3.1 Why you need to research a company before attending an interview
When an interviewer is talking with a candidate, they are attempting to make informed judgements concerning the individual's skill set, competence and attitude.
One key indicator of a candidate's true level of interest is the amount of research they have conducted prior to the interview. If a candidate appears unconcerned with the company's structure and aims, this suggests to the interviewer that they are not serious about the role. In a competitive job market, this factor is an easy way of βiltering out those who are not taking the opportunity seriously.
Another reason you should research the company prior to attending an interview is to ensure whether they are likely to be the right βit for you.
For example
If you are looking to work for a company with a fast-paced culture, an organisation that cultivates a traditional, “steady” image may not be the best fit.
Your findings should not dissuade you from attending an interview, but they will be one factor to consider when thinking about how well you may fit in at the organisation.
Finally, conducting research will give you some extra confidence in the interview room. Attending an important interview can be a stressful situation, so it makes sense to be as prepared as possible. If you fail to do sufficient research and do not secure the job, you may be left wondering whether it would have made a difference in the end. Do not run the risk of regrets!
Activity 1: What Would You Want A Candidate To Know?
Estimated time: 5-10 minutes
Imagine that you are interviewing a candidate who has applied to join your company as a sales representative. If you were to ask the candidate what they knew about your business, what would you want them to say? One of the most common interview questions is “What do you know about us?” or “Can you tell me what you know about the company?”
If you cannot provide a satisfactory answer, you will be dismissed as a viable candidate. Fortunately, preparing a good response is straightforward. You will need to set aside an hour or two to research the organisation and take some notes, but your efforts will pay off in the interview.
3.2 How to locate useful information about a company Start by searching for the company's official website.
Overview
Depending on the size of the company, it may contain an extensive overview of its activities, a brief description of its activities and a collection of other information. Click on “About Us”, “History”, or “Press” to start. Typically, a company will list its products and services, company structure, history, objectives, mission statement and, possibly, some information about the hiring process and what it is
like to work at the company.
For example You may βind recorded interviews with employees in which they describe their role, why they chose to work for the company and what they like most about their job.
Annual report
Next, locate a copy of the company's annual report. If it is not available to download from the company's website or via a link you βind through a search engine, approach the company directly and ask for it. Look at the financial section (it should be clearly labelled as such) in the report for acomprehensive overview of the company's health. You will be able to see, in figures, whether profits are growing or shrinking, whether sales are increasing or decreasing, whether the company is in debt and how those in senior management roles plan to improve performance over the coming year.
You do not have to understand every single aspect of a report or look up all the unfamiliar jargon. Skimming it and reading the summary at the end will be sufβicient in giving you a general insight.
Background of persons interviewing/managing
If possible, research the background of the person who will be interviewing you. There is a chance that you will be able to make use of this information in the interview. If perhaps you read the same subject at university, you could mention that you noticed this commonality when reading their LinkedIn profile.
You should also make an effort to βind out the name of the person who will be managing you if you get the job. There is a small chance that you will be given the opportunity to demonstrate this knowledge during the interview, so it is worth familiarising yourself with the most important names in your department.
Social media
Next, move to the company's social media profiles.
Seek out their pages on Twitter, Facebook, Instagram and LinkedIn. Not only will these pages give you access to useful information, but they will also reveal how the company interacts with its customers and other organisations.
Remember that most companies put considerable effort into their online presence, as it shapes the public's perception of their products and services. Their social media proβiles should accurately describe the company's mission, the products and services they offer (or links to this information) and contact information. All proβiles and accompanying images should be clear and professional.
Customer/company communications
Look at the communications between the company and their customers - do they seem largely positive? If a customer has a complaint or suggestion, do they respond in a professional, constructive manner? Reading these public exchanges provides you with an insight into the company's culture and the quality of their customer service. You will also learn more about the company's target demographic.
