Interview Guide for

Copywriter

This comprehensive interview guide for Copywriters provides an adaptable framework for evaluating candidates' writing skills, creative thinking, adaptability, and technical knowledge. By implementing structured behavioral questions and practical assessments, you'll identify copywriters who can craft compelling content aligned with your brand voice while driving measurable results.

How to Use This Guide

This guide is designed to help you conduct thorough interviews for copywriter positions through a well-structured, consistent approach. To get the most out of this resource:

Customize the process: Tailor questions and assessments to reflect your specific brand voice, industry challenges, and company values.
Collaborate with your team: Share this guide with others involved in the hiring process to ensure everyone evaluates candidates against the same criteria.
Maintain consistency: Use the same core questions with all candidates to make fair comparisons.
Utilize follow-up questions: Dig deeper into initial responses to gain full context around a candidate's experience and thinking.
Score independently: Have each interviewer complete their scorecard before discussing the candidate to prevent group bias.

For additional guidance on implementing effective interviews, check out our blog post on conducting job interviews. You can also explore more copywriter interview questions to supplement this guide.

Job Description

Copywriter

About [Company]

[Company] is a [industry-leading/innovative/growing] organization in the [industry] sector, dedicated to [brief description of company mission]. Our team is passionate about creating impactful content that resonates with our audience and drives results.

The Role

As a Copywriter at [Company], you'll play a crucial role in developing compelling content across multiple platforms and formats. You'll collaborate with marketing, design, and product teams to craft messaging that captures our brand voice, engages our audience, and drives measurable outcomes. Your words will shape how customers perceive and interact with our brand.

Key Responsibilities

Develop clear, concise, and engaging copy for various channels (website, social media, email campaigns, marketing materials, product descriptions, etc.)
Collaborate with cross-functional teams to understand project needs and translate complex concepts into accessible language
Maintain consistent brand voice and messaging across all content
Research and understand target audiences to create relevant, resonant content
Optimize copy for SEO and conversion when applicable
Edit and proofread content to ensure error-free, high-quality deliverables
Stay current on industry trends, best practices, and competitors' content strategies
Contribute creative ideas to content strategy discussions
Track and report on content performance metrics

What We're Looking For

2-3+ years of professional copywriting experience (agency or in-house)
Exceptional writing, editing, and proofreading skills with meticulous attention to detail
Portfolio demonstrating versatility across different content types and tones
Strong research skills and ability to quickly understand complex topics
Experience writing for digital platforms and understanding of SEO principles
Ability to adapt writing style to different audiences and mediums
Creative thinking and problem-solving abilities
Excellent time management skills and ability to handle multiple projects simultaneously
Strong collaboration and communication skills
Experience with [relevant industry] is a plus, but not required

Why Join [Company]

Working at [Company] means joining a collaborative, creative environment where your ideas matter and your growth is supported. We value innovation, quality, and results.

Competitive salary: [Pay Range]
Comprehensive benefits package including [health insurance, PTO, retirement plans, etc.]
[Other perks/benefits such as remote work options, professional development opportunities, etc.]
Opportunity to work with talented professionals in a collaborative environment

Hiring Process

We've designed our interview process to be thorough yet efficient, allowing both you and our team to determine if there's a mutual fit:

Initial Screening Interview: A 30-minute conversation with our recruiter to discuss your background, experience, and interest in the role.
Portfolio Review & Writing Exercise: You'll walk through selected portfolio pieces with our marketing team and complete a brief writing exercise to demonstrate your skills.
Competency Interview: A deeper conversation with the hiring manager and team members focusing on your approach to copywriting challenges and collaborative work.
Final Interview: Meet with key stakeholders to discuss how your skills align with our company goals and culture.

Ideal Candidate Profile (Internal)

Role Overview

The Copywriter is responsible for creating compelling written content that communicates our brand message, engages our target audience, and drives desired actions. This role requires someone who combines creativity with strategic thinking, can adapt their writing style to different mediums and audiences, and has a strong understanding of how copy impacts business outcomes.

Essential Behavioral Competencies

Creativity and Innovation - Generates original ideas and approaches to content development; thinks outside conventional boundaries to develop fresh, engaging copy that stands out.

Adaptability - Quickly adjusts writing style and tone to suit different audiences, mediums, and brand requirements; responds positively to feedback and changing priorities.

Communication Excellence - Consistently delivers clear, concise, and compelling messages; effectively translates complex concepts into accessible language.

Attention to Detail - Demonstrates meticulous care in writing, editing, and proofreading; maintains consistency in brand voice and messaging across all deliverables.

Collaborative Mindset - Works effectively with designers, marketers, and stakeholders; incorporates diverse perspectives to create stronger content.

