what to research on a company for an interview

How to Research a Company for an Interview: 10 Steps

By Biron Clark

Published: November 8, 2023

Interview Preparation

Biron Clark

Writer & Career Coach

In the next 10 minutes, I’m going to show you exactly how to research a company for your job interview.

You want to go into the interview feeling ready and confident, and you don’t want to embarrass yourself.

That’s what good pre-interview research can do for you.

But what’s the fastest and easiest way to get enough information about a company to avoid interview mistakes and make a great first impression? And what exactly should you be researching?

Keep reading for everything you need to know…

How to Research a Company for a Job Interview

1. research the company website.

Go to the business’ website and find out about what products or services they provide. What do they sell and how do they make money? Why might the company’s clients choose them?

Learn anything you can about the company culture , too. Click buttons like “About Us” or “Meet Our Team” when you’re on the company website.

Then visit their “Careers” section to see what jobs are posted in general. Make sure you’re familiar with the job description and get a feel for the other jobs they’re hiring for.

Finally, see if the company has a mission statement. Knowing the company’s mission will help you understand what they care most about, so that you can show these traits in the job interview.

This is the longest step in the process of researching a company, but it’ll give you a ton of information you can use in your answers, and knowing more about them will help you explain why you wanted to apply for the job .

2. Search Google News for Recent Company Developments

This is a relatively short step, but still important for how to research a company before your interview.

As you conduct company research, go to Google News to read some recent developments and press releases, so you can get a sense of what the company is working on.

Find a piece of good news, a recent change, acquisition or new project, or anything else you can find about the company online.

You’ll notice more info available for large companies, but you may still find valuable news articles and stories for smaller companies, too.

Your goal in this research, for each of your target companies, is to find one action they took recently that you can ask about in the interview.

For example, you’d ask, “I read you recently did ___, can you tell me more about that?”

They’ll be impressed that you know the latest news about them.

Most job seekers are asking boring, generic questions in the interview (like, “What is your company’s mission?”)

So if you can ask a question about a recent news story, it’s going to set you apart.

Here are 27 more unique questions job seekers can ask in the interview.

That brings me to one other piece of job search and career advice: Never ask a question that could be answered on the company’s website.

3. Review the Company’s Social Media Accounts

Next, research the company’s Facebook, LinkedIn, Twitter, and other social profiles to see recent news you might have missed on Google News in step 2. You might see pictures of employee outings too, etc. You’ll get a great sense of the company culture and the type of people who work there.

This will give you more fuel and ideas for questions you can ask in the interview too.

For example, you could ask, “I saw on Facebook you recently had a company charity event. Can you tell me about what else the company does to facilitate team-building and/or charitable giving in the community? It’s great that those are a part of your company’s values. That’s something I’m looking for in an employer.”

You can also look for the company on YouTube. Do a quick search and see if they have a channel.

More and more companies are sharing video content, so this is a worthwhile step in terms of how to research a company very thoroughly before you talk to them.

You might also see their office in a video which will make you more comfortable when you arrive for an interview. You’ll feel like you’ve been there before.

4. Competitor Research

If you really want to impress the company with how much you researched them before the interview, head over to similarweb.com , type the company name or website into the search bar, and then find the button that says “similar sites”.

Click it and you’ll see companies that are similar to the company you’re interviewing at. Try to find a few key differences and similarities, so you can show you understand the whole marketplace and industry, not just the company you’re interviewing with.

If you do this, most hiring managers will be VERY impressed.

If you’re interviewing in a new industry this becomes even more important. But it’s a great step for anyone who wants to research a company before a job interview.

5. Research Employees on LinkedIn

Search on LinkedIn to find employees of the company. Better yet, find people in the same type of group or role that you’re interviewing for. What type of background do they have? You might spot a trend for the type of person a company likes to hire.

This research will help you understand what the company looks for in the hiring process, so that you’ll be better prepared for questions they throw at you in the interview.

LinkedIn isn’t just a great job search resource , it’s also a powerful research tool. If you don’t already have an account that’s active and up-to-date, you should definitely make one. If you’re not convinced, here are 5 reasons you should use LinkedIn .

6. Research the Hiring Manager

Next, use LinkedIn to research the hiring manager’s background.

How long have they been with the company?

What’s their educational background?

What previous jobs have they worked to get to the point they’re at?

This is a great way to prepare to pass your interview . You might even see something you have in common with the hiring manager, such as a sport you played in college.

And if not, you’ll still know more about them than most candidates going in for the interview. So it’ll be easier to bond and build rapport, or talk about topics that they’re familiar with.

7. Industry Research

Next, if you’re attending a job interview in an unfamiliar industry, you should go beyond researching the company and also dig into the industry overall.

Browse social media accounts of other businesses in the industry, read a few trade publications online, see what types of jobs are posted in this industry, and more.

What types of products and services does the industry provide in general?

What are some of the latest developments happening?

What are some common types of jobs in the industry?

You can look at industry news in Google, check company social media accounts, and more to gather this information.

8. Research the Company’s Job Interview Process

There are a variety of websites that allow job seekers to write about their job search experience and which interview questions they faced. So I recommend searching Google for terms like “<Company Name> interview questions” and “<Company Name> interview process.”

You won’t find information about this for every employer, but you should find some hints about the interview process for most large employers, which can be a big aid in your job search.

Then, you’ll know how to better prepare for your job interview to show you’re a fit for the company’s culture and role.

9. Read Employee Reviews

Next, consider visiting a site like Glassdoor.com to read reviews from current and past employees.

This may give you more hints about how the company operates, which will help you prepare great interview answers.

You’ll also gain valuable information to help you decide if you do or don’t want to work for this company!

You may spot a red flag or two that you’d like to ask about in the interview.

You wouldn’t have found this on a casual visit to the company’s website. So reading reviews from real employees will give you a better understanding of what your life will be like if you accept their job.

Those are the best steps you can take for pre-interview company research. I recommend doing everything above if you have time.

10. Additional Research for Public Companies

If a company is publicly traded, it must release an annual report, quarterly financial statements, and more.

You can see their stock price, read recent stock news, and more.

For public companies, you’ll often see an “investor relations” button when you visit the company website (usually in the site footer).

You can also search for the company name on a website like Google Finance to read about their financial health and explore recent financial data and statements.

This doesn’t need to be an in-depth, time-consuming step when researching a company, but it’s worth noting whether they’re publicly traded or not, and how the company’s stock is doing.

Final Step: Review Your Company Research

Now you know what to research about a company before the interview.

As a final step, make sure you can answer these questions about a company:

• Who is the CEO ?
• When/why was the company founded?
• Does the company have one or multiple locations? And where are they headquartered?
• How does the company make money? What do they sell and who is their typical customer?
• Why do their customers choose them?
• How are they different from their competitors?
• How would you describe the company culture?
• Does the company have a mission statement or a reason why they were founded?
• What do you know about the hiring manager’s background? How long have they been with the company?

Use that as a checklist to make sure you’ve researched the company enough before your interview.

Now that you know how to research a company before a job interview, you’re going to be able to make a better impression on recruiters and hiring managers, and turn more interviews into job offers !

About the Author

Read more articles by Biron Clark

2 thoughts on “How to Research a Company for an Interview: 10 Steps”

This was VERY resourceful. Thanks so much for the helpful tips.

Great list. Thank you!

Comments are closed.

12 Effective Ways to Research a Company Before an Interview

• Early Career

In preparation for your next job interview, we’ve gathered insights from top professionals, including HR executives and CEOs, to offer you the most effective strategies for researching a company. From analyzing employee social profiles to utilizing LinkedIn for company insights, explore the twelve comprehensive strategies these experts recommend for a deep dive into your potential employer’s world.

