Digital Marketer Interview Questions
About the role
Digital Marketers are generally responsible for responsible for using an organisation's digital platforms to promote, market and sell their services or product to potential customers.
Most Digital Marketing roles require strong web development skills and an ability to experiment and analyse data. Whilst the specifics of the role may vary from company to company, duties usually include managing the websites and paid marketing campaigns - Digital Marketers may also be responsible for creating and distributing content, depending on the size of the team.
Digital marketer responsibilities
- Driving new acquisitions through paid digital campaigns
- Assessing the performance of marketing channels and optimise performance across all acquisition channels
- Planing, executing and measuring experiments and conversion tests across the organisation's website
- Working on emails, nurturing and social campaigns
- Developing and implement SEO and PPC strategies
What skills should you be looking for?
In your own words, can you explain how you understand the term ‘inbound marketing’?
Imagine you were to start this role tomorrow and you were given the objective of increasing the number of people converting on our website. Can you talk us through what your first experiment would be? Why? What additional data would you need?
Customers can use our website to request a demo or start a free trial of our product.You look at this month’s Google Analytics data; web traffic is growing but the free trial request conversion rates are decreasing.
In particular, you can see that large numbers of users are viewing the form page but very few of them are actually filling it in and going through the trial.What could be the possible reasons for this? Describe an A/B website test that you would run to test your hypothesis.
Given the information you have about Company X so far, from a digital marketing perspective, can you talk to us through 3 growth actions/tactics you would implement or look at straight away and why?
You are running a PPC campaign, the CPC for the best performing ad keeps going up in price, why could this be happening? What would you do?
What are structured interview questions?
Structured questions (or work samples) are highly predictive, job-specific questions designed to simulate parts of a job.
Structured work sample questions are the most predictive form of assessment you can use. Why? Because they directly test for skills by asking candidates to think as if they were already in the job.
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Diversity
Testing for skills instead of just experience makes interviews a more inclusive process. 60%+ of candidates hired through our process would've been missed using CVs/traditional interviews - most of whom are from underrepresented groups.
Accuracy
By simulating tasks that would realistically occur in the role, you can see how candidates would think and work should they get the job.What could be more predictive than having candidates do small parts of the job before actually getting it?
Candidate experience
Candidates genuinely enjoy being given a chance to showcase their ability - this is why we have a 9/10 average candidate experience rating (including unsuccessful candidates).
Decide on the skills you’re looking for
Choose 6-8 core skills required for success in the role. These can be a mix of hard, technical skills as well as soft skills and general working characteristics.You could also include one or two of your organisation's most relevant values.
Think of scenarios that would test these skills
Next, come up with either everyday tasks or rarer, more challenging scenarios that would test some of these skills. They can be day-to-day duties, bigger projects or specific dilemmas that a candidate may realistically face. Should they get the job.
Pose scenarios hypothetically to create your questions
Instead of your typical ‘tell me a time when’ questions, ask candidates what they would do if faced with a given scenario.It's not that experience doesn't have any value… it's just more predictive to test directly for skills, without making assumptions based on background.
Give yourself scoring criteria
Want to make more data-driven hiring decisions? Score candidates against set criteria.We’d recommend starting out with a simple 1-5 star scale and a few bullet points noting what a good, mediocre and bad answer might include.
Use review panels
Having team members join your interviews will result in fairer, more accurate scores.Three is the magic number - you’ll start seeing diminishing return after that