In a job search, you’ll need to research a prospective company at least two separate times (but most likely more): (1) when you’re applying for the position (writing your cover letter especially!) and (2) when you’re preparing for an interview. (Bonus: (3) before either of these, when you reach out to talk with someone there for an information-gathering meetup!)

But the phrase “research the company” can be a little vague. It’s also easy to simply Google them, scroll through their website, and call it good.

What people don’t realize is how much they can know before going into the interview or writing a cover letter! And how better your interview and/or cover letter will go if you come in armed with insider knowledge. 

Think about it, how much of a typical interview is spent on the interviewer telling the interviewee about the company? Think of how much more of an in-depth look you’d get if you said, “I’ve heard that this department is looking to expand its social media outreach. What strategies are you considering?”

Resources

We have so many resources available to us thanks to the internet. But as you’ll see, the internet isn’t an end-all-be-all. More often, it’s a way to find people to connect with who can give you more nuanced information.

What to Research

Here’s an extensive—but not final—list of things to look into before writing a cover letter or going in for an interview. Of course, every item on this list won’t apply to everyone and every industry. But I’m hoping that seeing this list will help you brainstorm your own ideas!

Company

• Mission
  • What is the company’s mission statement? What do they find valuable? Keep this in mind for later topics to see if they walk the talk.
  • Resource: You can find this on the internet. 
• Company culture
  • What’s it like to work there day to day? Is there camaraderie? Competition? Communication? Keep an eye out for homogeneity—does everyone look and think the same way? Will they be open to new outlooks? You shouldn’t blend in with everyone else—you do need to help complete the puzzle. 
  • Resources: You’ll have to go hunting for this by connecting with past and present employees. Find them on LinkedIn, and read reviews on company review websites like Glassdoor. Keep in mind that the information you get will most likely be biased, and you’ll have to take everyone’s opinion with a grain of salt.
• Prominent projects
  • What types of projects has your potential new team completed in the past? What are they working on now? Have they changed their focus/audience/methods before, or are they going to?
  • Resources: Look at industry news articles about them. Research their website and social media. And, of course, talk to employees and clients if possible.
• Locations
  • How many locations do they have for work? What is it like to move between branches? Are they looking to continue remote work in the future? (Only ask if it is relevant to you!)
  • Resources: The internet should be a good source for this, both their website and company review sites.
• Clients
  • Who are their ideal clients? What clients have they picked up recently? Can you tell if they lost any as well? What’s their relationship with clients? What reviews do clients leave?
  • Resources: The company website and social media (and testimonials page) and previous and current employees are your best bet.
• Industry news
  • What do industry experts think about the company? The bosses? What reviews do people leave for the company? What is the company’s public relations presence like? Are they listed in the local business newspaper’s annual book of lists?
  • Resources: Whatever news aggregates you use, web searches, social media, Glassdoor, industry-specific organization and websites, message boards, leaders in the field, local media, employees, and clients.
• Gossip, rumors
  • What are people saying about working there? What is management like? Hiring processes? Work procedures? 
  • Resources: Again, this will be talking to people connected with the company as well as sites like Glassdoor. But take in this information cautiously; it’s typically opinions, not facts.

People

• Potential boss
  • Look at their previous experience. What background do they have? How long have they been with the company? How long have they been a manager? 
  • Can you tell what their philosophy is when it comes to leading, managing, and working?
  • How do they talk to and about their employees and team? How do they talk about work?
  • What do previous and current employees and team members say about them?
  • Resources: You’ll want to use a mix of sources for this research: the potential boss’s web presence and social media as well as interviews with their previous coworkers.

• Hiring managers
  • Talk with them to get to know them better before interviewing, if possible. Find out what style of interviewing they prefer. Learn about the company’s overall hiring process.
• Boss’s boss
  • Who is your new potential boss answering to? What demands is their boss putting on them? What is their boss’s work philosophy?
• Department leaders and members
  • Who will you be working with? What are they like to work with?

Industry

• Keep up to date about the health and growth in your industry as a whole. How is it doing now, given the current state of affairs? How did it fair during the last recession? What are the hiring numbers? What are some of the struggles lying in wait?
• Resources: This information will be found in news articles, message boards, social media, water cooler talk, you name it.

What other aspects do you research before writing a cover letter or interviewing? I want to hear! Share in the comments or on social media.

I’m Stacey Lane: Career Coach | Transition & Career Strategist | Personal Brand Specialist

I help individuals with unique backgrounds find their perfect fit and effectively market themselves so they find work that is as interesting as they are.

Contact me to get started!