What should I research about a company before an interview?

Research ten things at minimum: what the company actually sells (specifics, not the marketing pitch), who their customers are, who their competitors are, how they make money, who runs the company and where they came from, their recent news (last 12 months), their company culture and values as stated and as reviewed, what the role you are interviewing for actually does day-to-day, who the people interviewing you are, and what their biggest current challenge appears to be. Most candidates do one or two of these. Doing all ten puts you in the top 5% before you walk in.

How long should I spend researching a company before an interview?

Two to four hours of focused research is the right range for most roles. Below that and you will miss critical context. Above four hours and you start hitting diminishing returns — you would be better off practising your answers. Split the time: an hour on the company and its market, an hour on the role and the team, and 30 to 60 minutes on the specific people interviewing you.

Where should I research a company beyond their website?

Use the company website for the official story, then layer on independent sources: LinkedIn for the team and recent hires, Glassdoor for inside-employee perspective, Crunchbase or Companies House for funding and ownership, Google News for the last 12 months of coverage, and the company's own social channels for tone and current priorities. For B2B companies, look at their customer logos and case studies. For B2C, read their app store reviews.

Should I follow my interviewer on LinkedIn before the interview?

View their profile — yes. Follow or connect before the interview — usually no. Viewing leaves no notification trail in most settings, and is expected. Connecting before you have spoken can read as overeager or transactional. Send a connection request after the interview, with a brief note referencing something specific from the conversation. That sequence reads as professional rather than presumptuous.

How do I use company research during the interview itself?

Use it to shape your answers, not to recite it. When asked "why us?", a researched answer references a specific decision the company made, a customer they serve, or a challenge their industry is facing — not the generic "I love your mission" line. When asked "do you have any questions?", a researched answer asks about something specific you read or noticed, then ties it to the role. The goal is to sound like you have been paying attention, not to prove you memorised their About page.

10 Things You Must Know About a Company Before Your Job Interview

Harvey Mackay built one of the most successful careers in American business on a simple idea: the person who knows the most wins.

His famous “Mackay 66” — 66 questions every salesperson should know about their customer — wasn't about being nosy. It was about walking into a room prepared when everyone else was winging it. You can read more about his approach at harveymackay.com.

Most candidates turn up to an interview knowing the job title and roughly where the office is. That is it. Here's how to research a company properly — and walk in knowing things the interviewer doesn't expect you to know.

1What They Actually Do (Not What They Say They Do)

Go beyond the "About Us" page. Do a Google search for real customer reviews, case studies, and what people say about them online. There’s a difference between a company’s marketing story and what it actually delivers. Know both.

2Read the Job Posting Three Times

Most candidates read the job posting once. Read it three times — first for the role, second for the skills they repeat (those are non-negotiable), third for the language they use. Mirror it back in your interview answers.

3Their Mission Statement and Core Values

Yes, every company has one. Most candidates ignore it. Don’t. If their core values include "ownership" and "transparency," use those words. Hiring managers notice when a candidate speaks their language.

4Recent News

Do a quick Google search for the company name plus "news" from the last 3 months. Have they launched a new product? Won a contract? Had a tricky press release? Knowing recent news shows you’re genuinely curious about the company — not just desperate for any job.

5Their LinkedIn Profile — and Your Interviewer’s

Look up the company on LinkedIn. How fast are they growing? What kind of people do they hire? Then find your interviewer. What’s their background? How long have they been there? What did they do before? This isn’t stalking — it’s preparation. Every good candidate does it.

6What Employees Really Think — Glassdoor

Sites like Glassdoor give you the unfiltered view. Read the reviews — especially the critical ones. Look for patterns. Is management always mentioned? Is the culture described as fast-paced or chaotic? This helps you decide if it’s a good fit before you’re already in the job.

7Their Competitors

Know who they’re up against. If you can say, "I noticed you’re competing with X — I was interested in how you approach Y differently," you immediately stand out. Most candidates don’t even know what another company in the same space does. Be the one who does.

8Their Financials (If They’re Public)

For listed companies, a quick look at recent results tells you a lot. Are they growing or cutting? Expanding into new markets? This gives you context for why they’re hiring and what pressure the team is likely under.

9The Company Culture Signals

Look at their social media. How do they talk about their team? Do they celebrate promotions? Post about their values? Or is it all product updates? A company’s social channels tell you more about the culture than any HR description will.

10A Question Nobody Else Will Ask

After all that research, you’ll have something most candidates don’t — a genuinely informed question for the interviewer. Not "what does a typical day look like?" but something specific. Something that shows you’ve done the work. That question alone can be the difference between a good interview and an offer.

The 10 things every candidate should know before walking into an interview — save or share this checklist.

The bottom line

Preparing for an interview isn't about memorising answers. It's about knowing the company you're interviewing with better than any other candidate in the room.

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Sources & Further Reading