Certain parts of the recruitment and interviewing process are effectively black boxes. You can guess at things that HR/hiring managers want - experience and achievements related to the role they're looking to fill, relevant qualifications - and there are some cultural things, (you wouldn't put a picture of yourself on a CV in this country for instance,) but beyond that it's a very muddy game. There's limited advice on that front - though my personal take is that it would be a great shame not to be hired because you've not given the best account of yourself. Or, perhaps worse, to be hired because you've given someone the wrong impression of yourself (assuming you're not desperate for the money of course) and end up in a role that's going to make you miserable.