3 Essential Questions to Ask Social Media Candidates for Hire
He's brutally honest about the importance of questions coming at you from candidates.
"As an employer, I wouldn't consider hiring someone that didn't have any questions for me," Allen says.
No. 2: Give Me 10 Blog Post Titles, Please
"This will put them on the spot, but it is a critical question to ask," says Allen.
Indeed. If your candidates have experience in writing blog post titles that sell they'll be able to provide you with:
- Concepts for articles that are "how to" and problem solving oriented (focused on your customers' pain and/or goals)
- Titles that exploit proven copywriting rules by getting prospects to take action
Allen says the social media candidate, "should be able to, very quickly, come up with 10 blog post titles they could write about NOW. Obviously this presupposes that they're educated on what the company does."
No. 3: How Will You Track Your Success as a Content Marketer?
Again, Allen is point blank: "The answer should not be based on traffic or YouTube views. Their answer must revolve around leads and phone calls. If they are generating more form fill-outs, phone calls, and revenue for your company, they will be successful. If they're only interested in Facebook 'Likes' for example, it just won't work."
Be warned: Many candidates are reluctant to use such measurable, bottomline-oriented performance metrics. They'll often overuse the word "engagement" when responding.
Be strong. Hang in there. You'll probably need to burn through a bunch of candidates before you find a gem or two.
Have Candidates Show You the Goods
A good social media manager or content marketing pro will produce leads and sales. Period. So how can you to hire someone that will, with some certainty, work out?
Allen says hire someone who will clearly demonstrate an ability to write articles, videos and other content that produced leads.
- Get writing samples and look for calls-to-action within them.
- Verify they produced leads as best you can with prior employers or clients.
"You also want to make sure that this person is okay writing and engaging with people online all day every day," says Allen who recommends exploring former journalists or copywriters.