• Interview Question with Brent Hill

Interview Question: When to Use “Why”

A lot of advice out there will tell you to avoid the question “Why” during interviews.

Why?

Because it can feel confronting, even accusatory. But when used thoughtfully and in the right context, “Why” can be one of the most powerful tools in your interviewing toolkit. The key lies in how you use it—especially if you want to uncover a candidate’s deeper purpose and motivation.

 

Why: The Past vs. The Future

“Why” questions directed at the past can feel challenging. They often ask someone to justify their actions, choices, or opinions, which can make them feel defensive or judged. For example, “Why did you leave your last role?” These types of questions risk shutting down the conversation, leading to rehearsed or guarded responses instead of authentic insights.

But “Why” questions focused on the future? That’s where the magic happens. A future-focused “Why” encourages reflection and reveals purpose, direction, and values. It’s an opportunity for candidates to share their aspirations and motivations. For example:

  • “Why do you want to work here?” goes beyond knowledge of your company—it’s about their vision for how they see themselves contributing to your mission and culture.
  • “Why is this the right next step in your career?” digs into their long-term aspirations and how they view growth.
  • “Why is this the right time for you?” explores their readiness and timing, shedding light on the driving forces behind their career move.

 

The Interviewer’s Perspective

Using “Why” questions thoughtfully helps you gain deeper insights into the candidate. Here’s what to listen for:

  1. Understanding Purpose: What truly motivates them? Why are they interested in this role and company? Does their “Why” align with your organization’s goals and culture?
  2. Assessing Thoughtfulness: A forward-focused “Why” reveals how deeply a candidate has considered their next move. It showcases whether they’ve critically thought about how this role fits into their long-term career goals and, just as importantly, how they’ll fit within your team—not just their own ambitions.
  3. Fostering Connection: These questions help uncover shared values and aspirations. When their “Why” aligns with your “Why,” it’s easier to envision a cultural and strategic fit.
  4. Avoiding Confrontation: By focusing on future possibilities rather than past mistakes, you create an environment of trust and openness that encourages candidates to share more authentically.

If a candidate hesitates to answer, consider offering information first to encourage dialogue. For example, “I’m really excited about the growth we’re anticipating next year. It’s going to be a fast-paced and exciting time. Why might this be the right time for you to join a company like ours?” Follow up with: “Tell me more.”  to go deeper and if they can’t answer, it might indicate they haven’t really taken the time to envision a future with your company.

Pro Tip: Tone is everything. Make sure your “Why” questions sound curious and encouraging, not judgmental.

 

What the Candidate Should Convey

For candidates, a forward-looking “Why” is an opportunity to showcase your motivation and enthusiasm. You’re not just here for a job or a higher salary—this is your chance to highlight purpose and alignment.

Before the interview, ask yourself:

  • Why this company?
  • Why this role?
  • Why now?

Demonstrate that you’ve reflected deeply on these questions. Reference the company’s mission, values, and recent initiatives, and show how they align with your professional goals. Share specific examples of how this role fits into your bigger career picture, and how you envision growing your skills and contributing to the company’s objectives.

What Not to Do: Avoid generic or self-focused answers like, “It seems like a good fit,” or “This move will help me finally buy a house.”

 

Industry Expert Insights with Brent Hill Chief Executive Officer of Tourism Fiji

Our industry expert, Brent Hill, is a powerhouse in tourism and marketing. With over 15 years of executive leadership, he shares his perspective on the power of “Why” and how it has shaped his own journey.

When do you use “Why” on yourself?
“I ask myself ‘Why’ … Whenever I’m faced with a decision that is quite large… Why am doing this? Why do I want it to happen? Why now? For example, when I joined Tourism Fiji, I asked myself, ‘Why Fiji? And Why now? (it was the middle of the pandemic!). The answer was clear: the opportunity to work in an amazing place, to challenge ourselves and work somewhere completely different to what we’d known was compelling. Plus I wanted to challenge myself to see if my skills could help develop an extraordinary team and promote a destination that embodies joy, culture, and connection. And in terms of timing, it was “why wait?” There’s never a perfect time, there are always ‘other things’ that can get in the way… sometimes you’ve just got to trust your instincts and go for it. That clarity of purpose drives my passion then and today.”

What advice would you give for discovering the “Why” in others?
“To uncover someone else’s ‘Why,’ … you have to listen deeply and create a space where people feel comfortable sharing. I love asking questions of people and getting to their motivations, especially in tourism. Its such a good question to ask – be it a new business owner or an existing one – why are you doing this? It’s about asking open-ended questions and being genuinely curious. In our industry, it often involves understanding what inspires businesses and operators, but also the same for travellers – why do they want to come to Fiji? That has really helped us in what to develop and how to market effectively.”

Brent’s Top Tip:
“When you ask ‘Why,’ … be prepared to act on the answers. Understanding ‘Why’ isn’t just an intellectual exercise—it’s the foundation for action. For instance, when Tourism Fiji redefined its brand purpose, we asked, ‘Why do people travel to Fiji?’ The answer wasn’t just about beaches; it was about connection, happiness, and the people. That insight shaped how we tell Fiji’s story to the world, making our campaigns resonate on a deeper level. It fundamentally has reshaped our brand and made us a more authentic destination now, that I’m incredibly proud of.”

 

Conclusion

“Why” is not just a question, it’s a bridge to deeper understanding. When aimed at the past, it can feel confrontational. But when aimed at the future, it unlocks insights into thinking, direction, and purpose. For interviewers, it’s a tool to gauge alignment and motivation. For candidates, it’s a chance to articulate passion and vision.

So, the next time you’re preparing for an interview, remember, don’t be shy about asking “Why.”

@tourismtalentnz

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