When looking to strengthen your communications team with agency PR talent, you need more than just impressive CVs and portfolios. Different skillsets, expectations and working cultures can make the agency-to-in-house transition a success story or a costly mistake.
"How can I tell if an agency PR professional will actually thrive in-house?"
Look beyond the flashy client list and assess their adaptability to single-brand immersion. Agency professionals are used to juggling multiple clients and sectors simultaneously, which creates both advantages (versatility, quick thinking) and potential challenges (attention span, depth of understanding). In my experience placing digital specialists across both worlds, the most successful transitions happen when candidates can articulate why they're specifically drawn to your company's mission, not just escaping agency burnout.
What separates successful crossovers is their genuine interest in becoming true brand guardians. Ask scenario-based questions that reveal how they'd handle the transition from external consultant to internal stakeholder: "Tell me about a time you had to defend an unpopular recommendation to a client. How would that approach change if you were part of that organisation?"
Beyond Tick Boxes: Diversity Recruitment Strategies That Actually Transform UK Workplaces
Master the Virtual Hot Seat: 7 Video Interview Techniques Recruiters Don't Tell You
How to Master 'Tell Me About Yourself' Interview Question: UK Expert Insights
"What transferable skills should I prioritise when evaluating agency candidates?"
The ability to translate complex messages into compelling narratives remains the foundation, regardless of setting. Agency professionals often excel at message crafting, media relations, crisis management, and strategic thinking. But the standout transferable skill? Stakeholder management. Agency PRs who've successfully navigated demanding clients, conflicting priorities, and tight deadlines typically bring exceptional diplomacy skills that serve them well when dealing with internal stakeholders.
Don't underestimate the value of their external network, either. A well-connected PR professional brings relationships with journalists, influencers and industry bodies that can benefit your organisation immediately. This contact book is gold dust, especially for companies looking to elevate their profile.
"What agency habits might not translate well to our in-house environment?"
The pace and focus differences can create genuine friction points. Agency professionals are conditioned for campaign sprints, rapid client response, and constant variety. In-house roles typically require more persistence on long-term projects, deeper business integration, and comfort with incremental results rather than campaign "wins".
One pattern I've repeatedly seen: agency candidates struggling with the slower decision-making processes common in larger organisations. They're accustomed to moving quickly and having significant autonomy. When faced with multiple approval layers and internal politics, some become frustrated. During interviews, probe how they've handled projects with extended timelines or bureaucratic challenges.
Also watch for candidates who seem overly attached to the agency lifestyle, the variety, awards culture, and client-facing adrenaline rush. If their identity seems wrapped up in agency prestige, they might struggle with the relative invisibility of in-house work.
"How should I structure the interview process to properly assess culture fit?"
Create opportunities for candidates to interact with multiple stakeholders across different departments. Agency professionals must work effectively with people who don't speak "PR language" and may not instinctively understand communications priorities. Can they translate their expertise without jargon? Can they build rapport with technical teams?
Include a practical exercise that mimics the actual day-to-day reality of your in-house environment. Rather than asking them to pitch a campaign (which plays to agency strengths), have them draft internal communications for a challenging scenario, create a quarterly content calendar aligned with business objectives, or prepare briefing materials for executives. This reveals their business acumen and ability to align communications with broader organisational goals.
I'm also a firm believer in the value of informal settings. A coffee with potential team members can reveal interpersonal dynamics that formal interviews might miss. Agency professionals are often skilled at formal presentations, see how they operate when the spotlight dims.
"What interview questions reveal whether they'll adapt well to in-house PR?"
Focus on motivation, autonomy and business integration. My go-to questions include:
- "Why are you interested in this specific company, not just in moving in-house generally?"
- "Describe a situation where you had to advocate for communications priorities against competing business needs."
- "How do you measure success in PR, and how might that change in an in-house role?"
- "Tell me about a time when you had limited resources but still delivered results."
- "How do you approach educating non-communications colleagues about PR value?"
The strongest candidates can articulate how their agency experience provides valuable perspective while showing realistic expectations about in-house realities. Listen for signs they've thought deeply about the transition's implications.
"How should I set them up for success once hired?"
Create a structured onboarding that emphasises business understanding first, communications second. Agency professionals sometimes dive straight into communications tactics before fully grasping the business context, stakeholder landscape, and internal dynamics. Give them time to understand the organisation before expecting output.
Also consider pairing them with an internal mentor from outside the communications function. This cross-departmental perspective accelerates their integration and prevents them from operating in a comms silo. The transition period typically takes 3-6 months, so adjust your expectations accordingly.
Finally, don't squander what makes agency talent valuable in the first place, their fresh perspective. Create space for them to challenge established thinking rather than forcing them to immediately conform to "how things are done here". Their outsider viewpoint is precisely what might help transform your communications approach.
This week, review your interview process for agency-to-in-house candidates. Are you truly assessing the right qualities, or just being dazzled by impressive client lists? Creating a transition-focused assessment approach might be the difference between a successful hire and an expensive misalignment.
