1 min read

Great Content Starts With Great Questions

Asking good questions is a skill. It’s why most employer branding content is uninteresting. Those creating it simply don’t have this skill—or even know that it’s a skill, to begin with.

45-second read

Want to create content that enables your recruiting efforts? Then you have to ask the right questions.

Question asking is a skill. It’s why most employer branding content is uninteresting. Those creating it simply don’t have this skill—or even know that it’s a skill, to begin with.

(Btw, if you’re hiring for an EB role, add this requirement to your JD and screen heavily for it.)

Here’s an example:

  • Bad question: What do you like best about working here?
  • Good question: Tell me about a moment that is so [your company].

Here's a list of good questions to ask your leaders and fellow team members:

  • What do you make, who is it for, and why do they care?
  • What moment are you in as a team?
  • How do you approach technical debt?
  • What's the hardest part of your job?
  • Where do feature ideas come from?
  • How do you measure the success of individual team members?
  • How easy is it to gain access to managers and leadership?
  • How should candidates prepare for interviews?
  • What is your most important non financial metric?
  • How much agency or impact does each individual [role] have at [your company]?
  • What are the biggest objections you get from prospects?
  • How does your team contribute to the core business goals of your customers/your company?
  • What is your go-to-market strategy?
  • How much do candidates need to know about your industry?
  • How does the sales team interact with cross-functional teams?
  • What's the best way for a candidate to express interest or get their foot in the door?
  • What should new hires expect in the first 30 days?
  • What aspect of your culture do you most fear losing with growth.
  • When you interview candidates, are there red flags you keep an eye out for?
  • What problems are you solving?
  • Do you have direct competitors? How do you stack up against them?
  • Why do team members stay?
  • How well do you pay compared to the rest of your industry?
  • How is the [X] team viewed by the rest of the business?

Feel free to use any and all.

Now go interview your people and turn those into audio, video, and written content.

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