Interview Research Gets Results

Okay, so you've got an interview coming up... Awesome! I know you're probably running through all those classic interview questions in your head, and that's great. But here's something I notice a lot of my clients overlook in those three hours of prep: researching the company itself.

When you show up understanding the processes, problems, and projects they're working on, everything changes. Your answers get sharper. Your questions get smarter. The whole conversation elevates from "Can you do this job?" to "When can you start?"

Who Is Their Competition? Start here!

Understanding who they're competing with gives you a serious advantage. When you know the competitive landscape, you can speak intelligently about what makes this company stand out and why you chose them specifically.

You have plenty of easy & free (!) research sources at your fingertips: Crunchbase (great for startups and tech companies), Owler (free competitor lists and comparison data), or check the "Competitors" tab on Glassdoor and the "Similar Companies" section on LinkedIn's company pages. A targeted Google News search for competitors will pull up recent industry articles and analysis.

Once you've identified their main competitors, ask yourself: What makes this company different? Is it their culture, innovation approach, market positioning, or values?

When the interviewer asks, "Why do you want to work here?"- and they will - you'll have a substantive answer. Instead of generic enthusiasm, you can say something like, "I looked at several companies in this space, including competitor A and competitor B but your focus on xyz really aligns with how I approach this work." That level of insight shows you're serious about this opportunity, not just any opportunity.

Who's Going to Be Sitting Across from You?

If they're Googling you (and let's be real, they probably are), why not do the same? A quick LinkedIn search might uncover something cool: maybe you both volunteered at the same organization, or you share a professional passion.

Plus, understanding their role gives you a sneak peek into what they care about and the kinds of questions they might throw your way. Got other names? Look them up too!

What Really Lights Them Up?

This is the good stuff. Spend some real time on their website and social media. What's their mission? How do they talk about their work? What gets them excited?

When you naturally weave these insights into your conversation, you're not just reciting your resume, you're showing them who you are. Values can't be taught in on-boarding. When a hiring manager feels that alignment, you go from "solid candidate" to "Oh, they're one of us." And honestly? This research helps you figure out if you'll actually love working there.

What Skills Do They Really Need?

Don't just skim the job posting, read between the lines. If you know someone who works there, reach out! Ask them what makes people successful in that role. Like, if the company just went fully remote, they're probably craving self-starters who won't get lost without someone looking over their shoulder.

Who Are They Helping?

Every company exists to solve someone's problem. Understanding who those people are -and what keeps them up at night - shows you're already thinking about how you can jump in and help.

Dig into their case studies or customer stories. They're not just marketing fluff, they're showing you what "winning" looks like to them.

What's Happening Right Now?

Are they growing? Launching something exciting? Going through a big change? When you mention their latest initiative, you're proving you're not just interested: you're already invested. It shows you're thinking about their future, not just your next paycheck.

Who's Steering the Ship?

Look up interviews or articles with their leadership. Hearing their vision in their own words? That's gold. It shows you care enough to understand where they're headed. And trust me, hiring managers notice that kind of initiative.

Putting It All Together

You've got everything you need between the job posting, their website, social media, reviews, and industry news. This isn't just homework or busywork, it's how you find places where you'll actually thrive and grow.

Take a breath. Do the work. And then walk into that room knowing you've got this.

Because you do!