This tutorial gives you a structure and the tools for conducting research – vital before you apply for a job, write your cover letter or go for an interview.

Researching an employer is a distinct skill many take for granted. I read an article yesterday stating “search for the company name in Google” as a top tip for interview preparation.  Now I’m not suggesting you avoid Google, I just don’t believe this is valuable advice. After all, Average Joe does not land the job.
We all know applications should always be tailored for each specific company. We also know if you turn-up to interview armed with facts, able to talk fluently about the organisation you stand a far greater chance of success. Actually making this happen relies on strong research skills.
This task should be split into 2:

Firstly, define your research objectives. A good start is to use the below template:

• Describe the business activity in no more than 2 sentences

A:  your answer here...

• What industry do they operate in?

A:  your answer here...

• How many employees?

A: your answer here...

• How many offices and located where?

A:  your answer here...

• Is the business owned by another company?

A: your answer here...

• Who are the customers? (TIP – if the answer is people e.g. for Tesco, then what type of people?)

A: your answer here...

• Why do the customers buy from this company?

A: your answer here...

• Who is the competition?

A: your answer here...

• Has the company been in the press recently and if so, why?

A: your answer here...

• Are there stories about the industry or competitors in the press?

A: your answer here...

• What skills does the company look for?

A: your answer here...

Secondly, spend your time online wisely.

This means using reputable websites and services.

Company website: focus on the ‘about us’ page, the products/ services, read client testimonials (if they exist) and spend considerable time on the press / media page reviewing all the text since this should represent the image the company likes to portray.

NewsNow: great resource for industry news, links to trade magazines, competitor information http://www.newsnow.co.uk/h/Industry+Sectors

Hoovers: a paid for service but use the free search facility to get key information on millions of companies without having to subscribe http://www.hoovers.com/freeuk/

Trade Association Forum: link to the trade associations related to the company, learn about the industry http://www.taforum.org/searchgroup.pl?sector=1;n=500

Glassdoor: Review insider information on companies, interviews and more http://www.glassdoor.com/Reviews/index.htm

Industry Leading Magazines: find out the current industry issues, top stories, learn about competitors and more.
Finally, there are plenty of useful ‘premium’ sites, willing to offer free trials if you register. The most useful, insightful and valuable information is usually not freely available online. Take advantage of free trials targeted at businesses and get ahead. Search for “employer research” in Google and you will be able to access many premium services on a trial basis.

Take Away Points:
1: Do not rely on Google – this is what everyone else does
2: Follow a structure for your research and find the answers, rather than just general ‘browsing’
3: Utilise the professional resources cited in this article

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