Desired Outcomes

Develop consistent, on-brand copy across all marketing channels that resonates with target audiences and supports marketing goals
Create conversion-focused content that measurably improves click-through rates, engagement metrics, and ultimately contributes to sales/lead generation
Enhance brand awareness and perception through compelling storytelling and consistent messaging
Establish and maintain SEO-optimized content that improves organic traffic and search visibility
Collaborate effectively with cross-functional teams to ensure content aligns with broader marketing and business objectives

Ideal Candidate Traits

Creative Storyteller: Demonstrates ability to craft compelling narratives that engage audiences and communicate key messages effectively
Strategic Thinker: Understands the "why" behind content creation and how copy supports broader business objectives
Versatile Writer: Shows flexibility in writing for different formats, channels, and audiences
Research-Oriented: Takes initiative to thoroughly understand products, audiences, and industries to create informed content
Growth Mindset: Continuously improves skills, stays current with trends, and embraces learning opportunities
Results-Focused: Understands how to create copy that drives specific actions and measurable outcomes
Located in [location] or willing to work within [time zone/remote work parameters]
Experience in [industry] is valuable but not essential if candidate demonstrates strong research skills and versatility

Screening Interview

Directions for the Interviewer

This initial screening interview aims to quickly assess the candidate's writing experience, approach, and fit for the role. Focus on understanding their background, writing process, and how they've tackled various copywriting challenges. Look for evidence of versatility, strategic thinking, and results-orientation. This conversation should help determine whether the candidate has the fundamental skills and experience necessary to move forward in the interview process.

Be sure to review the candidate's portfolio before the interview to reference specific pieces during your discussion. Save approximately 5-7 minutes at the end for candidate questions. Pay attention to both what they say and how they communicate, as effective verbal communication is often indicative of strong writing skills.

Directions to Share with Candidate

"Today, we'll discuss your copywriting background, approach, and experience. I'll ask about your writing process, past projects, and how you've handled various writing challenges. I'm interested in understanding how you think about copywriting strategically and creatively. We'll have time at the end for any questions you might have about the role or [Company]."

Interview Questions

Tell me about your background as a copywriter. What types of projects and industries have you worked with?

Areas to Cover

Range of writing formats (social media, web copy, emails, ads, etc.)
Industry experience and how they've adapted to different sectors
Progression of responsibilities over time
Agency vs. in-house experience
Collaborative or independent work environments

Possible Follow-up Questions

What industry or type of content do you find most engaging to write, and why?
How do you quickly get up to speed when writing for an unfamiliar industry?
What's been the most challenging industry to write for, and how did you overcome that challenge?
Can you describe a project that demonstrates your versatility as a writer?

Walk me through your writing process from receiving a brief to delivering the final copy.

Areas to Cover

Research methods and information gathering
How they organize their thoughts and approach
Collaboration with stakeholders and integration of feedback
Revision process and quality control measures
Time management and deadlines

Possible Follow-up Questions

How do you handle tight deadlines when working on multiple projects?
How do you research and develop an authentic brand voice?
What tools or techniques do you use to organize your writing projects?
How do you know when your copy is "finished" versus needing more refinement?

Describe a time when you had to adapt your writing style for a specific target audience or brand voice. How did you approach this?

Areas to Cover

Research methods for understanding the audience
Techniques for capturing and maintaining brand voice
Examples of significantly different styles they've mastered
Process for shifting between different writing styles
How they validate their approach with stakeholders

Possible Follow-up Questions

How do you balance maintaining brand voice while still creating fresh, engaging content?
What resources do you use to understand different audience segments?
How do you handle feedback that your writing style needs adjustment?
Can you give an example of writing for multiple audiences within the same campaign?

Tell me about a copywriting project that didn't initially achieve the desired results. How did you identify the issue and what did you do to improve it?

Areas to Cover

Metrics they used to measure success/failure
Problem-solving approach and analytical thinking
Ability to accept feedback and adapt
Specific changes made and reasoning behind them
Results of the revised approach

Possible Follow-up Questions

How do you measure the effectiveness of your copy?
What metrics do you find most valuable when evaluating copy performance?
How do you balance creative writing with conversion-focused objectives?
What did you learn from this experience that you've applied to later projects?

How do you stay current with copywriting trends, SEO best practices, and industry developments?

Areas to Cover

Specific resources they follow (blogs, newsletters, podcasts)
Professional development activities
Networking within the industry
Examples of implementing new trends or techniques
Continuous learning approach

Possible Follow-up Questions

What recent trend in copywriting do you find most interesting or valuable?
How have SEO best practices changed how you approach writing in the past year?
Can you share an example of implementing something new you learned?
How do you differentiate between valuable new trends versus passing fads?

What tools or software are you proficient in that support your copywriting work?

Areas to Cover

Content management systems (WordPress, etc.)
SEO tools (SEMrush, Ahrefs, etc.)
Grammar and editing tools (Grammarly, Hemingway, etc.)
Project management software
Analytics platforms

Possible Follow-up Questions

How do you use analytics to inform your writing approach?
What tools do you use to research keywords for SEO-focused content?
How do you collaborate with teammates using these tools?
What's your process for learning new software when required?

