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The key to a great job interview is preparation.

As somebody who has interviewed thousands of candidates I can tell you that it is very sad to meet a candidate who is smart and friendly — but also, sadly unprepared for the interview.

When you ask a candidate, “What do you know about our company so far?” and their answer is, “Not too much, to be honest — just what’s in the job ad!” it’s a sad moment.

How can the candidate recover from that unfortunate start? They’ve already sent the message that they don’t care very much about the opportunity.

If the job is the kind of entry-level job people often take at the very start of their career, that’s one thing. A teenager doesn’t need to know the intricacies of Target’s corporate structure in order to do a great job as a Target cart attendant.

It’s different when you’re interviewing for a so-called Staff Professional role or any Knowledge Worker job. You have to do your research before the interview.

Your research not only equips you with information that will help you create the connection you want to make at the job interview (if it turns out that you like and respect the people you meet, and the job sounds interesting to you), although that is one benefit.

The other important reason to do your research before a job interview is to help you compose questions about the job.

There are certain things the employer needs to know about before they will hire you. There are certain things you need to know about the role and your prospective next boss, too — before you’ll know whether or not you want the job.

You should plan on at least two hours of preparation time before an interview.

If that sounds like a lot, think about how many brain and heart cells you will invest in the job if you take it!

You need to know as much as possible about the people you’re thinking about working with — before the interview begins.

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It could raise some red flags for the recruiter.

What you say to a recruiter in an interview can determine whether or not you get hired.

Asking the right interview questions is a great way to demonstrate interest and show that you’ve done your homework on the company.

But asking about promotions the wrong way can raise a red flag and seriously hurt your chances of getting the job.

When interviewing with a recruiter, you only have one chance to make a great first impression.

Asking smart questions about the company’s goals and their expectations for the role at hand is a great way to convey your enthusiasm and sell yourself.

But it’s important to tread lightly when asking about potential promotions.

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A well-prepared interview candidate knows the answer to the most common questions — things like “What are your strengths and weaknesses?” and “Where do you see yourself in five years?” – like the back of their hand. But even the sharpest candidates can be stumped by an unexpected curveball question.

According to bestselling management author and CNBC contributor Suzy Welch, these questions are designed to knock you off your game in order to see how you respond to the unexpected.

Welch tells CNBC Make IT that the key to answering curveball questions like “How many tennis balls can fit into this room?” or “If you could have any superpower, what would it be?” is to understand what the interviewer is trying to learn about you.

No one, she says, expects an exact answer like, “I, Suzy Welch, could fit 3,435 tennis balls in this room deflated and 1,115 inflated.” Instead, hiring managers want to see how well you can think in unexpected circumstances and how creative you can get with your response.

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Dear Career Coach,

Can you still negotiate compensation when the job posting explicitly lists a salary? If so, what’s the best way to approach this?

Signed,
Nervous Negotiator

Dear Nervous Negotiator,

Negotiations are often nerve-racking for candidates because they don’t want to ask for too much and have an employer withdraw an offer.

But I want to give you reassurance that as much as you fear losing out on an opportunity, companies also fear losing great talent (like you!) by coming in below expectations. That’s why companies and candidates often have an open discussion to meet somewhere in the middle.

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