Agency Internship Program with Richie Knight
Key Takeaways
- The more structure you provide, the better the internship program - treat it like a real job
- Requiring Inbound Certification standardizes knowledge and filters out unserious candidates
- Bring interns onto client calls because they do not get that exposure in school
Richie Knight, founder of HW Production in Athens, Georgia, joins the show to share how his agency has built a structured internship program that has worked with over 70 interns.
Why Internships Matter
Located near the University of Georgia, HW Production has access to a steady stream of college students looking for real-world experience. Richie identified early that universities do not prepare students for inbound marketing - agencies must fill this gap. Partnering with interns addresses staffing pain points while developing future talent.
Program Structure
Richie emphasizes that the more structure you provide, the better the internship program. Key elements include setting clear expectations and substantial hourly commitments to attract serious candidates, requiring Inbound Certification to standardize knowledge, organizing interns into defined roles around content, account management, and social media, and creating formal offer letters to establish professional expectations.
Meaningful Work
The biggest mistake agencies make with interns is assigning menial tasks. Richie’s approach is the opposite - bring interns onto client calls because they do not get that exposure in school. The team uses Inbound GamePlans to maintain project clarity and direction, ensuring interns are working on real deliverables that contribute to client outcomes.
HW Production recently experienced losing a key employee, which reinforced the importance of process documentation. When processes are documented, the knowledge lives in the system rather than in any one person’s head - making transitions smoother whether they involve interns, new hires, or departing team members.