Research and Interviewing
Questionnaire example
Before writing I do a lot of research to give me the accuracy of insight that will lead to effective copy. Preferably this will include both quantitative research such as search terms and click through rates, and qualitative, such as interviewing customers and employees.
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I devised this questionnaire whilst working for National Grid.
I wrote job descriptions or adverts for 150 roles and for each of these I interviewed the hiring manager, using these questions (I also interviewed ideal current employees using a similar questionnaire). This gave me the information I needed to write copy that both served the needs of the hiring manager and appealed to the ideal candidate.
Questionnaire
The job
1. Where is the job based? Is it difficult to get people to relocate?
2. Does your ideal candidate know what NG does?
3. Could you sum up the job in one short, simple sentence, as if talking to a ten year old?
4. What will the person be doing? We’re going to break up their key accountabilities into
four main areas, with 3-5 bullet points in each area.
5. What’s the most surprising thing about this job?
6. What is the most exciting or satisfying thing about the role?
7. Picture your ideal candidate. What is the best thing a job could give them? Now finish
the sentence, ‘When considering a job, my ideal candidate wants…’
8. Any links or videos that would help them see we can give them that?
9. How does this job make the world better?
10. Do they get a car? A market supplement?
11. What do you personally like about working at NG? (I will use this as a quote).
The team
12. What is the official name of the team the candidate will be on?
13. What specific result does the team help the National Grid achieve?
14. What makes the team unique?
15. Once in their jobs, what is it that makes people stay with you, rather than looking for a new job?
16. Give three examples of things the team does.
17. Three examples of the most exciting projects the team is working on.
The ideal candidate
18. What is the personality of your ideal candidate?
19. What are their minimum qualifications?
20. What background experience do they need?
21. Do they need a driving licence/to be able to travel?
22. Examples of qualifications/training/development they will receive at NG.
23. What is their next career step after this role?
24. Can I have the contact details of a great employee, currently or previously in the role?