Analyze Employee Social Profiles

Observe active social media channels, check crunchbase for financial history, conduct informational interviews, research interviewers and company staff, study the company’s digital footprint, review website, reports, and employee insights, utilize glassdoor for candid feedback, leverage official channels and employee reviews, read between the lines of company communications, compare company with industry competitors, utilize linkedin for company insights.

Drawing from my dual background as an HR professional with five years of experience and an HR writer with four years under my belt, I’ve developed a keen eye for assessing company cultures and work environments beyond the company’s LinkedIn page and traditional review sites like Glassdoor. 

A key strategy is to closely observe how employees discuss their work environment and culture on their personal LinkedIn profiles. This approach offers authentic insights into the company culture, beyond what is officially presented.

For instance, recurring mentions of overtime, burnout, or high stress levels among employees are clear red flags, indicating a potential culture of overwork. Conversely, posts celebrating team achievements, work-life balance, or professional development suggest a positive, supportive environment. Such nuances provide valuable, candid insights into the company’s real culture, guiding you toward making a well-informed decision about your potential workplace.

Maheen Kanwal , HR Executive, B2B Tech SaaS Copywriter, Founder, Call to Authority

Assess the socials that they’re most active on so that you can really get a sense of what makes them ‘tick’, and what they’re likely to respond positively to. For example, if they have an office dog, then you can share your mutual love of dogs, or if they’re working on a certain project that they’ve shared, then you can comment on that project specifically.

Tracey Beveridge , HR Director, Personnel Checks

If you plan on working for a start-up, a scale-up, or a rapidly growing organization, I strongly recommend looking at Crunchbase to see their financial history. A great many privately owned companies survive almost entirely on venture capital, and the availability of this capital is paramount to their continued existence. 

Crunchbase outlines a company’s investment history, providing powerful insight into where the money is coming from. Consequently, when applying for jobs, it’s always worth keeping an eye on how much funding they have received, and for two reasons. Free-flowing funding means that salaries are likely to be paid as promised, as they are unlikely to run into financial problems in the short term. But also, if venture capital firms are interested in investing, this suggests the organization has something special going on, which is a positive sign.

Oliver Savill , CEO and Founder, AssessmentDay

One strategy I highly recommend for thoroughly researching a company before an interview is to leverage informational interviews with current or former employees. While online resources provide valuable information, speaking directly with individuals who have firsthand experience with the company can offer unique insights and perspectives.

Start by reaching out to your professional network or utilizing platforms like LinkedIn to identify individuals who currently work at or have previously worked for the company. Politely request a brief informational interview where you can ask questions about their experiences, company culture, values, and any other relevant aspects.

During the informational interview, focus on open-ended questions that encourage detailed responses. Inquire about the company’s mission, recent projects or initiatives, workplace environment, team dynamics, and growth opportunities. Additionally, ask about challenges they’ve faced and how the company addresses them, as well as any advice they have for potential candidates.

Listening attentively to their responses can provide valuable insights beyond what you might find in official company materials. Pay attention to recurring themes or sentiments, which can help you better understand the company’s culture and values.

After the informational interview, take notes and reflect on the information gathered. Compare it with other research sources, such as the company’s website, news articles, and employee reviews, to gain a comprehensive understanding.

Daniel Jorge , Senior Consultant, EC1 Partners

At the end of the day, companies are made up of people. It’s super important before an interview to do research about the people you’ll be speaking with. Just five minutes of Googling can do a lot… Look at their LinkedIn page (maybe you have connections or education in common) and find something interesting to discuss.

I’ve interviewed hundreds of people, and many don’t even look at our company website before speaking with us. Those that do just a little bit of research about the company and me really stand out and show they go the extra mile!

Corey Schwitz , CEO & Founder, On-Demand Salesforce, Hubspot and Revenue Ops Customization, Skydog Ops

A unique strategy for researching a company thoroughly before an interview is to study its digital footprint beyond the traditional scope of its official website and social media profiles. This involves a deep dive into various online platforms and resources where the company’s indirect presence can provide insightful context about its culture, reputation, and operational nuances. Here’s how to approach this:

Participate in or review discussions on industry-specific forums and online communities related to the company’s field. These platforms can offer unfiltered insights into the company’s reputation within the industry, emerging challenges it might be facing, and the innovations it’s known for.

Websites like Trustpilot, Yelp, or even product review sections on e-commerce platforms can provide a wealth of information about the company’s products or services, customer satisfaction levels, and how the company handles complaints or feedback. This research can explain the company’s customer service ethos and product quality.

Companies in regulated industries (finance, healthcare, etc.) should check reports and filings with regulatory bodies. These documents can shed light on the company’s compliance history, financial health, and any regulatory challenges it may have faced. This information can be particularly insightful for understanding the company’s operational rigor and market standing.

Vaibhav Kakkar , CEO, Digital Web Solutions

Before your interview, check the company’s website to learn about what it values and who leads it. Look at reports and financial statements for information on its finances and performance. Check news and social media for recent projects and how the company is perceived publicly. Read what employees say on sites like Glassdoor to understand how people feel about working there. 

Also, check LinkedIn for key people and connect with current or past employees if possible. This will give you a good understanding of the company, and during the interview, you can show that you know about its goals and values.

Eva Toledo , Senior Researcher, Kepler Search Pte Ltd

I would highly recommend using Glassdoor or any other tool that will provide candid feedback about an organization. While organizations can pay to try to have bad reviews removed, the on-the-ground feedback and how an organization responds can show a lot.

In my consulting practice, I was burned by this previously. A client that I was going to work for had really bad reviews about the culture, the owner, and red flags that would have been a tip-off of things to come. However, I ignored the data in front of me. They turned out to be very much like the reviews, and I should have heeded the warnings. I ended up leaving the client after about six months.

Ben Madden , Owner, HR Action LLC

I highly recommend utilizing the company’s official channels, particularly its website and published materials. Start by reviewing the About Us, Mission Statement, and Values sections to grasp the organization’s foundational principles and culture. Examine annual reports and financial statements for insights into the company’s financial health and performance. 

Additionally, explore recent news articles, press releases, and social media profiles to understand current developments and employee interactions. Leveraging employee review platforms like Glassdoor can provide valuable perspectives on the work environment. Connecting with current or former employees on platforms like LinkedIn can offer firsthand insights. 

This comprehensive approach ensures that candidates not only understand the business’s objectives and financial standing but also its culture and employee experiences, facilitating a more informed and tailored interview preparation.

Steven Mostyn , Chief Human Resources Officer, Management.org

The most important thing is to read between the lines on a company’s website and public communications to figure out what they really care about. Study their About page, press releases, leadership bios, and so on. Look for signs that they value innovation, people, or social responsibility in a way that appeals to you. Understanding what motivates a company will help the conversation flow better in interviews, beyond just your qualifications.

Additionally, check out news articles and reviews to get balanced inside perspectives from employees. Approach learning about a company as an interesting research project where no detail is too small. Doing this groundwork will allow you to assess if it’s a good fit, align values, and show how you can contribute.

I’ll admit I didn’t always do enough research early on and stumbled in interviews. But being your real self, focused on helping people more than profits, makes connections that the right organization will recognize.

Lou Reverchuk , Co-founder and CEO, EchoGlobal

One very effective tactic when researching the company you are about to interview with is not only studying the company’s history, products, services, and culture but also the company’s competitors to get a broader view of the industry and how the company stands against those competitors.

