What to Ask in an Informational Interview: 20 Helpful Questions

In this guide, we’ll cover 20 essential questions to ask during an informational interview, categorized into key areas of conversation, such as industry insights, job roles, company culture, and career advice. We’ll also provide sample answers to help you understand the type of responses you might receive.

1. Can you tell me about your career path?

This question allows you to understand how professionals in the industry got to where they are today.

Sample Answer:

"I began as a marketing associate, gaining hands-on experience in social media and content creation. My interest in digital marketing led me to pursue SEO and analytics certifications, allowing me to take on more responsibilities. Over time, I specialized in content strategy and paid advertising before transitioning into a managerial role, leading campaigns and teams. Continuous learning and embracing new challenges have shaped my career growth."

2. What motivated you to enter this field?

This helps you understand the personal attributes and skill set of drivers and the long-term appeal of the profession.

Sample Answer:

"I’ve always been drawn to problem-solving and strategic thinking, which made this field a perfect fit for me. I enjoy analyzing data to gather information, identifying trends, and finding creative solutions to challenges. Over time, I realized how much I value the combination of analytical and creative work, which motivated me to build a career where I could continuously learn and adapt to new industry trends and frequent challenges."

3. How did you land your first job in this industry?

This provides insight into hiring processes and entry points for  new hires into specific positions in the field.

Sample Answer:

"I landed my first job by gaining relevant experience through an internship, which helped me build industry connections. During vacation time, I made sure to network, attend industry events, and continuously improve my skills. When a full-time opportunity opened up at the company I interned with, my hands-on experience and eagerness to learn made me a strong candidate for job interview, and I was offered the role."

4. What do you enjoy most about this industry?

Sample Answer:

"I enjoy the dynamic and ever-evolving nature of this industry. There’s always something new to learn, whether it’s emerging trends, innovative technologies, or fresh strategies. I also appreciate the problem-solving aspect—finding creative and effective solutions keeps the work engaging. Additionally, collaborating with diverse teams and seeing the impact of my contributions makes it a rewarding career."

5. What are the biggest challenges that professionals face in this field?

This question helps you understand potential hurdles and how to prepare yourself for them.

Sample Answer:

"One of the biggest challenges in this career field is keeping up with constant changes, whether they involve evolving industry trends, new technologies, new skills, or shifting regulations. Adaptability is essential, as what works today may not be as effective tomorrow. Furthermore, competition can be fierce, requiring professionals to continuously refine their skills and strategies to stay ahead"

6. How do you see this industry evolving in the next five years?

A great way to understand industry trends, potential employers, and the future of job search prospects.

Sample Answer:

"I see the near future of this industry becoming more technology-driven, with AI and automation playing a bigger role in streamlining processes and decision-making. Personalization will be key as companies focus on using data to create more tailored experiences for customers. Additionally, the demand for adaptability and digital skills will continue to grow as new tools and platforms emerge."

7. What does a typical day in your role look like?

Sample Answer:

"A typical day in my role involves a mix of planning, analysis, and execution. I start by reviewing priorities, checking emails, and analyzing key metrics to track progress. Throughout the day, I collaborate with colleagues, manage ongoing projects, and troubleshoot any challenges that arise. Depending on the day, I may be strategizing for upcoming initiatives, optimizing processes, or staying updated on industry trends. No two days are the same, which keeps the work engaging and dynamic."

8. What skills and qualifications are most important for this job?

This helps you tailor the job descriptions to your resume and skillset accordingly.

Sample Answer:

"Key skills for a person in this job include strong analytical thinking, problem-solving, and adaptability, as the industry is constantly evolving. Technical proficiency with relevant tools and software is also important, whether it’s data analysis programs, project management tools, or industry-specific role-specific platforms. Additionally, strong communication and collaboration skills are essential, as working with teams and stakeholders is a big part of the role."

9. What are the biggest misconceptions about your role?

Sample Answer:

"One of the biggest misconceptions is that most jobs say the role is purely creative or technical, when, in reality, it requires a balance of both. Another myth is that it's all about being 'on trend'—while staying updated on trends is important, the focus is really on data-driven decisions and long-term strategy. Additionally, some people think the role is mostly independent, but collaboration with cross-functional teams is a key part of the job."

