I look for honesty. I smell bullshit a mile away. I'd prefer someone just said, "Actually, I haven't had much experience with this, but I'm very open to new experiences and I'm a quick learner."
I'd then look for an example of something new they had to learn.
Portfolio - depends on level of hiring and what role.
Regardless - I hate seeing stock products, or brochures laid out with watermarks still on images. I hate seeing mistakes in a portfolio, whether it's something labeled wrong, spelling errors in the layout - or even worse, mistakes in their portfolio work, like a misspelling, or a some general error.
If someone told me they grew their own font I wouldn't be impressed, unless it was a job for a type foundry or something like that.
I'm not a font aficionado, but I do appreciate that others are. But if someone was talking 6 hours to pick a font that's a different story.
The other thing I hate to hear is when someone shows their "masterpiece" - a poster that is glorious, or a booklet, something that is faultless. And I ask them how long they spent on it and the answer is always looming as something like "4 years, it was a college project".
I expect that done in 4 hours, not years! This industry is so fast-paced.
Not joking, I was explaining to our intern yesterday, who is about 15 years younger than I - and explaining the way it was when I started just 20 years ago (I'm not even 40 (yet!))
We had files sent in on CD or Zip disks, there was no PDF workflow, no email system. We loaded files from disks sent by post or hand-delivered. We then set the text, printed, proofed, amended, reproofed. Printed out on large plotter, cut, fold-down, staple, insert to an envelope.
Then it was either a courier if local - or have it at the train station before 3pm if going to the rural areas.
We received the proofs back by post, marked-up on the copy, and completed the changes, proofed, amended and then reprinted and sent out the pages in an envelope with a sheet that they had to return confirming all changes are made and ok.
Nowadays, I would be lucky to have 2 hours to do anything!
This morning I had to create artwork for a presentation that someone was giving at lunchtime, involved creating 3x 1920x1080px images, and animating them.
I got the work in at 9.30 am and signed off by 11.30 am.
I really don't want to hear that someone spent 4 years on a poster or an 8 page booklet.
Advice:
Know your own CV inside out. Rehearse your experience and summarise it verbally beforehand.
First question is usually - tell me about CV.
Know it.
Make eye contact - if 2 or more - pan to each and talk to all of them, but particularly the person who asked the question.
Pick a favourite piece from the portfolio, have a good reason ready.
Years ago - I was asked what would be my weakness in design.
My answer was - I make mistakes.
They were shocked - they were like "You make mistakes!!!!" *gasp* *shock* *horror*
The truth is what I told them "Yes I make mistakes, and if someone comes in here and tells you they don't make mistakes they are liars. They are not being honest with you. I know I make mistakes, that's why I take my time and check my work, and even ask someone else to check it over. Mistakes happen all the time, especially when the work plate is loaded and under pressure."
I rattled on for a while - but I got the job!