
http://www.ere.net/2009/12/01/improving-interviews-by-using-forced-choice-questions-to-replace-yes-no-questions/#more-10890
There are three important dimensions to selling as it pertains to recruiting top performers:
1. Selling one’s own credentials as a recruiter or hiring authority (Why should I listen to you?)
2. Selling the position or opportunity (Why should I be interested in the opportunity?)
3. Selling your company or the organization to which you desire to connect the candidate (Why would I want to work there?)