JWT's clients. My previous projects have allowed me to gain extensive experience in evaluating and monitoring clients' brands. Through my analyses, I have been able to identify opportunities for clients to improve their brand positions. My brand analytical experience helps me determine what measures need to be looked at to make careful brand development decisions." Here is an answer example: "As an active team member on a brand development team, I was tasked with making recommendations on target customers and providing analytics to support them. While working towards developing my recommendations, I learned the importance of telling a story through the analyses. The ability to look at the numbers and build a story is an important skill to have in the brand development process as it can help JWT's clients make the necessary strategic brand decisions."16. 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. Here is an answer example: "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 JWT." Here is an answer example: "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."17. The customer avatar is key to building the right audiences for JWT's clients. How do you collect data needed to create an ideal customer profile, then determine the strategy for targeting prospective customers that are a match? The interviewer would like to uncover your experience with identifying, advertising to, and creating a following of potential customers. Explain how you determine what kind of people would be interested in your clients' product or services, and why. Discuss how you research information including demographics, location, educational or professional backgrounds, their challenges, and their goals. When it comes to targeting, you'll need to explain how you know where the customer avatar shops, the platforms they use most frequently, and how they make purchases. Here is an answer example: "When creating an ideal customer profile, I review analytics from my client's website, app, and CRM to see what kinds of people have purchased or shown interest in purchasing from them. I hone in on customers that have the best buying habits or potential, finding out more about where they're live and work, income range, and other demographics. I take note of any trends or similarities among this group of customers. I may conduct surveys or interviews within my targeted demographic to further understand their motivations. This data helps me to craft a customer avatar, which becomes my center of a strategy for deciding on platforms, messaging, and promotions." Here is an answer example: "In the past, I've created a customer avatar for a client that had no previous sales but was competing against existing businesses. To do this, I purchased market data to find out who my client's competitors and their customers where. I found out what those customers' challenges and goals were. I looked into data on spending habits, and conducted polls, often incentivizing participants so I could discover shortcomings in competitors' offerings. Using this information, seasonal, and demographic data, I came up with a target customer profile and put together a timely campaign to reach them with language that would appeal to their desire for a solution that would ultimately fulfill their needs."18. In your opinion, what has been the most exciting development in Machine Learning this year? Show the interviewer that you keep up to date on the latest trends in the machine learning industry. You could discuss the resources that you refer to regularly and something you have recently learned from those resources. Perhaps you listen to podcasts on artificial intelligence, and growth in tech and software. Show the interviewer that you have a keen interest in current developments within ML. Here is an answer example: "Natural Language Processing has fascinated me for a long time. I enjoy learning about the relationship between AI and applications that interact with human language. Over the years, I have noticed many advancements in NLP, showing faster improvements and more in-depth learning capabilities. These advancements are very exciting and have drastically changed the way businesses related to, and assist, their customers." Here is an answer example: "I have been following Deep Reinforcement Learning, which is a combination of deep neural networks and reinforcement learning. This neural network learns through environmental observations, actions, and rewards. I have seen it best used in gaming strategies so far, but understand how it could be great for business as well."19. In which ways do social media companies use machine learning? A variety of industries uses machine learning, and social media has jumped on the trend as well. The interviewer wants to see that you understand the depth of ways that machine learning can be applied. Discuss how you believe social media companies use machine learning to advance their businesses and features. Here is an answer example: "Social media companies, such as Facebook and Instagram have billions of users, and are very smart to harness the power of machine learning. From what I have seen so far, Facebook uses ML for things like news feed suggestions, and friend tagging features. I have seen ML in action on Instagram by friend recommendations as well. With companies like Twitter, machine learning is used for personalized news feeds." Here is an answer example: "Often, as social platform users, we are unaware of the ways that social media companies track our information to make personalized suggestions. From my understanding, companies like Facebook, Instagram, and Twitter use machine learning for features such as friend tagging, news feed suggestions, and targeted advertising. ML has undoubtedly changed the social platform in a big way."20. Reporting and analytics are crucial for JWT to monitor and gauge results and demonstrate ROI to clients. What is an example of a report you've created for a client and how the data from it helped you to plan the next steps of their campaign? Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and with what kind of data you're most familiar.
You can answer by providing an example of a report you've created to track and show marketing activities, and critical results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success.
