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Business & Marketing
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English (U.S.)
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Industry Insider Interview

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Industry Insider Interview
The assignment: Find someone who works (or worked) at the brand you are studying. Interview them about their experience working for the brand, what they think the future of the industry is, or how they will work to attract the attention/loyalty of Gen Z ers like you.
Who: Someone who works at the company you are following.
If you can’t find any current people, you may find former employees.
If the org is small or exclusive, you can interview someone with close ties like a vendor, business partner or the parent company. For example: sports teams / league, fashion house / retailer, etc.
CANNOT be someone we already heard from in this class.
What skills are we flexing?: cold-calling, interviewing, storytelling, writing headlines, writing micro-content, finding good quotes, networking.
When is this due: Ultimately, it is not due until your hand in your case study, however, you should use this suggested timeline to guide you so you don’t fall behind..
By 10/18 Reach out to 2-4 people at your brand to ask for an informational interview. Be as flexible with scheduling as possible, and if you need to talk to them during my class time, you have my permission. I say 2-4 so that at least one lands. However, if multiple people respond to you, you should definitely take them up on their offer.
By 11/13 Finish interview
By 11/20 Post Article and corresponding Linkedin post.
By 11/24 Comment on others’ posts
Again, this is not DUE on 11/20, this is a suggested timeline, you have until you turn in your case study to make this “due” - case study is due at the end of class in December
Where will this be shared?: The results of your interview will be shared to Linkedin in a longform post, as an “article”, and as a post of that article. You will also use the material from this to fill your case study.
Why this assignment is important: You can study the marketing of a company all day long, but you will never have a complete picture until you hear from someone inside the organization.
How to find someone to interview: Use your Linkedin to search for people. I made a quick demo on how to do this using the alumni network here, and how to look at the connections of one of your own connections. Feel free to look at my network for connections.
Tips for reaching out:
Send a request to connect on Linkedin, once it sent, you should see an option tot “add a note.” This is where you put your ask.
Get right to the point, skip the pleasantries. Ex:
Hi X, I’m a student at GW and I’d like to do an informational interview with you about working at X. I love the brand and would like to learn more about it. Do you have 30 mins to talk next week?
If they accept your connection request, but then do not respond to your message, wait 2-3 business days before sending a message again. Do not worry about being “annoying” they already accepted your request! They probably just forgot.
Right at the beginning of the interview, ask, Can I record this interview to reference later? Can I quote you on Linkedin? If they are hesitant, blame your teacher, that she is requiring the quote for Linkedin.
If they do not want to be quoted or recorded, that is fine, just make sure you are allowed to use their material in your assignments, and can quote them anonymously. See this example from AP about speaking “on background”- “The information can be published but only under conditions negotiated with the source. Generally, the sources do not want their names published but will agree to a description of their position.”
At the end of any interview: Ask: Is there anyone else you can think of who I should talk to next? If they give you a contact you must follow up with them, otherwise it looks bad on them that they’re sending someone who doesn’t show up. It is not mandatory to include them in the article, but you might as well.
Help:
Where to post your article:
A good, basic, how-to write articles about an interview https://blog(dot)flipsnack(dot)com/how-write-interview-article-for-magazine/
Questions to ask:
Interview them about their experience working for the brand and what they think the future of the industry is, or how they will work to attract the attention/loyalty of Gen Z ers like you.
If you are totally drawing a blank on what to ask, here are a few to get you started. You likely will only be able to get through 5ish Qs in a 30 min interview.
Can you tell me a bit about your career path and what led you to the role you're in today?
What do you enjoy most about the work you do? / What are you most excited about right now?
What makes you proud to work for this company?
Is your company doing anything specific to attract the attention and loyalty of Gen Z?
How important is it to attract the attention of Gen Z? (Ask this if it makes sense for your brand. For example, if you’re interviewing someone at TIkTok, then that is the key demographic. If you are interviewing someone at Gucci, they may not consider Gen Z a key demo, so this would be a good question to ask there.
How do you think your industry/ brand will change post-covid?
Any advice for someone who is hoping to go into your industry?
Other details:
The article has no length requirement, just enough to get the message across. I know that's a terrible answer, but if this helps you, 500-800 words is typical for a blog post. No more than 1000 words for a 30 min call.
Use the knowledge you’ve gleamed from the interview and your research to come up with a storyline that you think your audience will find interesting. Each brand will be different because of the circumstances surrounding it. For example, one student might be writing about how the brand is closed off and secretive and thus, not open to hearing from or engaging with college students. Another student might say that the brand is warm and welcoming, and it shows in their advertisements. If a storyline doesn’t appear to you, then you can always do something like, “I’ve been studying X brand over the past two months and have noticed X. This was confirmed/denied when I interviewed X person. After the interview, I took a look at the advertisements again and considered X again and now I think X.”
Feel free to include images, links, and quotes from outside sources, such as interviews that the CEO has done, etc.

Other (Not Listed) Sample Content Preview:
Industry Insider Interview
The vast majority of the people all over the world are starting to trust the brand “Hermès” according to the Q3 results in 2021. At period where the pandemic had massive effects on the potential buying power of the consumers, it is clear that the future of the company is bright and clicking. North America and China have been the have been the main growth drivers meaning that these two greatest economies will soon have a great influence in the company by creating a buying culture for the rest of the world. With the current generation (Generation Z) and their taste of high-quality brands, there seems to be a future that every person at Hermès expects to be high. The interview involved Matthew QIN, an employee at Hermes.
Why is this the case? Luxury brands, particularly those that are highly coveted and market leaders, have performed successfully because they provide exceptional benefits to the users, as driven by ALV (Added Luxury Value). The mix of high demand and extraordinary value creation attracts customers to luxury brands far more than to regular companies. In the book "Luxury Marketing and Management," there is explanation on how luxuries become want and preference drivers through defining and influencing people's identities. All of these reasons contribute to the luxury economy kicking off far faster than any other. During the epidemic, another seismic shift occurred. The impact of Generation Z clients, who now are 25 or below, has grown dramatically. They are by far the most digitally savvy generation, and hence the readiest for the pandemic. As a result, this generation's perspectives, habits, preferences, and attitudes have changed the whole luxury sector in less time than any previous generation.
Hermes is good at attaching great importance when it comes to the customer services and satisfaction. The company has a culture of carrying targeted analysis and investigations. These investigations are an important factor in determining their weaknesses and what the clients actually want. Through these initiatives, the company is able to address issues of logistics, quality, services and brand in general. From an Insider Interview, it is clear that the company is focused on communication skills with the clients. Employees are always constantly trained on communications with clients.
A rising number of clients want to be able to customize their shipping operations so that their packages get straight to them, whether they are at home, at work, or on vacation. We know through digital marketing and our customers' remarks on Twitter and Facebook that quickness, transparency, and dependability are the most essential variables determining consumer satisfaction levels. Hermes reaffirmed their brand vow in 2016 with the slogan "Because it's important to you, it's important to us." Hermes ParcelShop has been integrating client centricity with years of service since 1999. This is a resource-saving delivery option: delivery system to the ParcelShop is an appealing choice for consumers who will not be at home throughout the day. The reason for this is because the network has expanded significantly over the years and has positioned itself as an additional delivery locatio...
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