If you want to walk into your interview properly prepared, a quick glance at the company's website won't do it.

You know you're supposed to research a company before heading into the interview. But what research will help prepare you before you apply for a job? Looking up the company's website simply isn't enough anymore. Hiring managers want you to show an understanding of their mission, values, and industry position. 

When you're applying to multiple companies, it's tough to know how much research is enough. The key is to focus on what will provide the most value – helping you stand out in interviews without spending hours online.

1. Begin with the company basics

The company website is a great place to start your pre-interview research. Keep in mind that a corporate website presents a carefully crafted image. You will find awards, carefully-worded brand messaging, feedback from happy customers, and other strategically-developed materials, but you need to read between the lines. 

If the company is publicly traded, check out its latest 10K Annual Report under the “Investor” section of the website or on the SEC website. These reports may not be exciting, but they provide insight into the company's financial health, competition, and business risks. If you're short on time, focus your attention on management discussion and market segment sections.  

If you are interviewing at a startup, Crunchbase will provide similar information about funding rounds, recent hires, and company news.

2. Look at social media

A company's social media presence can tell you a lot about its culture, priorities, and reputation. LinkedIn should be your first stop. Check the company's profile, leadership team, and the department you're applying to. Reviewing articles, posts, and recent updates can reveal what the company values most.

Next, explore other platforms like Twitter, Facebook, and Instagram. 

  • How does the company engage with customers? 

  • Are they focused on thought leadership, or do they rely heavily on promotions? 

Pre-interview company research should also include a look at employee reviews and public discussion – this can help you gauge workplace culture beyond what's on the official website.

3. Run an internet search

A simple Google search can uncover valuable information beyond what's on the company's website. Look for press releases, news articles, and interviews with executives. These can provide insight into the company's latest developments, challenges, and industry reputation.

You can even set up Google Alerts for the company name and key executives to receive new articles or announcements directly to your inbox, making sure your pre-interview research will help prepare you before you apply for a job.

4. Check company reviews online

Glassdoor.com has both positive and negative feedback from current and past employees for thousands of companies. Think of it as a virtual water cooler and gossip room. While most users are honest, everything you read on Glassdoor is self-reported, subjective, and hard to verify. Look for patterns without focusing on any one experience and maintain a measure of professional skepticism no matter what you read.

5. Understand the company's target market

You'll notice that a lot of online reviews come from vendors and customers. After all, a company's success depends on its stakeholders. If you're wondering what research will help prepare you before you apply for a job, understanding the company's target market can give you an edge.

6. Research the company's competitors

While you're checking out vendors and customers, you might as well take it a step further and get a clearer picture of the company's position in the industry by taking a gander at what their competition is doing. Look at companies that offer similar products or services. Check their websites, social media, and press releases to see how they compare. 

  • What makes your target company different? 

  • Are they an industry leader or trying to catch up? 

Knowing this can help you craft better interview answers and demonstrate that you understand the company's challenges and advantages.

7. Look into the company's leadership

A company's leadership shapes its direction, culture, and priorities. Finding out about a company's leadership is research that will definitely help prepare you before you apply for a job! Start with LinkedIn profiles, company bios, and recent interviews with executives. 

  • Have they made strategic shifts? 

  • What initiatives do they emphasize?

Also, check industry-specific news sources for expert commentary on leadership decisions. Specialized publications often provide deeper insights than general business news. 

8. Analyze industry trends

By now, you've already pulled up recent news, industry reports, and company blogs. One way to set yourself apart from the competition is to understand the industry landscape so you can anticipate what might come up during an interview. 

  • What are the biggest challenges companies in this field are facing? 

  • Are there any major regulatory changes, economic shifts, or technological advances affecting the industry?

Go back to what you learned about the competitors because there are a ton of clues there, especially if multiple companies are making similar transitions or strategic moves. These types of patterns can give you some insight into where the market is heading.

9. Leverage your network

For some really great research that will help prepare you before you apply for a job, speak with industry professionals to get honest, real-world insights. Successful candidates find that LinkedIn and other virtual connections are most powerful when used as a stepping stone to real conversations. 

Look for professionals who have worked in the company and are open to speaking with you. Come prepared with questions, use their time wisely, and remember to send a thank-you note.

Ace your pre-interview research

The research phase of the job-search process isn't just a fact-collecting assignment. The things you learn should solidify your decision to pursue the opportunity – or give you warning that this position isn't right for you. Remember, interviews go both ways. You're proving you're the right person for the job, but they have to prove they're the right company for you.

You've done your research, now make sure you can answer the questions. Learn more about our interview-coaching services.

This article was originally written by Natalia Autenrieth. It's been updated by Marsha Hebert.

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