12 Effective Ways to Research a Company Before an Interview
In preparation for your next job interview, we’ve gathered insights from top professionals, including HR executives and CEOs, to offer you the most effective strategies for researching a company. From analyzing employee social profiles to utilizing LinkedIn for company insights, explore the twelve comprehensive strategies these experts recommend for a deep dive into your potential employer’s world.
- Analyze Employee Social Profiles
- Observe Active Social Media Channels
- Check Crunchbase for Financial History
- Conduct Informational Interviews
- Research Interviewers and Company Staff
- Study the Company’s Digital Footprint
- Review Website, Reports, and Employee Insights
- Utilize Glassdoor for Candid Feedback
- Leverage Official Channels and Employee Reviews
- Read Between the Lines of Company Communications
- Compare Company with Industry Competitors
- Utilize LinkedIn for Company Insights
Analyze Employee Social Profiles
Drawing from my dual background as an HR professional with five years of experience and an HR writer with four years under my belt, I’ve developed a keen eye for assessing company cultures and work environments beyond the company’s LinkedIn page and traditional review sites like Glassdoor.
A key strategy is to closely observe how employees discuss their work environment and culture on their personal LinkedIn profiles. This approach offers authentic insights into the company culture, beyond what is officially presented.
For instance, recurring mentions of overtime, burnout, or high stress levels among employees are clear red flags, indicating a potential culture of overwork. Conversely, posts celebrating team achievements, work-life balance, or professional development suggest a positive, supportive environment. Such nuances provide valuable, candid insights into the company’s real culture, guiding you toward making a well-informed decision about your potential workplace.
Maheen Kanwal, HR Executive, B2B Tech SaaS Copywriter, Founder, Call to Authority
Observe Active Social Media Channels
Assess the socials that they’re most active on so that you can really get a sense of what makes them ‘tick’, and what they’re likely to respond positively to. For example, if they have an office dog, then you can share your mutual love of dogs, or if they’re working on a certain project that they’ve shared, then you can comment on that project specifically.
Tracey Beveridge, HR Director, Personnel Checks
Check Crunchbase for Financial History
If you plan on working for a start-up, a scale-up, or a rapidly growing organization, I strongly recommend looking at Crunchbase to see their financial history. A great many privately owned companies survive almost entirely on venture capital, and the availability of this capital is paramount to their continued existence.
Crunchbase outlines a company’s investment history, providing powerful insight into where the money is coming from. Consequently, when applying for jobs, it’s always worth keeping an eye on how much funding they have received, and for two reasons. Free-flowing funding means that salaries are likely to be paid as promised, as they are unlikely to run into financial problems in the short term. But also, if venture capital firms are interested in investing, this suggests the organization has something special going on, which is a positive sign.
Oliver Savill, CEO and Founder, AssessmentDay
Conduct Informational Interviews
One strategy I highly recommend for thoroughly researching a company before an interview is to leverage informational interviews with current or former employees. While online resources provide valuable information, speaking directly with individuals who have firsthand experience with the company can offer unique insights and perspectives.
Start by reaching out to your professional network or utilizing platforms like LinkedIn to identify individuals who currently work at or have previously worked for the company. Politely request a brief informational interview where you can ask questions about their experiences, company culture, values, and any other relevant aspects.
During the informational interview, focus on open-ended questions that encourage detailed responses. Inquire about the company’s mission, recent projects or initiatives, workplace environment, team dynamics, and growth opportunities. Additionally, ask about challenges they’ve faced and how the company addresses them, as well as any advice they have for potential candidates.
Listening attentively to their responses can provide valuable insights beyond what you might find in official company materials. Pay attention to recurring themes or sentiments, which can help you better understand the company’s culture and values.
After the informational interview, take notes and reflect on the information gathered. Compare it with other research sources, such as the company’s website, news articles, and employee reviews, to gain a comprehensive understanding.
Daniel Jorge, Senior Consultant, EC1 Partners
Research Interviewers and Company Staff
At the end of the day, companies are made up of people. It’s super important before an interview to do research about the people you’ll be speaking with. Just five minutes of Googling can do a lot… Look at their LinkedIn page (maybe you have connections or education in common) and find something interesting to discuss.
I’ve interviewed hundreds of people, and many don’t even look at our company website before speaking with us. Those that do just a little bit of research about the company and me really stand out and show they go the extra mile!
Corey Schwitz, CEO & Founder, On-Demand Salesforce, Hubspot and Revenue Ops Customization, Skydog Ops
Study the Company’s Digital Footprint
A unique strategy for researching a company thoroughly before an interview is to study its digital footprint beyond the traditional scope of its official website and social media profiles. This involves a deep dive into various online platforms and resources where the company’s indirect presence can provide insightful context about its culture, reputation, and operational nuances. Here’s how to approach this:
Participate in or review discussions on industry-specific forums and online communities related to the company’s field. These platforms can offer unfiltered insights into the company’s reputation within the industry, emerging challenges it might be facing, and the innovations it’s known for.
