Four Essential Steps to Researching a Company

by Eric Margules on June 5th, 2013

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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

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