10. What makes this company unique in the industry?

Sample Answer:

"What makes this company unique is its commitment to innovation and a strong emphasis on collaboration across teams. Unlike many competitors, the company encourages creative problem-solving and values diverse perspectives among employees, which fosters a culture of continuous improvement. Additionally, the company’s focus on sustainability and social responsibility sets it apart in the industry, demonstrating a dedication to both business success and positive societal impact."

11. What is the company culture like?

Sample Answer:

"The company culture is collaborative, supportive, and focused on growth. There’s a strong emphasis on open communication and teamwork, where everyone’s input is valued. The leadership encourages professional development, and there are plenty of opportunities for learning and advancement. It’s also a flexible and inclusive work environment that values work-life balance, making it a great place for both personal and professional growth."

12. How does your team typically collaborate on projects?

Sample Answer:

"Our team collaborates through a combination of regular meetings, project management tools, and open communication channels. We start by aligning on project goals and timelines, then break down tasks and responsibilities. Throughout the process, we use tools like Slack and Trello to stay connected and keep everything organized. Regular check-ins help us address any roadblocks and ensure everyone is on the same page. We also encourage cross-functional collaboration, bringing in different team members when their expertise is needed."

13. What advice would you give to someone entering this field?

Great for gaining insights on how to start strong and avoid common mistakes.

Sample Answer:

"My advice would be to start building your skills early by taking relevant courses and seeking out hands-on experience through internships or freelance work. Networking is key, so attend industry events and connect with professionals who can offer guidance. Stay curious and continuously learn, as the industry evolves quickly. Also, don't be afraid to ask questions to ask yourself and seek feedback—it’s a great way to grow and avoid common mistakes."

14. Are there specific certifications or training programs you recommend?

Sample Answer:

"Yes, there are several certifications and training programs that can boost your career. For example, Google Analytics and Google Ads certifications are highly regarded in digital marketing. HubSpot also offers great training on inbound marketing and content strategy. Additionally, if you're interested in SEO, Moz and SEMrush offer excellent resources. Beyond technical certifications, I'd also recommend soft skills development, such as project management courses or leadership training, depending on your career goals."

15. What are some common career paths after this role?

Sample Answer:

"After this role, you have several career paths based on your interests and strengths. You could move into senior management, such as a marketing director or team lead, or explore technical roles like data analyst or SEO manager. Specializing in areas like content strategy, product management, or customer experience is another option. Many professionals also transition into consulting or entrepreneurship after gaining industry experience"

16. Can you recommend any professional organizations or networking events?

Sample Answer:

"Yes, joining industry-specific professional organizations like the American Marketing Association (AMA) or the Digital Marketing Institute (DMI) can help you connect with peers and stay informed. Attending conferences such as Content Marketing World or Social Media Marketing World is also a great way to network and learn from experts in the field."

17. Are there any books, websites, or resources you suggest for learning more?

Sample Answer:

"For books, I recommend Made to Stick by Chip Heath and Dan Heath, which explores how to communicate ideas effectively, and The Lean Startup by Eric Ries for understanding business innovation. Websites like HubSpot Academy, Neil Patel’s blog, and Moz are excellent resources for digital marketing tips and trends. Podcasts such as 'Marketing School' by Neil Patel and Eric Siu are also valuable for staying updated."

18. Would you be open to connecting me with others in your network?

Sample Answer:

"I’d be happy to connect any other questions from you with a mentor or others in my network who could offer insights or guidance. I always encourage helping others make connections that could further their career development."

19. What is the best way to stay updated on industry trends?

Sample Answer:

"The best way to stay updated is by regularly reading industry blogs, subscribing to newsletters, and following thought leaders on social media platforms like LinkedIn and Twitter. Additionally, attending webinars, conferences, and joining professional organizations or online communities will keep most people around you informed about the latest trends."

20. What is one thing you wish you knew before starting your career?

Sample Answer:

"I wish I knew the importance of networking earlier. Building strong professional relationships can open doors to opportunities that might not be advertised. It’s not just about what you know, but also who you know, and those connections can accelerate your career."

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Conclusion

Informational interviews are an excellent way for employees to gain insights, build professional connections, and make informed career decisions. By asking the right questions, you can uncover valuable industry knowledge, understand company culture, and receive career advice tailored to your interests.

After your most informational interview questions, always follow up with a thank-you email expressing gratitude and summarizing key interview takeaways.