You can find company intelligence in industry reports, news articles, or in financial statements. This can help you to understand the competitive dynamics, current market trends, or present challenges. A good way to impress the interviewer can be to refer to their competitors and how they might be able to take account of this in the job you are applying for. It would show that you can think strategically and that you tend to be proactive.

An interviewer may ask you to describe some ways you might contribute to the company if you got hired. It’s a way of asking, “What can you do for us?” It can also be a way to determine your motivation and commitment to the company. Answering this question can help build your credibility and show the interviewer that you are excited to help the company grow. Some possible ways you might be able to contribute to the company that you’re interviewing for include bringing in new trends, being knowledgeable about the company, and being innovative.

Blake Smith , Marketing Manager, ClockOn

LinkedIn provides a wealth of information about companies, including their mission, values, products or services, and recent news or updates. Additionally, you can explore the company’s culture page on LinkedIn, which often includes employee testimonials and insights into the work environment. 

Another valuable aspect of LinkedIn is the opportunity to leverage your professional network. If you know anyone, past or present, who has worked at the company, you can reach out to them for insights or information. 

Connecting with current or former employees can provide you with firsthand perspectives on the company’s culture, work environment, and overall experience. They may be able to share valuable insights that go beyond what you can find through public sources. This knowledge will help you prepare for your interview and demonstrate your genuine interest in the company.

Heidi Hauver , Chief People Officer

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How To Research a Company for a Job Interview

7 Ways to Find Out What You Need to Know Before the Big Day

Visit the Company Website

Browse social media, use linkedin, get an interview edge, use google and google news, tap your connections, get to know the industry and competitors, how to use this research during interviews.

You may have heard the advice that it’s important to have some questions for the hiring manager when you’re interviewing for a job. It’s true that interviewers will expect you to be curious and interested in their organization, and they'll expect to show that by asking questions, but it’s also true that you should come to the interview with a good baseline of knowledge about the company.

Hopefully, you’ll learn a lot about the company during the interview—like whether the organization and the company culture are a good fit for you, for example. But during the interview is not the time to learn basic information about the company. You should know all that before you set foot in corporate HQ. 

The good news is that it’s easier than ever before to learn about an employer before the job interview. Take some time, in advance, to learn as much as you can online. Then, tap into your real-world network to see who you know who can help give you an interview edge over the other candidates. Do your research, and you’ll make a much better impression on the hiring manager. Here are tips for researching companies before the interview.

Start by visiting the company website. There, you can review the organization's mission statement and history, products and services, and management, as well as information about the company culture. The information is usually available in the "About Us" section of the site. If there's a Press section of the website, read through the featured links there.

Pay attention to themes that come up repeatedly on the site. As much as any stated corporate values, the words companies choose to describe themselves are telling. Do you want to work at a place where people are “driven to excellence,” or does that make you feel tired? Do you like the idea of working with people who consider their coworkers family, or do you need more distance between your job and your personal life? Of course, organizations use hyperbole when talking about themselves... but it’s often pretty telling hyperbole.

Next, check the company's social media accounts. Visit their Facebook, Instagram, and Twitter pages. This will give you a good sense of how the company wants its consumers to see it. Like or follow the company to get updates. You'll find some information you may not have found otherwise.

You may also uncover some red flags. If the organization doesn’t have a professionally managed social media presence, for example, or if it’s updated sporadically and inconsistently, they might not be totally in control of their public image.

LinkedIn company profiles are a good way to find, at a glance, more information on a company you're interested in. You'll be able to see your connections at the company, new hires, promotions, jobs posted, related companies, and company statistics. If you have connections at the company, consider reaching out to them. Not only can they put in a good word for you, but they may also share their perspective on the company and give you tips that will help you ace the interview.

Take a look at your interviewer's LinkedIn profile to get insight into their job and their background, as well. Look for any common links between you. Do you know the same people? Did you go to the same school? Are you part of the same groups, online or off? Those common links could help you establish rapport during the interview process. 

Consider looking up the company on Glassdoor . Their Interview Questions and Reviews section has a goldmine of information for job seekers.

You can find out what candidates for the positions you are interviewing for were asked and get advice on how tough the interview was. Use reviews to help get a sense of company culture. That said, take them with a grain of salt—employees are often most likely to leave reviews when they are unhappy. As you read reviews, look for repeated themes. The more mentions a given subject gets (whether it's praise for flexible hours or frustration with senior management) the more likely it is to be accurate.

Search both Google and Google News for the company name. This can be invaluable. You may find out that the company is expanding into Asia, for instance, or recently received a round of start-up funding. Or, you may find out that a recent product underperformed or had to be recalled. This knowledge can help shape your responses to interview questions.

Do you know someone who works at the company? Ask them if they can help.

If you're a college grad, ask your career office if they can give you a list of alumni who work there. Then email them, send a LinkedIn message, or call and ask for assistance.

As well as researching the company, it makes sense to review the overall industry. If you're interviewing for a job at a mortgage company, for instance, it's helpful to be informed about current homeownership trends. Get to know the company's biggest competitors and identify their successes and flaws, too. Insight into the company's industry and rivals are bound to impress interviewers.

During a job interview, interviewers ask questions to get to know candidates . But their main goal is to determine if a candidate will be a good fit for the position and company.

Your company research will make your responses to questions compelling and show that you'll be helpful to their goals and bottom line.

Plus, your knowledge will help you give a specific answer if you're asked why you'd like to work for the company. You can share details about things you find admirable about the company, its mission, or its culture.

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How to Research a Company for a Job Interview

As the world continues to recover from the COVID-19 crisis, your opportunities for employment may be growing. The U.S. Bureau of Labor Statistics says more companies are hiring, including those focused on health care and social assistance. In a survey conducted by staffing company Robert Half, job openings still outnumber candidates nearly 2 to 1.

If you’re job hunting, this is good news. When preparing for an interview, make sure to research the company's mission, reputation, finances, and more. This can help you appear as a knowledgeable, informed candidate to a recruiter or hiring manager when answering interview questions.

Here are 10 ways to conduct company research for an interview.

10 Things You Should Check Out Before Your Interview

1. visit the company website.

Learn about the company from the “About Us” section or any “Meet Our Team” section. These pages will give you an overview of the company, but be aware that these pages may be more geared toward attracting customers or clients. You might be able to get more insight about the job itself if the company has a “Careers” page.

Additionally, more job seekers are placing emphasis on a company’s values. In a recent article , Caitlin Duffy, research director at research and consulting firm Gartner, said, “You could call it the ‘Great Reflection.’ … It’s critical to deliver value and purpose.” Check out the company’s values page, mission statement, and any company culture page to gain more insight.

2. Check on the Company’s Financial Health

You don’t want to get involved with a financially troubled company. Investopedia says the single best indicator of a company’s financial health and long-term viability is its bottom line profit margin.

For many large companies, you should be able to find this and more financial information from a company’s quarterly earnings report, annual report, or conference calls with investors, the latter of which you might find on YouTube. If you’re interviewing with a startup, check out its profile on Crunchbase .

3. Learn About the Skills the Company Requires

You should be able to find out a lot in a job posting, including a general description, duties, education, experience requirements, and possibly starting salary range.

Also, take a good look at what they’re looking for in terms of knowledge, skills, and abilities. With this information, you should be able to decide what the company is seeking in a qualified candidate. This can help you position yourself in your interview.

>>Learn More: The Top 8 Soft Skills That Employers Want

4. Browse Social Media

Many companies are using social media to present themselves. According to Statista , 92.1% of larger U.S. companies used social media for marketing in 2022, up from 86.2% in 2013. The way social media is used can give you insight into companies.

