Conducting interviews with sales and marketing candidates can be challenging. Traditional practices often fall short, sometimes leading to biases or even accusations of illegality. Here’s how to avoid common pitfalls and gain valuable insights to identify the best commercial talent.

Steer Clear of Needless Small Talk

Starting with small talk can build rapport, but it can also introduce bias. Keep the initial conversation professional by discussing the interview schedule or providing an overview of the company. This sets a professional tone while allowing candidates to relax.

Move Beyond Overused Questions

Generic questions like “Tell me about yourself”, or, “What are your weaknesses?”, often lead to rehearsed responses. Instead, ask about what motivates and demotivates candidates. Follow up with deeper questions to uncover genuine insights into their strengths and weaknesses.

Avoid Leading Questions

Leading questions can prompt candidates to give the answers they think you want to hear. For example, rather than asking, “Tell me about a time when you balanced competing priorities,” simply ask, “Have you got any examples of working with competing priorities?” This encourages more honest and spontaneous responses.

Focus on Real Experiences

Hypothetical questions don’t always reflect real-world behaviour. Instead, use the STAR method (Situation, Task, Action, Result) to discuss past experiences. This approach provides a clearer understanding of how candidates handle challenges and adapt to pressure.

Ditch the “5-Year” Question

Asking candidates where they see themselves in five years is outdated and often unproductive. alternatively, discuss their long-term career aspirations and how your company can support their professional growth. This reveals their ambitions and alignment with your organisation’s goals.

Rethink “Why Should We Hire You?”

This question places the burden entirely on the candidate and doesn’t foster a two-way conversation. Instead, ask how their skills and experience align with the job requirements and what aspects of your company culture resonate with them. This helps assess their qualifications while also showcasing why your company is a great place to work.

By avoiding these common pitfalls and adopting a more insightful approach, you can conduct interviews that provide a deeper understanding of a candidate’s suitability. Remember, a successful interview is a two-way street: evaluate the candidate’s skills while also promoting your company as an attractive workplace. This method will help you attract and retain top commercial talent, essential for your organisation’s success.

Here to Help

If you would like more support in the search & selection of top FMCG talent, please get in touch with our team:

Manchester — 0161 274 9184

London — 0203 196 0896

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