Websites like Trustpilot, Yelp, or even product review sections on e-commerce platforms can provide a wealth of information about the company’s products or services, customer satisfaction levels, and how the company handles complaints or feedback. This research can explain the company’s customer service ethos and product quality.
Companies in regulated industries (finance, healthcare, etc.) should check reports and filings with regulatory bodies. These documents can shed light on the company’s compliance history, financial health, and any regulatory challenges it may have faced. This information can be particularly insightful for understanding the company’s operational rigor and market standing.
Vaibhav Kakkar, CEO, Digital Web Solutions
Review Website, Reports, and Employee Insights
Before your interview, check the company’s website to learn about what it values and who leads it. Look at reports and financial statements for information on its finances and performance. Check news and social media for recent projects and how the company is perceived publicly. Read what employees say on sites like Glassdoor to understand how people feel about working there.
Also, check LinkedIn for key people and connect with current or past employees if possible. This will give you a good understanding of the company, and during the interview, you can show that you know about its goals and values.
Eva Toledo, Senior Researcher, Kepler Search Pte Ltd
Utilize Glassdoor for Candid Feedback
I would highly recommend using Glassdoor or any other tool that will provide candid feedback about an organization. While organizations can pay to try to have bad reviews removed, the on-the-ground feedback and how an organization responds can show a lot.
In my consulting practice, I was burned by this previously. A client that I was going to work for had really bad reviews about the culture, the owner, and red flags that would have been a tip-off of things to come. However, I ignored the data in front of me. They turned out to be very much like the reviews, and I should have heeded the warnings. I ended up leaving the client after about six months.
Ben Madden, Owner, HR Action LLC
Leverage Official Channels and Employee Reviews
I highly recommend utilizing the company’s official channels, particularly its website and published materials. Start by reviewing the About Us, Mission Statement, and Values sections to grasp the organization’s foundational principles and culture. Examine annual reports and financial statements for insights into the company’s financial health and performance.
Additionally, explore recent news articles, press releases, and social media profiles to understand current developments and employee interactions. Leveraging employee review platforms like Glassdoor can provide valuable perspectives on the work environment. Connecting with current or former employees on platforms like LinkedIn can offer firsthand insights.
This comprehensive approach ensures that candidates not only understand the business’s objectives and financial standing but also its culture and employee experiences, facilitating a more informed and tailored interview preparation.
Steven Mostyn, Chief Human Resources Officer, Management.org
Read Between the Lines of Company Communications
The most important thing is to read between the lines on a company’s website and public communications to figure out what they really care about. Study their About page, press releases, leadership bios, and so on. Look for signs that they value innovation, people, or social responsibility in a way that appeals to you. Understanding what motivates a company will help the conversation flow better in interviews, beyond just your qualifications.
Additionally, check out news articles and reviews to get balanced inside perspectives from employees. Approach learning about a company as an interesting research project where no detail is too small. Doing this groundwork will allow you to assess if it’s a good fit, align values, and show how you can contribute.
I’ll admit I didn’t always do enough research early on and stumbled in interviews. But being your real self, focused on helping people more than profits, makes connections that the right organization will recognize.
Lou Reverchuk, Co-founder and CEO, EchoGlobal
Compare Company with Industry Competitors
One very effective tactic when researching the company you are about to interview with is not only studying the company’s history, products, services, and culture but also the company’s competitors to get a broader view of the industry and how the company stands against those competitors.
You can find company intelligence in industry reports, news articles, or in financial statements. This can help you to understand the competitive dynamics, current market trends, or present challenges. A good way to impress the interviewer can be to refer to their competitors and how they might be able to take account of this in the job you are applying for. It would show that you can think strategically and that you tend to be proactive.
An interviewer may ask you to describe some ways you might contribute to the company if you got hired. It’s a way of asking, “What can you do for us?” It can also be a way to determine your motivation and commitment to the company. Answering this question can help build your credibility and show the interviewer that you are excited to help the company grow. Some possible ways you might be able to contribute to the company that you’re interviewing for include bringing in new trends, being knowledgeable about the company, and being innovative.
Blake Smith, Marketing Manager, ClockOn
Utilize LinkedIn for Company Insights
LinkedIn provides a wealth of information about companies, including their mission, values, products or services, and recent news or updates. Additionally, you can explore the company’s culture page on LinkedIn, which often includes employee testimonials and insights into the work environment.
Another valuable aspect of LinkedIn is the opportunity to leverage your professional network. If you know anyone, past or present, who has worked at the company, you can reach out to them for insights or information.
Connecting with current or former employees can provide you with firsthand perspectives on the company’s culture, work environment, and overall experience. They may be able to share valuable insights that go beyond what you can find through public sources. This knowledge will help you prepare for your interview and demonstrate your genuine interest in the company.
Heidi Hauver, Chief People Officer