Search out the company’s Facebook, Instagram, and X (formerly Twitter) pages to gain a sense of how the company wants to be perceived. You can also spot some red flags this way, such as a less-than-professional presence.

Also, it never hurts to check out the company on YouTube.

5. Explore LinkedIn

According to LinkedIn , more than 65 million companies use the site to connect with consumers, other companies, and prospective employees.

Companies share a lot of information on this platform, so make yourself familiar with it. You can see a company’s hires, promotions, jobs posted, related companies, and statistics. You can also see who they interact with.

You should search LinkedIn for people who are employed at the company. Learn about the company by looking at their employees’ experiences.

6. Search Google and Google News

Google is a valuable tool, beginning with its wide-ranging Search feature . Look for a company’s name and see what turns up. You may find out the company’s tactics, recent news releases, or plans.

Use the News tab to find out if the company has been in the news lately. You might find out whether the company has been having difficulties or had products recalled.

7. Use Glassdoor and Other Employee Sites

Glassdoor says 83% of its users are actively looking for jobs or are open to new opportunities. Explore the company’s Glassdoor listing, including their Interview Questions and Reviews section for valuable information for job seekers.

You can also see whether employees have left comments about the company — but recognize that sometimes the more disgruntled an employee is, the more likely they are to post.

8. Research the Field and Competitors

It is a good idea to research the competitors of the company you’re interviewing with. That can help clarify for you the company’s mission and needs.

Head to similarweb.com , type the company’s name, and then click “similar sites.” You can also look up competitors on LinkedIn by seeing what recommendations you get if you click on the interviewing company’s page.

9. Mine Your Current Connections

If you know someone who works at the company now, ask them for their insight. Check with other friends to see if they have friends who work there. This is where your own personal network can help out.

Networking events could also connect you with the right people to find out more information. It’s a good idea to keep building your network.

10. Find Out About the Hiring Manager

Lastly, before the interview, research the hiring manager or your interviewer on LinkedIn. Find out what you can about them, and see if there are any commonalities you share. This can give you an advantage during the interview because you’ll have a better chance of connecting with them and sparking a meaningful conversation.

>>Learn More: How to Tackle Tough Interview Questions

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How to Research a Company for an Interview: 10 Easy Steps

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The hiring process is a two-way street. During the interview stage, the hiring manager or recruiter evaluates you—but you also evaluate the company. 

Knowing how to research a company for an interview will help you find the information required to answer their questions effectively and determine if you want to work for them. This article provides the blueprint for your research, including the information you should look for, where you can find it, and relevant questions to consider.

Before you begin, review the job description and identify any questions you have about the company based on the information provided.

For example, if the job listing mentions reaching a funding round, look for company announcements on their blog or social media for more details. If they claim to offer healthy work-life balance and flexible hours, see what current and former employees say on the subject in their Glassdoor reviews or LinkedIn posts.

Identify the company’s mission and values

Where to look:   Careers page on the company website

Like   56% of workers , you probably wouldn’t work for a company if you disagree with its values. A company’s values and mission can align with your personal or professional values (or both). 

For example, genuine client care is an excellent professional value to look for in a company. But if you’re also an environmental advocate, you may want to work for a company that values sustainability. Finding a company that prioritizes environmental sustainability will enhance your employee experience and make you feel more engaged in your work.

You can typically find a company’s mission statement and values on the company website—try the About Us page or the Careers page. The About Us page is generally more commercially focused and directed at clients and company history, whereas the Careers page showcases the   company culture, team growth, and open positions.

Questions to consider:

• What values do I want my future employer to hold and why?
• What are the organization’s values?
• Do those values align?
• If not, is that a dealbreaker?

Read through the company’s latest news stories

Where to look:   Press page on the company website and Google News

Read through the company website and search the company’s name on Google News to see how media outlets report on them. You’ll likely find press releases, company announcements, and articles about the company. This information will help you understand what the company has been up to and what it might be working on next. For example, if you come across news about upcoming expansions or mergers, you can ask the hiring manager how the process impacts your potential team or role.

• What do these articles tell you about the company’s evolution and growth opportunities?
• What questions can you form based on this information?

Read or watch interviews with the founders

Where to look:   Founders’ LinkedIn profiles, Twitter, or the company website

The Press or Media pages on the company’s website will feature articles that quote company founders and employees, but they might not include every interview. Founders and members of leadership often share links to their podcast interviews, video interviews, and written interviews on their LinkedIn and Twitter accounts. These interviews can give you an idea of their approach to work and other unique insights into the company that aren't shared elsewhere.

At Deel, we have an internal interview series called   Meet Deel . Every month, we talk to different team members about their path to Deel, their take on the future of work, and their area of expertise.

• What does the interview tell you about the founder’s leadership style?
• What did you learn about the company’s upcoming products, launches, or growth plans?
• What questions do you have based on this information?

Check out the company’s social media accounts

Where to look:   LinkedIn, Facebook, Twitter, YouTube, Instagram, TikTok 

Social media is a great way to look inside a company’s culture and values. When researching a potential employer,   60% of workers go to LinkedIn , followed by Glassdoor, Facebook, and other social media websites. You can also learn about a company’s industry and tone of voice through social media. 

Most companies have links to their social media profiles in their website footer at the bottom of the page. If not, check their Contact page or Menu.

• Are current employees promoting the company as a good place to work? If so, what are they saying?
• Are employees interacting with each other? What can you learn about their culture and team dynamics?
• What can you learn from the resources and information shared by the company?

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Research the company’s competition

Where to look:   Company website, LinkedIn, G2

Understanding where the company stands in relation to its competitors is crucial for pre-interview preparation. This information can give you insights into the challenges and opportunities the company might be facing. By researching competitors, you can prove you know the company well and can explain why you want to work there over a competitor.

Some companies may display competitor information on their website, like our   Deel vs. competitors   page. On LinkedIn, go to “Other People View” and click on the recommended companies’ profiles. These companies will typically be in the same industry. If you’re applying at a business software or services company, you can use   G2   to compare competitor information.

• Who are their main competitors?
• What advantages does the company have over the competitors?

Study the company’s products and services

Where to look:   Company website

Candidates should be familiar with the company’s products or services before applying for a job. You don’t have to become an expert, but you should be able to explain the company’s purpose to the hiring manager or recruiter. 

When you’re familiar with the product or service, you can easily explain how your skills and experience fit in with the company’s offerings. If possible, try out the products or services yourself to speak more confidently about them.

• What are their core offerings?
• Who uses them?
• Have you or someone you know used them? If so, what was their experience?

Learn about the company’s team structure

Where to look:   Company website or LinkedIn

By understanding how the teams are structured within a company, you can identify potential teammates and managers. Take time to research how different teams work together and how many levels of management there are. You may find this information on their About Us page (depending on the size of the company) or on LinkedIn.

Reviewing current employees’ LinkedIn profiles can also give you a sense of the company’s internal mobility strategy by seeing when and if employees are promoted or change positions.

• Do employees regularly move up in seniority or to different departments?
• What is their manager-to-direct-report ratio?
• What other teams might you work with? 
• Who is on the leadership team?

Read company reviews

Where to look:   Careers page and Glassdoor

You can find company reviews from current and former employees on the company’s Career page or crowd-sourced review websites like   Glassdoor . Reviews will give you insight into a company’s   compensation strategy , work culture, and leadership.

