Answering “Why This Company” Without Sounding Basic

If you've ever been asked, "Why do you want to work here?" or "What drew you to this role?" and thought... "Honestly? I need a job and this one seems pretty good," you're not alone. But you and I both know the answer needs to feel more genuine and intentional—not just polished, but real.

Here’s how to craft a compelling answer that shows you’ve done your homework and makes you stand out from everyone else:

1. Skip the Generic Buzzwords

Phrases like “make an impact,” “drive KPIs,” or “fast-paced environment” are overused and underwhelming. Hiring managers hear them every day. Instead of trying to sound impressive, aim to sound specific and informed. Ask yourself: What is actually drawing me to this place?

Thorough research about the company and the product is the first strong step

2. Do the Research (and Show It)

Is it the company’s culture that attracts you? Their leadership? Their investment in a space you care about?

Whatever it is, name it—and explain why it matters to you. Maybe you’ve been a loyal user of their product. Maybe you attended a talk by one of their PMs. Maybe your last role involved a competitor, and you admired how this company solved a particular challenge. These details signal intentionality.

3. Use a Personal Anchor

Ground your answer in your own story. Here’s an example that hits the right notes:

“I’d love to bring the 0–1 product experience I built at X company to this role. I’m especially drawn to your mission—it connects back to my thesis project from grad school. I actually tried your product while researching that paper in 2020 and was really impressed. Seeing how it’s evolved recently makes me even more excited to contribute.”

It’s clear, credible, and personal—without trying too hard.

4. Frame Career Transitions with Intent

This often shows up as: "Why are you leaving your current role?"

Here’s how to keep it future-focused:

Don’t badmouth your last company. Even if the experience wasn’t ideal, frame your transition as a growth decision, not an escape.

If you were impacted by layoffs, it’s OK to say so—briefly. Emphasize your wins and pivot to what you’re building next.

“After a reorg that impacted 30% of my org, I took the time to reflect. I’m proud of what I accomplished—especially leading the launch of [X feature]. Now I’m focused on roles where I can continue growing in [specific skill/domain]. That’s what drew me to this opportunity.”

5. Ask for Feedback, Not Just Advice

Crafting the right response isn’t about memorizing a script. It’s about choosing the right story and framing it with confidence. If you’re not sure whether your answer lands, get a second opinion. A coach, friend, or trusted peer can help you stress-test your narrative.

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Need Help Refining Your Answer?

If you're working on your pitch and want feedback that goes beyond generic advice, I offer coaching for mid-to-senior UX and product professionals. Book a free 15-minute intro call to see if we're a fit.

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