Less instinct, more structure: Borrow Google’s tips for hiring top marketing talent

Data: 2020 m. sausio 17 d.

You’ve probably heard one or two myths about Google’s hiring process. Some of those were born from pop culture and others are processes the company has since abandoned. Here’s the truth: These days, we avoid brain teasers of any kind. Instead, we exclusively rely on structured interviewing, which means using identical interviewing methods to assess candidates applying for the same job.


According to external studies and internal Google research, structured interviews are better than unstructured interviews at indicating who will do well on the job. Interviewers, hired candidates and even candidates who didn’t receive job offers also report being happier with structured interviews because the process felt faster and the decisions seemed fairer than a process in which different candidates are asked different questions or gut instinct is used to evaluate potential hires.

Don’t look for the “right” answers

Before conducting interviews, create a list of questions you and other interviewers will ask. Remember that you’re not trying to elicit “correct” answers, but to evaluate a candidate’s thought process.


Start by writing down the skills and attributes your ideal candidate should have. Do they need to be a self-starter, take direction well, feel comfortable taking risks? If possible, ask someone who’s experienced in the role what skills are important. From there, draft questions designed to evaluate those skills and attributes.


For example, say you wanted to assess candidates’ digital strategy skills. Your first question might be, “Can you tell me about the most successful campaign you’ve run to reach an audience online?” Then you can have follow-up questions prepared that encourage candidates to explain their thought process: “What data did you consider during the planning phase?” “How did you know the campaign was successful?” “If you ran the campaign again, how would you improve it?”


You can also put questions in a certain order to help candidates get warmed up. Questions about their experience can come first (“Tell me about a time when …”). Then you can move onto harder hypothetical questions (“Imagine this happened. What would you do?”).


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