The interviewer would like to know that you are motivated to better yourself personally, and professionally. Career development can come in many forms:
- Trade Shows
- Seminars & workshops
- Online coursework
- Finding a mentor
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.
JWT Interview Questions
Which career development goals have you set for yourself this year?
The interviewer would like to know that you are motivated to better yourself personally, and professionally. Career development can come in many forms:
"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."
"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."
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.
"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."
"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."
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.
"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."
"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. "
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.
"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."
"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."
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.
"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."
"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."
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.
"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."
"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."
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.
"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."
"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."
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.
"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."
"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."
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.
"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."
"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."
Have you ever managed or helped with a content budget? If so, what type of budgets are you accustomed to working with?
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."
"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."
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.
"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."
"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."
Would you consider yourself a creative person?
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."
"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!"
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.
"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."
"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."
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.
"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."
"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."
Do you feel performance should be rewarded over experience?
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."
"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?
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.
How can our clients leverage social media as part of their customer service strategy?
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?
Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?
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?
In your opinion, what has been the most exciting development in Machine Learning this year?
In which ways do social media companies use machine learning?
Do you have experience with big data tools for machine learning such as Apache Spark?
Walk me through your experience with YouTube and Instagram's IGTV programming. Which platform do you prefer?
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?
Describe to me the types of digital media you are most experienced with.
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.
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?
How do you think social media can influence SEO or vice versa?