Interview Scorecard

Writing Experience & Versatility

0: Not Enough Information Gathered to Evaluate
1: Limited range of writing formats or industries; minimal experience adapting style
2: Some experience across different formats but lacks depth in key areas
3: Solid experience across multiple formats and industries with clear adaptability
4: Exceptional breadth and depth of experience; demonstrates mastery across diverse writing contexts

Writing Process & Organization

0: Not Enough Information Gathered to Evaluate
1: Process lacks structure; approaches projects haphazardly
2: Has basic process but may struggle with complex projects or tight timelines
3: Demonstrates thoughtful, organized approach to writing projects
4: Exceptional process that balances efficiency, creativity, and stakeholder needs

SEO & Technical Knowledge

0: Not Enough Information Gathered to Evaluate
1: Limited understanding of SEO and technical aspects of copywriting
2: Basic knowledge but lacks depth or current best practices
3: Strong grasp of SEO principles and how to implement them effectively
4: Advanced understanding of technical aspects and stays current with evolving best practices

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: Focuses primarily on creative aspects with little attention to business results
2: Understands importance of results but limited experience measuring impact
3: Clearly connects copywriting work to business outcomes and measures effectiveness
4: Strategic approach to copywriting; consistently delivers and measures exceptional results

Develop consistent, on-brand copy across all marketing channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; struggles with consistency or brand voice
2: Likely to Partially Achieve Goal; maintains consistency but may miss nuances
3: Likely to Achieve Goal; demonstrates solid understanding of brand consistency
4: Likely to Exceed Goal; exhibits exceptional ability to maintain and enhance brand voice

Create conversion-focused content that measurably improves metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited understanding of conversion principles
2: Likely to Partially Achieve Goal; basic knowledge but incomplete application
3: Likely to Achieve Goal; demonstrates clear ability to write for conversions
4: Likely to Exceed Goal; shows exceptional skill in crafting high-converting copy

Enhance brand awareness through compelling storytelling

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; storytelling skills are underdeveloped
2: Likely to Partially Achieve Goal; can tell stories but may not fully align with brand
3: Likely to Achieve Goal; effective storyteller who understands brand positioning
4: Likely to Exceed Goal; masterful storyteller who elevates brand narratives

Establish SEO-optimized content that improves traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited SEO knowledge or application
2: Likely to Partially Achieve Goal; understands basics but implementation is inconsistent
3: Likely to Achieve Goal; effectively implements SEO principles in content
4: Likely to Exceed Goal; demonstrates advanced SEO content creation skills

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Portfolio Review & Writing Exercise

Directions for the Interviewer

This interview combines a review of the candidate's existing work with a practical exercise to evaluate their copywriting abilities in real-time. The portfolio review gives insight into their past achievements and range, while the writing exercise demonstrates how they apply their skills to a specific challenge relevant to your company.

Before the interview, select 1-2 specific writing samples from the candidate's portfolio that you'd like to discuss in depth. Also, prepare the writing exercise prompt based on your company's specific needs. Allow approximately 20 minutes for portfolio discussion, 20-25 minutes for the writing exercise, and 5-10 minutes for candidate questions.

Assess not only the quality of their work but also how they communicate their thought process, respond to feedback, and adapt to your specific requirements. Look for evidence of strategic thinking, creativity, and technical skill.

Directions to Share with Candidate

"Today's session has two parts. First, we'll review selected pieces from your portfolio where I'll ask you to walk me through your approach, challenges, and results. Then, you'll complete a brief writing exercise related to our business to demonstrate your skills in a practical context. Please feel free to ask clarifying questions throughout, and we'll save time at the end for any additional questions you may have."

Interview Questions

Looking at [specific portfolio piece], walk me through your process for creating this piece. What was the brief, your approach, and the outcome?

Areas to Cover

Understanding of the project requirements and objectives
Research conducted to inform the writing
Strategic decisions about tone, style, and messaging
Collaborative aspects of the project
Metrics or feedback that measured success

Possible Follow-up Questions

What specific challenges did you encounter with this project?
How did this piece perform compared to expectations?
If you could revise this piece now, what would you change?
What feedback did you receive from stakeholders or audience?

I noticed your portfolio includes both [format A] and [format B]. How does your writing approach differ between these formats, and how do you ensure effectiveness in each?

Areas to Cover

Understanding of format-specific requirements and constraints
Adaptability of writing style and structure
Awareness of audience expectations for different formats
Technical considerations (length, SEO, etc.)
Format-specific metrics for success

Possible Follow-up Questions

Which format do you find most challenging to write for, and why?
How do you determine the appropriate format for a specific message?
Can you share an example where you repurposed content across multiple formats?
What unique skills are required for each of these formats?

Tell me about a piece in your portfolio that required significant research or learning about a complex topic. How did you approach this challenge?