Follow the organisation
Follow the organisation, as this will provide you with an ongoing stream of updates regarding their products and services. You could even ask a (sensible) question of your own and see how they respond. Ideally, a company should provide prompt, polite and helpful answers to any and all questions. If they are slow to answer, this suggests that their customer service team are not well trained, or that the company is short staffed. If this is the case, be sure to ask your interviewer about the training they offer employees and how they ensure that all customers receive great service if they encountermproblems with a product or service.
Research
You shouldalso do some research into the head of the company and the people who sit on the board of directors (if applicable). When a new leader takes over, an organisation's culture can change at every level. Do some background reading on the personalities involved. Have there been any changes at the highest tier of management? You may be able to find online articles or statements issued by the company, outlining the changes that have been made or amendments that will be implemented in the near future.
In-house publications
Finally, ask the individual overseeing the hiring process whether they would be willing to send you copies of the organisation's in-house publications. This will give you the very latest information on their deals and projects. If they have any catalogues, policies, or whitepapers available to read online, download copies and read them. What do they tell you about the organisation? How to discover what customers or service users think of the organisation .Anyone can make a public comment about an organisation online - and online reviews can provideyou with insight into an organisation's strengths and weaknesses.
Make a list of the organisation's key products and services and run a search for “[item/service] +[organisation name] + [review]”.
You may βind reviews on the company's website, on forums, or hosted on websites with solid reputations as consumer advocates such as Which?. Pay particular attention to reviews written over the past six months.
Fact
Businesses know that a good reputation is key to their success. Almost half (48%) of small businesses believe that their reputation is their most important asset.
Source: InstantPrint
3.3 How to learn what existing employees think of the organisation
Business review sites are another valuable source of insight into a company's culture and values.
Not only do they offer βirst-person accounts of how the organisation operates on a day to day level, but this also provides you with insight as to how they hire, what kind of interview questions they often ask during the application process and the benefits staff enjoy.
Glassdoor is a good place to start.
Simply type your prospective employer's name in the search bar on the homepage and you will be able to access reviews written by past and present employees. You may have to sign up in order to read some of the reviews, but membership of the site is free.
If you are applying to work in a small business, then review sites will be of less use, but even a couple of reviews can yield some useful information.
You should bear in mind that employees who take the time to join business review websites and publish their experiences online are likely to hold strong opinions, whether in a positive or negative direction. At the same time, it is worth looking through reviews to identify key themes. If an issue is referenced in numerous reviews, especially if the reviews have been published within the last few months, it is likely that they are indicative of an underlying problem.
For example
If numerous employees complain about the lack of opportunities for progression, there is a good chance that the problem is a genuine lack of opportunities for promotion rather than a lack of ability among the workforce.
You can take negative discoveries and use them as the basis for questions in the interview. To continue with the example above, you may choose to make a point of asking the interviewer about opportunities for promotion within the organisation. There is no need to say that you have read negative reviews. You could simply state that you are looking for a job in which you will have the chance to grow your career and that you would like to know whether their organisation can offer that opportunity. You would then assess whether you think the interviewer has provided a satisfactory response to your question and use your judgment in ascertaining whether the negative reviews are likely to reβlect on the company as a whole.
On the other hand, if you have uncovered a positive trend, you can make reference to it during the interview to build a rapport with the interviewer and show your enthusiasm at the prospect of joining the company.
For example If you βind that dozens of employees write that they like the inclusive, laid-back atmosphere in the workplace, you could mention that you believe the company has a laid-back but productive culture and this appeals to you.
If you have something positive to say, there is no harm in telling the interviewer that you read it online. Assuming they have not already read the reviews, they will be delighted to hear that their employees are furthering their reputation as a great place to work.
Fact
72% of consumers making a complaint via Twitter expect a response within one hour.
Source: Econsultancy
3.4 What you need to know about the industry
Organisations want to hire people who not only possess a specific set of qualifications and skills, but also have a good all-round knowledge of the industry.
If you have worked in the same βield for a while, you will already be familiar with the current trends, ideas, controversies and personalities that dominate the field. However, you should ensure that your background knowledge is up to date and that you can show evidence of Continuing Professional Development (CPD).
