How to Research a Company
The following article should be all you ever need to know about researching a company. I recommend going through these tips before applying so you can tailor your resume and cover letter accordingly. This will give you the best chance of being offered an interview. Once you have been invited to an interview use the advice again and go even more in depth.
Start with the Company Website
The company website is the first and most reliable source of information. Focus on these areas:
About Us / Mission & Values: Understand what the company stands for. Note the mission statement and values. These often appear in interview questions like, “Why do you want to work here?” or “How do you align with our values?”
Products or Services: Know what the company sells or provides. Be ready to discuss these, especially if your role relates to clients, customers or product teams.
News & Press Releases: Check the latest updates, launches, partnerships and awards. Mentioning recent achievements or activities shows you’ve done your homework.
Leadership Team: Learn about key executives. LinkedIn or the company site often has bios. Knowing their background can help you understand the company culture and strategic priorities.
Take notes and summarise key points. This will be useful for tailoring your resume and preparing answers
Leverage LinkedIn
LinkedIn provides insights into company culture, employee experience, and hiring trends.
Company Page: Check recent posts, updates, and employee activity. This gives you a sense of how the company communicates externally.
Employee Profiles: Look for people in similar roles. Review their career paths and skills. This helps you understand what the company values in employees.
Connections: If you know someone at the company, reach out for an informal chat. Employees often provide insights you won’t find online.
Read Reviews & Employee Insights
Websites like Glassdoor, Indeed or FairyGodBoss can reveal what it’s like to work at the company.
Pros & Cons: Understand what current and former employees say about culture, management and growth opportunities.
Interview Experiences: Look at common interview questions and the hiring process. This will give you an idea of what to expect and how to prepare.
Salary Insights: Check average salaries for your role to ensure realistic expectations.
Take reviews with a grain of salt. Focus on patterns rather than individual opinions
Research the Industry
Understanding the company’s industry shows you are informed and helps you position yourself as the answer to a problem the company may have.
Industry Trends: Know what the current challenges and growth areas in the sector are. Industry knowledge in an interview shows credibility.
Competitors: Identify the company’s main competitors and what differentiates them. Be prepared to discuss how the company is (or could be) different from competitors.
Market Position: Is the company a leader, challenger or niche player? Understanding this can guide how you frame your answers.
Use Google alerts, industry reports and trade publications for up-to-date insights
Analyse Company Culture
Company culture is becoming increasingly important. Employers want candidates who align with their values and work style.
Social Media: Follow the company on platforms like LinkedIn, Instagram, TikTok and Twitter. Observe how they engage customers.
Community Involvement: Check for volunteer programs, partnerships or CSR (Corporate Social Responsibility) initiatives. This can give you talking points and show alignment with company values.
Employee Stories: Blog posts or videos featuring employees give insights into everyday work and company priorities.
Think about how your own values and work style align with the culture and prepare to highlight these during interviews
Prepare Questions Based on Your Research
Avoid generic, boring questions. One of the best ways to make a strong impression is by asking thoughtful, engaging questions.
“What were some of the biggest challenges during your recent launch into [new market]?”
“Has the recent partnership with [partner] influenced or changed company strategy?”
“What are the company’s thoughts on [industry challenge] and how to address it?”
Prepare 3 to 5 questions tailored to the company
Combine Research with the STAR Method
When answering behavioural questions, reference your company research using the STAR method (Situation, Task, Action, Result).
Situation: “I see your company is focusing on reducing operational costs…”
Task: “…obviously identifying inefficiencies without sacrificing quality is critical…”
Action: “…in my previous role I implemented a vendor review system and process optimisation…”
Result: “…that cut annual costs by X%. I’d be interested in applying my experience to a new challenge.”
Tailoring your examples to the company’s context makes your answers feel relevant and informed
Use Multiple Sources
Don’t rely on a single source. Cross-reference company information from:
Official website
LinkedIn
Industry news
Employee reviews
Press coverage
Look for patterns across a variety of sources to avoid outdated or biased information
Monitor Recent News & Updates
Stay up-to-date, companies evolve quickly and mentioning recent developments in an interview shows interest in/ engagement with the position.
Google Alerts: Set alerts for company news.
Social Media: Follow updates on LinkedIn and Twitter.
Press Releases: Check for developments, product launches, awards etc.
Even a small recent piece of news can become a conversation starter in interviews
Learn it all, then ‘Forget’ it all
Become very familiar with your research, questions and possible answers and then ‘let it go’.
Don’t try to fit every piece of information you found into the interview or ask every question you had planned.
Let the conversation flow naturally and opportunities will arise to use your knowledge and ask your questions. This will impress interviewers much more than awkwardly jamming in all your research and bombarding them with questions.
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