What impresses me, is when I'm talking to somebody who I can really feel has researched my business, my organisation. So, gone online and done any searches they can for any articles, so they actually understand my business, they know the sort of business I'm in, and they know something about me.
So I think that tells me they're interested. Someone coming and just saying "Well, I'm looking for a job as a recruitment consultant." ... well, they can get a job in hundreds of companies as a recruitment consultant, but why my company? Why me?
I think that's a really important thing, to be interested enough to have done the research. Really, really good candidates know things about my business that I don't, which really surprise me. So they weave it into the interview somewhere. So that's the first thing. To know about the organisation you're applying [to].
There's just so much information out there. There's no reason or excuse that you shouldn't be able to find out something about the organisation you're applying for.