Interview Question with Troy Clarry

July 24, 2024

Interview Question: What do you know about our brand?

This is the perfect question for a brand that isn’t as well-known as “Nike.” Candidates can’t and shouldn’t “Just Wing It!”

By asking this question, you set the stage for an informative discussion about the employer brand that benefits both sides of the table. In fact, about 75% of candidates consider an employer’s brand before even applying for a role. (https://withe.co)

 

The Interviewer’s Perspective:

The interviewer is seeking to gauge the candidate’s understanding and alignment with the goals and culture of the organization. Beyond the basic mission statement, do they comprehend the deeper essence of the brand? Ideal candidates will be genuinely interested in being part of the company’s journey, not just seeking a job. And if they do have a deep understanding of it, how are they going to enhance it? Candidates should provide examples of how their past experiences align with the company’s current projects, future goals, and overall values.

Bonus: Additionally, this is your chance to gather real-time feedback on your brand. What keywords are being used to describe it by candidates and are there any gaps in perception?

 

What to convey as an interviewee:

As an interviewee, this is a chance to demonstrate your comprehensive understanding of the company’s history, direction, and importantly, its people. After all, this is the culture you will be integrating into if you join. When preparing for the interview, uncover major milestones have they achieved, where they are heading next, and what current or former employees are saying about the work environment. It is your job to not only share what you know about their brand but why the company’s mission resonates with you personally and professionally. Highlight key skills, past experiences and future career goals that are in alignment, providing specific examples of how you envision contributing to their key objectives.

 

Industry Expert: Troy Clarry – Managing Director Katalyma Hotels & Hospitality, Board Member at Hospitality New Zealand

Troy offers his top tips for researching an employer brand:

• There are the usual places to start – jump on to the company social media pages and quickly you will get a feeling for the digital branding they are trying to send. Are they connected to the local community, what is the quality of the posts, what platforms do they use, what is their “voice” seen both through words but more importantly through images used – what are they really saying or trying to say about themselves?
• LinkedIn would be next on the list – this will show you how the company thinks about their business more specifically; the history should be listed, their achievements and any industry related topics there.
• Company website – who are they trying to sell to and how well are they doing it? Again similar to the social channels, look at the verbiage used, the images, what about the community they are in, and what are their customers saying.
• Customer feedback – take a look at the Google Listing on the company. They should have one and there should be comments – it should be up to date.
• If you can, speak to current and ex-employees. Does what they think of the brand match what is actually happening?
• Finally, get a copy of the vision and mission statements. This should match with everything above

Once you have all this you should have a pretty good idea of the company’s brand and if they truly are living the branding or if it is just on paper and not reality.

 

Conclusion:

This question is a win-win scenario for both parties involved. It facilitates a meaningful discussion where the interviewer gains real-time insights into the market perception of the brand, while the candidate gets to engage in a dialogue about the employer’s culture and values. It’s not just another interview question; it’s an opportunity to align visions and set the stage for a mutually beneficial partnership.