Applied online, offered a phone interview about 3 weeks later after I feedbacked that I have other pending offers which require immediate replies. Phone interview was not conducted by the HR personnel, so the person was not trained to look out for certain traits or characteristics of candidates. Duration was about 50 minutes. Phone interview was divided into 4 sections, first is more housekeeping matters (asking about job preferences), second section is more on personal achievements, third section is on experiences (communication etc), fourth section is an open ended discussion on four topics, given the context that you are the CEO of a company.