Job interviews have two main goals: To gather information about candidates and create a positive impression of your organization. Here’s what most applicants are interested in:

• Challenging, interesting work. Job seekers know they’re going to work—and work hard—in their careers. Point out the difficulties as well as the opportunities in the job you’re trying to fill—you want people who like to confront problems. Follow up with questions about what they’ve found engrossing and what challenges they’ve faced in their careers so far.

• Recognition and rewards. Candidates are looking for organizations that pay attention to what people accomplish, and that recognize and reward them for it. Personal recognition by their bosses and competitive salaries both count highly. Ask questions about what sorts of recognition applicants find especially motivating, and discuss how your outfit provides them.

• Advancement and career growth. Savvy candidates are focusing on continual learning, being coached and mentored, and having a variety of assignments as a hedge against volatility. Ask questions about skills they want to acquire and the kinds of personal development they look forward to. Point out how your organization can help them achieve their overall career goals.