Every recruiter has seen it happen – a highly capable, well-qualified candidate who seemed certain to make a great impression… but didn’t. They had the technical experience, the delivery track record, and the communication skills – yet something didn’t quite land with the employer.
Often, the reason comes down to one simple thing: they didn’t answer the question the way the interviewer wanted to hear it.
That doesn’t necessarily mean they were wrong. In many cases, their answer was good – just not aligned with the specific angle or context the interviewer was listening for. And in a competitive market, that small gap in interpretation can make the difference between moving forward or missing out.
One of the most common examples of this is the question:
“Why us”, or “What do you know about us?”
At face value, it sounds straightforward. You’ve read the company’s website, you’ve looked at a few of their projects, and you can probably recite their core values. But that’s often not enough – or not quite what they’re looking for.
Let’s unpack why this question carries more weight than people realise, and how you can use it to show not just that you’re capable, but that you’ve genuinely thought about why them.
Why ‘Why us?’ isn’t a throwaway question
This question is rarely about checking whether you’ve done your homework. It’s a subtle way for the interviewer to gauge three things:
- How genuinely interested you are in their company, not just any company.
- Whether you’ve taken the time to understand what makes them different.
- How well you can connect your experience to their world.
Most candidates look at a company’s website the night before the interview and think that’s enough. They’ll mention a few key projects, maybe a recent award, or comment on the company’s growth. But often, they forget or fumble key details, or they repeat surface-level information that could apply to half the builders in the market.
When that happens, it can sound like you’re interested in the role, but not necessarily them.
And that’s a problem – because employers want to hire people who choose them, not people who just want ‘a job’.
Why just looking at the website isn’t enough
If you want to stand out, you need to go a step deeper. That means remembering and referencing more than just their tagline or headline projects. Try to connect your knowledge of their business to what you do and how you work.
For instance:
If they’re known for working in complex live environments, such as refurbishments within occupied buildings or upgrades in operational settings like hospitals, universities, or shopping centres, talk about your experience managing staging, stakeholder communication, or safety planning on similar projects.
If they self-deliver as a builder-developer, show you understand both the construction and the commercial intent – for instance, how buildability decisions connect back to feasibility, design, and end-user outcomes.
If they focus on design-led developments, highlight how you’ve worked with architects and consultants to balance design intent with buildability.
By drawing these connections, you’re not just showing that you’ve researched them, you’re showing that you’ve understood them. And that’s a big difference.
Why some candidates can miss the mark
Even strong candidates can trip up here. It’s not because they don’t know their stuff – it’s because they don’t always know what the interviewer really wants to hear.
Some employers don’t give much context around their questions. They might ask, “Tell me about a recent project,” or “What was your role in that delivery?” – but what they’re actually listening for could be something quite specific.
- A Construction Manager might be listening for problem-solving.
- A Director might be listening for commercial control or client relationships.
- A Client might be listening for communication and professionalism.
You’ll never know exactly what an interviewer wants from every question, but you can usually make an educated guess based on their role and priorities.
- If the interviewer is a Director, they’re probably thinking about reputation, client relationships, and big-picture delivery.
- If it’s a Construction Manager, they’re likely listening for leadership, problem-solving, and site coordination.
- If it’s a Commercial Manager, they’ll be tuned in to cost control, forecasting, and risk management.
So when preparing your examples, think about which parts of your experience each type of interviewer will care most about. You can even tailor your responses slightly depending on who you’re meeting.
Cover multiple angles – Don’t assume they’ll fill in the gaps
One of the most common traps candidates fall into is assuming the interviewer will ‘get what they mean’.
You might describe a project that went smoothly, mention that the client was happy, and think it’s clear you delivered well. But the interviewer might be listening for your process – how you managed the program, how you handled variations, or how you communicated under pressure.
They don’t always connect the dots for you.
That’s why it’s smart to answer from multiple angles – technical, delivery, and personal. By doing that, you show you understand your work from several perspectives, and you give the interviewer what they need, even if they haven’t framed the question clearly.
Example – For a Contract Administrator
Let’s say you’re asked, “Tell me about your current role”.
You could say something general like:
“I’m a CA working on a large commercial project, responsible for managing contracts and procurement”.
