Interviewing for Non-Interviewers: How to Get it Right

Interviewing for Non-Interviewers: How to Get it Right

Interviewing is a skill, not just a chat across a desk or an interrogation. Yet, many hiring managers and business owners aren’t trained in it, so they often miss out on great talent. Worse, they don’t even realise when it’s happening. An interview isn’t just about you assessing a candidate—it’s also their chance to assess you. If your interview process is clunky, unengaging, or awkward, the best candidates will walk away.

Let’s fix that.

The Interview is a Sales Pitch (for Both Sides)

You might think the power dynamic in an interview is one-sided: you hold the job, and they have to impress you. That’s outdated thinking. Candidates today have options, especially in competitive industries, and a bad interview experience will send them running to your nearest competitor quicker than Usain Bolt on ice.

Your employer brand is on display the second an interview begins. If your company comes across as disorganised, unenthusiastic, or unprofessional, it won’t matter how good the job is. Candidates will remember how they felt in the interview—and if it’s not great, they’ll move on.

Think of your candidate as a dream buyer in a sales process. You wouldn’t pitch a product without first understanding your customer’s needs or aspirations. The same applies here. Use marketing techniques to dig deeper. Explore their current situation, the challenges in their current role, and what’s missing from their career. Then, sell against those points.

For example, if they feel undervalued where they are, highlight how your company rewards and recognises contributions. If they’re looking for growth, showcase your progression opportunities. When you tailor the ‘pitch’ to what they genuinely want, you turn your company into the obvious solution.

Building a Strong Employer Brand for Interviews

Candidates start forming opinions about your company long before they step into the interview. Every touchpoint from your job ad, website, and even how your emails are written feeds into their perception of your brand.

Here’s how to make sure you’re putting your best foot forward:

• Consistency Matters – Don’t just talk about a great company culture; show it in how you communicate and interact. If your employer branding says you value people, prove it by giving them a smooth and respectful interview process.
• Make sure the job description matches reality. If you sell a dream job but the reality is different, candidates will figure it out quickly. Be honest about what the role involves—good candidates appreciate transparency.
• Sell the Role – If you sound bored describing the job, the candidate will assume it’s a tedious job. Be enthusiastic, show them why they’d want to work with you and highlight what makes your company a great place.
• Be Transparent About Challenges – No job is perfect, and candidates know that. Instead of painting a flawless picture, talk about the real opportunities and challenges they’ll face. The right candidate will appreciate the honesty.

Common Interview Pitfalls to Avoid

Bad interviewing isn’t just about asking the wrong questions—it’s also about how you conduct yourself. Here are the biggest mistakes that drive candidates away:

• Not Being Interested – If you’re disengaged or distracted, the candidate will pick up on it. If you don’t seem to care, why should they?
• Asking Boring Questions – “What’s your biggest weakness?” Groan. Generic, pointless questions won’t give you real insight and just make the candidate feel like they’re ticking boxes.
• Not Being Prepared – Turning up without reviewing a candidate’s CV makes it clear you don’t respect their time. Take the time to study their background before you walk into the room and prepare your questions accordingly.
• Not Being on Time – If a candidate was late, you’d see it as a red flag. It works both ways. Showing up late tells them you don’t take the process seriously.
• Having a Poor Attitude – Being dismissive, condescending, or overly interrogative doesn’t just make a bad impression. It actively damages your employer brand.

Structuring a Successful Interview

So, how do you run a great interview? Stick to this structure:

1. Start with an introduction – Set the tone by making the candidate feel welcome. Give them a short, engaging overview of the company, the role, and how the interview will run.
2. Ask open-ended, relevant questions – Focus on questions that encourage discussion rather than simple “yes” or “no” answers. Let them tell you about their experiences, challenges, and achievements.
3. Actively listen – Don’t simply wait for your turn to speak. Engage with what they’re saying. Good follow-up questions show you’re paying attention.
4. Give them time to ask questions – Candidates will judge you on how openly and honestly you answer their questions.
5. Be clear about next steps – Always end by explaining what happens next and when they can expect to hear from you. Uncertainty puts candidates off.

Why It Matters

A well-run interview helps you choose the right person but, most importantly, helps the right person choose you.

First impressions last. If a candidate leaves thinking, “That was awkward and disorganised”, you’ve probably lost them. On the other hand, if they leave thinking, “That felt like a company I’d love to be part of”, you’re one step closer to securing great talent.

Good interviewing isn’t hard—it just takes preparation, enthusiasm, and a bit of self-awareness. Get it right, and you’ll not only find the best candidate, but they’ll also want to work for you.