Getting an interview is a great step, but the preparation should not stop once you have secured one. If you want to make a strong impression, taking the time to research the company before your interview can help you give more relevant answers, ask better questions and show that you have a genuine interest in the opportunity.
Good interview preparation is about more than memorising answers to common questions. You should understand the organisation, what it does, where it is heading and how the role you have applied for could contribute to its goals.
The National Careers Service recommends researching the employer’s website and understanding its products, services and values before an interview. It also recommends using the information you find when answering questions about why you want to work for the company.
So, how should you research a company before an interview, and how can you actually use that information when you are in the interview?
Why is researching a company before an interview important?
One of the easiest ways to prepare for an interview is to understand who you are speaking to.
An interviewer may ask questions such as ‘Why do you want to work for us?’, ‘What do you know about our company?’ or ‘Why do you think you would be a good fit for this role?’ Without doing any research, it can be difficult to give an answer that feels specific to the employer.
Company research also helps you understand whether the role is genuinely suitable for you. An interview should not only be about convincing an employer that you are right for the job. It is also an opportunity for you to learn more about the company, the team and the position.
1. Start with the company’s website
The company website is the obvious place to start, but do more than simply read the homepage.
Look at the ‘About Us’ section, products or services, careers pages, recent announcements and information about the company’s work. If it is a technology company, for example, look at the products it develops, the markets it operates in and the technologies it uses.
Pay particular attention to information that relates directly to the role.
If you are interviewing for a software engineering position, you might look for information about the company’s technology stack, products or development projects. For an electronics engineering role, you could research the products being developed and the industries they serve.
Make a few notes rather than trying to remember everything.
2. Find out what the company has been doing recently
Your research should not stop at the company website.
Search for recent announcements, partnerships, product launches, contracts, awards, investments and other developments involving the organisation. Industry publications can be particularly useful for technology and engineering companies because they may provide information that is not highlighted on the company’s own website.
Recent information can give you useful context for your interview. For example, if you discover that a technology company has recently expanded into a new market, you could ask how that expansion might affect the team you are interviewing for. The important thing is to use recent information to start a conversation rather than simply repeating something you found online.
3. Understand the company’s products or services
You should be able to explain, in simple terms, what the company actually does.
This sounds obvious, but it is easy to focus so heavily on the job description that you forget to look at the bigger picture.
Ask yourself:
- What does the company sell or provide?
- Who are its customers?
- Which industries does it work with?
- What makes its products or services different?
- Which markets does it operate in?
- What problems does it solve for its customers?
You do not need to become an expert on the company overnight. Instead, aim to understand enough to have an informed conversation during your interview.
4. Research the industry
Company research becomes much more useful when you understand the wider industry.
Look at current developments affecting the sector and consider how they might affect the employer. For example, a software company could be affected by developments in artificial intelligence, cybersecurity or cloud computing, while an electronics business might be influenced by semiconductor availability, wireless technology or changing customer requirements. You can then use this information to demonstrate that you understand the environment in which the company operates.
A simple question such as ‘How is the team responding to the increased demand for…’ can lead to a much more interesting conversation than a generic question about the company.
5. Look at the company’s LinkedIn page
Social media can provide another useful source of information.
A company’s LinkedIn page may show recent projects, new hires, product announcements, events, awards and company updates. It can also give you an idea of the type of work the organisation is currently focusing on.
However, avoid trying to mention every post you have seen.Choose one or two genuinely relevant things and use them to support your understanding of the business.
For example:
‘I noticed the company recently expanded its engineering team. Has that growth changed the priorities for this department?’
That shows you have done your research while giving the interviewer an opportunity to explain more.
6. Research your interviewers
If you know who will be interviewing you, it can be useful to look at their professional background.
A public LinkedIn profile may tell you about their role, career history, technical background and experience within the company. This can help you understand who you will be speaking to and what areas of your experience might be particularly relevant.
For example, if you are interviewing with an Engineering Manager who has a strong background in embedded systems, you may want to prepare examples that demonstrate your own experience with embedded development.
Keep this professional, though. The aim is to understand their role and background, not to investigate their personal life.
7. Read the job description again
One of the most important pieces of research is already in front of you: the job description.
Read it carefully and identify the skills, experience and responsibilities that the employer considers important.Then compare those requirements with your own experience.
Create a simple list of:
What they need → What I have done → Example I can give
For example:
They need: Experience leading technical projects
You have: Led a software development project
Example: Explain the project, your responsibilities and the result.
This approach can make your interview preparation much more focused.
