Company Research: Do Your Homework Before the Interview
“So, why do you want to work here?” It’s the softball that sinks unprepared candidates.
You might know you need a job, but if you can’t articulate why you’re excited about this company, the interviewer will assume you’re just fishing.
Lack of preparation is a common reason candidates fall short. The fix isn’t complex, but it does require effort: do your homework.
Researching the company shows respect, curiosity and strategic thinking. Employers aren’t just assessing your skills; they’re gauging whether you understand their mission, challenges and culture.
Doing your homework on the company and the role also helps you prepare thoughtful questions. Any edge matters in a competitive interview funnel.
This post expands on our Interviewing guide by focusing on the practical art of company research. Knowing where to look and what to look for can turn generic answers into tailored narratives that resonate with hiring managers.
Interview Skills: Building Confidence Through Reps
How to Research a Company Before Your Interview
1. Start with mission, vision and values
Why it matters: Understanding a company’s mission and values reveals what drives them. It helps you determine if your values align and allows you to speak to their purpose during the interview. Interviewers listen for genuine interest—not just lip service.
How to do it: Explore the company’s website. Read the “About Us” page, mission statement and value declarations. Search recent press releases and annual reports for how leadership describes the company’s mission.
Note phrases they emphasise, such as customer obsession or sustainability. When the interviewer asks why you want to work there, reference specific values and connect them to your own motivations.
2. Dive into products, services and customers
Why it matters: You’re interviewing to solve problems for real users. If you don’t understand what the company offers and who it serves, your answers will feel disconnected.
Employers frequently reject candidates who can’t explain how their skills apply to the company’s products.
How to do it: Use multiple sources: the company’s product pages, user reviews, forums and industry publications. If it’s a consumer company, try its product yourself. If it’s B2B, read case studies. Identify the core value proposition and current challenges.
For example, if you’re interviewing with a SaaS company, research how their pricing compares to competitors and what users love or hate. Then tailor your STAR stories to problems that mirror those challenges.
3. Follow recent news and financials
Why it matters: Being aware of news shows you’re up to date and business savvy. It may reveal growth plans, acquisitions, product launches or challenges that inform your questions and answers.
How to do it: Search for the company in news sections of major publications and industry blogs. Read the latest financial statements or annual report if the company is public.
Note any revenue growth, market expansions or strategic shifts. For startups, look at funding rounds. Mentioning a recent milestone (“I noticed you just launched in Nigeria”) can demonstrate attentiveness.
4. Research leadership and team culture
Why it matters: Interviews are about fit. Understanding leadership style and culture helps you assess whether you’d thrive and enables you to ask intelligent questions. Candidates who show curiosity about culture stand out.
How to do it: Look up executives on LinkedIn. Read their blogs, interviews or social media posts. Search for the company on Glassdoor for candid insights from employees.
On LinkedIn, check the profiles of people in the team you’d be joining. What do they post about? Are they passionate about mentorship, innovation or community? Use this information to tailor your questions (“I read your VP of Engineering’s post about autonomous teams. How does that structure impact product decisions?”).
5. Understand the role in context
Why it matters: Not all roles are created equal. The same job title can mean different things at different companies. Understanding the company’s structure and current projects helps you speak more concretely about how you’ll contribute.
How to do it: Read the job description carefully. Map each requirement to your experience. Then investigate how the function operates at that company—are similar roles listed on LinkedIn? Are there recent announcements about new departments?
If you can, talk to contacts or alumni who work there. Ask clarifying questions during the interview: “How does this role collaborate with sales? What metrics define success in the first six months?”
6. Prepare thoughtful questions
Why it matters: Interviewers judge you by the questions you ask. Not asking questions is a common reason candidates get rejected. Thoughtful questions show engagement and help you decide if the company fits you.
How to do it: Use your research to craft questions that go beyond surface‑level. Instead of “What’s the company culture like?”, ask, “I saw that collaboration is a core value. Can you give an example of how that shows up day to day?” Or, referencing a recent launch, “I read about your new mobile app. How has the user response influenced your product roadmap?” Prepare three to five questions and adjust based on the conversation.
Example: Turning Research into Answers and Questions
Say you’re interviewing with an e‑commerce company expanding into new markets. Through research, you discover they recently acquired a logistics startup to improve delivery times. You also learn the CEO is passionate about sustainability. During the interview, when asked “Why us?”, you respond:
“I’m excited about your mission to make commerce more accessible. I noticed in your annual report that your expansion into West Africa and the acquisition of a logistics startup shortened delivery times. My background in supply chain optimisation aligns with this challenge. I also appreciate your CEO’s commitment to sustainability, as seen in the recent initiative to reduce packaging waste. That focus resonates with my personal values.”
Later, when it’s your turn to ask questions, you say:
“I saw that your company recently acquired X Logistics. How has integrating that team impacted cross‑department collaboration? And how do you balance rapid expansion with sustainability goals?”
These responses demonstrate you’ve done more than a quick Google search. They connect research to your experience and values, prompting a deeper conversation.
The practice angle
Company research is a skill that improves with practice. It’s not about memorising facts; it’s about synthesising information and using it strategically.
Practise crafting and asking questions based on your research. The more you rehearse this integration, the more natural it becomes.
Outside of formal practice, make research part of your job search routine. Even when you’re not actively interviewing, pick a company that interests you and do a mini deep dive.
Summarise your findings and imagine how you’d answer “Why here?” This ongoing habit strengthens your ability to quickly prepare when an opportunity arises.
Conclusion
Interviewers expect you to know who you’re talking to. Failing to research the company is a common reason for rejection.
By investigating mission, products, news, leadership, role context and crafting thoughtful questions, you transform generic answers into compelling narratives. You show you care about more than a paycheck, you care about solving the organisation’s problems.
