The Art of Hiring Exceptional PMs: Decoding the Enigma
Why hiring great Product Managers is so hard
In today's hyper-competitive, technology-driven business landscape, the role of the product manager (PM) has become increasingly crucial. PMs are responsible for guiding the development, execution, and overall success of a product or product line. With such high stakes, it's no wonder that hiring the right PM can feel like searching for a needle in a haystack. In this post, I'll dive into the factors that make hiring top-tier product managers feel like a Herculean task and offer insights from my time as VP of Product at Wonolo on how to triumph over these challenges - where I was able to 2x our product management team.
1) The Elusive Jack-of-all-Trades
One of the main reasons why hiring top-notch PMs feels like a quest for a mythical creature is the extensive range of skills and competencies they need to excel in their role. A star PM must possess a unique blend of technical prowess, strategic thinking, communication skills, and leadership abilities. They need to navigate the technical complexities of a product while also being able to communicate effectively with various stakeholders, such as developers, designers, sales teams, and customers. Finding candidates who excel in all these areas is akin to searching for a unicorn.
2) The Chameleon of Roles
The role of a PM can vary greatly depending on the organization, industry, and even the specific product being managed. This shapeshifting nature of the role can make it challenging to pinpoint the precise skills and experience required for a particular PM position. In some organizations, PMs may be more focused on the technical aspects of product development, while in others, they may be more involved in the strategic planning and go-to-market efforts. This variation in responsibilities makes it difficult to define a one-size-fits-all job description for a PM, further complicating the hiring process.
3) The Talent Pool Mirage
The demand for skilled PMs has been steadily increasing in recent years as more organizations recognize the value of effective product management. This heightened demand has led to a limited talent pool, with many companies competing for the same candidates. With a shortage of experienced PMs in the market, finding the right fit for your organization can feel like chasing a mirage.
4) The Hidden Gem Conundrum
Given the limited availability of seasoned PMs, organizations often need to consider hiring less experienced candidates and developing their skills internally. However, identifying potential in less experienced candidates can be a challenging task. Hiring managers must evaluate whether a candidate has the aptitude and potential to grow into a successful PM role, even if they lack prior experience in product management. This requires a deep understanding of the PM role and the ability to assess a candidate's skills, mindset, and potential for growth.
While hiring exceptional PMs can seem like an insurmountable challenge, there is a path through the forest: By focusing on these five key areas that I used to evaluate PM talent at Wonolo, you'll be well on your way to discovering and hiring a great product manager for your organization:
1) The Architect of Thought
Top-tier PMs can dismantle complex problems into manageable components, analyze the situation, and propose well-structured solutions. During the hiring process, assess candidates' ability to think critically and systematically. Include interview questions that require candidates to demonstrate their thought process and problem-solving abilities, or consider using case studies to evaluate how they approach and tackle real-world problems.
Example question: You’re the PM at Zoom responsible for web signups and you notice that the registration rate is down 20%. What do you do and why?
2) The Data Whisperer
A stellar PM must possess excellent analytical skills to make data-driven decisions and drive product success. Assess candidates' ability to work with data by including questions or tasks that require them to analyze and interpret information, make recommendations, and justify their decisions based on the data provided. Look for candidates who can not only work with numbers but also understand the broader context and implications of their decisions.
Example question: Pick a product you know that you would want to add one feature too. How would you use data to determine if you should add that feature? If you add it, how would you determine if the feature was successful?
3) The Roadmap Visionary
A crucial aspect of product management is developing and executing a strategic product roadmap that aligns with the company's overall objectives. During the hiring process, ask candidates to share their experiences in creating roadmaps and setting priorities. You can also provide them with a hypothetical product scenario and ask them to outline a high-level roadmap, demonstrating their ability to think strategically and prioritize features based on customer needs, market trends, and business goals.
Example question: You’re the PM at Substack responsible for the mobile app. How would you build a 12-month roadmap?
4) The Product Connoisseur
Top-notch PMs possess a keen intuition for what makes a great product and can empathize with users to identify their needs and pain points. During interviews, evaluate candidates' product sense by asking them to critique an existing product or propose improvements to a hypothetical one. This exercise can provide valuable insights into their ability to identify opportunities, think creatively, and balance user needs with business goals.
Example question: How would you build a TV for senior citizens?
5) The Team Catalyst
A successful PM must be able to work effectively with cross-functional teams, build consensus, and inspire confidence in their leadership. During the hiring process, involve members of your existing team in interviews and ask them to provide feedback on the candidates' interpersonal and communication skills. Look for candidates who demonstrate a collaborative mindset, strong emotional intelligence, and the ability to adapt to your organization's culture and values.
Example question: Can you tell me about a time you’ve had to say no to a stakeholder? What was the situation and outcome? Would you have done anything differently if you had to do it again?
In conclusion, hiring exceptional product managers can feel like a daunting task, given the diverse skill set required, ambiguity of the role, and limited talent pool. However, by employing strategies such as developing a clear job description, building a strong employer brand, leveraging your network, partnering with educational institutions, implementing a comprehensive assessment process, and investing in internal talent development, you can overcome these challenges and find the right PMs to drive your products and business to success. By honing your ability to recognize and nurture talent, you'll be well on your way to assembling a team of product management superstars who will propel your organization to new heights.
Really good framework! Would you be able to share some key questions you like to asks during interviews for the five 5 key "roles" you highlighted (Architect, Whisperer...)?