An Exploratory Study of the Influence of Soft and Hard Skills on Entry Level Marketing Position Interviews

This exploratory study looks at the relative impact of student soft and hard skills on entry-level marketing job interview success. Marketing professionals with hiring experience conducted pre-course and post-course structured interviews with students in a Principles of Marketing course using behaviorally anchored rating scales to tap soft and hard skills. Results indicate a significant hierarchical effect of soft skills beyond hard skills on a candidate’s likelihood of being invited back for a second interview.