Areas to Cover

Research methodology and sources
Process for distilling complex information
Collaborations with subject matter experts
Balancing accuracy with accessibility
Time management for research-intensive projects

Possible Follow-up Questions

How do you verify the accuracy of information when writing about complex topics?
What techniques do you use to make technical information engaging?
How do you know when you've done enough research to start writing?
What resources do you rely on for research?

Writing Exercise: [Provide a brief relevant to your company's needs]

Example exercise prompts (choose one or create your own):

"Rewrite our product description to make it more engaging and benefit-focused." (Provide existing copy)
"Create three headline options and a short email introducing our new [product/service/feature]."
"Review this piece of existing content and suggest edits to improve clarity, engagement, and SEO value."
"Write a social media post series (3 posts) announcing our upcoming [event/launch/initiative]."

Areas to Cover

Process for approaching the exercise
Questions they ask to clarify the brief
Time management during the exercise
Quality of final deliverable
Ability to explain their strategic choices

Possible Follow-up Questions

Walk me through your thought process on this exercise.
What questions would you normally ask before starting a project like this?
How would you measure the success of this copy?
What alternatives did you consider before settling on this approach?

Interview Scorecard

Portfolio Quality & Range

0: Not Enough Information Gathered to Evaluate
1: Limited range and quality; work is basic or lacks strategic thinking
2: Acceptable quality but narrow range or inconsistent execution
3: Strong portfolio demonstrating versatility and consistent quality
4: Exceptional portfolio showcasing outstanding range, creativity, and effectiveness

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Focuses primarily on tactical execution with little strategic consideration
2: Shows some strategic awareness but may not consistently connect copy to objectives
3: Demonstrates clear understanding of how copy supports broader goals
4: Exceptional strategic thinking; consistently aligns creative choices with business outcomes

Writing Exercise Performance

0: Not Enough Information Gathered to Evaluate
1: Deliverable misses the mark; poor quality or doesn't address the brief
2: Acceptable quality but lacks originality or strategic alignment
3: Strong response that effectively addresses the brief with creativity and clarity
4: Outstanding response demonstrating exceptional skill, creativity, and strategic alignment

Adaptation to Brand Voice

0: Not Enough Information Gathered to Evaluate
1: Unable to adapt to requested style or tone in the exercise
2: Basic adaptation but misses subtle elements of brand voice
3: Successfully adapts to required brand voice and tone
4: Exceptional ability to capture and enhance brand voice while maintaining authenticity

Develop consistent, on-brand copy across all marketing channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; portfolio shows inconsistency in brand voice
2: Likely to Partially Achieve Goal; maintains consistency but may miss nuances
3: Likely to Achieve Goal; portfolio demonstrates strong brand consistency
4: Likely to Exceed Goal; exceptional brand consistency while staying fresh and creative

Create conversion-focused content that measurably improves metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; portfolio lacks conversion-focused elements
2: Likely to Partially Achieve Goal; basic conversion principles applied inconsistently
3: Likely to Achieve Goal; portfolio shows successful conversion-focused writing
4: Likely to Exceed Goal; demonstrates exceptional ability to drive conversions through copy

Enhance brand awareness through compelling storytelling

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; portfolio lacks compelling storytelling
2: Likely to Partially Achieve Goal; basic storytelling skills evident but not exceptional
3: Likely to Achieve Goal; portfolio demonstrates effective brand storytelling
4: Likely to Exceed Goal; shows masterful storytelling that elevates brand narratives

Establish SEO-optimized content that improves traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; little evidence of SEO knowledge in portfolio
2: Likely to Partially Achieve Goal; basic SEO principles applied inconsistently
3: Likely to Achieve Goal; portfolio shows effective SEO content creation
4: Likely to Exceed Goal; demonstrates sophisticated SEO content strategy and execution

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Competency Interview

Directions for the Interviewer

This interview focuses on evaluating the candidate's behavioral competencies and how they've applied their skills in real-world situations. The questions are designed to assess the essential competencies identified for this role: Creativity and Innovation, Adaptability, Communication Excellence, Attention to Detail, and Collaborative Mindset.

Use the STAR method (Situation, Task, Action, Result) to guide the candidate through their examples, and listen for specific details rather than theoretical approaches. Pay attention to how they frame challenges, their problem-solving approach, and their ability to learn and grow from experiences. The goal is to determine how well their behavioral patterns align with the needs of this role and your company culture.

Allow approximately 5-7 minutes per question, with appropriate follow-up, and save 10 minutes at the end for candidate questions.

Directions to Share with Candidate

"In this interview, I'll ask you about specific situations from your past experience to understand how you've handled various copywriting challenges. Please share detailed examples, describing the situation, your specific actions, and the results achieved. We're interested in understanding your approach to creative challenges, collaboration, and how you've developed your skills over time."

