We often hear about senior communications professionals stumbling at the final hurdle and not getting the job. Why? Maybe someone internal was chosen instead? Perhaps you were outshone? Possibly someone else was selected who had very specific sector knowledge?
So how do you stand out in this competitive market with many people looking and few roles available? Preparation for each interview is key, and even casual catch-up conversations with your network should be taken seriously. We know job searching is exhausting and we recently shared 10 golden rules for nailing your job search. Now, here's our advice on how to prepare for that all-important interview, impress in person and stop being “always the bridesmaid, never the bride.”
Once you've secured an interview, whether it's through a search firm such as The Works Search, your network, or an advert, it doesn't really matter as long as you go into it fully prepared. If you are working with an excellent search firm, you will have been fully briefed at every stage of the interview so you will go in fully armed.
It's very likely you have some stiff competition. In the current market where roles are scarce and budgets are tight, there is little leeway for hires not to tick every box. We are working in a low-risk hiring market where nobody wants to make a mistake. Hiring managers are looking for a skill set that inspires and delights, has knowledge of the sector and its issues, and brings a broad breadth of disciplines that will add value to the company and role.
The people securing roles right now are going over and above. They have done their homework and taken each interview, including the first one, incredibly seriously. They know the issues of the industry and the company, how that company stands out in the market, what their values are, and how they align with those values. They have perhaps done some research into the challenging policy and regulations the company faces. In other words, they have looked ahead to the comms challenges, thought through what they will do in the role, and how they will contribute. Essentially, they've put together their own pitch of what they would like to do to add value and help the company shine before their first interview.
Normally, this is asked for at the second or third stage when meeting senior stakeholders. However, in this market, being overly prepared and demonstrating your enthusiasm and interest by showing you've already thought about a comms plan and the challenges the company faces will certainly make you stand out.
Now, this doesn't come without risk. Perhaps where you see the company going isn't where they see it as you don't have all the information at hand. So, what else can you do? Is there anyone else that you know who could give you more insight into the business? Perhaps someone in your network knows the issues of that particular industry sector. Before you even step in the door, make sure you do your homework thoroughly.
Doing so makes for an interesting conversation and debate. It demonstrates enthusiasm, passion, interest, and someone who goes over and above. Going into a meeting just ready to talk about yourself after having a quick look at the website and the person's profile is no longer enough. It just doesn't cut it in this market.
If you want to stand out, research like a journalist and execute a thoughtful plan. Over-preparation is key. This will not only help you feel more confident but also ensure you’re ready to answer any questions about what you can bring to the table for the company.
In every interview, ensure you:
Many first interviews can seem to be just a casual chat, especially for senior level agency interviews. Comms professionals are brilliant talkers so they might just sit down and have a chat about the industry with you. However, don't be fooled. This is an interview, and it is your role to shoehorn in your experience and expertise wherever you can, examples of campaigns where you have moved the needle, crisis situations you've helped run smoothly, stakeholder relations you've mended. Pulling the conversation back to examples of your delivery is really important because you need to leave the interviewer feeling excited that you're thoughtful, strategic, and can deliver all in a casual chat.
When talking about your achievements, remember to demonstrate commercial awareness, Link communications strategies to business outcomes like fundraising, retention, M&A activities, or regulatory changes.
Many people talk about the STAR technique (Situation, Task, Action, Results) when preparing your achievements – things you're proud of that you've delivered in a business or for your clients. However, in an interview I recommend a slightly different formula: a small ‘s’, a small ‘t’ and a BIG ‘R’. Especially in this market where many interviews are virtual and you need to impress quickly.
Now we know it's very tempting here to talk much more about what you did and how you went about it, but this is not interesting or relevant to this conversation. It's all about delivery. What did the CEO say? What did the director of communications think? It's all in the outcome not in what you did or how you went about it. They can certainly ask additional questions if they want to hear more.
So cut to the chase, get to what was delivered fast. Pick out at least six examples of successful campaigns before your first interview. Each should demonstrate different things, like strategic leadership, handling crisis situations, creativity, whatever is relevant for the role which you will see if you have a job description. The secret here is to practice these examples so that they are smooth and natural when delivering them.
Yes, it's a simple as that, think about how you can weave in your skills and what you have learned on the way when talking through your experience. Which jobs helped you hone a particular skill? Weave in the skills you bring to the table just in case you are not asked about them. Make it obvious what you know and where you shine.
Do take the time to ask thoughtful questions. Please be sure to have enough prepared that they aren't all covered and you end up asking one which you have just thought of. Demonstrate strategic thinking by asking about key metrics, stakeholder dynamics, and reputational risks faced by the company.
We’ve helped hundreds of corporate affairs and communications professionals in London and beyond move into fulfilling senior roles, with tailored support every step of the way. We often share our thoughtful career advice and insider knowledge – you can find lots more helpful information on our website.
Finally, this is some feedback we recently received. It’s always a pleasure to hear from people we’ve helped along the way!
“I wanted to share some good news with you. I used your tip about summarising the key points from the role and the approach I'd take when I got in role after a final stage interview.
“I got the offer!!! 🎉
“There's so much that went into it before then, but that tip [you gave me] definitely helped seal the deal.”
Good luck, we know it's a tough market. Be prepared, be fabulous and go shine!
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The Works Search: a search consultancy specialising in PR and corporate communications. We have unrivalled matching abilities and are known for finding the top 5% performers in the industry - the ones who deliver and make your reputation great. For more advice or market insights, do get in touch with us on 0207 903 9291 or email: sarah@the-works.co.uk.