Avoid talking about reports that you've administered without having responsibility for at least two out of the three following elements: gathering, reacting to or putting the data into presentation form. Here is an answer example: "One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that made purchases came from one social media site, so we decided to increase the budget for paid advertising there to reach more potential customers." Here is an answer example: "I'm usually working with multiple clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see every week. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, address fluctuations of any activity and if needed, adjust our course of action."21. To be a valuable contributor to the product development process at JWT, team members need to keep up with the evolving social media trends. How do you plan to do so if hired by JWT? When it comes to gaining a deep understanding of the social media industry, it is essential to familiarize yourself with the social media platforms available - particularly the most popular ones such as Instagram, Facebook, and Twitter. Most likely this would require that you be a user of these platforms whether in a social or professional capacity.
Talk about your familiarity and experience with some of the social media platforms available. Include ways that you would try to stay abreast of new features and capabilities offered by the platforms. Be sure also to mention how you stay current about the industry; overall, whether that is through online forums/communities, conferences, professional networks, or through any other means. Here is an answer example: "As a fairly regular user of Facebook and Instagram, I can remain updated on new features of these social media platforms. Any other updates I may have missed I learn about through industry news feeds to which I subscribe. Once I learn about them through online resources, I visit the platforms to test out the new features. In doing so, I try to view it from a personal and business perspective to better understand how the changes affect different types of users. Any overall industry updates I learn about through online forums that I check regularly. I have a great interest in the social media industry, and therefore am proactive about remaining informed about technological advances in tools and platforms." Here is an answer example: "I am a frequent user of the major social media platforms including Facebook, Instagram, Twitter, and Snapchat. Because I am a regular user, I can learn from my social media connections about new platform features and capabilities. I believe being a user is the best way to understand these platforms and to strategically build new products plans that complement them from a marketing perspective. Also, I subscribe to many online social media newsletters that share upcoming trends in the industry and am diligent about setting aside time weekly to review the news. Over the years, I have also expanded my professional network of industry experts. My knowledge and user experience provide a strong foundation from which I can provide valuable insight into client projects at JWT."22. Do you have experience with big data tools for machine learning such as Apache Spark? Apache Spark is an analytics engine for big data processing. The interviewer is interested in learning more about your exposure to tools for machine learning. Talk about the tools and systems in which you bring experience. If you are aware of the tools used at JWT, then focus on your exposure to those. If you are unsure of the tools that JWT uses, you can take this time to ask. Here is an answer example: "I have experience with Apache Spark, and consider myself an intermediate user in this particular tool. I also have about five years' experience with Caffe, which is a deep learning framework. Could you share with me the tools you use most often at JWT?" Here is an answer example: "I am newer to the industry but am somewhat familiar with a couple of Apache products including Spark, Mahout, and SINGA. I am interested in learning more about the tools you use for collecting and organizing big data. Which tools are most often used here at JWT?"23. Brand development is a continuous process. At JWT, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process. Brand development is ongoing as clients' industries and customer preferences change. JWT is active in monitoring the general public's perception of their clients' brand. In doing so, it gives them the opportunity to make adjustments to the strategies they have in place.
Talk about any experiences you may have had with the tracking process, whether from analytical or strategic perspectives. Include a specific example of what you learned from the brand tracking process and how it affected the strategic changes made. Here is an answer example: "I have been fortunate to have had the opportunity to manage several brand tracking surveys. These experiences have allowed me to understand better the measures to track to ensure a clients' brand is healthy. With one particular client, we were able to measure the damage to its brand after a product recall took place. Through the data, I was able to define what aspects or topics needed to be addressed in a public relations campaign to mitigate further brand damage." Here is an answer example: "In my past positions, I have taken a strategic role in working with brand tracking data. My experiences included opportunities to make strategic decisions based on learnings from brand tracking studies. Through one particular tracking study, we learned that customers did not perceive that my client had a strong bond to the community. Because of this finding, I initiated a campaign to highlight my client's work with non-profits in the area. I believe my ability to synthesize the data and translate it into actionable steps will help JWT better serve their clients. "24. JWT helps companies to build brand identities that accurately represent their core values while creating a lasting connection with their target audience. In your opinion, what is the best way to build a brand across digital platforms? The interviewer wants to hear about your knowledge of digital loyalty branding from a generalized perspective, and about the likely experience you have in this area. You can speak to today's standard methods and provide your opinions on them supported by market research or past professional projects. When speaking of a connection with the audience, you should refer to the emotions a brand evokes and the resulting relationship to their audience. Here is an answer example: "While researching online brand loyalty campaigns in the past, I've found the first place to start is by studying the audience and their preferences. Once I've learned these, I need to concentrate on advertising efforts where they spend most of their time online in their preferred formats. Next, relatable