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Researching employers
Key ways to research an employer
Researching a company is essential to help you target your applications. It will also help you perform confidently during interviews and show an organisation that you have a genuine interest in being employed by them.
The ability to demonstrate how your work experience and networking connect to the values, culture, policies and mission of an organisation helps you stand out.
In this guide
- "Why do you want to work for us?"
- Where to research an employer
- How to use your research in applications
"Why do you want to work for us?"
It's easier to come across as enthusiastic and motivated by a role if you research the organisation before applying. The application and interview process may include questions like:
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Why do you want to work for us?
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Why have you applied?
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Tell me something about the company you couldn't find on our website.
In response to these questions avoid telling them facts and figures they already know. Instead, focus on their:
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Values and mission
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History and what makes it unique
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Future goals and plans
To help with your research, use TargetJobs' Employer Research Checklist.
Where to research an employer
Here are 4 key places to find out what a company does, who its people are, and what their future goals are.
The company's website
The company's website is a valuable resource to help you understand the company's mission and vision. It also contains the latest products/services and in some cases, annual or quarterly reports.
Check out the careers or 'working with us' pages. As well as finding out about vacancies and application processes, you'll get a sense of the qualities the company values in its employees.
Industry news and blogs
Follow the news in industry-related publications, blogs and websites to find out what will affect the company you're researching - and their competitors. You can find potential sources of information by using the relevant career guide for your sector.
You can find in-depth information and analysis about sectors on quality newspapers and online industry magazines' websites. Become familiar with the main competitors, threats and opportunities.
Be prepared to refine your search terms to find information otherwise hidden in your results. Try adding the following terms to the company's name:
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Financial
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Reviews
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Strategy
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Competitors
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Forecast
Employer review websites
Several websites allow employees to rate and review their experience of working in a business. This will help you decide if the company is right for you, and give you an insight into their culture. Check out the reviews on the websites below:
Social media
Social media platforms are a great way to find more employee-focused content and information not usually available online.
Use LinkedIn and X (formerly Twitter) to follow people in companies you're interested in. Reading comments on social media sites could add interest to your research, but be careful about the reliability of your online information sources.
Spend some time researching key people working for the company. The CEO and other senior leaders shape the company's direction, so know their priorities. These people also share articles or presentations they've written or been featured in.
LinkedIn can help you research employees working in the area you are applying for. This might include those on your interview panel or recent graduates. Keep an eye out for useful background information including shared interests or experiences.
How to use your research in applications
Researching an employer helps you provide more personalised answers during an interview or application.
We've provided some example responses below to give you a starting point.
Use these examples as a guide and develop your own response based on your own experience and research.
"In your mission statement, you state your aim to reduce your carbon footprint year on year and this really matters to me. I've been involved in a project at university to encourage more students to recycle and we recently won a prestigious award presented by a local green charity."
"On your website, you promote a set of values that I share, such as giving back to the community. During my three years at university, I volunteered on many occasions and gained confidence and a huge sense of satisfaction being involved with people in my local community."
"When you gave a talk to my university, you stressed how you invest heavily in supporting and developing staff to reach their full potential. For the last two years, I've been helping others be the best they can be through mentoring students new to the University and as a placement mentor, supporting a student through the challenging recruitment processes to successfully get a placement in a large company. I learnt a lot about myself in that process."
"I speak three languages and I've been studying a degree called International Business, which included taking a year abroad in Spain. I'm excited by the new opportunities you are creating in Madrid. My longer-term goal is to utilise my languages and work in..."
"You state that the core of everything you do is to provide a unique and personal customer experience. Having spent five years working in retail, I've learnt how to deliver excellent customer services. Working in Debenhams in Oxford Street, I received high-quality training and I delighted in helping customers with their purchases. I worked as a mystery shopper for an agency where I looked critically at the services shops offered. I've received positive compliments and feedback and gained 'Employee of the Month' awards on several occasions."
"I'm confident in my ability to analyse big data and provide solutions to problems. Your customer reviews express high praise for your services on independent review sites, and I want to learn from you but also make a contribution to what you do. A recent project I worked on for a charity was to help them improve their data and make it easier for them to analyse and present data to their end-users. This won me praise and an excellent reference."
"You identify yourselves as a company very proud of your diverse workforce. In my background, I have family from West India, Ireland and Sri Lanka. I was involved in Black History month at school bringing in local people to celebrate the impact immigrant and refugee people have made through food, dance and music. At university, I worked with the student union to promote diversity through positive action schemes and events."
"I regularly read online business news including the Financial Times and The Economist, and I'm excited by your recent acquisition of xxx company and your commitment to invest in virtual reality technology to improve the wellbeing of people with dementia. This fits well with what I've been studying, and where I believe my talent lies, as evidenced by getting top marks for relevant units and because my grandmother has dementia and I'm aware of the limits current care can provide."