Interviews: don't sell yourself short

There are few things as frustrating as coming out of an interview feeling that you haven't done yourself justice. Suzanne Tosh details some top tips to help you make maximum impact.

If you have got as far as the interview stage of a selection process, you have already negotiated a number of tricky steps. The odds on you getting the job are looking pretty good. So now you've got the chance to impress in a face-to-face meeting with your potential employer. But how can you ensure that you are seen in the best possible light? After all, everyone has off days. The good news is that performing well in interviews is a skill that can be learnt and developed. While practice may not make you perfect, it will significantly improve your chances of getting the job.

The level to which you are prepared can either bolster or crush your self-confidence. Any investment of time will really pay dividends so research the prospective company and its products and services thoroughly. Visit their website, read any company literature that is available and make sure you investigate the industry press publications. You'll lose brownie points if you don't know about a big news announcement concerning your targeted employer or a major competitor of theirs. Visit at least two stores or locations and have a good look around, making a note of your first impressions. Also scout out any competitors in the area and try to glean as much information about the sector as possible.

Reread your CV and, if applicable, the advertisement for the job, and relate your skills to the position. You must be able to talk fluently about yourself, so have a think about the questions you think you may be asked and practice your responses. Some of the most common questions are:

• Why do you want this job?
• What can you bring to this job/company?
• What are your strengths/weaknesses?
• What is your greatest achievement so far?

When you are rehearsing your answers, try to sound enthusiastic but controlled and inject some measure of humility. You may be blowing your own trumpet but you don't want to deafen the interviewer with the sound! Don't make claims you cannot back up; you will be found out very quickly. In addition, even if you are asked about a 'weakness' or a project that did not go well, you need to project it in a positive way. This doesn't mean making excuses or blaming a former boss, but rather how you resolved the situation or what you learned. For example, you might say that in a given project you perhaps took on more than you should have – which turned out to be a good lesson in the value of delegation.

Plan what you are going to wear carefully, ensuring that there are no buttons missing or hems flapping. You should be dressed appropriately, erring on the conservative side. Think 'clean, smart, neat'. Avoid wearing pungent aftershave or perfume, eating highly spiced foods the night before or indulging in a late night drinking session. You should look bright-eyed and bushy-tailed not puce and hung-over. If you are a smoker the temptation will be to have a ciggie to calm the nerves. If you can manage it, resist the temptation. You don't want smoky breath or whiffy clothes being the first impression you make.

Work out your travel arrangements carefully, allowing for the possibility that public transport occasionally runs late. If you are driving and parking in the company's car park remember that your mode of transportation is a reflection on you, so make sure that your vehicle is clean. Plan to arrive with around ten minutes to spare – don't turn up an hour early, however; it just causes annoyance. Whilst you are waiting to be called, read any company literature available. Ensure that you are polite to any representative of your prospective employer, such as receptionists, etc. Appearances can be deceptive; who you think is the office junior might be a dynamic, hotshot executive. In any case, politeness should be a given, not be dependent upon your perception of a person's seniority.

The first crucial moments of an interview could be the pivotal point that determines whether or not you are ultimately successful. Make sure you enter the room confidently, with a firm non-sweaty handshake accompanied by sustained eye contact – but don't stare! Sit down when invited and try not to fidget or fiddle with your hands, a watch or pen. Listen attentively to the questions and let the interviewer know that you are considering your answers carefully by using positive facial expressions. Be aware that your body language could be saying more than you, so sit up straight. Let the interviewer set the tone of the discussion and try to mirror it. Try not to overdo the charm; a sense of humour is important but might detract from how seriously you are perceived as a viable candidate for the position.

If you are not clear what the interviewer is asking, ask him or her to restate or clarify the question. Similarly, if you are not asked about something that you feel is important or relevant, raise the topic yourself. Don't miss out on the opportunity to sell yourself as the right candidate to fill the position. Be honest and consistent. Second interviews could very well go over the same ground so any discrepancies will be noted. Try not to ramble on and fill any silences with nervous chatter.

As mentioned earlier, you will undoubtedly be asked about your performance or how you have handled specific situations or even why you are looking for another position. Pause for thought, never blurt out any old answer and sound positive, relating your CV and relevant skills to the job. Above all, don't criticise the company you work for or a prickly boss. It will make you appear very unprofessional and the old adage of walls having ears is certainly true here.

• Don't answer any question with a simple "yes" or "no"; this could be your one and only opportunity to sell yourself and your skills.
   
• Don't interrupt the interviewer; it doesn't look like enthusiasm, just rudeness.
   
• Don't name drop or say that you have had a better offer. It can force the interviewer into a hasty decision which might not be in your favour.
   
• Do let them know, however, if you are being interviewed by other companies.
   
• Don't raise any subject that puts your prospective employer in a bad light, for example a recent court case, industrial action, etc.
   
• Resist the temptation to enquire about wage rises or promotion prospects – land one job at a time!

The interview is now in its final stages; how can you wrap it up and leave the interviewer with a positive lasting impression? Firstly, always ask a question at the end of the interview unless you have been asking them all the way through. You should have a couple of prepared points in mind. Ask how the vacancy arose or what the training and development potential is, but don't go overboard. Remember you have to land the job first.

Make sure you establish where you are in the recruitment process, what the next stage might be and when you will be informed of any decision. Mention how much you enjoyed the interview, even if you were unhappy with your performance, smile, handshake and leave. If you were referred by a recruitment agency, report any feedback to your consultant.

Don't be discouraged if you feel you didn't perform well. Use any feedback from the company positively. So you didn't get the job, there will be other interviews. Being able to perform in an interview under pressure is a skill that improves with practice. Thorough preparation should limit the surprises that you are confronted by, so it really pays to do your homework. Remember that the company is looking for the ideal employee; there is no reason it can't be you!!