Interview Questions

Tell me about a time when you had to write copy for a product or service you didn't fully understand. How did you approach this challenge? (Adaptability, Communication Excellence)

Areas to Cover

Research methodology and information gathering
Interactions with subject matter experts
Process for translating complex information
Iterations and feedback incorporated
Final outcome and lessons learned

Possible Follow-up Questions

What resources did you find most valuable in understanding the product/service?
How did you validate your understanding before finalizing the copy?
What was the most challenging aspect of this project?
How has this experience informed your approach to similar challenges?

Describe a situation where you received significant revisions or critical feedback on your copy. How did you handle it? (Adaptability, Collaborative Mindset)

Areas to Cover

Initial reaction to feedback
Communication with stakeholders about feedback
Approach to implementing changes
Lessons learned from the experience
How relationship with stakeholders evolved

Possible Follow-up Questions

What was the most valuable piece of feedback you received?
How did you prioritize which feedback to implement?
Were there suggestions you disagreed with, and how did you handle that?
How has this experience changed how you approach similar projects now?

Share an example of a time when you had to be particularly creative or innovative with your copywriting approach. What was the situation and what was the outcome? (Creativity and Innovation)

Areas to Cover

Context and constraints of the situation
Creative process and inspiration sources
How they pushed beyond conventional approaches
Stakeholder reactions to creative approach
Measurable results of the innovative approach

Possible Follow-up Questions

What inspired your creative approach?
How did you convince stakeholders to try something new or different?
What risks did you identify, and how did you mitigate them?
How did you measure the success of this creative approach?

Tell me about a copywriting project where attention to detail was absolutely critical. How did you ensure accuracy and consistency? (Attention to Detail)

Areas to Cover

Stakes and consequences of potential errors
Systems and processes for quality control
Collaboration with others on review
Specific challenges encountered
Lessons learned about maintaining quality

Possible Follow-up Questions

What specific tools or techniques do you use to catch errors?
How do you balance thorough review with time constraints?
Have you ever missed something important, and how did you handle it?
How do you ensure consistency across multiple pieces of content?

Describe a situation where you had to collaborate closely with designers, marketers, or other stakeholders to create effective copy. How did you approach this collaboration? (Collaborative Mindset, Communication Excellence)

Areas to Cover

Initial alignment on goals and expectations
Communication methods throughout the project
How they integrated input from different perspectives
Challenges in the collaborative process
Final outcome and relationship impact

Possible Follow-up Questions

How did you handle differences of opinion during the collaboration?
What did you learn about effective collaboration from this experience?
How did you ensure your copy complemented the visual elements?
What would you do differently in future collaborations?

Interview Scorecard

Creativity and Innovation

0: Not Enough Information Gathered to Evaluate
1: Relies heavily on conventional approaches; minimal evidence of original thinking
2: Shows some creativity but tends toward safe, proven approaches
3: Demonstrates strong creative thinking and innovative approaches to challenges
4: Exceptional creativity; consistently generates original ideas that deliver outstanding results

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Struggles with changes or feedback; prefers fixed processes
2: Can adapt when necessary but may require significant adjustment time
3: Demonstrates good flexibility; effectively adjusts to changing requirements
4: Exceptional adaptability; thrives in changing environments and uses feedback to excel

Communication Excellence

0: Not Enough Information Gathered to Evaluate
1: Communication is unclear or ineffective; struggles to articulate concepts
2: Basic communication skills but may lack nuance or persuasiveness
3: Strong communicator; clearly conveys ideas both in writing and verbally
4: Exceptional communicator; articulates complex ideas with clarity and impact

Attention to Detail

0: Not Enough Information Gathered to Evaluate
1: Frequently misses details; work requires significant review
2: Catches most errors but occasionally overlooks important details
3: Consistently thorough; maintains high accuracy and quality control
4: Exceptional attention to detail; implements systems to ensure perfection

Collaborative Mindset

0: Not Enough Information Gathered to Evaluate
1: Prefers to work independently; struggles with integrating feedback
2: Works adequately with others but may not fully leverage collaborative input
3: Effectively collaborates and incorporates diverse perspectives
4: Exceptional collaborator; enhances team dynamics and deliverables through partnership

Develop consistent, on-brand copy across all marketing channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; examples show inconsistency or misalignment
2: Likely to Partially Achieve Goal; can maintain consistency but with limitations
3: Likely to Achieve Goal; demonstrates ability to maintain brand consistency
4: Likely to Exceed Goal; examples show masterful brand voice execution

Create conversion-focused content that measurably improves metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited understanding of conversion principles
2: Likely to Partially Achieve Goal; basic conversion knowledge with mixed results
3: Likely to Achieve Goal; examples demonstrate successful conversion copywriting
4: Likely to Exceed Goal; track record of exceptional conversion performance

Enhance brand awareness through compelling storytelling

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; storytelling examples are weak or ineffective
2: Likely to Partially Achieve Goal; can construct narratives but impact is limited
3: Likely to Achieve Goal; demonstrates effective brand storytelling
4: Likely to Exceed Goal; examples show exceptional narrative skill that elevates brands

Establish SEO-optimized content that improves traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited understanding of SEO content principles
2: Likely to Partially Achieve Goal; basic SEO knowledge but inconsistent application
3: Likely to Achieve Goal; demonstrates effective SEO content creation
4: Likely to Exceed Goal; examples show sophisticated SEO strategy and implementation

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Final Interview

Directions for the Interviewer

This final interview focuses on assessing the candidate's alignment with the company's mission, values, and long-term goals. It also explores their career aspirations and how they see themselves contributing to and growing within the organization. This interview is typically conducted by senior team members or executives who can speak to the broader organizational context.

