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.png "How To Research A Company")
Lindsay Malcom
March 14, 2022
Newsletter ArticleKnow what Makes the Company Stand Out
Every company has something that makes them unique. To find this, understand why the company was created, what principles it was built on and what purpose it fulfills. What makes the company different from its competitors? What is its market share like? What is the company’s value proposition? These are all essential pieces of information you will want to know before interacting with the employer in an interview or conversational setting.
The answers to these questions are almost always on the company’s website. Typically, you will find this information under the “About Us” page. Be on the lookout for sections titled “Core Values” or “Mission Statement” as these sections reveal how and why the business stands out from the crowd. Read closely and after, ask yourself what the company stands for and what their purpose is. Some examples of core company values are “commitment to client service” or “sustainable and ethical practices.” When you are reading the “About Us” section on their website, be sure to jot down anything that you find interesting, any values or tidbits that resonate with you or anything that sparks your curiosity. Review this section and any other company basics you should know: when and where the company was founded, the founders, CEO or top executives, the size of the company, current location, general company history and any statistics or certifications that are mentioned.
Use your research to understand what the employer values and connect with them on company-specific topics during your interview and other interactions. Of course, don’t recite their website content verbatim during the interview, but do bring up certain points that stood out to you. You could say something like, “I was skimming through your website, and I noticed that (company name) strongly values giving back to the community. Could you tell me more about how that value has impacted company culture?”
Ensure you cannot easily answer your questions by looking at the website. This shows that you have done your research and that you value the company’s efforts. By asking or mentioning specific things from the website, the employer will know you took the time to learn about the organization.
Check Out Their Social Media
The company’s social media is a window into their organization. By checking out the company’s social media profiles, you will get a good sense of who they are. Find their social media, see what platforms they are active on, and scroll through their posts to see what updates they are sharing. Checking out their social media will give you an insight into their customer base, interactions, tone, brand, purpose, and events and initiatives that they find important. Remember, if they spend time promoting something, it’s probably because they think it’s important!
This information will allow you to gauge the type of customer they appeal to and interact with. As always, remember to make a mental note of positive news and examples so that you can use them to your advantage in the interview. If there is a post that stands out to you, a positive comment or review from a customer, or a company referral, take note so you can reference the positive experience later on–you may even pick up on something the employer has not seen yet and surprise them! Knowing how a company interacts with its customers, its community and in some cases, its own employees online can help you know what to expect when interacting with the employer yourself.
Keep a Close Eye on LinkedIn
LinkedIn has features different from other social media platforms that are helpful when researching a company. Visit the company’s profile to learn what kind of news and updates the organization communicates to the public–this is what they want you to know. Find content that stands out to you and use it as a talking point when interviewing. Company-specific questions are sure to impress an employer who applauds candidates who teach themselves about the company before even working there.
Be sure to head to the “People” tab. This will give you an overview of the employees at the company, their current roles, and their backgrounds. On the people tab, you can identify who works at the company, where they live, their responsibilities, what they studied, skills they have identified as needed in their jobs and how you are similar. For further research, you can filter people out based on what they do. For example, if you select “Sales & Business Development” you can view every person doing that job function at the organization. This is a valuable tool to keep in mind during your research as it shows you how other people got to their jobs, and it helps you find skills you already have and those that you would like to develop.
Quick Tip: be sure to view the profiles of the people who will interview you. This will give you knowledge about what they do as well as their experience. Make sure you have the setting turned on where they can see that you viewed their profile–it will show them you care and that you thoroughly prepared for the interview!
Focus on the Now
Knowing recent company news and industry trends shows you can stay relevant and well-informed. Has the company recently launched a new product or service? Did they win an award this past year? Were they recognized for their achievements in sustainability? Did they form a new partnership? Mention it! Or even better, congratulate them on their accomplishments and elaborate on why you think they did a good job. For example, if the company recently received a Fair-Trade Certification, you could share your thoughts on how important it is to adhere to ethical standards and ensure that businesses are accountable for the way they impact the lives of others. The employer will appreciate you taking the time to show them you are knowledgeable about what is going on in their world.
Another word of advice when researching a company would be to refresh yourself on recent trends or events happening in the market that the company operates in. The most effective way to bring this up in an interview is to reference something that is occurring in the employer’s industry and ask how it could affect their business. This will demonstrate your internal knowledge of the company, while acknowledging external market factors that could be positively or negatively affecting them. Mentioning timely, current events or trends lets the employer know you are on the ball when staying on top of things. This will display a drive to be proactive in your work–an essential trait that employers are looking for. Now that you have done all this research about the company, remember that your objective in the interview is to convince the employer that you want to work at their organization. Back your answers up with your ability to talk about what makes their company unique and express your excitement by showing your knowledge. Work with examples that you know and answer interview questions confidently. Knowing exactly what you’re talking about couldn’t be any more effective!
Questions to Consider when Looking at a Company’s Social Media
• What type of content are they posting?
• Do they have a large or small following?
• Are their followers international or more local?
• How often are they posting new content?
• Do they have a professional or more casual tone?
• Who is their audience online? How does this compare to their target market?
• What is their communication style like?
• How do they handle customer complaints or unsatisfied clients?
• Are they responsive to consumers online or do they rely more on in-person interactions?
• Why do they post to social media? Is it for brand awareness, event promotion, getting sales leads, or something else?
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