According to TeamStage’s 2024 interview statistics, candidates with no knowledge of the company face rejection in 47% of cases.

Yet, many mid to senior-level job seekers still walk into interviews underprepared, missing opportunities to connect their experience with the organization’s needs.

Doing thorough research beforehand is one of the most impactful ways to stand out. Beyond just knowing the job description, it helps you tailor your answers, ask insightful questions, and demonstrate genuine interest in becoming part of the team. Here are seven ways to research companies before your next interview and give yourself a competitive edge.

1. Start With the Company Website

The company website is your first stop. Review sections like:

• About Us: Understand the mission, values, and history.

• Leadership Page: Get familiar with key decision-makers.

• Products/Services: Know what they sell and who they serve.

• News or Blog: Spot recent initiatives, partnerships, or awards.

  
  

Tailor your responses to align with their goals. For example, if they emphasize innovation, you can share examples of leading change in your past roles.

2. Research the Hiring Manager, Their Team, and Leadership

Understanding the people you’ll work with and those leading the company can give you a major advantage.

• Hiring Manager: Follow them on LinkedIn, read their posts, and note achievements or priorities they highlight.

• Team Members: Review profiles of potential peers to gauge experience levels, team dynamics, and where you can add value.

• Leadership: Explore executives’ backgrounds on LinkedIn, look for interviews or podcasts outlining their strategic priorities, and check press releases for recent leadership changes or major announcements.

  
  

Referencing these insights in your interview shows you’re prepared, aware of the company’s leadership direction, and ready to integrate with the team from day one.

3. Explore Company Culture and Values

Cultural alignment is a major factor in hiring decisions. To understand culture:

• Review Glassdoor or Indeed reviews to see how employees describe the workplace.

• Follow the company on social media to see their tone, celebrations, and internal initiatives.

• Check if they have any DEI or sustainability commitments, often highlighted on their website.

  
  

Use this knowledge to highlight your cultural fit and ask thoughtful questions about team dynamics or leadership style.

4. Scan Recent News and Press Coverage

Staying informed about a company’s latest activities helps you anticipate questions about external factors affecting the organization. Search for:

• News articles: Use Google News or industry-specific outlets.

• Press releases: Available on the company site or PR platforms.

• Financial reports: Especially if interviewing for a leadership role.

  
  

For example, if the company recently launched a new product line, you could ask how it’s performing and how the role contributes to its success.

5. Analyze Competitors and Market Position

Hiring managers value candidates who understand the competitive landscape. Research:

• Direct competitors: Check market share, offerings, and differentiators.

• Industry trends: Follow analyst reports or thought leadership articles.

• Customer reviews: See how clients perceive the company versus competitors.

  
  

Discussing competition intelligently shows strategic thinking and positions you as someone who can help the organization stay ahead.

6. Review Employee Feedback and Glassdoor Insights

Platforms like Glassdoor provide insider perspectives on management, work-life balance, and career progression. Look for:

• Common themes: Strengths and weaknesses mentioned repeatedly.

• Salary insights: Useful for negotiation preparation.

• Interview reviews: Learn what other candidates were asked.

  
  

This gives you a realistic view of the work environment and helps you prepare for potential challenges.

7. Connect With Current or Former Employees

Networking is one of the most powerful ways to gain inside knowledge:

• Reach out to alumni from your network who work at or left the company.

• Use LinkedIn to request brief informational chats.

• Ask about culture, team structure, and upcoming projects.

  
  

Mentioning these conversations during the interview shows initiative and provides authentic, nuanced insights beyond public information.

How to Use Your Ways to Research Companies in the Interview

Collecting information is only half the battle, using it strategically matters most:

• Customize your answers: Relate your achievements to company goals.

• Ask smart questions: Reference news, initiatives, or competitor moves.

• Demonstrate understanding: Show awareness of challenges the role addresses.

  
  

This approach shifts the interview from a standard Q&A into a business conversation between peers.

Conclusion – Final Thoughts on Standing Out With Research

Researching a company thoroughly before your interview signals professionalism, curiosity, and strategic thinking, all qualities hiring managers value in mid to senior-level candidates. By leveraging these seven research methods, you’ll walk into interviews prepared to engage meaningfully and position yourself as the ideal hire.

For more career advice, check out these related articles from Perennial HR: 6 Daily Job Search Habits That Actually Get Results, 6 Most Common CV Mistakes to Avoid, and 6 CV Writing Tips for Catching a Hiring Manager’s Attention.