The goal is to evaluate whether the candidate will thrive in your specific company culture and add value beyond their technical copywriting skills. It's also an opportunity to address any questions or concerns that arose in previous interviews and to sell the role to promising candidates.

Allow for a conversational flow while ensuring key areas are covered. Reserve 15-20 minutes at the end for the candidate's questions, as these can reveal a lot about their priorities and interest level.

Directions to Share with Candidate

"Today's conversation is about understanding how your experience and career aspirations align with our company's goals and culture. I'd like to learn more about your approach to copywriting in the broader business context, your professional development goals, and how you might contribute to our team. This is also a great opportunity for you to ask more detailed questions about our company and the role."

Interview Questions

Based on what you've learned about [Company] so far, how do you see your copywriting skills contributing to our mission and business objectives? (Communication Excellence, Strategic Thinking)

Areas to Cover

Understanding of company's mission and business model
Connection between copywriting and business outcomes
Strategic thinking about content's role
Specific ideas for the company's content needs
Long-term vision for contribution

Possible Follow-up Questions

What aspects of our brand voice or content strategy interest you most?
How would you approach learning about our industry/products/customers?
What content opportunities do you see that we might be missing?
How have you aligned your writing with business objectives in past roles?

Tell me about a copywriting project you're particularly proud of. What made it successful, and what did you learn from it? (Creativity, Results Orientation)

Areas to Cover

Project context and objectives
Their specific contribution and approach
Challenges overcome during the project
Measurable results and impact
Personal and professional growth from the experience

Possible Follow-up Questions

How did you measure the success of this project?
What would you do differently if you could do it again?
How have you applied lessons from this project to subsequent work?
What feedback did you receive from stakeholders or audience?

How do you balance creativity with strategic business needs when developing copy? Can you share an example? (Strategic Thinking, Creativity)

Areas to Cover

Philosophy on creativity vs. business requirements
Process for integrating both elements
Specific example demonstrating this balance
How they handle potential conflicts
Results of their balanced approach

Possible Follow-up Questions

How do you advocate for creative approaches when facing resistance?
How do you incorporate data or research into your creative process?
When have you had to compromise creativity for strategic needs?
How do you know when to prioritize one over the other?

How do you evaluate the effectiveness of your copy, and how do you use those insights to improve future work? (Results Orientation, Adaptability)

Areas to Cover

Metrics and KPIs they consider important
Tools or methods for measuring success
Process for implementing learnings
Example of an insight-driven improvement
Perspective on balancing qualitative and quantitative feedback

Possible Follow-up Questions

What's the most surprising insight you've gained from measuring content performance?
How do you handle copy that doesn't perform as expected?
How do you separate personal preferences from objective performance?
What metrics do you think are overrated or misleading?

Looking ahead in your career, how do you want to develop as a copywriter, and what type of environment helps you do your best work? (Growth Mindset, Cultural Fit)

Areas to Cover

Professional development goals
Self-awareness about strengths and growth areas
Learning style and preferences
Work environment preferences
Long-term career vision

Possible Follow-up Questions

What skills are you currently working to develop?
How do you stay motivated and creative over the long term?
What type of feedback helps you grow the most?
How do you balance specialization with developing broader skills?

Interview Scorecard

Strategic Understanding

0: Not Enough Information Gathered to Evaluate
1: Limited grasp of how copywriting supports business objectives
2: Basic understanding but lacks depth or nuance
3: Strong understanding of strategic role of copywriting
4: Exceptional strategic insight; clearly connects copy to business impact

Cultural Alignment

0: Not Enough Information Gathered to Evaluate
1: Significant misalignment with company values or working style
2: Some alignment but areas of potential friction exist
3: Good alignment with company culture and values
4: Exceptional fit; values and approach strongly complement company culture

Growth Mindset

0: Not Enough Information Gathered to Evaluate
1: Fixed mindset; limited interest in development or feedback
2: Some openness to growth but may be passive about development
3: Clear commitment to ongoing learning and improvement
4: Exceptional growth orientation; proactively seeks challenges and development

Business Acumen

0: Not Enough Information Gathered to Evaluate
1: Focuses narrowly on craft with limited business understanding
2: Basic business awareness but may not connect dots to larger context
3: Strong business understanding; connects copywriting to business outcomes
4: Exceptional business acumen; thinks like a business owner about content