It’s best to use reviews as an informational resource instead of a final deciding factor in your choice to interview with a company, as every worker’s experience is different. Consider that the   average company rating   on Glassdoor is 3.5 out of 5 and that half of workers who left a dishonest review did so to damage their former company’s reputation.

However, you can use reviews to spot good and bad feedback trends and address any concerns in your interview.

• What red flags consistently arise?
• How does the company respond to critical reviews?
• What is the typical tenure for the position you’re applying for?

Research job interview questions

Where to look:   Glassdoor 

The best way to prepare for an interview is to know which questions they’ll ask you. Visit Glassdoor to identify common interview questions. Define the company and location to bring up their company profile—you may need to sign up and contribute a company review or experience to unlock this content.

• What are the standard interview questions?
• How many interviews will you have to complete?
• What tests or assignments are required?
• Who will you be speaking to?
• How long will the process take?

Get a read on their financial health

Where to look:   Company website, Crunchbase, Google Finance

Understanding a company’s financial health is crucial to deciding whether you should pursue a career with them, especially if the company is a start-up. You can often learn about upcoming acquisitions, new products, and revenue, giving you insight into their longevity and financial stability.

Larger, publicly-traded companies will likely have an investor relations page on their website that includes annual reports on quarterly earnings, board of directors updates, and announcements. See   Meta’s investor relations page   as an example.   Google Finance   will also give you a glimpse into their stock performance, relevant news articles, income statements, balance sheets, and cash flow.

If you’re interviewing at a start-up, search the company’s name on a website like   Crunchbase , where you’ll find information on funding rounds, total funding amounts, acquisitions, and press coverage. The most accurate and up-to-date information will come directly from the company, so only use Crunchbase and Google Finance as secondary sources.

• Who are the investors backing the business?
• How have the company's revenue and profits changed year-over-year?
• What is their financial outlook for the next year?

Ace the hiring process with more tips and resources

Deel helps connect the best workers with the best talent worldwide. Whether you’re a direct employee, EOR employee, or independent contractor, we make working from wherever easy—and that starts with the job search.

In this content series, we share articles, templates, and guides to help job seekers and new hires navigate the world of work, including:

• 5 Easy Tips to Make Your Resume Stand Out
• How to Create Growth Opportunities in Your Career
• Why Can’t I Find a Job? 10 Common Mistakes According to Talent Acquisition Experts
• How to Choose Good Weaknesses for Job Interviews (With Examples)

Stay tuned for more actionable career advice and tips on navigating the interview process.

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How to Research a Company for an Interview in 6 Easy Steps

Step 1: Ask your network

• Step 2: Check out the company's blog on their website
• Step 3: Comb through the company's social media accounts
• Step 4: Job description

Step 5: Read reviews

• Step 6: Examine media sources and press releases

Step 7: Examine your own values and career trajectory

You've been sending your resume and cover letter out to several companies, and you finally got an interview for a position that you love.

Before your interview, it's a good idea to know a little about the company, specifically the company's mission, culture, and values.

Understanding how the company operates allows you to discern if you feel you'd be a good fit for it. By researching companies, you can better prepare for the interview questions , tailoring your answers to the specific company and hiring manager.

In this article, we will discuss:

• 7 easy steps to research a company for an interview
• Suggestions on how to use your research during the interview

Before you head out and do some research on the company that you're interviewing for, speak with a career counselor from Enhancv . They can help you to refine your research and create valuable talking points to ace your interview.

7 steps to research a company for an interview

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If you are anything like me, you want to come prepared for your interview, knowing exactly what you need to know to make the best first impression. Alternatively, if you show up to a job interview without properly researching the company that you're applying for, you may feel ill prepared, stumbling over the main ideas that you'd like to convey.

If you want to be prepared for your next interview, follow these six steps to research the hiring company:

When you settle down in a career for a long period of time, you build up a network of contacts. Whether through vendors, clients, colleagues, or managers of other companies, reaching out to those people that you know may be your first step in understanding the reputation of the company that you're interviewing for.

Instead of just looking at the ways that the company represents itself online through marketing materials, social media posts, or philanthropic pursuits, asking someone you know who has an understanding of the company can give you key insights.

This type of research may be more intimate, allowing you to gain more of an understanding of how it feels to be someone who works at the company or interacts with management there. This type of research allows you to identify any red flags, things that may make you choose not to continue during the interview process with the hiring company.

It's important to keep in mind that you should take some of this word-of-mouth research with a grain of salt. For example, if you are speaking to former employees of the company, they may have more overtly negative things to say about it since they've stopped working there.

If you're just starting out in the industry, and you're fresh off an internship , you may be able to contact your university's career office, and ask if there are some alumni who attended the same school working at the company.

Who knows? Maybe you can get a job referral or reference from your network.

Advice for the interview

If possible, use your network as a starting place for research, but continue to do a little more research on your own to gain more of an understanding of how an organization operates. If someone in your network has something nice to say about the company, ask that person if it is okay if you shared it in the interview. You never know if the hiring manager may know the person who you're talking about.

Step 2: Check out the company's blog on their website

If you're interested in learning more about how the company operates, you should check out their website. Here you can gain a better understanding of the products and services they offer their customers, whilst also learning about the things that matter to them the most.

The best place to look for information on a company's website is their blog, as you can usually find great content that breaks down everything the company is doing. A company's blog is where an organization can share about what differentiates them from other organizations.

Most companies now are trying to become thought leaders in their industry, and on their website you can see a little more about the company's vision and values.

Even a company's annual report, which may be found on their website, can help to show you the financial health of the company, and even how they handle investor relations.

Another helpful place to look is on the "about us" page, which lists all the important people at the company. Here you can find employee bios. By looking at this page, you may be even able to find the name and position of the hiring manager that will be interviewing you for the position. This allows you to have all the information you need to choose your employer .

Whatever you glean from the company website can be used in your interview to show that you have done your due diligence. By quoting blog posts or white papers found on the website, you will impress interviewers and build rapport. You can actually strike up a meaningful conversation by pointing to the company's mission statement which you found on their website.

Step 3: Comb through the company's social media accounts.

Another great place to find information on the company online is to search through their social media accounts. There are two types of social media accounts that you can look for: the official company's social media account, and individual executive's social media accounts. The company social media account is the place where they put all the content that they would like to share with their target audience. You can actually see what they value the most at their company by what they post on their social media posts. Also, you can gain a lot of company information from the key players within an organization. Some large companies have executives with their own social media profiles, and you may be able to gain the inside scoop on the company values straight from their leaders.

By searching through social media posts, you may be able to read between the lines to find some red flags about the company. For example, if the CEO of the company explains how they are "driven to succeed and change the world", depending on your own personality, you may see this as something which could lead to a highly motivating company culture, or you could find it exhausting.

Every bit of research can give you insights into the company's history, and reasons for you to work there.

Step 4: job description

This may be one of the places that you may have forgotten about, but jobseekers can gain a lot of information from the job description. Not only do you gain information about the hiring process, most job applications provide you with a short introduction to the company, specifically their culture, vision, and values.

In the job description, you are also given information about the tasks and duties of the role. Scour the job description to learn about what roles you'll fill, and what duties and responsibilities you'll be expected to complete.

Some job descriptions also offer information on employee benefits, like medical, pension plans, and even stock options.

All the research you gain from the job description can actually be really helpful during an interview, as it can provide you with questions for your interviewer. Having questions ready for your interviewer can differentiate yourself from other applicants. Also, most job descriptions tend to be fairly generic, so come ready with a few questions up your sleeve to gain a better idea of the position.

