What's easy to forget when you're looking for a new job is that you are interviewing the company as much as they are interviewing you. It's about match and exchange. Do they have what you want? Do you have what they want?

If you feel desperate for a job, everything about the company, position, and people may look a lot rosier than it probably is. You're much more vulnerable taking whatever's offered rather than assessing the situation for real, personal satisfaction. The same can happen if the company is desperate for you. They may view your abilities as greater than they are, and you may end up in a spot where it's tough for you to succeed.

Before any interview, do your homework. If it's a public company, check stock market performance. What's the stock price trend? Do they have a track record of hitting performance targets?

Check out the company's web site for quarterly and annual reports. Even if you can't understand the spreadsheets, read the descriptive overview. What markets are they in? What are their products or services? Who are their competitors and how do they rank against them?

If it's a private company, find articles on the web from the last 12 months to help you. Also, ask around. Perhaps you'll uncover a reputation or insight you wouldn't know otherwise.

Come to the interview prepared with questions to ask. Here are some suggestions for new questions to ask and what to listen for in the response.

-What's been the company's growth the last three to five years? Wall Street measures growth by financial numbers, typically revenues, or profits. If they tell you only the customer or production growth, they may be avoiding the fact that profits didn't increase. Do they portray company growth the same as you found in your research? If not, what is this telling you?

-Where does the company see itself in the next two to three years? Listen for a clear vision and mission with a specific strategy that spells out where they want to go. Does it make sense to you? Does it seem achievable? Did the company achieve their strategic goals the last two to three years?

-What improvements or innovations has the company made recently to remain competitive? Listen for a proactive stance on change and innovation as needed in today's market, both internally and externally. Standing still is not an option for thriving in the Now Economy.

-What three words would you use to describe the company's culture? Every company has an internal culture, which you'll live in if you work there. Listen for a quick, clear response that may indicate the culture is strong and perceived positively. A hesitant response may indicate that the culture is less than favorable. Do you like what you hear? Is the culture a good match for your personal style?

-What is the average tenure of your employees? Tenures of two years or less may indicate an internal problem that isn't clear on the outside. Tenures of 10 years or more may indicate this is a great place to work, but also may tip you off to internal stagnation or lack of upward mobility.

-What is the company's employee turnover rate? Listen for anything over 15 percent. Twenty percent means one out of every five people is leaving each year. What's wrong with this place? The exception might be a specific industry. For example, front-line customer service jobs can have a turnover rate of 40 percent or more; it's the nature of the job and hourly wage wars.

-What does the company do to retain employees? Smart companies know they need more than good benefits to keep good performers. Listen for common benefits plus additional ones to help juggle other aspects of your life. Do they offer child care? A fitness center? Onsite banking? Postal service? Flex time? Telecommuting? Financial rewards are often another retention strategy. Are there merit increases? Bonuses? Do they conduct employee opinion surveys to keep in touch with employee satisfaction?

The bottom line: You have to think like someone investing in or buying the business as well as someone working within it.