Develop consistent, on-brand copy across all marketing channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited understanding of brand consistency
2: Likely to Partially Achieve Goal; understands basics but may miss nuances
3: Likely to Achieve Goal; demonstrates strong brand understanding
4: Likely to Exceed Goal; shows sophisticated understanding of brand architecture

Create conversion-focused content that measurably improves metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited understanding of conversion dynamics
2: Likely to Partially Achieve Goal; basic understanding with some gaps
3: Likely to Achieve Goal; clear understanding of how to drive conversions
4: Likely to Exceed Goal; sophisticated approach to optimization and measurement

Enhance brand awareness through compelling storytelling

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited storytelling approach or vision
2: Likely to Partially Achieve Goal; can construct narratives but may lack impact
3: Likely to Achieve Goal; demonstrates solid brand storytelling vision
4: Likely to Exceed Goal; exceptional vision for brand narrative development

Establish SEO-optimized content that improves traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited SEO understanding or approach
2: Likely to Partially Achieve Goal; basic SEO knowledge with some gaps
3: Likely to Achieve Goal; clear understanding of effective SEO content
4: Likely to Exceed Goal; sophisticated SEO content strategy and approach

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed.
The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.
Scores and interview notes are important data points but should not be the sole factor in making the final decision.
Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Question: Does anyone have any questions for the other interviewers about the candidate?Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Question: Are there any additional comments about the Candidate?Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Question: How well does the candidate's portfolio and writing exercise demonstrate the key skills we need for this role?Guidance: Discuss specific examples from the portfolio and exercise that showcase strengths or concerns regarding brand voice consistency, creativity, strategic thinking, and technical skills.

Question: Is there anything further we need to investigate before making a decision?Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Question: Has anyone changed their hire/no-hire recommendation?Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

Question: If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

Question: What are the next steps?Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for Conducting Reference Checks

Reference checks are a critical final step in validating the candidate's experience, skills, and work style. They provide external perspective on the candidate's performance and can reveal important insights not captured in interviews. For copywriters, references can offer valuable context about the candidate's writing ability, process, collaboration style, and impact.

When conducting reference checks for a copywriter:

Request references who have directly worked with the candidate in a professional capacity, ideally including a manager, a peer, and possibly an internal client or stakeholder.
Ask the candidate to make a warm introduction to references to increase response rate.
Prepare by reviewing the candidate's resume and interview notes to identify specific areas to explore further.
Take detailed notes during the conversation and listen for both explicit statements and subtle cues.
Pay particular attention to information about the candidate's writing quality, ability to meet deadlines, receptiveness to feedback, and measurable impact of their work.

This reference check template can be used multiple times with different references to gain a comprehensive understanding of the candidate.

Questions for Reference Checks

In what capacity did you work with [Candidate], and for how long?

Guidance: Establish the context of the relationship and its duration to help gauge the depth and relevance of the reference's perspective.

What would you say are [Candidate]'s greatest strengths as a copywriter?

Guidance: Listen for alignment with the key competencies identified for the role. Note specific examples that demonstrate these strengths in action.

Can you describe [Candidate]'s writing process? How do they approach new projects and incorporate feedback?

Guidance: Look for insights into the candidate's organization, research skills, and adaptability. Pay attention to comments about meeting deadlines and handling revisions.

How would you describe [Candidate]'s ability to adapt their writing style to different audiences or brand requirements?

Guidance: This question assesses the candidate's versatility and adaptability—critical skills for copywriters who may need to write across multiple channels or for diverse products.

Can you share an example of a particularly successful project [Candidate] worked on? What made it successful?

Guidance: Focus on the reference's definition of success and whether it aligns with your company's priorities (e.g., creativity, conversions, engagement).

Were there any areas where you felt [Candidate] could improve? How receptive were they to constructive feedback?

Guidance: Listen carefully to how the reference frames areas for improvement and whether they indicate these were minor issues or significant concerns. Note the candidate's growth mindset and willingness to learn.

On a scale of 1-10, how likely would you be to hire or work with [Candidate] again if you had the opportunity? Why?

Guidance: This question often elicits a more candid assessment than traditional questions. Follow up on the reasoning behind the rating, especially if it's below 8.

