From writing cover letters to preparing for an interview, company research is an essential part of any job seeker’s strategy. Thorough research not only shows the hiring manager that you’re serious about the position, it will also help you evaluate a company’s compatibility with your own values and preferences.
Before diving in, create a list of the information you’re looking for. Facts like the company’s size, location, products and services, and clients are important, but be sure to include subjective information like reputation, culture, reviews, and branding to get a more complete picture of the company.
Go to the Source
The best place to start your research is the job listing itself. Pay attention to the job description and company biography. Assess how they fit your own career goals and long term plans. Would you still want to work there in five years? How about ten?
Next, head over to the company’s webpage. You’ll get a feel for their brand and a better idea of their history and corporate culture. Read their Home and About pages carefully. Note specific accomplishments and goals. Citing specifics is an easy way to demonstrate your research to an interviewer.
Read the company’s blog to dig deeper into their corporate culture. Blog posts are usually more candid than traditional marketing content. Consider the topics they write about and the blog's overall tone. Is it lighthearted or serious? Does the blog look professional or amateurish?
Impressions like these will provide a window into the culture and values of a company. Just remember, any information on a company’s webpage is sure to be skewed in their favor.
Blaze Your Own Trail
Do a search or two of your own. This will give you an idea of the company’s reputation and prominence. Does your search return a lot of news articles or mostly scientific papers and press releases? What are people saying on forums and in other corners of the internet?
For specific questions, head to social networks. Most companies cultivate their Twitter, Facebook and Linkedin accounts religiously. Customer service agents should be more than happy to answer questions, and you’ll often get a faster response than you would by email.
Social networks are a great place to connect with employees of a company. This is especially true of Linkedin, which features an employee list right on the company profile. Follow the company and connect with employees to get an idea of the kind of skills and experience the company values.
Tap into Your Network
Some sites, like Glassdoor and Indeed, feature reviews and inside information from current and past employees. While these sites can offer insight into a company’s internal workings and salary structure, they tend to attract extremely satisfied or disgruntled reviewers, and won’t represent an accurate sample of employees.
Reach out to your own professional network. Ask the opinion of someone you trust in your field. Have they ever heard of the company? If so, what are their impressions? Can they connect you with any employees on Linkedin?
Finish Strong
Continue your research through the interview. Use everything you’ve learned in your search to craft questions that demonstrate the depth of your research. Ask your interviewer to clarify any lingering questions and concerns, and take the opportunity to assess the culture of the office.
If you want to be taken seriously in the job market, you have to do your homework before applying or interviewing with a company. This not only proves your interest in the position, but also helps you decide if the company is right for you. That way, when a job offer comes your way, you’ll be ready to make the right decision.
Photo: Shutterstock
Your professional brand defines how prospective employers and colleagues see you. While a well-maintained brand looks professional and can go a long way toward earning you a callback, a poorly-maintained brand will land your resume in the trash.
But what exactly is a professional brand? And how do you grow one?
The term “professional brand” is just marketing speak for the impression you make on potential employers and business contacts. While you may not think that you have a brand, the prevalence of social media means you have probably left behind some kind of digital footprint. These bits of data, combined with your reputation and professional network, make up your professional brand.
No Second Chances at a First Impression
Like everything else, brands have gone digital, so it’s imperative that your digital presence make a good first impression. The first thing many business contacts will do after connecting with you is Google your name. The results—good or bad—make up their first impressions of your professional brand.
As a professional, your goal is to manage these search results in a way that supports the essence of your brand. So when a potential employer searches your name, they find a list of accomplishments and not a video of you doing the chicken dance.
Below are five easy steps to get you started on the path toward brand-perfection.
1. Know Thyself
Before you do anything, take some time to plan out how you want to be perceived. This is your best chance to define yourself. While it might be tempting to make things up as you go along, a cavalier attitude can result in an awkward and disjointed brand. You’ll be surprised by the difference that a little planning can make.
One easy way to start shaping your brand is to create an elevator pitch introducing yourself and the value you offer to prospective organizations. Keep it short (around 30 seconds) and simple. The goal here is to engage your audience and entice them to learn more.
2. Get Social
After settling on what you want to be, it’s time to spread the word. Your name is your brand, and social networks are the best places to get your name out on the web. By far the most useful social network for job seekers is Linkedin, which most employers view as a virtual resume. Other networks like Facebook and Google+ are important too, but for other reasons that we'll get into later.
Make a Linkedin profile as soon as possible (if you haven’t already) and learn how to use it. Start updating regularly and make sure your professional title is relevant to your chosen industry. Consistency is key; your name and picture should be the same across everything you want associated with your brand.
3. Keep it Professional
Once you establish your professional profile, you’ll want to keep all those cat pictures of yours from muddling the search results. Make a clear distinction between professional and personal information on the web. Overly personal information associated with your name will damage your brand. If blurry Facebook photos from the pub come up in your search results, you can bet employers will notice.
Most social networks have privacy options that allow you to control what information is available to the public. Take the time to familiarize yourself with these options and hide all information that doesn't enhance your professional brand.
4. Start Blogging
If you haven’t done it before, blogging can be intimidating, but a well-written post on a topic relevant to your brand shows you understand your industry. Practice makes perfect, so write about what you know as often as possible. You’ll see your writing improve with each post. Plus, the more relevant content you create, the more prospective employers will be impressed by your prominence in your field.
5. Leave Your Desk Behind
Your digital presence is only part of the brand equation. When it comes to networking, there’s no replacement for an old-fashioned handshake. Attend seminars and workshops in your field, and be sure to make your presence known at job fairs and other events where employers and recruiters might be present.
This is your chance to reinforce the good impressions you made online. Practice your social skills and seal the deal by conducting yourself professionally. Memorize your elevator pitch and use it to make as many new contacts as possible. Be sure to carry business cards and always follow up within a day or two.
Maintain Control
Cultivating your professional brand is an ongoing process. These tips will get you pointed in the right direction, but it’s important to continue building your brand regularly. Remember to maintain control of your digital presence, so whenever an employer researches you, you won’t be surprised by what they find.
Photo: Shutterstock