The Importance of Product Area Knowledge in Job Interviews

There is a common misconception that candidates do not need to be familiar with the product area of the job they are trying to get. This is backed up by Recruiters often telling candidates that they do not really need to know the product area. And while it’s true that product knowledge is not a prerequisite, possessing and displaying some product understanding during the interview is critical.

Building Connectivity with Interviewers

Your interviewers are deeply familiar with the product area. As a candidate, your goal is to build a connection with your interviewers, and one effective way to do this is by demonstrating knowledge of the product they work with every single day.

For example, imagine you are interviewing for an Account Manager position at Google, focusing on Google Ads. While your Recruiter might reassure you that prior experience with Google Ads isn't necessary, the reality is that your interviewers are experts in this field. Therefore, failing to connect with them on this subject can be a missed opportunity.

The Impact of Specificity in Your Responses

Let’s dive a little deeper into an example to illustrate my point. Suppose you are asked how you would help a client grow their business using Google Ads. A typical candidate might respond with a general strategy, such as:

"First, I would sit with the client to understand their current utilization and what is going well and what they would like to improve upon. We would work to prioritize what is most important to them and then come up with a plan for how to test and execute on this strategy. The next steps would be to provide them with some use cases from similar clients and confirm these are the best next steps for their business. Then we would start testing these ads, monitor the performance and tweak accordingly. And as we move forward, we will want to continue to meet with them and make sure that they are satisfied with our efforts and the ads' performance."

This answer is thoughtful and logical, but it lacks specificity. Now, consider a more detailed response:

"Let’s assume I am working with an existing Google Ads customer looking to grow their online and brick-and-mortar yoga pants retail business. I will assume they have been using Google Ads for a year, and we have a well-established relationship. First, I would sit with the client to understand their current utilization of common ad types we use for retailers, including shopping ads, performance max campaigns, and remarketing ads. I would come prepared to discuss how the competition in the sports apparel industry utilizes similar ad/campaign types. Specifically, when looking at performance max and Google shopping, we will dive deeper into their target audience, business goals around brand awareness and sales, and explore the Product Data Feed to ensure the product descriptions, titles, and images are accurate, compelling, and optimized for search. Lastly, we will double-check our conversion tracking to understand how users interact with their website after clicking an ad. After agreeing to a plan, we will start A/B testing different versions of their ad copy, landing pages, and targeting settings, and monitor and optimize for continuous improvement and growth."

This answer is much more impactful. It shows a deeper understanding of the product and demonstrates that you can talk about it intelligently. For the interviewer, an expert in Google Ads, this detailed response resonates much more than a generic one.

The 80/20 Rule for Interview Preparation

When preparing for an interview focused on a specific product area, a good rule of thumb is the 80/20 rule. Spend 80% of your time preparing your interview answers and practicing them with AI tools and other people. Dedicate the remaining 20% to researching the product area.

Handling In-Depth Follow-Up Questions

One concern might be the possibility of being asked an in-depth follow-up question about a product area you only have surface-level knowledge of, in these cases, you have two options:

1. Show Willingness to Learn: "I am still learning Google Ads, but from what I know about performance max, I might consider X or Y."
2. Seek Collaborative Problem-Solving: "I am still learning Google Ads, and I am not that familiar with what you are mentioning about performance max, but I am happy to work through the strategy with you if you can help me understand a little bit more about what you are looking for."

In both responses, you are not pretending to be an expert but are showing a willingness to engage and collaborate.

The Benefits of Product Area Knowledge

1. Builds Credibility: It shows that you've done your homework and understand the company's products/services.
2. Demonstrates Value: You can provide immediate value to the team by leveraging your knowledge.
3. Shows Initiative: It reflects your proactive attitude and willingness to go the extra mile to prepare for the role.

How to Gain Product Area Knowledge

1. Research the Product: Use official resources, blogs, and case studies to learn about the product.
2. Use the Product: If possible, gain first-hand experience with the product.
3. Online Courses and Certifications: Enroll in relevant courses or obtain certifications, such as those offered by Google for Google Ads. 

Conclusion

Having product area knowledge will set you apart from other candidates. It shows that you are not only interested, but that you are willing to spend the time learning and understanding the product in order to be successful.

A successful interview goes beyond just answering the questions, it is about connecting with your interviewers through a shared product knowledge and understanding. Good luck!

For more resources visit my website - Practice Interviews and check out our AI Practice Interview App.