If you cringe at the thought of answering this question, or can’t think of at least one or two compelling reasons to talk about passionately, then you haven’t done enough homework about the company! Or, you’re not really bothered about who you work for… and they will certainly not be bothered about you.
Employers want people who want to work for them. They want people who know something about the company that genuinely interests them, and excites them about the prospect of employment there. There’s no bigger ‘turn off’ for an employer who is interviewing a potential candidate and, when questioned more closely, the candidate hasn’t really got a clue about the company.
Researching the company you’re applying to work for is critical to the success of your application, and your lifeline during the interview. Most companies have websites, and most use many more social media channels where you can pick up really useful, current information about the company and its history, its activities, its products, its services, its working conditions and people. Many have annual reports or other publications that can be downloaded. Often you can get fabulous insights by reading the latest press releases, published articles, visiting stores or outlets, and reading reviews. Then there’s also Google, of course. And you can usually find someone in your network (who knows someone, who knows someone!) who can talk to you about working life at that company.
So there’s really no excuse for being unprepared. It all comes down to how much you really want to work there.