Although your technical abilities are important, interviewers don’t only consider your qualifications and on-job experience. Employers use interviews to assess:
- Your communication skills
- Your ability to articulate your views
- Your ability to perform under pressure
- Your ability to think on your feet
- Your personality
- Whether you will fit into their current team
- Whether you will fit in with the company culture
- Whether you will fit their management styles/ethos
This is why you must "know your enemy" - well that's a bit dramatic, but it's certainly a good idea to do some research into to the company culture, views, visions, mission statements etc.