Interviews are a key element of brand storytelling. They help us understand and communicate Mizzou’s unique stories, and they help our audiences connect with our brand values in a personal way. It’s one thing to say that Mizzou values discovery. It’s another to share a quote from a student whose life changed when they worked directly with animals in the College of Agriculture, Food and Natural Resources. By sharing this student’s experience, we show that Mizzou values discovery in a direct and personal way.
Because of this, it’s important that your interview questions stay on-personality, shaping a narrative that aligns with and fuels Mizzou’s brand story.
How to Construct On-Personality Interview Questions
- Know why you’re interviewing this subject. There’s a reason you chose to tell this story. How does it align with Mizzou’s priorities? What does this story say about Mizzou as an institution? Identify possible themes in their story, and come prepared with questions that will help you determine or confirm the theme.
- Highlight the central theme of their story. Perhaps their story is about discovery — the thrill of unlocking a new skill or learning something new about the world. Dive deeper into this theme. It should be the central thread of your questions.
- Connect their story to Mizzou’s story. Ask the subject to explain how Mizzou made their story possible. How did Mizzou empower or inspire them on their journey? These questions will help communicate what this specific story says about Mizzou as a whole.
- Connect your conversation to Mizzou’s personality. Reference language from our key messaging storylines and dimensions to frame your conversation/questions and to guide your subject in their response.
Sample Questions for Student Subjects
Imagine you’re interviewing a student about their recent research project. Here are a few sample questions inspired by Mizzou’s key messaging storylines. Note: these questions are examples. You should ask questions appropriate to the interview subject and story.
Groundbreaking Innovator
We create meaningful change in Missouri and across the world.
- How does this project benefit others?
- How does the project improve lives/communities in Missouri or beyond?
- What inspired you to approach the project in this way?
- How did your approach differ from how others have approached this topic?
- How did Mizzou make this project possible?
- How have your peers or faculty mentors inspired you to tackle topics like the one you addressed here?
Championing Leader
Our history of success inspires excellence and collaboration.
- How does this research advance your field of interest?
- How will this project pave the way for future discoveries?
- How will your experience working on this project prepare you for success in your chosen field?
- What resources or initiatives at Mizzou made this project possible?
Unflinching Investigator
Our passion for discovery powers a culture of truth-seeking.
- How would you describe the process of this project?
- What role did trial and error play?
- What did you learn along the way?
- Did you collaborate with others?
- What role did their perspectives play in the success of your project?
- Why is interdisciplinary collaboration important?
- How would you describe the culture of research and discovery at Mizzou?
- How did this culture contribute to your success?
Sample Questions for Faculty
Imagine you’re interviewing a faculty member about their recent award. Here are a few sample questions inspired by Mizzou’s key messaging storylines. Note: these questions are examples. You should ask questions appropriate to the interview subject and story.
Groundbreaking Innovator
We create meaningful change in Missouri and across the world.
- What drives you to continue your work?
- What impact do you hope to have on your field or the world?
- Why is interdisciplinary collaboration important to your field?
- How does Mizzou empower researchers to collaborate across disciplines?
- How did Mizzou make this possible?
- How have your peers or faculty mentors inspired you to tackle difficult topics and drive your field forward?
Championing Leader
Our history of success inspires excellence and collaboration.
- You earned this award by demonstrating excellence in your field. What does excellence mean to you?
- What inspired you to work at Mizzou?
- What would you say sets Mizzou apart from other institutions?
- How did Mizzou empower you to win this award?
- How have your peers here influenced your work?
Unflinching Investigator
Our passion for discovery powers a culture of truth-seeking.
- What inspired you to go into this field?
- What keeps you interested in this subject?
- How would you describe the culture of research and discovery at Mizzou?
- How does this culture influence your work?
- Why are discovery and exploration important to advance your field?
Gut Check
The key to successful, strategic interviews is merging your subjects’ individual stories with Mizzou’s overarching brand narrative. When choosing an interview subject and crafting your questions, anticipate the audience’s takeaway. Ask yourself, “what will this subject’s story tell the audience about Mizzou?” If the takeaway aligns with Mizzou’s brand story, you’re in the clear. If it doesn’t, it might be time to reassess your interview approach, keeping in mind Mizzou’s core values of respect, responsibility, excellence and discovery.