If you are changing careers or have no previous work experience, you will need to accumulate as much knowledge about the sector and role as possible. You can do this by:
Talking to people who are already holding your ideal role.
Whether you approach them in person or online, the best way of gaining an insight into a position is to talk to those who have already established themselves in the field. Make it clear that you are looking for a well-rounded perspective on the job, not just an overview of the highlights. Use LinkedIn to connect with people who have the background experience you need and send them a quick message asking them whether you could tap into their industry experience. Some people will be too busy to respond, but others will feel βlattered that you are reaching out.
Once you have found someone who has agreed to talk further, prepare some concise questions. Ask them what transferable skills are most important in their industry and what they would do to make themselves appealing to an employer if they were in your position. Their answers will grant you insight into how best to present yourself as a good candidate, despite a lack of relevant experience. If you happen to know an appropriate person in your social network, you could even ask to shadow them at work for a day or two if appropriate.
Reading websites and forums targeted at those working in the sector
By perusing websites targeting employees working in the βield, you will soon learn about the latest news, innovations and trends in the industry. Reading this kind of content is also a great way to make sure that you fully understand the most common jargon (including acronyms).
Blogs are another good resource. You can learn just as much by reading the comments threads in some cases as you can through reading the posts.
Reading trade journals
These are typically written in a formal style and can be jargon-heavy, but they will give you a comprehensive overview of what is happening in the βield. To βind trade journals relevant to your new industry, simply search the internet for “[industry] + [trade journal]” or “[industry] +
[magazines]”. Some journals publish content online, which you can read for free. As with blogs, the comments may be instructive in their own right.
Reading the business section of newspapers and magazines
Reading the business pages or βinancial sections of a quality newspaper will give you a broad overview of the issues the industry is facing. Reading professional commentary is also helpful.
Taking short courses that are relevant to your ideal job
Online platforms such as Udemy, the Open University and Coursera provide free or low-cost coursesacross a wide range of disciplines, particularly those relating to business and computing.
Even taking a course lasting just a few hours in length can bring you up to speed on key topics and job roles in an industry. They are also useful in their own right for helping you make an informed decision about entering a new sector. Some courses, such as those provided via Coursera, include a certiβicate of participation upon completion. These certiβicates are not a substitute for formal academic credit, but they demonstrate initiative and interest in the βield. In addition, Coursera provides courses created and administered by some of the world's leading academic institutes, including Princeton and MIT. This will make them an impressive addition to your CV and LinkedIn profile.
Reading books on the industry
Despite the proliferation of online courses and digital media, there is a still a lot of value in reading traditional books (or e-books) on your area of interest.
To narrow down your search, look at the reading lists for online courses that cover your subject area, or search for “[best books for] + [industry]”.
A prospective employer will not expect you to be an industry expert if you are changing career paths. However, they will want to see evidence that you have thought carefully about making such a drastic change. From their perspective, they will be looking to hire someone who has a realistic idea of what the role entails.
You may assume that an employer would always choose someone with background experience over someone entering the βield from a different industry, but this is not always the case.
A person who has not built up a long history in the field has not had the opportunity to fall into bad habits (that an employer may resent having to correct) and they are unlikely to be complacent with regards to CPD. Furthermore, some employers will happily seize the chance to cut costs by hiring someone less experienced at a lower salary, as opposed to someone with years of experience who commands a higher price. They may reason that the company will benefit from being able to mould a new recruit to suit the needs of the business.
3.5 What you need to know about a company's competition
No organisation exists in a vacuum.
Unless you are looking for a role in the public sector, your prospective employer will be in direct competition with other businesses selling similar products and services. To some extent, charities are also competing with one another for a share of the public's donations. Understanding the ways in which your prospective employer tries to differentiate themselves from others in their sector will give you the background needed to understand their company culture and ambitions.
Before applying for a position with an organisation, you should research the answers to the following questions:
Who are the organisation's top three competitors?