messaging raises their awareness and interest in the brand. For example, if I wanted to promote a new video game to the tween demographic, I wouldn't try to reach on lifestyle blogs or conventional TV. Studies show that this demographic, 10-13-year-olds that love video games spend a large amount of time on YouTube, SnapChat, and newer video and photograph sharing platforms that are emerging. In my opinion, finding the audience across various platforms where they already feel most comfortable is the best way to stay in front of them, generate and hold their interest." Here is an answer example: "In my opinion, the best approach to digital branding campaigns online is setting the foundation of what our brand truly is. What is the heart of what we do and what is our message? Next, we must ask who is moved by our message, or who is our audience? What platforms and apps do they use and hang out on, online? What motivates them and how do they make decisions? All of the answers to these questions will allow us to build a strategy to catch their interest in our brand. To retain this interest and build loyalty, I've experienced that it's effective to take cues from campaigns that have already made an impact on our audience, while testing new designs, copy, promotions, etc. that are consistent with the feel of our brand, but we also need to keep things from getting stagnant. Long-term consistency in our messaging and targeting to meet our audiences' expectations over a long period to build trust is crucial."25. 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 JWT channels on each platform to see if you can recognize if they have a preference between the two, for their own strategy. Be sure to keep your response positive, providing a well-researched argument for and against, each platform. Here is an answer example: "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." Here is an answer example: "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."26. 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 our clients' target audience? Provide an answer that briefly explains what big data is and how it can be used to craft stories to which an audience will relate. You can give specific examples of kinds of data that you've used in the past, for storytelling in a campaign. Your answer should primarily focus on how to use the data to contribute to the process. Here is an answer example: "Big data is important in marketing campaigns because of the insight it provides into the behavior and other personal aspects of your clients' audience. When using it for storytelling in your campaign, you want to know what the audience cares about and how your clients' brand or product relates to an emotional level. Let's say that you are marketing an accounting service for small business. You have collected a considerable amount of data to understand the challenges and needs of people that would benefit from these services. The data shows a pattern of small businesses frequently switching accounting software. Digging further into the data, you find that a significant frustration they are experiencing is finding a robust yet budget-friendly solution. Instead of just telling this group how your clients' service compares and the price, you can evoke their emotions by telling a story of someone who was just like them and how this service solved their problem. The data has now allowed you to connect to the human side of your clients' prospect in a way that posting product specs and pricing alone will not." Here is an answer example: "Having a system to use big data efficiently allows you to identify behavior, trends, and interactions within your clients' audience. It lets you humanize and customize their advertising so that it's meaningful instead of disruptive. From big data, I've extracted information that tells me what kind of person buys a product, how much they spend on it, when they buy it, how long they use it for, and what makes them want to repurchase. Having this information, I get a clear picture of who is interested in my clients' product and why. Understanding much of their background and history, I know when they'll be receptive to learning about a new product and at the right time. I approach them with a story of someone who is like them, shared similar struggles, and how they were lessened or resolved by what I have to offer. This strategy is a human-centric, problem-solving approach that companies can use to achieve a lasting connection that can't be earned using the outdated approach of demanding consumers' attention and telling them what they need."27. 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 JWT job description. Here is an answer example: "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 JWT 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." Here is an answer example: "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."28. Social media messaging is becoming a frequently used tool for online marketers. JWT has clients utilizing this channel to market their products and services. Describe your experience or knowledge with these types of apps. Social media messaging allows marketers to more easily connect with their audience because they are meeting them where they 'hang out.' This case is particularly true with the younger population. It is crucial for JWT to understand tools that will allow its clients to create and deliver social media messages efficiently.
Any experience you may have working on these types of apps will help develop JWT's social media messaging knowledge. If you do not have direct experience working around social media messaging apps, talk about your personal social media messaging experience and additional knowledge you may have on the subject from a marketing perspective. Here is an answer example: "Through my previous two positions, I had the opportunity to learn about social media messaging tools. I was able to witness firsthand how marketers could target their marketing communications to the appropriate populations, thereby allowing for a higher return on their marketing spends." Here is an answer example: "I have not had the opportunity to work with social media messaging tools. However, as a user of social media, I understand the capabilities these tools may provide to online marketers. Through social media messaging apps, I have received very targeted messages based on my demographics, interests and search histories. I understand that it is through the collection of data and the use of algorithms that online marketers can do this."29. Helping clients with their brand strategy is one of the first phases of brand development. How can your experience with brand strategies be of value when working with JWT's clients? Ensuring a client has a strong brand strategy is one of the first steps in successfully helping it develop its brand. Therefore, it is essential to JWT that its team members have experience in this area.
