In this ever changing world we see changes to everything. A very long time ago the resume was introduced to assist companies in reducing the time it took to recruit and look over possible employees. We've also seen the evolution in resumes and cover letters. Next is/was the electronic media and now social media.
My observations tell me that interviewing is taking another growth step. Rather than the question and answer sessions and a brief outlay of why we are the ideal candidate there is a new level of expectation.
Those that are able to research the company and put together a plan of possible action are seen as more desirable and better asset to the company. Of course this includes interviewing so one can decipher exactly what the company needs. As you put together your plan of action you can combine it with the last minute info you retrieve. Then as you are talking you can slip in ideas and a plan of action. This makes you stand out from the run of the mill "applicant".
Your ability to think quick, listen and interview well makes you much more successful.
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