8. Turn your research into interview answers
Research is only useful if you actually use it.
Instead of simply telling the interviewer that you have researched the company, bring relevant information into your answers naturally.
For example, if you have discovered that the company is expanding its product range, you could connect this with an example from your previous experience:
‘I noticed that the company is currently expanding its product range. In my previous role, I worked on a similar development project where I helped…’
You have now connected their business + your experience + the role in one answer.
For competency-based questions, the STAR method can help you structure your examples around the Situation, Task, Action and Result. The National Careers Service recommends STAR as a way of structuring interview answers and linking your experience to the skills listed in the job description.
9. Prepare questions based on what you have discovered
Almost every interview gives you an opportunity to ask questions at the end.
Avoid wasting this opportunity by asking something that could have been answered by spending two minutes on the company’s website.
Instead, use your research to create questions that encourage a proper conversation.
For example:
- ‘I noticed the company is expanding into [area]. How will that affect this team?’
- ‘What would you like the person joining this role to achieve during their first six months?’
- ‘What are the biggest challenges currently facing the team?’
- ‘How does this role fit into the company’s wider plans?’
- ‘What are the main priorities for the team over the next year?’
Having several questions prepared is useful because some may naturally get answered during the interview. Prospects also recommends preparing several questions so you have alternatives available when the interview reaches the end.
10. Use your research to decide whether the company is right for you
There is another benefit to researching an employer: it helps you make a more informed decision.
An interview should work both ways. While the company is assessing your suitability for the position, you should also be considering whether the opportunity matches what you are looking for.
Think about the company’s:
- Working environment
- Approach to career development
- Type of projects
- Technology and products
- Management structure
- Working arrangements
- Long-term opportunities
If something is unclear, the interview gives you an opportunity to ask about it.
What mistakes should you avoid when researching an employer?
Doing too much research can be almost as unhelpful as doing too little if you approach it in the wrong way.
Avoid trying to memorise the company’s entire history. You are unlikely to need it, and reciting information you have found online can make your answers sound rehearsed.
Instead, concentrate on information that helps you understand the business and connect your experience to the role.
You should also avoid relying on one source. Company websites, industry publications, professional profiles and other reliable sources can provide different perspectives.
Employee review websites can sometimes provide useful information about workplace experiences, but treat individual reviews carefully. One person’s experience does not necessarily represent the entire organisation.
How much research should you do before an interview?
There is no fixed amount of research you need to complete.
The right amount depends on the company, role and seniority of the position. A graduate applying to a large company may need a different level of preparation from an experienced engineer interviewing for a specialist position.
As a starting point, make sure you understand:
- What the company does.
- What products or services it provides.
- Who its customers are.
- What industry it operates in.
- What it has been doing recently.
- What the role involves.
- How your experience matches the requirements.
- What questions you want to ask.
You should then be able to explain clearly why you are interested in the company and how your experience could contribute to the role.
How to research a company before a video interview
The same research applies whether your interview takes place in person, over the phone or online.
However, video interviews can make preparation particularly important because you may be joining the conversation from your home or another location.
Make sure you know:
- Which platform the interview will use.
- The interview time and date.
- Who you will be speaking to.
- How to access the interview.
- Whether you need to prepare a presentation or technical task.
For an online interview, it is also worth testing your microphone, camera and internet connection beforehand. The National Careers Service recommends checking your equipment and setting up somewhere quiet without distractions.
Frequently Asked Questions
What should I research before a job interview?
Start by researching the company’s products or services, values, industry, recent developments, customers and the role you have applied for. You can also research your interviewer’s professional background if it is publicly available.
How can I use company research in an interview?
Use relevant information naturally in your answers and questions. For example, you could refer to a recent company project when explaining why you applied or ask how a recent development could affect the team.
Should I research the interviewer before an interview?
If you know who will be interviewing you, checking their professional background can help you understand their role and experience. Keep the research professional and use it to prepare relevant questions or examples.
How do I answer ‘Why do you want to work for us?’
Connect your own interests, skills and career goals with something specific about the company or position. Avoid giving a generic answer that could apply to any employer.
What questions should I ask at the end of an interview?
Prepare several questions about the role, team, projects, expectations and the company’s future direction. Company-specific questions can demonstrate that you have prepared and are genuinely interested in the opportunity.
Find Your Next Tech Job
Once your interview preparation is complete, the next step is finding the right opportunity.
At Deveng Jobs, you can browse technology and engineering vacancies from different companies and apply directly for roles that match your skills and experience.
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