Colleagues, interns, students and job seekers often ask me these questions. I always refer back to the basic interaction of the job search or the proposal; it all boils down to this:

Determining whether someone will be successful in a position or contract.

An effective client or hiring manager would do well to define and explain what will be considered success, what will need to be accomplished. It's up to the applicant to show that they get that, and discuss their achievements that demonstrate that they have succeeded in similar situations and will do so in the future.

I call this the "magic phrase": Tell me what you've accomplished that demonstrates that you will be successful in the project we're discussing.

When you interview someone, you should explore the challenges your applicants have faced, what resources they had, and how they overcame obstacles. When you're looking for a job, what you include on your resume and what you say in your interview should explain what is so outstanding about what you've done, what you've achieved, and what value you will deliver to provide what they need.