Let’s look at some examples of how existing brands do it.
In their expression of interest form, Spotify ask potential Rockstars which areas of the community are the most interesting, what kinds of activities they are interested in, and ask for an example of a time that they’ve helped another member in the past.
In their self-nomination form, Autodesk ask potential Expert Elite members to specify their level of proficiency in Autodesk products, what kind of events people are interested in taking part in, what certifications they have, and how they would like to contribute to the program.
The Docker Community Group is based heavily on demographics and psychographics, so in their registration form they ask about location, job description, developer experience and areas of interest.
The Google Top Contributor expression of interest form asks members for examples of times that they have helped others, what products they know, and why they want to join.
Prezi have an Expert application form which asks people to describe the types of services they offer and asks for examples of work, testimonials, and why potential members think they would be a good fit for the program.
The Socratic Student Ambassador application form asks students to choose the three qualities that best describe them, as well as asking what kinds of subjects they enjoy, why they want to be a member and what activities they’d like to take part in.
The Allrecipes Allstars survey asks for everything from marital status, to annual income, as well as why people want to join the program, reasons why they should be admitted, and what kind of food product they would choose to be if they had to make a choice!
The Scoop Company Captain self-nomination form asks members whether they are able to make the suggested commitment of one hour per week.