Many practitioners fear that applicants will fake if they are asked to fill out a personality test. Although this fear has inspired much research, it remains unknown what applicants think when they fill out a questionnaire. Thus, we conducted a qualitative interview study that was guided by grounded theory principles. We interviewed (a) real applicants directly after filling out a personality test; (b) real applicants who had filled out a personality test in their past job hunt; (c) hypothetical job applicants whom we asked to imagine being an applicant and to fill out a personality test; and (d) hypothetical applicants who had much experience with personality tests. Theoretical saturation was achieved after interviewing 23 people. A content analysis showed that much is going on in applicants' minds – that which is typically subsumed under the expression ‘faking’ actually consists of many facets. In particular, participants assumed that the interpretation of their responses could be based on (a) the consistency of their responses; (b) the endorsement of middle versus extreme answers; and (c) a certain profile, and these assumptions resulted in corresponding self‐presentation strategies. However, these strategies were not used by all participants. Some answered honestly, for different reasons ranging from honesty as a personality trait to the (false) belief that test administrators can catch fakers. All in all, this study questions whether measuring mean changes in classical faking studies captures all important facets.