Getting a great job usually requires some form of an informational interview.

Don’t let the term intimidate you though…

Unlike typical interviews, we are not talking about formal or complex conversations where you get evaluated, which you have to prepare for. We are talking about, as some top institutions suggest, fairly short and informal conversations that take somewhere between 20 to 30 minutes.

Or in simple terms: If you want a great job, you will likely need to talk to industry or company insiders before getting your job.

Why Bother With Informational Interviews?

Are informational interviews still relevant in today’s job market?

Of course they are! In fact they are more important in today’s job market than before, and are recommended.

Informational interviews help you in three ways:

  • Information: Get the inside scoop about jobs or career paths. 
  • Insight: See if you like what you find out, or if the job is for you.
  • Relationship: Generate new contacts.

The third point is probably most important…

In fact, informational interviews are found to be an effective way of increasing your network, especially in your early career. This is not surprising, because at its core, informational interviews are a structured way to generate new professional contacts.

If you are early in your career, or if you simply don’t know that many people in your industry and want to make more contacts, conducting informational interviews are a great way to grow your network.

Understanding the Protocol of The Ask

Like with most professional communication, there are some rules and protocols you need to follow. When it comes to asking for informational interviews, here’s a breakdown:

  1. Craft a Professional Message: Write a concise and respectful email (or direct message) even if you already know the recipient. Be personable but not personal.
  2. Personalize Your Message: Tailor your message to each recipient. People somewhat expect, and are used to, copy paste emails in cover letters. They don’t get as offended when they get one. But if you invite someone to an informational interview with a copy paste letter, and they recognize what you’ve done, you might as well delete them from your contact list.
  3. Express Gratitude: Express gratitude for the recipient’s attention as well as consideration. You need to thank them simply for reading your email, let alone taking the time to meet with you. By now, these types of expressions of gratitude should be second nature in all your professional communications.
  4. Be Clear and Direct: Don’t beat around the bush. You need to clearly state your intentions. You want to meet with them and pick their brain. You have some questions to ask that you can’t over email. Whatever the case is, be straightforward. Suggest potential dates or times for the meeting.
  5. Make Your Case: Explain how their insights and guidance would benefit you in your career development. Emphasize your curiosity about their job and willingness to learn.
  6. Don’t Sell: What’s in it for them? Chances are, very little if anything. Trying to make it sound like they are going to get anything out of meeting you, other than the personal satisfaction of helping out is inappropriate and condescending. You’re asking for a favor, be clear that it’s a favor.
  7. Don’t Even Look Like You’ll Ask For a Job: You are meeting to seek advice and information, not to ask for a job. There shouldn’t even be a hint of you prospecting or asking for a referral. When you conduct informational interviews, you are inviting them to a safe space where they can communicate with you without the uncomfortable experience of rejecting you to your face. Never do a bait-n-switch, where you invite someone for an informational interview, but end up pestering them for a job.
  8. Be Conscious of Rank & Title: People in the professional world are very conscious of their rank, seniority and title in the corporate world. The closer you are to someone in the hierarchy of an org chart,  the more likely they are to meet with you. If you’re a recent graduate, for instance, you’ll have better luck meeting with a Junior Accountant or a Department Manager for an accounting firm, rather than the CEO of a multinational accounting firm. Use your best judgment. 
  9. May Need Greater Justification: The greater the distance between your position and your target’s title, the greater justification you may need in order to bring them to a meeting. Let’s say you are an accounting graduate. A Lead Accountant might meet with you just to give you a hand. A CEO might require that you first interview them for your podcast or your academic study, before taking a quick 15 minutes to also answer a couple of your informational interview questions on the spot.

Finding the Right Connections

You can invite anyone to an informational interview if you have their contact information. Here’s a list of potential sources for contacts, to get you started:

  • Start by asking your network for contacts (i.e. ask friends, family, colleagues if they know anyone in X industry) 
  • Alumni networks
  • LinkedIn connections
  • Industry-specific forums and groups
  • Company blogs 
  • Company podcasts
  • Professional blogs in target industry
  • Professional podcasts in target industry
  • Social media profiles / engagement / content by people in target industry
  • Industry events and conferences (especially speakers)
  • Professional associations 
  • Meetups
  • Reddit communities (the more industry specific the better)
  • Twitter interactions
  • Facebook groups
  • Instagram engagement
  • TikTok engagement
  • Local business associations

Before You Send a Request…

Before you contact anyone to ask for an informational interview, see if you can achieve your information and insight objectives, without a meeting.

