"Why do you want to work here?": how to write an answer that isn't generic
Updated · 4 min read
"Why do you want to work here?" sounds like the easiest question on the form. It's actually where most applications fall flat, because the answers all sound alike: "You're a market leader with a great reputation and I'm passionate about the industry." Every other applicant wrote that too.
A strong answer is specific. It shows you've done your research, that you understand what the job involves, and that it genuinely fits what you want to do next.
What they're really asking
- Have you done your homework? Do you know what this organisation does and what makes it different?
- Do you understand the role? Do you know what you'd actually be doing day to day?
- Will you stay? People who chose this job for real reasons are more likely to be happy and stay.
A three-part structure
- Them: one or two specific things about the organisation that appeal to you, and why. Not "you're a leader", but something you could only say about them.
- The role: what about this particular job fits your skills or interests, with brief evidence.
- You: where this fits in what you want to do next, and what you'd bring.
A useful test: could you paste your answer into an application for a competitor without changing a word? If so, it's too generic.
Where to find specific reasons
- the careers pages, especially anything about training, rotations or how graduates are supported
- recent news, annual reports or blog posts about projects they're proud of
- their stated values, and examples of them acting on those values
- people who work there: alumni, LinkedIn, careers fairs or open evenings. A line like "When I spoke to one of your analysts at the careers fair..." is very hard to fake.
- the job description itself: the tasks and skills they highlight tell you what they care about
Example: a graduate scheme
Three things stand out to me. First, the rotations: spending time in operations, finance and customer insight before choosing a specialism suits me, because I enjoyed both the data and the people side of my degree and want to find out which I'm best at before I commit. Second, your work on reducing packaging waste across your own-brand range. I wrote my dissertation on consumer attitudes to recycling, and it would be exciting to work somewhere that is changing this at scale rather than just talking about it. Third, when I spoke to two current graduates at the Leeds careers fair, they both mentioned being given real responsibility in their first six months, including one who now runs a supplier review on her own. I want that kind of challenge early on. I'd bring the analytical skills from my degree, plus three years of customer-facing retail experience that has taught me what makes shoppers come back. In the long term I'd like to move into a commercial role, and your programme is the clearest route into that I've found.
- Every reason is specific to this employer.
- Each reason is linked to something real about the applicant.
- Ends with what they'd bring and where they want to go.
Example: a smaller company
I've used your booking software at the two salons I've worked in, and it was the one system everyone liked, because it was so quick for clients to rebook. That's why this customer success role appeals to me: I'd be helping businesses like the ones I've worked in get the most out of a product I already rate. I enjoy the problem-solving side of customer service, like the time I worked out why our salon's online bookings kept double-booking and fixed it with your support team. I'd like to grow into an account management role, and a 30-person company where I can learn from every part of the business is exactly where I want to do that.
- Personal experience of the product is a powerful, specific reason.
- Connects the role to a real example of the right skills.
- Explains why a smaller company suits them.
Common mistakes
- Talking only about what you'll get. Salary, location and "great training" are fine to mention, but balance them with what you'll bring.
- Flattery. "You're the best company in the industry" is empty. Say why something impresses you.
- Copying their website back to them. Reference what you found, then say why it matters to you.
- Reusing it without changes. You can reuse the "you" part, but the "them" part must be new every time.
Reuse the parts that don't change
The section about you, your skills and your direction stays mostly the same between applications. The section about the employer must be written fresh each time. Keeping your core motivation paragraph saved means you can spend your time on the research that actually makes the answer stand out.
Frequently asked questions
- How long should my answer be?
- Follow the word limit; 150 to 300 words is typical on forms. In an interview, aim for about a minute to a minute and a half.
- Is it OK to mention salary or benefits?
- It's fine to mention training or development, but avoid leading with pay. Employers want to hear that the work itself appeals to you.
- What if I'm applying to lots of similar companies?
- That's normal. Keep the parts about you consistent, and research two or three genuinely specific reasons for each employer. That research is what makes the answer work.