Our story so far: Small business owner Fred need a part-time marketing writer for his floor installation business. After advice from his friend, he put an ad on Craigslist and got a variety of responses. He asked for writing samples specific to his company; he received some, but his first choice of writer refused to do one for free.
Chapter 3: Interviewing Candidates
Fred sets up a series of interviews over several days, in his office. He wants to see the candidates in person, and he wants them to see the workspace, which contains flooring samples and a small warehouse.
Jenny withdrew from consideration when she found out that he didn’t pay for writing samples. Fred is disappointed, but he understands. If he paid her, he’d have to pay all of them, and that runs into more money than he wants to spend. Kurt tells him to just pay Jenny, if he likes her so much; the others will never know. But Fred doesn’t feel right about it and won’t do that.
Walter shows up with a portfolio that is partially in a file, and partially online. He’s a nice enough guy (although he was five minutes late for the interview). The graphics are good, but even Fred notices the mis-spellings and mis-use of words. When he points them out, Walter shrugs. “Nobody notices that,” he says.
Fred noticed. He wonders if that makes him “nobody.”
Walter walks around the showroom. He’s personable and starts chatting with the sales guy, and with the guys loading the truck for today’s jobs. He jokes with Margaret and with Penny. He’s a perfectly nice guy with a good eye for design. Who can’t spell.
They talk marketing budget, and Walter says he can work within the range Fred gives him.
Brianna shows up right on time and talks a lot, very fast. She talks about how she wants to see the showroom rearranged to get better pictures. All her work is online, and it’s mostly in the gif and jokey format. “It’s not like anyone is going to pay attention for more than fifteen seconds to a floor,” she says.
When it comes to budget, Brianna tells Fred he needs to triple it in order to have any hope of a return. She also urges him to stop all print marketing and only do digital. She suggests he hire someone to design an app.
Cole doesn’t show up.
Mallory is a nice young woman, a little shy, but it takes her a long time to get to the point of any sentence. She’s polite, but quiet with the other people in the office. Fred thinks it might be restful.
“How could she possible figure out how to create a three-word banner?” Margaret wonders. “She’s more of a novelist than someone who writes ad copy.”
Three days after the interview, a scruffy guy with a large portfolio shows up, just as Fred is locking up for the night. It’s Cole.
His artwork is good, but to Fred it looks like it should be a mural on the side of a building, or a painting in a gallery. There aren’t any words on his pieces.
“The graphics speak for themselves,” says Cole.
Fred isn’t sure how Cole can get the graphic to say, “Buy your new floor here and have me install it.”
But the images are striking.
Walter is the most easy-going and fits what Fred thinks of when he thinks, “marketing guy.” Brianna has good ideas about modern technology. Cole is unreliable but talented. Mallory is shy and pleasant, but not succinct.
He’s the most comfortable with Walter (his daughter says, “You’re such an old white man, Dad.”) He feels like he wants to give Cole or Mallory the chance, but he’s not sure either one can provide what he needs. Nor does he want to miss out on the way marketing evolves, and Brianna seems to have the best handle on that.
Which candidate would you choose? Why or why not? What advice would you give to Fred?