How to research an employer before your interview - and use it to stand out

Quick employer research tips

• Start with the basics: mission, values, recent news, and projects - go beyond the homepage.
• Add context: check social channels, leadership bios, and industry news.
• Look for patterns: scan employee reviews (not one‑offs) for culture insights.
• Apply it: turn research into STAR examples and smart end‑of‑interview questions.

Download the Ultimate interview guide (free) for templates, answers and post‑interview tips.

Why employer research matters

Good research helps you tailor your answers, decide fit, and ask higher‑value questions - a consistent recommendation across reputable interview prep sources.

From our recruiters’ experience (and summarised in our guide), employers quickly spot candidates who haven’t researched - while those who reference the company’s recent projects and history tend to make stronger impressions.
 

What to research (and where to find it)

1) Mission, values, products and proof points

Start with the company site. Read About/Values, Careers, product/services pages, and any case studies or press to understand what they do and how they talk about themselves.

Use it in the room:

• “Your values emphasise [value]. In my last role I [short example], which maps well to that expectation.”
• “I noticed your [product/campaign] launch last quarter - I’m curious how you’re measuring success.”

2) Timely context: news, social and leadership

Scan recent news releases and social channels (LinkedIn, X, Instagram) for wins, initiatives and tone. Review leadership bios and (if shared) your interviewers’ public profiles to tailor rapport‑building and questions.

Use it in the room:

• “Congratulations on the [award/partnership] announcement - how will that affect priorities for this team?”
   

3) Industry and competitors

A quick pass over industry reports or trade press helps you place the company in its market and ask thoughtful “bigger picture” questions.

Use it in the room:

• “With [trend] accelerating, how is your team adapting - and where could this role add most impact?”
   

4) Culture signals and employee perspective

Use employee‑review sites for patterns (not isolated comments): culture themes, development, interview flow. Treat reviews critically; check dates and look for trends before raising anything.

If you spot concerns: Phrase neutrally.

• “I’ve seen mixed views on pace of change - how does the team support learning during busy cycles?”

Instant access: Download the Ultimate interview guide (free)

Turn research into stronger answers (and questions)

Use the STAR method to personalise your insights

Identify 2–3 competencies from the job description + your research, then map Situation–Task–Action–Result examples to each. This is a proven way to keep answers concise and relevant.

Example:

• “Your press release highlights a shift to [initiative]. In my last role (S/T) I led [action], which delivered [result] — here’s how that experience applies.”

Ask better end‑of‑interview questions

Coming with prepared, company‑specific questions signals intent and maturity.
Try:

• “What would success look like for this role in the first six months, given [recent initiative]?”
• “How do the team’s goals align with the company’s [mission/value] in practice?”
• “Which competitor moves are you watching most closely this year, and why?”

Common mistakes to avoid

• Only reading the homepage. Triangulate across site, news, social, and credible third‑party sources.
• Quoting reviews as facts. Look for consistent patterns over time; use neutral, open questions.
• Forgetting interviewers. A glance at public profiles helps you tailor examples and build rapport respectfully.
• Generic questions. Strong, company‑specific questions are a major differentiator.

How to research an employer - FAQs

1. How much research should I do before an interview?

Aim for 60–90 minutes across website, recent news, social, and one industry source, plus a quick scan of employee reviews for patterns - enough to tailor two STAR examples and five end‑of‑interview questions.

2. What if I can’t find much about a small company?

Use Companies House/press mentions, founders’ interviews, industry groups, and the job ad itself; then ask thoughtful, open questions to fill gaps. The principle is the same: triangulate and personalise.

3. What are the most important things to research about an employer?

Start with mission, values, products, and recent projects. Then check leadership bios, social channels, and press releases. Finally, scan employee reviews for culture insights - but look for patterns, not one‑off comments.

4. How can I use my research during the interview?

Reference what you’ve learned in your answers and questions. For example: “I saw your recent [initiative] - how will that shape priorities for this role?”
This shows preparation and genuine interest.

5. Is it okay to ask about company culture in the interview?

Absolutely. Culture fit matters for both sides. Ask questions like: “How would you describe the team’s working style?” or “What do you enjoy most about working here?”

Useful tools and further reading

• Remember that employers will be doing their own research on you, too. Take a look at our guide to building your own personal brand.
• Interview advice hub - we provide more essential tips, techniques, and insights.
• Related career advice: Competency‑based questions - how to use STAR and prep examples.
• Search for jobs if you’re still exploring options.
• Find your nearest office to speak to a consultant.