This is your chance to highlight your best assets and what you can offer to the school. It is also an advantage if your beliefs or values are aligned with the school's so you can use it as leverage. However, be conscious of your tone. You want to sound confident of your skills, but not arrogant.
"Apart from my educational background and work experience, I believe that my values are very much aligned with the core values that your school espouses. For me, that is important especially as someone who represents the school and, who will work with the students and their parents very closely. I am also very passionate about this profession and I know that I can take on the responsibilities that this job requires."
"I believe you should hire me because I personify all of the traits necessary to be an effective school counselor and have a genuine interest in building relationships with students, parents, teachers, and administrators to benefit students academically, socially and emotionally. I also believe my personal experiences and my experience as a classroom teacher and counselor, who has worked with every age group from Kindergarten to high school, will further benefit students."
Well structured answer with very good points. Try to think of other features that those competing against you for the job, would not possess. What is unique just to you?
"I believe you should hire me because, unlike my peers or other school counselors I have met, I... (insert personal mission statement, continued education or training you have completed, an area where you are a subject matter expert, etc.)..."
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