“What I loved about your job description was how you made the company value proposition clear to the prospective employee, and it wasn’t just a one-way street, that is rare and refreshing” – SPECIFIC.

 

The person you are interviewing probably wrote that and will be pleased with the compliment.

 

“I want to join a dynamic company to grow in my career”  – GENERAL (and pretty crap).

 

“What impressed me about your company was every person I asked (both present and previous employees) spoke positively about the organization, the direction, and how you treat the staff.” – SPECIFIC.

 

“I really identify with the culture here” – GENERAL (and outrageously crap).

 

Being specific demonstrates interest. Being general shows indifference.