For instance, let’s say you have two burning questions that you want to ask someone you found on Reddit. Why don’t you start by asking one of the questions on Reddit first?

Remember: relationships take time to build. And people are much more likely to cultivate their relationship with a stranger in a low commitment way (i.e. reply to messages on a board) as opposed to a high commitment way (i.e. meet with them over coffee). 

This is not to say that people don’t network and meet, virtually or even in person, with new people that they meet online or through their networks. But it is to say that such meetings take time and familiarity.

Preference of Location for Informational Interviews

  1. Exchange messages in a public forum like Reddit.
  2. Exchange messages in a semi-public forum like a Facebook group.
  3. Exchange private direct messages on an app (i.e. LinkedIn messages, etc.)
  4. Have a phone conversation.
  5. Have a video conversation.
  6. Have a semi-private conversation, such as a conversation in a meetup with many people attending.
  7. Have a private conversation in a public space (i.e. coffee meeting).
  8. Have a private conversation in a private space (i.e. office).

Make no mistake: taking more of someone’s time or attention has no bearing on your career development. As far as the utility is concerned, you can achieve all of your information, insight, and relationship objectives equally well in a public Reddit exchange as you would in a private meeting in their office.

Crafting Your Request Email / Message

Here is an informational interview request template to a new contact. This template assumes you are reaching your target without a referral.

Subject: Request for Informational Interview

Dear [Recipient’s Name],

I hope this email finds you well. My name is [Your Name], and I am a [Current Position or Student Status].

I recently came across your profile on [LinkedIn, Company Website, etc.], and I admire your expertise in [specific note on their background or achievements].

I would greatly appreciate the opportunity to ask you a few questions. I am particularly interested [specific topic], and I believe your perspective would be incredibly valuable!

Please let me know if you would be available for a 15-20 minute informational interview either over the phone or in person. I understand that your time is valuable, and I assure you that I will come prepared with eagerness to learn.

Thank you for considering my request. I look forward to the possibility of speaking with you on [mention specific topic or area].

Best regards,

[Your Name]

[Best personal brand link – i.e. LinkedIn, website, etc.]

[Your Contact Information]

A couple of useful tips:

  • Shorter is better. If you can cut anything out, cut it out.
  • It’s crucial that you set time limits. A “15 to 20 minute phone call” is easy to agree to. A “will you talk with me over coffee” is not.
  • Be sure to provide links to your LinkedIn profile or other personal brand elements. Or at the very least, send them a link to your resume. 
  • Read your message carefully before sending it. 
  • If your message is to a particularly important person, sleep over it before sending it. Read it before you go to bed, and read it again in the morning.
  • It’s better if you have someone referring you to them. (i.e. “Jimmy Johnson recommended that I contact you”, etc.)
  • It’s even better if your mutual contact connects you two by sending the first contact message.
  • Google Meet is a great tool for having video meetings without the need for installing an app.
  • You can use a service like Calendly to make it easy for people to schedule a time.
  • For best results, tie the informational interview request with a project like a YouTube video, or podcast episode.

Following Up

Following up is essential! You must be persistent, but not pushy.

It is perfectly appropriate to send a follow-up after about a week without response. We recommend you send up to five follow-ups, no shorter than a week apart.

Sending follow ups demonstrates your commitment and professionalism. It also allows you to stay on their radar without being overly intrusive. 

When sending follow-up emails, be sure to keep them concise. Also be friendly as well as professional. Continue to express gratitude for their consideration and reiterate your interest in connecting. 

Above all else, always assume good intentions. No they didn’t ignore your message, maybe they just didn’t see it. No you are not bothering them, you are simply reminding them. And no it’s not weird to reach out to people, how else are you supposed to meet new professionals?

Remember to be patient and respectful of their schedule. And equally importantly, remember to be kind to yourself…

If you don’t hear back, or even if you get refused, remember that your success or failure in setting up informational interviews has nothing to do with your career success or value.

At its core this is a numbers game as well as an attention game.

Final Thoughts

Remember: Informational interviews are not just about what you learn. They are primarily about the relationships you build. In some sense, the interview is the excuse for meeting someone.

To make the most of your informational interviews, be sure to read our comprehensive article on how to prepare for an informational interview.