marketing growthcontent marketingcopywritinginternshipsocial media
Complete evaluation framework
What to assess and how to score it
Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.
01
Evaluation factor
Campaigns that performed
30% weight
Ask for specific posts, blogs, or short videos they published, on which handle, and what the reach, watch time, or engagement numbers were. Student society and personal accounts count.
Evidence to listen for
Names campaigns or programmes they ran, with the metric they moved and the baseline it moved from
Distinguishes their own work from the team's or the agency's
Knows the audience and the offer, not just the channel
Can describe a campaign that failed and why
Five-point scoring guide
1
Poor
No numbers; describes activity rather than results.
2
Needs Improvement
Vanity metrics only; attribution to their own work is unclear.
3
Satisfactory
Real campaigns with some numbers; baselines often missing.
4
Very Good
Named campaigns with metric, baseline, and clear personal ownership.
5
Excellent
Names live URLs and real numbers: a TikTok that hit 40k views, a newsletter issue with 38 percent open rate.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they decide what to make for whom: who reads or watches, why a hook works on Reels but not LinkedIn, and where they got that read.
Evidence to listen for
Describes real customer segments and what differs between them, not demographic guesses
Has built lifecycle stages, journeys, or nurture logic that reflect actual behaviour
Knows where the audience data comes from and its limits
Writes for the segment rather than for everyone
Five-point scoring guide
1
Poor
One message for everyone; no segmentation thinking.
2
Needs Improvement
Segments by demographics only; no behavioural insight.
3
Satisfactory
Workable segmentation; lifecycle logic is basic.
4
Very Good
Behaviour-driven segmentation and lifecycle design with evidence behind it.
5
Excellent
Describes a defined audience (final year CS students, indie gym owners) and adapts format, tone, and length per platform deliberately.
03
Evaluation factor
Measurement and testing
30% weight
Check whether they look at anything after posting: native analytics in Instagram Insights or YouTube Studio, UTM links, thumbnail or hook A/B tests, retention curves.
Evidence to listen for
Tests deliberately rather than changing everything at once
Understands attribution limits and does not overclaim
Knows what sample size and duration a test needed
Can name a test whose result contradicted what they expected
Five-point scoring guide
1
Poor
No testing; claims credit for correlation.
2
Needs Improvement
Runs tests but reads them badly; overclaims attribution.
3
Satisfactory
Tests sensibly; rigour drops under deadline pressure.
4
Very Good
Disciplined testing with honest attribution and a result that surprised them.
5
Excellent
Cites a specific metric they tracked weekly and one change (hook rewrite, posting time) they made because the data said so.
04
Evaluation factor
Working with the business
15% weight
Test how they take briefs and feedback: turnaround on edits, use of Canva, CapCut, Figma, or Notion content calendars, and handling brand tone rules.
Evidence to listen for
Works with sales, product, or operations rather than throwing campaigns over a wall
Briefs designers and writers well enough to get usable work
Manages agencies or freelancers to a standard
Reports results to leadership without spin
Five-point scoring guide
1
Poor
Works in isolation; reports only flattering numbers.
2
Needs Improvement
Limited coordination; briefs are thin.
3
Satisfactory
Coordinates adequately; reporting is honest if basic.
4
Very Good
Strong partner to sales and product; briefs and reports clearly.
5
Excellent
Works to a documented calendar, absorbs revision notes without ego, and flags deadline risk early rather than delivering late.
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