Has the organisation always held the same share of the market, or has their position changed dramatically over time?
What products and services have been launched by the organisation's competitors over the last two years?
Historically, how has the organisation responded when their competitors showed signs of pulling ahead? (This information may be hard to find, but it should be available online for large businesses).
How does the organisation try to appeal to its target demographic? Does it do this more or less effectively than its competitors?
Activity 2: Researching The Competition
Estimated time: 5-10 minutes
Find a job advertisement that appeals to you. Try to answer the questions above. If there are any
gaps in your knowledge, how might you acquire the information you need?
3.6 How to discover more about a business' competitors
Play the role of customer
If an organisation provides products or services that are accessible to the general public, you can learn about their competitors by seeking them out for yourself.
For example
If you are applying to work at a large pizza chain, it is a good idea to go for dinner at one of their restaurants - but you should also make a point of sampling their competitors' menus. Consider what the business does well and where you think it may be lacking in comparison.
Your interviewer might ask you to provide them with feedback from a customer's perspective and they will be impressed if you can prove that you have taken a proactive approach to research.
Read the websites of their competitors
Find out how the competition position themselves in the market. Do they target the same demographic as your prospective employer? If not, might there be some overlap anyway? How do they mark themselves out as different and “better”? You can also read reviews of the company's main products and services. Compare them to the reviews you found when researching your prospective employer. Do the businesses share the same strengths and weaknesses?
How does the competition recruit employees?
A transparent recruiting process that makes use of clear person speciβications implies that an organisation takes their recruitment process seriously. Furthermore, if they are a large organisation running a wide-ranging campaign, this may indicate that they are performing well and are looking to expand their workforce as a result. On the other hand, if they are a small or medium-sized company and publish advertisements in the same publications on a regular basis, this suggests that they struggle to attract and keep high-quality employees.Overall, a business's most recent recruitment drive can be a useful piece of information when determining its overall performance.Consider your findings in the broader context of a company's performance.
Examine their competitors' advertising campaigns
Advertising campaigns communicate a great deal of information regarding a business's desired image and target demographic. If your prospective employer uses a marketing style similar to that used by another brand, βind out who released their campaign βirst. Is your prospective employer a trailblazer in their industry, or are they reactive? Think about the aesthetic style of each campaign, where it is published or printed and whether the campaign would have required a large budget. Has the organisation changed its approach over the years, or has it tried to remain consistent in its image?
Research industry awards
If a business wins an award, they will usually draw attention to it on their blog or social media channels. However, it is still worth running an internet search to ascertain whether a company has picked up any accolades over the years. If your prospective employer's competitors have won awards, what might this say about the success and public image of each company? If your prospective employer or one of their competitors are about to launch a new product, is there a chance that they could be looking to gain special recognition in their industry? If so, what would this mean for the company's image and place in the market?
Module Summary
It is essential that you spend time researching your prospective employer, before attending an interview. Whether you are hoping to work for a small local business or a global corporation, the person interviewing you is more likely to take you seriously as a candidate if you can demonstrate that you have made the effort to learn as much as you can about the company. Undertaking background research suggests that you have a good work ethic, that you are willing to take the initiative and that you have considered whether you would be a suitable βit for the company.
The first place to look for relevant information is the company's website, followed by their social media proβiles and public communication with their customers. This will provide you with an overview of the company's ethos and will give you an insight into their reputation and branding.
The next step is to research employees' experiences using websites such as Glass Door. Make sure that you have an appreciation of the industry and what the role is likely to involve - this is crucial if you are planning to enter a new field.
You can grow your understanding by reaching out to contacts in your network, approaching people online and by reading publications written for those in your desired line of work. You may also wish to consider taking online courses as a means of proving to your prospective employer that you are willing to invest time in changing career.
Finally, you should be prepared to answer questions about the organisation's competitors. Taking the role of consumer and researching an organisation's top three competitors will allow you to gain an overview of the similarities and differences between them.
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