Know Before You Go
Being fully prepared for an interview means going beyond surface-level answers and choosing the right outfit—it means developing a deep understanding of the company, role, and people you’ll meet. This lesson will teach you how to maximize your interview opportunity through effective research.
Why research is essential
To impress the hiring manager
One of the most common interview questions is, “What do you know about our company?” Being able to answer confidently demonstrates that you’ve done your homework. It also shows the interviewer that you’re not just there to land any job—you’re there for this job. Hiring managers will be more likely to remember and recommend a candidate who goes the extra mile to learn about the company.
Insider Tip
Customizing your answers based on research will allow you to stand out. Incorporate the company’s current projects, values, or recent news into your responses.
To learn the culture
Researching a company before an interview allows you to connect your experience and skills with the company’s specific environment. Understanding the company culture and values lets you frame your responses in a way that highlights how you will fit seamlessly into the organization.
Don’t
Don’t give generic responses that could apply to any company. Be specific to the role you’re applying for.
To be sure the company is a good fit for you
Interviews are a two-way street. You need to impress the employer, but it’s just as important to determine if the company aligns with your values and career goals. Researching the company’s work environment, growth opportunities, and culture will help determine if it’s the right place for you.
Insider Tip
From Google to Glassdoor, online reviews can provide valuable insight. Look for patterns to get a feel for how the business functions behind the scenes.
Doing your homework
1. Start with the company website
The company’s website is the best place to begin your research. This is where you’ll get a good overview of its mission, values, services, and leaders.
What to look for:
Company overview
Learn about the company’s history and mission.
Leadership team
Understanding the backgrounds of key executives can give you insight into the company’s direction.
Recent news
If the company has notable achievements or updates, mention them during the interview.
Insider Tip
Go beyond the “About Us” section. Check out blog posts, press releases, testimonials, and case studies to learn about the company’s projects and successes.
2. Use Google to gain a broader perspective
While the company website is helpful, external sources can give you a well-rounded view. Search for recent news articles, industry reports, or customer reviews that provide insight into how the company is perceived outside its internal marketing.
What to look for:
Public perception
What do customers and the media say about the company?
Recent developments
Discover recent news or challenges the company has faced.
Insider Tip
Be ready to mention something you found outside of the company’s official site to show you’ve done your due diligence. It may seem like a small thing, but it will set you apart from candidates who haven’t put in the work.
3. Read the job description thoroughly
The job description is your cheat sheet for the interview. It highlights the primary skills, responsibilities, and qualifications the employer is looking for. Pay attention to the specific language used to describe the role, and be prepared to tailor your responses accordingly.
What to look for:
Key skills
Understand which skills are emphasized.
Responsibilities
Be ready to match your past experiences with the tasks you’ll be expected to perform.
Don’t
Don’t just memorize the job description. Instead, think critically about how your previous roles and experiences have prepared you for these duties.
4. Research the interviewers on LinkedIn
Knowing the backgrounds of your interviewers can give you an edge. Search for their profiles on LinkedIn to learn about their professional background, experience, and interests.
What to look for:
Professional background
What roles have they held within the company?
Common connections
If you have mutual contacts or shared experiences, it’s a great conversation starter.
Insider Tip
If the interviewer’s LinkedIn profile shows they’ve written articles or shared industry insights, read them. Referencing one of their posts will show your interest in the industry.
5. Explore the company’s social media accounts
Social media offers a more casual look into the company’s culture. This is where you can gauge the company’s tone, employee engagement, and what they value day-to-day.
What to look for:
Company culture
Is the company formal or laid-back? How do they present themselves on platforms like Instagram, X (formerly Twitter), Facebook, LinkedIn, and TikTok?
Recent activity
What are they promoting or celebrating recently?
Don’t
Don’t assume that if a company is informal on social media, the interview will be informal, too. Always maintain professionalism.
6. Read employee reviews online
Glassdoor can give you insight into the day-to-day reality of working at a company. Reviews often indicate common themes about the company’s culture, management style, and work-life balance.
What to look for:
Interview feedback
Some reviews even describe the interview process, which can help you know what to expect.
Company culture
Look for both the positives and potential red flags.
Insider Tip
Take each review with a grain of salt, especially the overly positive or negative ones. Focus on the overall trends.
7. Analyze the competitive landscape
Understanding the company’s position within its industry can help you connect your skills to its goals. Knowing the company’s competitors and industry challenges shows you’re thinking about how to help them stay ahead.
What to look for:
Competitors
Who are the company’s main competitors, and how does it differentiate itself from them?
Industry challenges
Identify current challenges or trends in the industry that could impact the company.
Key Takeaways
- Research is your competitive advantage. Knowing the company and the people you’ll meet allows you to tailor your responses and engage meaningfully.
- Understand the company’s mission, values, and culture before the interview to make sure it’s a place where you can thrive.
- Leverage multiple sources, from the company’s website to LinkedIn and Glassdoor, for a balanced view of the company and its people.
- Tailor your responses to the role by reviewing the job description and matching your experience with their needs.
- Be proactive in using this research to stand out as someone who’s done more than skim the basics. Having deep knowledge makes a huge difference.