When I diagnose problems clients have with their interview strategy, I often notice they answer interview questions too generally. They attempt to convey their fit for the job by describing the personal attributes they think make them relevant for the position. They explain they are team players, flexible and good communicators; they claim they are passionate about their work. But rarely do they go much deeper, failing to reveal just how they have leveraged these attributes and skills.
When candidates offer general responses to interview questions, they miss the chance to fully engage with the interviewer. Most hiring managers believe past success is a good indicator of future success. In order to convince them you are the best candidate for the job, you need to showcase stories of success that will be relevant to their work environment. It’s the details of these stories that build rapport and trust, and ultimately help hiring managers to get that “gut feeling” that you are best for the job.
Memorable stories of success explain a challenge you faced, the actions you took to address that challenge, and the corresponding results. Whenever possible, frame your results to show impact and use dollars, percentages or time values that demonstrate the difference you made in a situation.
To frame your responses to interview questions using this storytelling technique, use lead-in sentences such as, “I’ve dealt with that situation often. For example, last year I worked on a project… .” Or, “As a matter of fact, just last month I was dealing with a similar issue… .” This language helps you connect with the interviewer and set the stage for the story to follow.
Similarly, if you are asked what you think your greatest strength is and you want to highlight your expertise turning around troubled brands, you might say, “I excel in turnaround environments. When I was hired as marketing director of XYZ Company, sales were at their lowest in five years. By leveraging consumer insights to uncover purchasing trends, I helped revive declining brands and add $100 million in profits over two years.”
Here are some typical interview questions and recommendations for creating a more powerful story of success.
1. How do you overcome obstacles to get your job done? Don’t say what you would do — say what you have done. Select a story where you worked on a project with limited resources, a lack of formal processes, an unhappy client, or a disenfranchised team. Explain how you were able to get the project done despite these obstacles and note if the project was completed on time and/or on budget.
2. Describe your leadership style. Maybe you have a collaborative style or open-door policy. But saying that isn’t enough. Show how you lead by offering examples. Perhaps you initiated the first collaborative staff meetings to help groom talent. Or maybe you mentored employees or were able to retain your staff longer than average because you created an engaging work environment. Explain the benefits of your leadership style rather than just saying you are a good leader.
3. Have you ever had a disagreement with a colleague? Most people try to deflect this question and may say, “I get along with everyone,” or “I talk through any disagreements.” Hiring managers aren’t looking for people who always get along. They are looking for people who can do the job and make things happen. Select an example where you and the colleague had differing opinions, but you were able to influence him to your point of view or work collaboratively to find a solution.
4. How do you deal with change? Don’t just say you are comfortable working in environments experiencing change. Instead, select an example where you had to work within a new industry or organization, quickly learn a new set of responsibilities, work with a new team, or react quickly when a client’s needs changed.
5. How do you handle projects that lack clear goals? Rather than explaining the process you would go through to manage the project (research, talking to stakeholders, etc.), discuss a situation where you launched something, created something from scratch, or successfully took on a project that others had failed at. Discuss processes you put in place and how project success was measured.
7. What traits do you look for when hiring staff? Rather than rattling off attributes and competencies of your ideal employee, describe the best hire you ever made. Discuss why they were a stellar contributor, what types of projects they worked on, and how this employee impacted the company bottom line.
By personalizing your interview stories, you differentiate yourself as a unique candidate and become more memorable to the hiring manager. Your stories can communicate your passion for your work in a more authentic and interesting way than if you just responded to interview questions with a general overview of what you can do. Try this strategy in your next interview. You may just find your audience on the edge of their seat waiting for more.
(This article was originally published on Forbes.)