Related: Sure-Fire Zoom Interview Tips to Ace Your Online Interview

Reading employee reviews can be viewed as a secret weapon when researching for an interview. Even a quick search of the business on an employee review website, can give you quite a bit of information about what it's like to practically work there.

As you scour the reviews, look for common themes which seem to show up from all employees. If several former employees share that the bosses have a tendency to overwork their employees, then this may be a sign that the company doesn't offer a great work/life balance.

Although you may not want to reference reviews of a business from former employees, keep some reviews in the back of your mind when you are answering questions for the interview. Check to see how they treat their current employees, as well as the expectations and goals that will be placed on you.

Step 6: examine media sources and press releases

Another type of research is to do a Google News search to see how media sources are portraying the company. Just do a quick search of the company name, and you may be able to gain information like how the company is expanding operations into Europe and Asia.

You may also be able to gain information on philanthropic pursuits that the company has done within their community.

The last thing that you're going to want to do is to understand your own values and career trajectory. This may be the hardest type of research that you'll have to do, as you'll have to look deep inside yourself to see exactly what you want to get out of your next job.

Some informational interview questions might actually tap into your own values and career trajectory. For example, you may be asked in an interview, "What do you like the most about your work?" Coming prepared with an understanding of what motivates you can help you answer this question.

advice for the interview

An interview is a feeling out process, whereby an interviewer and interviewee can decide whether they feel like they can work together. So come ready to talk about yourself and be honest in your interview answers.

Major takeaways:

• Check out the company's online presence through their social media accounts, website, and blog.
• Use your network of friends, family members, former employees, and those you went to university with to help you to gain an understanding of the company.
• Check out former employees' reviews of the company on review websites.
• Examine yourself, before interviewing for a position, to see exactly what you want to get out of the role.

While we're on the subject of examining your own vision for your career trajectory, you should speak to a career counselor from Enhancv . Within the first meeting, you can begin to share a bit of the information about you, and gain insights into where you would like your career to go.

How To Network Effectively to Get Hired

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How to Research a Company Before an Interview

You can prepare for an interview by researching the company to discover how they treat their customers and employees, what goals they want to reach and what they stand for. This research provides you insight to prepare quality answers and ask the most relevant questions. It also allows you to highlight what interested you in the position and company during your interview. In this article, you will learn how to research a company before an interview so you can impress the interviewer.

Why research a company before an interview?

The information you gather from researching the company can help you illustrate your personal values and goals to your interviewer, setting you apart from other candidates. You should research the company you’re interviewing with in order to:

• Decide if you want to work for the company.  In your research, you may find that the organization’s culture and goals match yours, which may increase your interest in having a successful interview. You may also see that employees stay with the company for many years, which can be a sign that this company serves its employees well.
• Explain why you want to work for the company.  Your interviewer may ask you why you want to work for the company, and researching the company ahead of time can help you prepare effective response. Learn about the company’s culture, values and goals so you can provide specific reasons in your response.
• Show your interest in the industry and the company.  You can demonstrate your passion for your industry and excitement for working with a company by preparing talking points that are important to you and your career. This strategy can show how motivated you are in serving on their team.
• Prepare your answers.  Your research might give you ideas as to what the interviewers might ask or want to discuss. If you know the company well, you may be able to anticipate their questions and respond clearly and thoughtfully. You might also be more confident and relaxed. 
• Ask relevant questions.  The end of the interview is your opportunity to ask the interviewer questions. Prepare several questions you want to ask based on your research. 

How to research a company

Follow these steps to research a company before an interview:

1. Read the company’s website and learn about what’s important to them

Many company sites have an ‘About Us’ page that describes the organization’s history, founders, location, size, values and purpose. If the company has a ‘Recent News’ page, make sure to read their latest press releases and announcements to learn about important events, such as recent mergers or major hires. You can use this information to better understand the company’s mission, goals and achievements and see what contributions you can make.

You should also familiarize yourself with the company’s products or services to prepare you for questions regarding your knowledge of what the company provides. Be sure to understand the value each product or service brings to further demonstrate your investment in the company’s goals.

2. Research the industry and the latest company news using search engines

Search engines can reveal information not listed on a company’s website. Customer reviews are particularly useful for learning about a company’s reputation or the quality of their services or products. You can also use search engines to identify the company’s competitors, which can provide you insight into the company’s position in the industry. You can use the information on customer satisfaction and competitors to show that you care about the company’s success and reputation. 

3. Check their social media accounts and see how they interact with their audience

Browse the company’s social media profiles to see how they promote their products or services, interact with customers and demonstrate their company culture. You may find posts that advertise a new product launch, announce a new solution to common customer issues or publish photos of a recent team outing. All of this information can show you how the company publicly presents its mission and values, and it can provide more talking points for your interview. 

Consider complimenting how their customer service team uses social media to answer questions or asking about other team-building activities they have planned for the next quarter. This step can help you further demonstrate your interest in joining the team and being a part of their goals.

4. Research your interviewer to find personal and professional connections

Before your interview, you can search for the hiring manager on their professional networking profile to see if you have anything in common, such as a mutual connection or area of study in college. This information can help you form a more personal connection with your interviewer to improve their ability to recall you when making their hiring decision.

5. Use your professional network to learn more about the company and opportunity

You can use your own professional network to learn more about the company you’re interviewing with. Consider reviewing your contacts to see if you have first or second connections who currently work for the company or have worked there in the past. 

You may reach out to those connections to get an insider’s perspective on the company culture and day-to-day environment. You might even learn more about the company’s interview process as well, further preparing you for specific questions. This strategy may also provide you with a reference who might reach out to the hiring manager on your behalf.

As you collect information, consider writing a list of items you find most important or relevant to your prospective role, professional goals or personal values. You can review this list before your interview to ensure you can easily recall these details as you discuss the opportunity with your interviewer.

How to Research a Company Before an Interview

By Katie Duncan Posted on February 7, 2024

Every job interview has the potential to be a pivotal moment in your career journey. The outcome can determine your immediate career path as well as your long-term professional trajectory, making it important to put your best foot forward!

However, acing an interview is more than just showing up and talking about your skills, experiences, and personality. Success lies in how you prepare for your interview, and a big part of this involves research.

In this blog, we’ll break down the basics of how to research a company before an interview and how to incorporate your knowledge during the interview.

Why you should research a company before your job interview

Researching a company before a job interview is not just a recommended step— it’s a crucial one. 

Here are several compelling reasons why dedicating time to this pre-interview preparation is essential:

• It showcases genuine interest : When you demonstrate that you’ve taken the time to get to know the company, its history, and its current initiatives, you send a strong signal that you’re genuinely interested in the role . 
• You can align yourself with company values : Understanding a company’s core values and culture is vital. It allows you to assess whether you’d be a good fit for the organization and if the company aligns with your own values and career goals.
• It helps you tailor your responses : Armed with knowledge about the company’s products, services, and recent achievements, you can tailor your responses during the interview to highlight how your skills and experiences can contribute to the company’s success. This approach can make a significant impact on your interview performance.
• You are equipped to ask well-informed questions : Well-researched candidates are more likely to ask thoughtful, relevant questions during the interview. This demonstrates your genuine interest and helps you gain a deeper understanding of the company’s expectations and the role you’re applying for.

On top of all of this, being well-informed about the company can boost your confidence . You’ll feel more prepared to answer questions about the company and your fit within it, reducing nervousness during the interview.

How to research a company before your interview

When it comes to researching a company before an interview, a systematic approach can make all the difference. 

