africa_pink/Shutterstock
It’s good to have a lot of goals. Much like the institutions they work for, higher education professionals have many ambitions and people to serve. But once you get into a job interview, goals are funneled down. Time is limited. The goal becomes determining if you are the best candidate. This often rides on the interviewer asking a single question: “Why should we hire you?”
As a candidate, you might have your own questions based on your goals, like “Is this job for me?” But the goal of a job interview is about candidates making a convincing statement for search committees about who they should hire.
Interviewers and candidates often diverge from the goal because of formalities, social norms, or signaling to each other how prepared they are. Few interviews begin with the direct question, “Why should we hire you?” Candidates are eased into conversation through a series of prompts like “Tell me about yourself” as an invitation to tell their story. The behavioral questions come later and, if at all, the interview will come back to a more explicit question as a closing argument for the candidate.
If the interviewer doesn’t ask “Why should we hire you?,” that is a missed opportunity for both parties. Candidates should answer it regardless of whether they are asked. And their response should have one goal in mind.
How NOT To Answer the Question
Before getting into the best way to answer the “Why you?” question, it’s important to know what this question is not asking. It’s not “Why do you want this job?,” although that’s often the first question asked.
The reason an institution should hire you is not because you are “passionate about student success” or because you “believe in the mission of higher education.” Every candidate can say that.
While you could answer “Why do you want this job?” with “Because I’m the best candidate” and then provide the reasons they should hire you, some interviewers might be curious about what interests you in the position. Just don’t do the inverse and explain your motivations when interviewers are seeking your distinct value proposition.
When you do answer the question “Why should we hire you?,” don’t use this as an invitation to pick the best things from your resume or CV. Not only does the search committee have this information already, but it makes the why-should-we question about you instead of them, and it damages your candidacy by applying a psychological phenomenon called the goal dilution effect.
Less Is More: The Goal Dilution Effect
Rooted in behavioral science, the goal dilution effect is when people tend to believe a product or service is less effective when it claims to achieve many things, compared to when it focuses on a single purpose. This comes from consumer marketing and explains the success of restaurant chains like Five Guys that keep their menus short by becoming the best at one thing.
In other domains, such as fundraising, the quantity of persuasive claims has a negative effect on reaching a goal. In one study from the Wharton School at the University of Pennsylvania, donors were twice as likely to give to a university when presented with one reason to give instead of the two combined.
“We triggered their awareness that someone was trying to persuade them — and they shielded themselves against it,” wrote Adam Grant, one of the study’s co-authors, in his book “Think Again.” “A single line of argument feels like a conversation; multiple lines of argument can become an onslaught.”
Similar less-is-more observations occur in other studies related to the job search, including one by researchers at the University of Michigan and University of Haifa, in which people tend to “average” the information presented to them. A mildly favorable achievement on a resume added to a list of highly favorable accomplishments dilutes the goal of the message.
This is not to say that specialists are better candidates than generalists or people with a dynamic array of skills. It just means that candidates can be more effective by answering “Why should we hire you?” with one compelling reason instead of a list that’s as long as a Cheesecake Factory menu.
How To Answer the Question
So what is a good response to “Why should we hire you?”
- It acknowledges the needs of the department, and it uses their words from the job description.
- It positions you as the solution with both quantitative and qualitative reasoning.
- It should be short, declarative, and confident. Shoot for around 30 seconds but no more than 45.
Here’s an example:
“You should hire me because my work directly advances your goal of expanding externally funded, high-impact research. In cybersecurity analytics, I’ve produced 18 peer-reviewed publications and secured $1.4 million in federal and industry funding — and I intend to build that same research momentum here. I’m a collaborative and disciplined researcher who builds productive partnerships quickly, which allows me to translate ideas into funded projects and student opportunities.”
Bottom Line
In the end, job interviews aren’t won by the candidate with the longest CV or story. They’re won by the candidate who answers the institution’s central question with clarity, conviction, and restraint. When you focus on one compelling reason — grounded in the department’s stated needs and delivered with confidence — you make the decision easier for the search committee. Don’t dilute your value. Define it.
