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Interview Questions for a Restaurant Marketing Position
Whether your restaurant is opening soon or has been open for some time, you’ll need to make some decisions on hiring an internal marketing team.
How do you hire the right person to help your business grow?
Too many people applying for marketing jobs believe posting on instagram and snap chat qualifies them as a marketing director.
Remember, the most important thing is hiring someone for your restaurant who knows what to do and how to do it. You don’t need another employee asking YOU what to do. You have enough on your plate. No need to hire someone to micromanage.
Before we get into the questions you need to ask when hiring a marketing position, let’s talk about all the areas of expertise you’ll need to cover in order to have a solid restaurant marketing plan. There is a big list!
That list only relates to the digital marketing. What about local outreach, sponsorships, direct mail, telemarketing, etc?
We can all agree that one person will be unable to handle everything on their own. So we need to figure out your candidate’s knowledge and where they fit in to the outline above.
There needs to be a level of understanding in regards to the fundamentals of marketing. Remember the most important part of marketing is the ability to increase your revenues, drive NEW business through the doors, and collect data to keep them coming back again.
Please note that 9 out of 10 candidates you will interview for internal positions will be primarily interested in social media and posting food photos. That is only 1/15th of your marketing needs, so let’s separate the instagramers from the real marketers.
You can ask these questions in person, or we suggest giving each interviewee a written test before meeting with the hiring manager. We have found the written test eliminates wasted time sitting with unqualified candidates.
Some unqualified candidates may even see the test and walk out because they know they don’t stand a chance.
All marketers these days should know the following, as they are the basics of online marketing:
KPI – Key performance indicator
ROI – Return on investment
SEO – Search engine optimization
PR – Public relations
CTA – Call to action
PPC – Pay per click (advertising)
CPC – Cost per click
CTR – Click through rate
CRO – Conversion rate optimization
CMS – Content management system (like wordpress)
CRM – Customer relationship management
SWOT – Strengths, weaknesses, opportunities, threats
If the candidate doesn’t correctly answer at least 10 out of 12, you have an Instagrammer on your hands. They just want to post food photos on social media and will not know how to grow your business.
This is one of the most important online marketing areas for small businesses and also one of the most overlooked and misunderstood. We highly suggest outsourcing this, but your internal team or manager will still need to know how to manage the SEO vendor. So having basic knowledge of SEO is a must.
Email is still one of, if not, the best converting digital media available today. It is so powerful and yet overlooked or underutilized. Ask these questions to understand the candidate’s thought process as it relates to email marketing.
We think it is really important to have the candidate describe what they would do in a marketing scenario.
We recommend asking an advertising question as it relates to spending and budgets. Asking them about ROI helps as well.
At this point you should know who is ready for next steps and hopefully you have a few possible candidates to hire.
Hopefully this helps you find and acquire the proper marketing talent to increase your business revenue and take things off your plate. As mentioned in the first paragraph, we believe a combination of internal team and outsourced agency is the way to go. If you are looking to find an agency, we know a great one! (cough, cough, hint, hint)
When you do hire the perfect candidate, we recommend sending them through our restaurant marketing training course. They will learn all our restaurant marketing secrets in step by step video training. Access the course here.
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