1. Start with the basics.

Start with the company’s official website to get a good overview of who they are. This can typically be found on a company’s website under an “About Us” or similar section. Things to look for include:

In addition, you should familiarize yourself with the key members of the leadership team, including the CEO, founders, and head of the department for the role you’re apply to. While you don’t need to know every detail about their lives, simply knowing their name can go a long way if you’re quizzed about it during the interview.

2. Explore recent news and press releases.

Check for a “News” or “Press” section on the website. This is where you can find the company’s latest achievements, announcements, and strategic directions. Pay attention to recent developments, such as product launches or expansions, as they may come up in your interview.

3. Connect on social media.

Follow the company on social media platforms like LinkedIn, Twitter, and Instagram to stay updated on their latest updates, culture, and community involvement.

By actively engaging with the company on social media and using these platforms as research tools, you can gain a well-rounded understanding of their online presence, how they interact with their audience, and any recent developments that may be relevant to your interview discussions. This additional layer of research can help you stand out as a well-informed and proactive candidate during your interview.

4. Use your network.

Leverage your network and professional platforms like LinkedIn for insights or connections. 

If you know someone within your network who works at or has connections with the company, they may be able to provide a referral or, at the very least, valuable information about the company and their interview process.

Professional platforms like LinkedIn can also provide a valuable look into company culture, employee experiences, and potential interviewers.

5. Read reviews and employee feedback.

Websites like JobSage, Glassdoor, and Indeed often feature employer reviews and ratings . Reading these can offer candid insights into company culture, work-life balance, and the interview process.

While your findings may not necessarily be something you bring up during the interview, this info can help you better assess whether or not the company is right for you.

6. Study the industry.

To truly comprehend a company’s position and potential challenges, it can help to get a better grasp on the industry’s landscape. In order to do this:

• Identify key players: Identify the major companies and competitors within the industry.
• Look at industry trends: Stay updated on current industry trends, emerging technologies, and market shifts.
• Understand what makes the company different from their competitors : Get insights into what sets the company apart from its competitors, such as unique value propositions, innovative approaches, or distinctive market positioning.

By studying the industry, you gain contextual awareness of the environment in which the company operates. This knowledge allows you to frame your interview responses in a broader context, demonstrating that you not only understand the company but also the challenges and opportunities it faces.

How to apply your research during the interview

Once you’ve done your homework and gathered valuable insights about the company, it’s time to use that knowledge effectively during your interview.

1. Incorporate company insights into your answers.

During the interview, make an effort to naturally integrate what you’ve learned about the company . For instance, if you were asked how you see yourself fitting in at the company, you can mention their products or ongoing initiatives, and then explain how your skills and experiences directly align with these aspects.

By doing this, you’re not just answering questions— you’re demonstrating that you’ve done your homework and that you’re genuinely excited about the company’s endeavors. This approach allows you to connect the dots between your background and the company’s goals, showing how you can be a valuable asset.

Keep in mind that the key here is to weave in relevant information naturally . There’s no need to drop facts about the company within every answer you give.

2. Highlight cultural fit.

Emphasizing your cultural fit is all about showcasing how your values, work style, and passions align with those of the company.

Say you’re applying to a company that lists collaboration as a core value. To highlight how you’d fit in at the company, you can talk about your collaborative work style. Be sure to illustrate specific examples where you’ve successfully worked with a team to accomplish a goal.

This connection can leave a strong impression on your interviewers. It indicates that you’re a qualified candidate and someone who’s poised to thrive within the company’s unique environment.

3. Showcase your understanding of the industry.

During the interview, delve into industry trends and challenges, and then relate them back to the company’s specific context. This approach demonstrates that you’re well aware of the bigger picture, beyond just the company itself. It shows your ability to think holistically and contribute effectively by understanding how the company fits into the broader industry landscape.

4. Ask informed questions.

Prepare a list of questions based on your research. Asking thoughtful and relevant questions demonstrates your excitement to work there and signifies your active engagement with the company. It’s also your chance to dig deeper into aspects that matter to you and to gain a clearer understanding of what it’s like to work for the company.

5. Demonstrate long-term commitment.

If you genuinely envision a long-term future with the company, express your eagerness to commit. Mention how your career aspirations align with the company’s trajectory. This shows your enthusiasm and reassures the company that you’re in it for the long haul.

Use your company research to get ahead

In the competitive world of job interviews, knowing how to research a company beforehand can make all the difference. Your ability to demonstrate genuine interest, align with company values, and showcase your understanding of the organization can set you apart as an exceptional candidate.

The more you invest in understanding the company, the better equipped you’ll be to secure the job of your dreams!

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Brad Barnett of Nationwide on Strategic Branding

By John Paquin     April 8, 2024    

B rad Barnett is VP of enterprise marketing at Nationwide . Barnett will be a speaker at the ANA Brand Masters Conference, April 15 to17 in Carlsbad, California. ANA senior director of brand and media John Paquin recently sat down with Barnett for a pre-conference interview where they discussed having an iconic jingle, strategic partnerships, and utilizing budget.

Check out the interview with Barnett below.