It’s factual, but it doesn’t tell them much about how you operate or what you bring to the table.
Here’s a stronger version that covers multiple angles:
“In my current role as a Contract Administrator on a $60M mixed-use project, I’ve been responsible for managing procurement – from tendering and awarding subcontractor packages through to delivery. It’s given me a strong handle on both the commercial and practical side – everything from negotiating with subcontractors to tracking variations and forecasting costs. I’ve also worked closely with the Project Manager and client-side QS to make sure financial reporting stays transparent. What I’ve enjoyed most is seeing how those commercial decisions play out on site and being part of the problem-solving process when changes impact time or budget”.
In one paragraph, you’ve shown:
- Technical knowledge (contracts, cost tracking, procurement)
- Delivery understanding (seeing how decisions impact buildability)
- Personal motivation (enjoying the problem-solving side)
That kind of answer tells a richer story and makes it easier for the interviewer to see you in their team.
Example – For a Project Manager
Now take a Project Manager who’s asked about a recent job.
A basic answer might be:
“I managed a $75M residential project from start to finish, overseeing the program and managing the team”.
It’s accurate, but not memorable.
Here’s how you could make it stronger:
“In my current role as a Project Manager on a $75M residential build, I’ve been overseeing everything from early design coordination through to handover. That includes managing program, budgets, and consultant relationships, as well as leading a site team of five. A big focus for me has been maintaining momentum on program while balancing design changes from the client – so there’s been a lot of forward planning and clear communication with trades and consultants. What I’ve enjoyed most is seeing the team pull together under pressure and delivering a high-quality build on time”.
That answer demonstrates:
- Technical control (program, budgets)
- Delivery focus (coordination, design management)
- Leadership and culture (bringing the team together)
- Personal satisfaction (seeing the outcome through teamwork)
It covers several bases in a natural, conversational way, and gives the interviewer multiple hooks to ask follow-up questions on.
Preparation makes a big difference
You can’t control every question you’ll be asked, but you can prepare for the common ones – and think about what they really mean.
Questions like:
- “What do you know about us?”
- “Tell me about a project you’re proud of”
- “Why are you interested in this role?”
Each of these is an opportunity to show that you’ve done more than skim the job description. They’re asking you to connect your story to their story – to show you’ve thought about how you fit their business, not just how you meet the brief.
To help you prepare for your interview, you may be interested in visiting our Handy Resource Guide Hub which covers topics such as behavioural interview questions, interviewing the interviewer, interview questions that help you evaluate your medium-term career plans etc.
Even in a candidate-short market, it still matters
It’s tempting to think that because it’s a candidate-short market, the finer points don’t matter. But they do.
Many hiring managers still place a strong emphasis on culture fit and motivation. They want to see that you’re genuinely interested in being part of their business, not just testing the waters.
That’s why preparation and enthusiasm still count – even when demand for talent is high. A polished answer to “Why us?” doesn’t just show that you’ve done your research; it shows that you care enough to prepare.
And yes – even in this tight market, we’ve seen managers pass on candidates who don’t show genuine engagement, fully aware it might take months to find someone else. They’d rather hold the role vacant than risk bringing in someone who isn’t aligned with the team’s values or long-term direction. In the meantime, they’ll simply make do in the interim. Because in the end, the right fit matters more than a quick hire, especially in a climate where companies are taking a more strategic, risk-conscious approach to staffing.
Bringing it all together
Interviews are as much about alignment as they are about ability. You can be technically brilliant, but if you don’t connect your answers to what matters most to the interviewer, your impact can get lost in translation.
By taking the time to:
- Research the company beyond the surface level
- Understand what makes them different
- Think through what each interviewer might be listening for, and
- Cover your answers from multiple angles (technical, delivery, and personal)
You then give yourself the best chance to come across as both capable and genuinely invested.
There’s no way to guarantee you’ll answer every question from exactly the perspective they wanted – but by thinking ahead, showing genuine interest, and covering multiple angles, you’ll hit the mark far more often.
Because in the end, employers don’t just want someone who can do the job. They want someone who wants to do it with them.
Interview Preparation Checklist – The ‘Why Us’ Question
Download our handy, printable checklist below to help guide you at your next interview!
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