As you respond to this question, talk about what role you took while working on brand strategies in prior positions. Specifically, address how you can bring value to JWT's client relationships concerning your experience with brand strategies. Here is an answer example: "My prior positions have given me the opportunity to work on brand strategy teams. My main role in these teams was providing analytical support for the strategic decisions made. In doing so, I was able to work with and learn from my teammates and also learn about the strategy building process. I am confident my experience gives me valuable perspectives on the process, which can help the strategy building phase for JWT's clients run more smoothly. Also, my strong analytical viewpoint gives me a great foundation on which to make strategic decisions." Here is an answer example: "I had the fortunate opportunity to participate in a brand strategy team in a creative capacity. My role was to give input on how the company's brand was to be represented in advertisements and on social media. An important lesson I learned as part of this team is that members' roles are dependent on one another. It is important to understand the contribution everyone is making so you can better accomplish your tasks. I believe my ability to understand the various roles of a strategy team will help JWT's client work more productively and efficiently."30. How do you think social media can influence SEO or vice versa? The interviewer wants to see how thoughtful you are about how social media fits into the overall digital and marketing strategy of the JWT when it comes to their clients. In your response, discuss how you think social media presence is related to and also could influence JWT's overall client branding efforts. Here is an answer example: "I think currently seeing whether social media presence improves a clients' SEO or not simply cannot be measured accurately. However, I don't think of social media as a tool to enhance search ranks but a whole new channel to penetrate, monitor, and manage - it's a new lead source altogether. Social media channels are search engines. Those who find and follow a brand on Instagram, for instance, might not feel the need to search for it as it gets its information from the Instagram platform itself. Today, we want to be able to be active and consistent in our messaging and its impact across all channels. So, the best way to measure that is by looking at whether or not certain (intended or expected) search terms are on the rise and whether the specific social media content is driving certain behaviors (clicking on the link for example) that the campaign had intended." Here is an answer example: "While social media pages don't often appear on the top of the search results (not yet anyway), certain online pages could. If we could link a clients' website, social media pages, and other online presence, then we would have more mechanisms to improve SEO."
Writers for JWT Answers and Questions
Rachelle Enns is a job search expert, executive headhunter, career catalyst, and interview coach. Utilized by top talent from Fortune companies like Microsoft, General Electric, and Nestle, she helps professionals position themselves in today's competitive digital marketplace.
Rachelle founded Renovate My Resume and Executive Resume Solutions, two companies focused on helping job seekers get their edge back. She helps everyone from new graduates looking for their first placement, to CEO's who want more out of their career.
Rachelle coaches students to executives on how to master the toughest interview questions and how to handle the most bizarre interview situations; all with confidence and poise.
Rachelle trains other career coaches, recruiters, and resume writers, globally. A big part of her job is also spent coaching HR professionals on how to bring the human touch back into their interview and hiring process.
Jen Hong is currently a freelance writer and consultant while she is getting her Executive MBA and taking courses in innovation, data analytics and blockchain. She has worked as a strategist in financial services, fintech and health tech. She has interviewed with over 45 tech companies in the last 2 years (across various industries) and also has 2-3 years of experience interviewing interns, analysts, managers, and some senior executives as the operations lead.
Helen Lee is a freelance data analyst and writer with over 15 years of experience in the Marketing field working for companies and clients in a variety of industries including financial services, quick service restaurant (QSR), consumer packaged goods (CPG) and education technology. She has experience managing marketing research projects, conducting strategic analyses and writing and editing a variety of pieces including marketing material, blog entries and user guides.
Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals. She helps HR Teams and Hiring Managers set realistic and appropriate staffing expectations in order to build the best possible teams, cultivate healthy cultures, and attain set business plans. She spends much of her time screening and coaching candidates. She works with them and hiring teams bilaterally, preparing them for all phases of the interview process, and continually networks to nurture opportunities for both companies and individuals.
First written on: 03/24/2019 Last modified on: 03/25/2019
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