INTERVIEWERS: Stop Wasting Opportunities!

Communications agencies and consultants are known for helping their clients present a positive image to stakeholders. They deal with the media, promote products and services, handle crises, increase profits, inform investors, write speeches and much more. When it comes to employment interviews, however, interviewers often times forget to tell a story that will have a positive effect on the public -even though it's their own story!

Interviews, especially phone screens and first round interviews, are too often focused entirely on vetting the candidates. Who did they work for? What are their strengths and weaknesses? Why did they change jobs? When were they truly successful? In what ways does their resume match the job description? These interviewees are among the most influential people when it comes to managing your company's reputation - and they will inevitably spread the news about what they learned in interviews, be it positive or negative.

Talented candidates have made the following comments after an interview:

• "We spent the whole time talking about my past. Why would I want to work for such dull people?"
• "I had no idea where the company was going strategically."
• "The interviewer had a chance to 'wow' me, but he blew it."
• "I spent valuable time preparing for this interview, but the three people who interviewed me asked the same exact questions in each meeting."

Here are seven things you can do to ensure that every candidate - regardless of whether or not you'll extend them an offer - leaves raving about your company:  

• Be a good storyteller - convey information about your company during the interview in a memorable or entertaining manner.
• Keep the stories limited to three or four messages presented simply. Remember the 4 C's of news bites - be Clear, Concise, Catchy and Compelling.
• Be prepared. If more than one interviewer is involved, plan beforehand what you're going to say.
• Focus on the audience. Make your messages relevant to the candidate's level of experience.
• Use visuals, word pictures, anecdotes, analogies or statistics.
• Use interview questions as a springboard to discuss your company's reputation. For example: "I'm sure you have done research on us in preparing for today's meeting and don't want to repeat things you already know. In your own words, how would you describe what we do? What information can I provide you with to help you better understand our company?"
• Practice, practice, practice. Role-playing works. Capturing it on video is even better. An upbeat story told with a scowl just doesn't work.

The result will be that hundreds of communications professionals will have a more positive impression of your company - whether they are hired or not - and they'll spread the word. Now that's great PR!

For other ideas about great interview techniques, whether you're asking the questions or answering them, please contact us.