Why this matters:
There are multiple ways for content creators to approach the creative process. Regardless of the candidate’s process, you should make sure they’re checking the right boxes, which include understanding objectives, getting clear on both the authoring brand and target audience(s), and figuring out how to achieve objectives while properly representing the brand and connecting with the intended audience.
What to listen for:
- An understanding of content objectives
- Developing relevant material while avoiding derivative work or trend-chasing
- Ability to adapt to meet particular brand needs
Why this matters:
In an age where social media allows audiences to draw attention to grievances, it’s more critical than ever for brands to be sensitive to audience reactions, particularly if they’re putting out a high volume of content. Content creators should be able to demonstrate their understanding of this media landscape and the need for greater sensitivity.
What to listen for:
- Understanding the importance of sensitivity in content creation
- Ability and willingness to point out areas of improvement in their own work
- A strong capacity to self-edit for insensitive content and other issues
Why this matters:
A great content creator can always find new ways to excite their audience, and the best way to do this is to look around at the world and identify what can be new and interesting. Whatever industry your brand works in, it’s helpful for content creators to know how to find inspiration — for themselves and their audiences.
What to listen for:
- Open-mindedness and a creative outlook
- Diverse sources and the willingness to find material in unusual places
- Ability to synthesize diverse sources into coherent and engaging content
Why this matters:
The current media landscape gives creators direct insight into audience reactions — positive and negative. Creators who appreciate this insight and can use it to deliver impactful and memorable messages are valuable assets to your brand, particularly if you want your content to be effective.
What to listen for:
- Ability to gauge audience response, whether qualitatively or quantitatively
- A mature reaction to any criticism or backlash
- The willingness to incorporate audience responses into future work
Why this matters:
Everyone has days when they feel less productive; for content creators, creative blocks can translate into lost time and momentum. They can create bottlenecks, push back deadlines, and block the pipeline through which the content stream flows. This question will help you to understand how your candidate pushes through any blockages.
What to listen for:
- Seasoned tactics and techniques for conquering creative blocks
- Past successes in working through or past blocks
- Ability to be timely, despite challenges
Why this matters:
It can be challenging for content creators to realize they need to scrap something they've worked hard on — especially if they’ve put their heart and soul into the original effort. But not all work is viable — and part of being a creative professional is the ability to toss out something you thought was good and rebuild or replace it with something that works.
What to listen for:
- Past examples of when they realized their creation didn’t work
- The wherewithal to self-recognize off-strategy work
- Willingness to abandon an idea if necessary (especially for writers)
Why this matters:
For any creative, constructive feedback is necessary to thrive in the workplace — and to continue evolving one’s skill sets and portfolio. A candidate’s response to this question demonstrates their maturity and willingness to grow in their role as a creator.
What to listen for:
- Humbleness
- Acceptance toward constructive feedback — and the ability to incorporate changes without defensiveness
- A willingness to embrace the learning curve at any stage in the candidate’s career
Why this matters:
Environmental fit can be an especially important factor for content creators: some do better in a workplace rife with interaction and input, and others need to filter out all possible distractions in order to focus. Not only does this question allow you to assess whether the candidate is the right fit for the role, it also offers the candidate a chance to see if they want to work here.
What to listen for:
- Self-awareness about which environments the candidate prefers
- Possible adaptability to different settings and scenarios
- A sense of collaboration across settings
Why this matters:
A seasoned content creator should have a strong sense of the kind of audience they gravitate toward, or of the audience segment most drawn to their work. As your brand has its own audience constituents, it will be helpful to understand how close this already is to the one your candidate will create for.
What to listen for:
- Credible fit between creator and brand audience
- An understanding of audience needs and expectations
- The ability to adapt as needed to different audience segments
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