How to Interview Like a Pro

Presented by Lynn T. Gunney APR, Principal, Gunney Orchestrated Marketing Communications by Heather Dewald

"Interviewing is a `necessary evil' for the interviewer," said Lynn T. Gunney, Principal of Gunney Orchestrated Marketing Communications. "The interviewer is probably overworked, stressed and their time is valuable because it is a hassle to fire employees and replace them."

Gunney gave insight on the interviewer's point of view, giving the students in attendance helpful advice. The interviewer's task is to assess applicants' skills/ability to do the job, as well as, their personality, character and judgment. They are trying to see how applicants would "fit in" with the job and its culture.

"They are looking for a candidate with the best chance of working out," Gunney said, "Someone who has the skills and knowledge, will require minimal training and is going to stay with the company for a while - at least 2-5 years." Also the interviewer is looking for someone who will manage the demands of the job including hours, travel arid salary expectations in line with offer.

As the interviewee you must convince the interviewer that you are the solution to the problem and that you are a good risk. Get information about the job, employer and company. Gunney suggested knowing the answers to the following questions to prepare yourself with knowledge about the company before you interview:

What do you know about our company?
When was the company founded and by whom?
What is its mission?
Where does it do business?
What are its products/services?
Who are its major customers/clients/competitors?
What makes it stand out from its competitors?

Also, she said that you should always have questions to ask the interviewer and suggested the following list as a starting point:

What would my typical day be like?
How would my performance be evaluated?
How does your agency identify potential new clients to pitch?
If something is going on in the news that would affect the company ask about it. Example - what impact will the Teamsters strike have on your business?

Gunney gave many pre-interview tips stating that you should arrive 10 to 15 minutes early, prepare yourself to do business and go over your notes. Upon starting your interview Gunney suggested giving a firm handshake, have positive small talk, decline food and drink offers and maintain good posture and eye contact.

"Remember to dress professionally, you are the product you want to sell so package appropriately," said Gunney, "Don't dress to impress a date, dress to impress their parents by considering a fashion generation gap. Conservative and classic is the safest bet."

Gunney explained that there are rules of conduct when in an interview. "Let the interviewer control the interview and take cues from them," said Gunney, "Speak clearly, be confident, act professionally and convey interest and enthusiasm with a positive attitude."

Some common questions that the interviewer might ask could be self-assessment questions such as:

What are your greatest strengths and weaknesses?
Tell me about a mistake you made, and what happened.

The interviewer is looking for self-awareness, self-assessment of skills, honesty, taking responsibility, improving weaknesses and if you have learned from your mistakes. Gunney said that your strategy should be to play up your strengths and not to mention a weakness that would affect job performance such as lateness or writing skills. Remember to show how your strengths outweigh your weaknesses. When answering questions is truthful, speak in terms of what you can do for them, emphasize accomplishments and answer professionally not personally.

"You should never bring up salary on the first interview," said Gunney, "Let the interviewer name the figure first but don't be afraid to negotiate, but it might be better to negotiate with the hiring manager rather than human resources. Be able to back up your numbers, for example, `A recent PRSA salary survey said that the national average for assistant account executives was $X-$X, so I would expect something in that range."

When ending the interview restate your interest in the position and summarize why you're a perfect candidate. Remember to thank the interviewer, invite them to contact you if he or she has further questions, ask about next steps and get the interviewer's card.
Gunney closed the session by saying, "Send each interviewer a thank you note on the same day if possible. It should be a business letter or email, not handwritten, in business letter format (Dear Sam:), with absolutely no errors."