The More You Know, The Better: Research
Companies Before You Interview With Them
Contributed by Elaine Landau
You are a recent graduate and a company is interested in meeting you.
Or
You are changing careers. Your cover letter and extensive resume impressed a Human Resources director.
Or
You sent out your resume as a “feeler” to determine the hiring climate. You have a bite.
Or
None of the above, but you are on the market for a job and want some tips on how to impress a prospective employer.
Whatever you are doing today, one day you will be seeking another position. Now, if that position is an internal move, you have an advantage. You know the company because you already work there. But if you plan to seek a position with another company that is unfamiliar to you, you will want to dazzle the interviewer with insightful questions and your impressive knowledge of the company. Just how do you do that?
Come to the interviewed prepared. It is always good to prepare questions beforehand so the interview goes in the direction that you want it to. In order to think of pertinent, insightful questions, you need to know the company. What does it do? Who is the competition? Is this their only location? How long have they been in business? Is it a publicly owned company? How many employees? Are they full-time or seasonal? With answers to these kinds of questions, you will know the company better and know if you want to work for that company.
Do you know someone on the “inside”—a friend or associate who works for the company? That could work for you or against you. You may not want to publicize that you are interested in a position. Your contact might be unaware that a position is open and may apply for it themselves. (It happens.) A casual lunch may produce answers to other questions such as... do they like working there? Is the company financially sound?
You may find out why the position you are interested in is open or why a new position has been created. Just know that your contact, no matter how well meaning, may be telling you what he/she heard in the rumor mill. Use this kind of information as a starting point, but dig further.
For accurate, impersonal information, use the Internet. Not comfortable
with the Internet? Get comfortable. There’s no mystery to learning the Internet. Take a free Internet lesson and learn at home so you are comfortable with the idea of using your computer to broaden your knowledge and become a better job candidate. There are free Internet tutorials, free Internet training, and many online courses that will turn you into an Internet Guru. Once you log on you may discover that the company has its own web site. Company web sites usually provide a company history, bios on the members of the board of directors, company locations, contact information, and information about products and services. If the company doesn’t have a web site, don’t give up on the Internet. Use Google™ to see if the company name appears on any other sites.
By looking beyond a company’s web site, you may discover online newspaper articles or press releases that will bring you up-to-date with the most current happenings at that company. You will certainly be an impressive candidate if you can intelligently discuss market trends and how the company fits into those trends. You may also discover disturbing information. There might be editorials or press releases addressing a possible hostile takeover. Have there been many layoffs in the recent past? When being interviewed, it might be wise to ask about the company’s plans for the future and how those plans will impact the position for which you are interviewing. Remember, when interviewing for a job, the interview goes both ways. You want to know you are going to work for the right company.
If you are familiar with the company’s product or service and are indeed a customer, that is a plus. You will be able to discuss firsthand any changes or improvements you have experienced and appreciated as a customer. If you are enthusiastic about the products or services, that enthusiasm will likely translate into a positive attitude toward the company in general.
If the company’s product or service is a mystery to you, unravel that mystery before sitting in the interview chair. It is not up to the interviewer to explain that they produce widgets and then have to explain to you what a widget is.
Again, search the Internet for needed information. If a company web site is unavailable, look up the product or service to see if the company or its products are mentioned in any other sites. If you prefer asking questions of a real person, call the company receptionist. Be a little 007ish, and say that you are a student doing research for a paper. Chances are you will get the answers you need. If more research is needed, company catalogs and stockholder reports offer in-depth marketing and financial information.
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About the Author:
Elaine Landau is a freelance writer, publicist, web site editor, and television writer with more than 15 years of experience in marketing, advertising, and publicity.
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