It’s always a great sign when the person you are interviewing demonstrates that they have taken the time to learn about your company. It’s even better to learn that they’ve done some research on your market and where you fit. When it comes to certain types of positions (e.g. sales, business development, marketing) it’s imperative that candidates demonstrate this kind of initiative. What’s fascinating as well is how much you can learn about the competition via those who want to become part of your team.