Celebrity spokespeople come and go (wait you can sing that one too, I just tried it!). You have such a long relationship with Peyton Manning. I'm struggling to think of another spokesperson that's been around so long. What do you attribute that longevity to, and what do you see as the long-term value of that relationship? How did you arrive at Peyton in the first place? In 2014, we intentionally made a choice that the NFL was the right platform to accelerate our brand. It offered scale, the most diverse fanbase in all of sports, over-indexed with partners who sell our products, and offered relationship-building opportunities for stronger B2B marketing efforts that are important in our business. The NFL became a strategic investment across advertising, media and sponsorships to drive greater impact for our brand and direct assets in an aligned manner. From an advertising perspective, we desired a spokesperson who would be contextually relevant to the platform, could appeal to the masses, and whose values matched ours; it didn't take us long to narrow our focus on Peyton Manning. His overall relevance/equity scores, the way he handled himself on and off the field, the professionalism he brought to every conversation, and overall likeability across fans made for a great fit for both groups. 2024 marks the 10-year anniversary of our relationship with Peyton and we still view him as an impactful strategic partner for our brand. Speaking of singing, that's an earworm if there ever was one. It's been around since 1967, and front and center in your marketing efforts for so many years, not just an obligatory sting at the end. Yet some agency creatives often try to relegate these equities to an afterthought, in service of "greater creativity." Has this debate come up internally or with your partner agencies in terms of balance of messaging? We view having an iconic jingle as a strategic branding asset in a marketing world where brands are fighting for attention. Our strategic decision to incorporate music into the creative, connected to our jingle, has proven to drive increased attention, linkage and overall stopping power where consumers can become unengaged in commercial breaks. When it's authentic to the brand, and highly effective when used, there aren't debates internally. More than anything, the jingle is not just 7 notes, it's our brand's promise. Brad Paisley is a great foil and keeps things really fresh; they have great chemistry! Coming up with ideas like that must be really fun. Can you share some of that with us? Are there any interesting future partners for Peyton? You will see a resurgence in creative development with Peyton this year and beyond as we continue to strategically focus on the NFL across our brand assets. The NFL calendar is robust, and many of the offseason NFL events (e.g., Draft, Combine) perform better than many in-season events in other sports. The NFL Draft in particular will be a key moment in the media calendar for us as we roll out Draft-themed creative featuring Peyton; I am excited to share a preview of the work at this year's ANA Brand Masters Conference. Our creative team is incredibly talented, and their skills are on display again with the new work with Peyton coming out this year. I know that Nationwide has had a transformative impact on downtown Columbus, both in a strong headquarters presence and local employment, and of course helping Columbus become a "major league city." Sports offers great synergy with your national programs. How do your local efforts in the community impact or inform your greater marketing efforts? Without a doubt, the City of Columbus would not be what it is without the vision and investment from Nationwide over many decades. As Nationwide has grown, so too has Columbus. Our company has helped transformed the city where our Headquarters are located into a top 10 emerging city in the U.S. Investment in sports is one aspect, but Nationwide's real estate arm also spear-headed the master planning and development of the Arena District surrounding our headquarters including the office buildings, apartments, condominiums, hotels, restaurants, and sports and entertainment venues to create a thriving city experience. From a sports perspective, we are highly engaged in the city of Columbus. We have leaders who sit on the Sports Commission whose mission is to bring sports events, fans and participants to the city. They've been highly successful in doing this over the past 20 years. From a sports marketing standpoint, we're the naming rights sponsor for Nationwide Arena (home of the Columbus Blue Jackets), jersey sponsor for the Columbus Crew (MLS) and Columbus Fury (pro Women's Volleyball), and official sponsors of the Columbus Blue Jackets (NHL) and Columbus Clippers (MiLB). Switching gears a bit, Nationwide is proudly one of Fortune 100 Best Companies to Work For 2023, which is no small thing! I'm sure our members would love to hear more about that. What do you attribute that to, and how do you think that impacts your business, culture, and customer-facing efforts? Over the past three years, Nationwide has grown topline performance by nearly $14 billion, surpassing $60 billion in 2023. When a company is having success like that, there are several things it's doing right. A key contributor to those results are highly engaged employees (what we call associates). This is a company where the word "culture" means something – opportunities for advancement, mission-driven work, prioritizing the customer, a sense of belonging, family-like atmosphere, hybrid work environment, the list goes on. When you bottle that up, it is an accelerant to driving substantive business results and leads to people wanting to work here (and work here for a long time). Nationwide also clearly takes diversity very seriously, earning a 100 percent rating each year on the Corporate Equality Index; congratulations for that as well. Yet the industry is facing some headwinds when it comes to our commitment to this important cause. Any advice for other marketers that might be re-thinking their own commitment? Our inclusive culture, policies and benefits earned us a 100 percent score on the Human Rights Campaign Foundation's 2023 to 2024 Corporate Equality Index – our 20th consecutive year to earn 100 percent. This has always been in the DNA of Nationwide and a key component of our company culture...and will not change. This starts at the top of the house and permeates throughout all levels. For our associates, it's helped lead to a highly engaged workplace, and one where everyone can thrive. From a marketing perspective, we continue to invest in key partnerships in this space, such as the National Urban League, Central Intercollegiate Athletic Association (CIAA), Latina Style, Human Rights Campaign (HRC), National Fair Housing, US Hispanic Chamber of Commerce, Black Enterprise and the Hispanic Heritage Foundation. And finally, any advice for our smaller members who may have more modest budgets, given your own success in building an amazing long-term equity in the Nationwide brand? Budgets are all relative based on your category. Nationwide is a modest spender in a very competitive category with significant media investment. On the insurance side, we are outspent 15 to 20 times depending on the competitor. So even in our world, we must relentlessly search for differentiation and space where we can be stand out to audiences and communicate key messages. While the investment strategy is critical, brands must earn equity over time. That said, I realize our budget is not small to other brands. I've had the experience of working in R&D, where you are vying for small dollars to prototype, build and search for product-market fit. In those instances, we live by the advice of Y Combinator's Paul Graham – do things that don't scale. We're searching for low-cost, non-scalable, ways to get users to try our products with the goal of iteration and product development. We also deploy traction marketing strategies to start with bullseye tactics we know acquire users most efficiently, and then rapidly improve performance in those channels and expand outwards. Having a strong brand does dramatically improve performance of early-stage products, but for lesser-known brands, focus on building an incredible product first and a brand second. At some point in a brand's journey, you must tackle the challenge of distribution at scale. Most DTC brands eventually need to be a merchant on Amazon or a get on a shelf at Walmart, and we are no different (for us that's large financial firms, brokers, and agents). The cost of acquisition and overall unit economics dramatically improve when you can successfully do this. It's a strategic advantage to have this accessible to early-stage products in your core businesses.

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

A shorter version of this piece was originally published at MediaVillage .

John Paquin is senior director of brand and media at ANA.

If you've been laid off or fired, here's what you should tell employers in your next job interview

• It can be a tough conversation: What do you say in a job interview after being laid off or fired?
• If laid off, you can say it was part of larger job cuts, and most employers will understand.
• If you were fired, that's a different conversation. Here's what career coaches advise.

Losing your job is never easy. Whether you were laid off or fired, it's tough to deal with a job loss , financially and emotionally.

Getting back out there and interviewing for your next position can be just as difficult. Inevitably, talent acquisition asks what happened with your last job. What should you say?

We spoke with two career coaches to get their takes. Here's what they advised:

If you were laid off

Generally speaking, prospective employers are more understanding of layoffs than firings. It is, after all, easier to explain away a job loss when many of your colleagues were also cut.

Marie G. McIntyre , a career coach, said that in many cases, "layoffs aren't about getting rid of you, but the position."

If you're asked about your layoff in an interview, the career coach Dorianne St Fleur suggests saying something like, "My team was impacted by the mass layoffs and unfortunately had to make some decisions as far as hiring and resources, and so my role was eliminated."

If you were a more recent hire or in a more junior position, you may also mention that, as those factors can help explain your layoff as well without painting you in a negative light.

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You may also mention if you survived prior rounds of layoffs before you were ultimately cut. You could say, "The company was going through multiple rounds of layoffs, and my boss really tried to figure out how to keep me as long as possible, but in the end, I was part of one of the later rounds of layoffs our company had to do."

St Fleur said this would show that "you had a good relationship with your boss, and you must be some sort of top performer because they were trying to not make you be one of the first people."

If you were fired

McIntyre says one of the first things you should do when you're fired is try to negotiate how your departure will be portrayed to prospective employers.

She advises asking human resources exactly what information they'll provide when asked to verify your employment. In some cases, she says, you may be able to convince your employer to let you resign instead of firing you or to agree to discuss your dismissal with future prospective employers as "a mutual decision." In those instances, aim to get a reference letter that lays out the agreed-upon reason that you can use in your application process, McIntyre says.

It can also be helpful to describe a firing in an interview as "a mutual decision to part ways" or to say it "wasn't a good fit" or "wasn't the right match," St Fleur says.

Less is more

When speaking about a job loss, remember that "less is more," St Fleur says.

Address your departure, and then steer the conversation back to the role at hand quickly.

"It's kind of a politician's answer in that I'm not directly saying I left because I was fired because so-and-so happened, but instead, I'm gearing the conversation towards what I'm actually looking for in the future," St Fleur said.

You may follow a structure like this when answering: "I'm no longer at the company. I left in October, and I'm currently looking for a role where I'll have opportunities to use my strengths in X, Y, and Z, which is why your company and this position are so attractive to me."

Focus on what's next

Just as you'd do in the interview, you should keep your eyes on the road ahead when you've lost a job.

St Fleur tells her clients to "shift their mindsets and understand they're not damaged goods."

"Being fired or laid off doesn't mean you're not a good performer or that you're not worthy of getting another job," she said. The way you think about your dismissal "impacts your whole job search process," she added.

"It's about you figuring out what the right next step is for you," St Fleur said. "Try to find the next best fit for you based on what you want to be doing, what level you are, what skills you're trying to pick up, and what lessons you've learned from the previous role, no matter how you exited."

Watch: Nearly 50,000 tech workers have been laid off — but there's a hack to avoid layoffs

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