The jobs market moves ever more quickly, and the job you step into tomorrow may be very different a year from now, or two years from now, particularly with digitally heavy jobs.
Below are twenty six questions to help interview candidates to ask questions that may give an idea of how the team and organisation they’re joining looks at these areas, helping to understand how the role may look in the future, or how they may progress.
AI and Automation
1. On a scale from 0 to 10, how much do you think AI will genuinely change this industry over the next five years, and how much of the current conversation do you see as hype?
2. How are you using AI in real projects at the moment?
3. Where do you see AI changing how this team works over the next few years?
4. How do you decide which parts of the workflow to automate and which to keep manual?
5. What checks are in place to ensure AI generated outputs are reliable?
6. How are people here expected to develop AI skills over time?
Digital Strategy and Direction
7. What are the main digital priorities for the business this year?
8. How does this role contribute to product performance, customer growth, or digital revenue?
9. What would strong performance in this role look like after 12 months?
10. What is the most pressing digital challenge the team is working on right now?
Ways of Working
11. How are digital decisions made, especially when data, design, and commercial goals conflict?
12. How do product, engineering, marketing, and design collaborate on launches or experiments?
13. When there is disagreement about priorities, how is it resolved?
14. How much ownership would I have over projects or experiments in this role?
Data and Performance
15. What metrics matter most for this role?
16. How embedded is data in day to day decision making?
17. How easy is it to access product, marketing, or customer data across teams?
18. How do you ensure insights from testing or analysis lead to changes in the product or campaigns?
Growth and Skills
19. How do digital specialists here develop their skills over time?
20. Is there structured support for learning new tools, platforms, or technologies?
21. Can you share an example of someone who has expanded their responsibilities in the digital team?
Leadership and Accountability
22. What distinguishes high performing people in this digital team?
23. How is feedback given on technical or strategic work?
24. What digital capability does the company most need to strengthen?
Ethics and Digital Responsibility
25. How do you approach responsible use of customer data and AI systems?
26. Have there been situations where you chose not to ship or promote something for ethical reasons?
