Why do interviewers and candidates often seem to talk past each other when it comes to strategy? As a recruiter for communications professionals in the biopharma industry, I often hear clients say, “The candidate wasn’t strategic enough.” On the other hand, many candidates feel they provided thoughtful, strategic answers. So, where’s the disconnect?
This misalignment often stems from different interpretations of what it means to be “strategic” versus “tactical” or “executional.” Especially in communications roles, where strategy and execution often overlap, defining these concepts can be tricky.
Why Does This Happen?
Candidates may believe their answers highlight strategic thinking, but interviewers hear something else – responses that are more focused on the “how” than the “why.” This disconnect doesn’t necessarily reflect poorly on the candidate’s abilities but reveals a mismatch in how each side interprets “strategy.”
What Can Interviewers Do?
Ask Better Initial Questions
Vague questions like “Can you give an example of when you were strategic?” often lead to vague answers. Instead, interviewers should guide candidates toward responses that showcase strategic thinking. Try asking:
- “Tell me about a time you influenced senior leadership through your communications strategy.”
- “How did you prioritize competing communication initiatives in a high-stakes situation?”
- “How have you worked with cross-functional teams (e.g., R&D, regulatory, commercial) to align messaging?”
- “Describe how you navigated regulatory constraints while delivering a strategic message.”
- “How did you balance the need for timely communication with the need for a thorough strategy?”
These types of questions encourage candidates to focus on broader decision-making processes, rather than just the tactical steps.
Probe More Deeply
Sometimes, candidates will start answering in a tactical way. Redirecting with clarifying questions can help dig deeper into their strategic thinking:
- “What factors did you consider before deciding on that course of action?”
- “Can you explain the rationale behind your approach from a strategic perspective?”
- “What other strategies did you consider before making this decision?”
- “How did this decision support the company’s broader goals?”
These follow-up questions reveal the thought process behind their actions, encouraging candidates to articulate their strategic decision-making.
Why Real-Time Guidance is Key
There’s a difference between giving a candidate an unfair advantage and guiding them to understand the questions fully. Providing real-time guidance benefits interviewers and candidates alike. Here’s why:
- It clarifies the candidate’s understanding of the question.
- Ensures both parties share a definition of “strategy.”
- Helps candidates focus on key areas relevant to the role.
- Increases the likelihood of discovering the candidate’s true potential.
- Encourages more insightful answers that reflect strategic thought.
- Provides insight into the candidate’s ability to adapt and respond to feedback.
Guided conversations reduce the chances of misinterpretation and create a smoother interview experience.
What Can Candidates Do?
For candidates, the interview process can be nerve-wracking. The pressure to provide the “right” answer can lead to freezing, misinterpreting the question, or feeling stumped. However, with a few mindful tactics, candidates can navigate strategic questions more effectively.
Pause and Clarify
Before diving into an answer, pause and ensure you understand whether the interviewer is asking about the “why” (strategy) or the “how” (execution). Clarifying the question can make all the difference. For example, ask:
- “To clarify, are you asking about the decision-making process behind my approach or the steps I took to implement it?”
- “Would it help if I provided context on the company’s broader goals?”
- “Should I focus on the overall strategy or specific tactics?”
These clarifying questions help candidates ensure they’re aligned with the interviewer’s expectations.
Highlight the Impact
When answering strategic questions, focus on the impact of your decisions. Instead of merely listing actions, tie your response back to the company’s broader goals. For example:
- “I developed a communications plan that aligned with our goal of entering a new market. The strategy increased brand awareness by 15% in key regions within six months.”
- “I led a crisis communication effort that preserved customer trust and reduced negative media coverage by 30%.”
By focusing on outcomes, you demonstrate how your actions were driven by strategic thinking.
Closing the Gap
Ultimately, interviews are a two-way street. Interviewers should guide candidates toward delivering the insights they’re looking for, while candidates should ensure they frame their answers to highlight strategic thinking. With small adjustments on both sides, we can close the gap between strategy and execution, leading to more insightful interviews and stronger hires.
Scott White is an EVP and Principal Recruiter at HireMinds. He has over two decades of professional executive recruiting experience.
He specializes in placing communications, marketing, investor relations, and patient advocacy professionals in many industries. Most of his work is in the pharma, biotech, and medical device sectors. He works with clients and candidates across the country.
Scott is a frequent lecturer at universities and professional associates where he shares tips on how to write cover letters, resumes and LinkedIn profiles, how to leverage your network and how to prepare for interviews.