CONDUCTING

INSIGHTFUL
INTERVIEWS

HOW-TO GUIDE
 Conducting Insightful Interviews
HOW-TO GUIDE

Considering how important the interview process is for scrutinizing potential employees, it is
surprising that most organizations do not have a formal set of interview questions. Don’t misread
another hire because you didn’t take the time to plan for the interview accordingly.

Use Demand Metric’s Interview Questions Tool to create a list of standardized interview
questions from your perspective.

What Types of Questions NEED to be Asked?

Situational - what previous experiences will help/hinder this prospective employee with success
at your organization? Can your prospect articulate their problem-solving or critical thinking skills
effectively? What type of management style is this prospect used to? Will they fit your culture?

Behavioral - how will this prospect react to various situations they will encounter in your work
environment? Can your prospect actively listen, and communicate well, both verbally and in
business writing? How has this prospect handled pressure in the past, or dealt with a work-related
conflict?

Attitudinal - Does this prospect have a genuinely positive attitude, or are they just acting excited
for interviewing purposes? Is your prospect an optimist or a pessimist; both can be useful
depending on the role you need. What are the career plans for this prospect; are they an over-
achiever?

Self-Awareness - can this person paint an accurate picture of their capabilities and constraints?
Does your prospect have plans for building on their deficiencies? How coachable will this person
be? Are they defensive?

Skills - some positions require specific skills; ensure your prospect has them.

Knowledge-Based - many positions require specific expertise; test for it.

2 CONDUCTING INSIGHTFUL INTERVIEWS HOW-TO GUIDE

 Action Plan
STEP 1 - Be Prepared

Welcome to the Interview

1 Be Prepared
Questions Tool

Use Demand Metric’s

Conduct your Interview Questions Tool to
2 Interviews create a set of standardized
questions you can reuse for
future interviews.

Share your
3 Approach

Interview Questions Tool

VIEW RESOURCE

3 CONDUCTING INSIGHTFUL INTERVIEWS HOW-TO GUIDE

 Action Plan
STEP 2 - Conduct your Interviews

Verbal and Body Language

1 Be Prepared
Tell the Story Together

Use your Interview

Questions Tool to control
2 Conduct your
Interviews the discussion. Listen
carefully to each response
and read body language.

Share your
3 Approach

Interview Questions Tool

VIEW RESOURCE

4 CONDUCTING INSIGHTFUL INTERVIEWS HOW-TO GUIDE

 Action Plan
STEP 3 - Share your Approach

Share Your Tool to Help

1 Be Prepared
Your Team

Show leadership and make

Conduct your your tool available to all.
2 Interviews

3 Share your
Approach
Interview Questions Tool

VIEW RESOURCE

Interview Evaluation Matrix

VIEW RESOURCE

5 CONDUCTING INSIGHTFUL INTERVIEWS HOW-TO GUIDE

 About ANA

The ANA (Association of National Advertisers) makes a difference for

individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and build
Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
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