Industry News | March 8, 2013 | QSR Exclusive Brief

Pizza Hut Takes on Interviewing, Twitter-Style

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As social media has permanently changed companies’ communication and marketing practices, it has become increasingly important for brands to hire a social media guru who can manage multiple social media platforms in a professional, yet engaging way.

And that’s exactly who Pizza Hut is seeking for its new social media position, dubbed the “manager of digital greatness.”

But what’s more, Pizza Hut is conducting interviews for the position in an unconventional format. Modeled after Twitter’s character restriction, candidates will have 140 seconds or less to market themselves for the position at this weekend’s South by Southwest (SXSW) Interactive Festival.

“Digital is a huge focus for Pizza Hut in 2013,” says Caroline Masullo, Pizza Hut’s director of digital and social marketing. “We’re specifically looking for people who are quick on their feet, know who they are, [and are] passionate about pizza and [about] Pizza Hut specifically.

“From our perspective, [140 seconds] gives us the opportunity to talk to as many people as we possibly can, because every couple minutes we’ll be on to the next,” she adds. “So for us, it’s just a way to reach as many people as possible.”

The “manager of digital greatness,” or manager of digital media, must be someone who is an expert on all social media platforms, continuously keeps up with digital trends, holds a bachelor’s degree, and has five or more years of experience in marketing, digital advertising, or a related field.

In addition to these qualifications, Masullo says the ideal candidate will also be decisive, able to work in a fast-paced environment, and fun, to match Pizza Hut’s culture.

“A lot of people have been asking us if they think this type of interview process will catch on,” Masullo says. “Obviously, I think [for] consumers, this is the way that they talk in their normal lives in terms of using social media—the way they communicate with brands. So for us to use this space in order to find someone who will fill that role here, we think it’s super appropriate.”

Pizza Hut has more than 10 million “likes” on Facebook; has the most Twitter followers out of all pizza brands; and is present and active on Pinterest, YouTube, Instagram, and other social platforms.

The interviews will take place at the SXSW Interactive Festival in Austin, Texas, on Sunday, March 10 from 1 to 5 p.m.

For those who can’t make it to the festival, 140-second interviews will also be conducted through a Google Plus Hangout on March 14 from 1 to 3 p.m.

“We’ve never done something like this before, nor has any other brand,” Masullo says. “We’re kind of the pioneers, and we’re really excited about it.”

By Laurel Nakkas