Why would you like to work for our organization?

Good answer
Yours is the sort of company in which I could maximise my
contribution. All my research has revealed that you are not
only market leaders in service standards and product
innovation but that you also have a great work culture.
Everyone I’ve spoken to has talked about the high levels of
support, training and recognition employees receive. You offer
great career prospects, interesting work and family-friendly
policies. Above all, I’ve always been very keen to work for a
company that offers challenging and cutting-edge work.
Not so good answer
I know your organisation really looks after its people—
everybody I talked to wants to work here. You pay well and
look after your employees. You’re a large company, which
means that my prospects for career enhancement would be
increased and hopefully I wouldn’t be doing the same kind
of work all the time. I like the idea of getting rotated and
learning new things.
Comments
The tone of the first answer is set in the opening sentence, where
the candidate talks about wanting to contribute—which is the sort
of thing that excites employers. The answer recognises all the good
things about the company, but very importantly links these plusses
to contribution on the part of the candidate. In other words, it’s
not just about what the candidate can get from the company but
also what the candidate wants to give back.
The overriding problem with the second answer is that it’s all
about what the candidate can get out of the company. No overt link
is made between what the company offers and how these factors
can increase the candidate’s contribution.