So you’ve landed an interview—great. Now comes the prep.
Everyone says you should “do your research.” But what does that actually mean? Reading the company’s homepage? Memorizing their About Us section?
The truth is, that’s what every candidate does—and interviewers can tell. If you want to stand out, you’ve got to go deeper.
Here’s how to really research a company before your interview—without just parroting back what’s on their website.
1. Check the News (Real News)
Start by Googling the company name + “news.” Look at recent press coverage—anything in the last 6–12 months.
Did they launch a new product? Raise funding? Lay people off? Win an award?
This gives you up-to-date context and helps you understand where the company is headed, not just where they’ve been.
Pro move: Mention recent news in the interview with a personal angle.
“Congrats on the Series B round—I read about it in TechCrunch. Must be an exciting time to join.”
2. Read the Job Post Like a Map
Most people glance at the job post, think “Yeah, I can do that,” and move on. Big mistake.
Treat it like a cheat sheet. The wording tells you exactly what the company values and how they frame success.
Look for repeated phrases like “cross-functional,” “fast-paced,” or “customer-first.” Those are your interview keywords. Repeat them naturally when you talk about your skills.
Also pay attention to “nice-to-haves.” These are often secretly important.
3. Dig Into Their Product or Service
If they sell something and you can try it—do it.
Download the app. Sign up for the newsletter. Watch their demo videos. You’ll learn what they actually do, not just what they say they do.
This also helps you ask smarter questions.
Instead of “What’s the company culture like?” try
“I noticed your onboarding flow is really user-friendly—how does your product team prioritize design decisions?”
That one question alone shows you’re engaged on a deeper level.
4. Explore Their Social Media
Don’t just scroll their Instagram. Go where the company actually talks shop—LinkedIn and Twitter are great places to look for recent updates, events, and thought leadership.
Look at what kind of content they post. Is it corporate and polished? Casual and fun? Are they sharing customer stories or technical deep-dives?
The tone can tell you a lot about the culture, especially if you compare it across platforms.
Also, check if key team members have shared anything recently. A post from the hiring manager or CEO can give you interview gold.
5. Use Glassdoor—But With a Grain of Salt
Glassdoor reviews are hit or miss. One person’s dream job is another’s burnout nightmare.
Still, it’s worth skimming recent reviews to spot patterns. If five different people mention long hours or poor communication, that’s worth noting.
Don’t quote Glassdoor in your interview. But do use it to help you ask better questions.
Example: “How does your team handle feedback cycles and communication during crunch times?”
It shows you’ve done your homework—without sounding accusatory.
6. Look Up the Interviewers
If the recruiter gives you names ahead of time, take a few minutes to look them up on LinkedIn.
What’s their background? Have they worked at the company for a while, or are they new too? Did they switch industries?
You’re not stalking—you’re preparing.
Mentioning something like “I saw you made the move from nonprofit to tech a few years ago—curious what that transition was like” can make the interview feel more like a conversation.
It also shows respect. You cared enough to learn about the person, not just the company.
7. Research the Industry, Not Just the Company
If you’re interviewing at a cybersecurity startup, but you know nothing about cybersecurity, that’s a problem.
Take 15 minutes to Google industry trends. What are the challenges? What are people excited about? Who are the major competitors?
Knowing the ecosystem helps you ask sharper questions and understand the company’s priorities.
You don’t need to sound like a domain expert—you just need to show curiosity and awareness.
8. Scan Their Careers Page
Sure, you’ve already read the job post. But what about the rest of the careers page?
Look for:
- Core values
- Team culture statements
- Employee testimonials
- Photos or videos from events
These often hold clues about what matters to them—and what kind of person thrives there.
If they highlight values like “ownership” and “bias to action,” that’s your hint to bring stories that show independence and initiative.
9. Review Their Competitors
Most companies don’t exist in a vacuum. If you’re applying to a fintech company, look at what other fintechs are doing too.
What makes this company different? Do they market themselves in a unique way? Are their features better or more niche?
Understanding the competitive landscape helps you position yourself better in conversation.
It also helps you ask questions like:
“How does your team decide what to prioritize when competing with larger players in the space?”
Now you sound like someone who thinks like an insider.
10. Use All This Info to Craft Better Questions
At the end of almost every interview, someone will ask, “Do you have any questions for us?”
This is your chance to shine—not just by asking something smart, but by showing what you’ve learned through your prep.
Here are some better-than-average options:
- “I noticed your company’s been expanding internationally—how has that impacted your team’s strategy?”
- “You mentioned cross-functional collaboration in the job post. Can you give an example of how that plays out day-to-day?”
- “What’s something that surprised you when you first joined the company?”
Good questions aren’t just about gathering info. They’re about leaving an impression.