Reference Check Scorecard

Writing Quality and Expertise

0: Not Enough Information Gathered to Evaluate
1: Reference indicates significant concerns about writing quality or skill level
2: Reference suggests adequate but not exceptional writing abilities
3: Reference confirms strong writing skills with specific examples
4: Reference enthusiastically praises extraordinary writing talent with compelling examples

Collaboration and Teamwork

0: Not Enough Information Gathered to Evaluate
1: Reference indicates problematic collaboration or communication issues
2: Reference describes adequate but not exceptional collaboration
3: Reference confirms positive collaborative experiences and good communication
4: Reference highlights candidate as an outstanding collaborator who enhances team dynamics

Adaptability and Receptiveness to Feedback

0: Not Enough Information Gathered to Evaluate
1: Reference indicates resistance to feedback or difficulty adapting
2: Reference suggests candidate accepts feedback but may not always implement effectively
3: Reference confirms candidate handles feedback well and demonstrates good adaptability
4: Reference emphasizes exceptional ability to incorporate feedback and adapt to changing requirements

Results and Impact

0: Not Enough Information Gathered to Evaluate
1: Reference provides little evidence of meaningful results or impact
2: Reference indicates some positive outcomes but limited measurable impact
3: Reference confirms specific examples of positive results from candidate's work
4: Reference shares impressive, quantifiable outcomes directly attributed to candidate's contributions

Develop consistent, on-brand copy across all marketing channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; reference indicates inconsistency in past work
2: Likely to Partially Achieve Goal; reference suggests basic brand consistency
3: Likely to Achieve Goal; reference confirms strong brand consistency in past work
4: Likely to Exceed Goal; reference highlights exceptional brand voice mastery across channels

Create conversion-focused content that measurably improves metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; reference indicates limited success with conversion-focused content
2: Likely to Partially Achieve Goal; reference suggests some success with conversions
3: Likely to Achieve Goal; reference confirms specific examples of successful conversion copy
4: Likely to Exceed Goal; reference details outstanding conversion results from candidate's work

Enhance brand awareness through compelling storytelling

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; reference indicates limited storytelling skill
2: Likely to Partially Achieve Goal; reference suggests basic storytelling abilities
3: Likely to Achieve Goal; reference confirms effective brand storytelling examples
4: Likely to Exceed Goal; reference highlights exceptional narrative impact on brand perception

Establish SEO-optimized content that improves traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; reference indicates limited SEO knowledge or success
2: Likely to Partially Achieve Goal; reference suggests basic SEO implementation
3: Likely to Achieve Goal; reference confirms successful SEO content creation
4: Likely to Exceed Goal; reference details significant traffic improvements from candidate's SEO work

Frequently Asked Questions

How important is industry experience when hiring a copywriter?

While industry experience can be valuable, especially for technical or specialized fields, the most important qualities in a copywriter are versatility, research skills, and the ability to quickly understand new subjects. A great copywriter with strong research abilities can often outperform someone with industry experience but weaker writing skills. Consider prioritizing candidates who demonstrate excellent writing ability across diverse subjects rather than limiting your search to your specific industry. You can learn more about hiring for potential in our blog post on raising the talent bar.

Should I prioritize creativity or conversion optimization skills when evaluating copywriters?

This depends on your business needs, but ideally, you want a copywriter who balances both. The most effective copywriters understand that creativity serves a strategic purpose—engaging readers and compelling them to take action. During interviews, look for candidates who can explain how their creative choices support business objectives. The writing exercise portion of the interview process is particularly valuable for assessing this balance. Ask candidates to explain their strategic thinking behind creative decisions.

How can I effectively evaluate a copywriter's portfolio during the interview process?

Rather than just reviewing the portfolio on your own, have the candidate walk you through selected pieces during the interview. Ask them to explain the brief, their process, the challenges they faced, and the results achieved. This provides context that the work alone cannot convey and gives insight into their strategic thinking and problem-solving approach. Pay attention to range (different formats, tones, audiences) as well as quality. Also, consider whether they can substantiate the impact of their work with specific metrics or outcomes.

What's the best way to assess if a copywriter will adapt well to our brand voice?

The writing exercise is your best tool for this assessment. Provide candidates with your brand guidelines or examples of existing content and ask them to create something in a similar voice. During the discussion, listen for how they talk about adapting to different brand voices in their previous work. Strong candidates will ask insightful questions about your brand positioning, audience, and tone before attempting to write in your voice. Also, check references specifically about the candidate's adaptability to different brand requirements.

How should we balance evaluating a copywriter's technical skills (like SEO knowledge) versus their core writing abilities?

Core writing skills should always be the foundation—a copywriter who can't create clear, compelling content won't be effective regardless of their technical knowledge. That said, technical skills like SEO optimization, understanding of digital platforms, and familiarity with content management systems are increasingly important for copywriters. The ideal approach is to establish a minimum threshold for technical skills (which can vary based on your specific needs) and then prioritize candidates with exceptional writing abilities among those who meet that threshold. Technical skills can often be taught more easily than fundamental writing talent.

What red flags should I watch for when interviewing copywriters?

Watch for candidates who can't clearly explain their writing process or the strategy behind their work, as this may indicate they lack depth or work purely on intuition without strategic thinking. Be cautious of portfolios that show minimal range or that the candidate can't discuss in detail (which might suggest they're taking credit for team projects). Also be wary of candidates who are defensive about feedback or can't provide examples of how they've improved their work based on critiques. Finally, candidates who don't ask thoughtful questions about your brand, audience, or objectives may lack the curiosity essential for effective copywriting.