How to research a company properly when applying for a job

When you're applying for a job, it’s not just about the role. It’s also about where you're applying and who you're applying to. Employers want to see that you’ve taken the time to understand their company and that you're serious about the opportunity.

Strong company research helps you write better applications, prepare more confidently and decide if the business is somewhere you can see yourself working. It also gives you an advantage in interviews, where knowing the company well can help shape the way you answer questions and engage with the team.

In this blog, we’ll cover what it means to research a company properly, what to focus on, where to find useful information, and how to apply what you’ve learned across your job search. Whether you're preparing for an interview, tailoring your CV or deciding where to apply, this is a key step that shouldn't be missed.

What does it mean to research a company properly?

Researching a company properly means building a clear, accurate picture of the business. It’s not just about checking their homepage or scanning the job spec. You’re looking for information that helps you understand what the company stands for, how they operate, who works there and what it might be like to join.

That includes reviewing their mission, values, team structure, leadership style and wider reputation. It also means understanding what the business does, where it sits in the market, and how it's performing. This kind of preparation helps you decide whether to apply and gives you useful talking points throughout the process.

If you're working with a recruiter, they may already have some of this insight. But even then, it’s worth doing your own research. You’ll be better prepared, more confident and more likely to make a good impression with the employer.

Why you should research a company before applying for a job

When employers read your CV or cover letter, they want to see more than just your skills. They’re looking for signs that you understand the company, the role and what they’re trying to achieve. That’s hard to show if you haven’t done your research.

Tailoring your application to the company shows that you’ve put in the effort. It also allows you to highlight experience that’s directly relevant to the business, rather than sending out the same CV to every role. This is where company research for job applications becomes a real advantage.

It also helps you as a candidate. By researching the company before applying, you can avoid wasting time on jobs that aren’t right for you. Looking at their values, work environment, leadership team and recent news gives you a better idea of what to expect. It can also highlight any early red flags that are easy to miss in a rushed application.

As a recruitment agency, we speak to candidates every day who want more than just a job title or salary. They want a company that shares their values, invests in its people and offers long-term opportunities. That kind of insight doesn’t come from reading a job spec. It comes from doing proper employer research before you apply.

What to look for when researching a company

If you want to make a strong application, knowing the company name and job title isn’t enough. You need to look into the details. The way a company talks about its values, the people they hire, and how they operate can tell you a lot about whether it’s the right place for you.

In this section, we’ll cover what to look for when researching a company before applying. Each area gives you insight that will help with CV writing, interview preparation, and deciding whether the role makes sense for your career.

Company mission, values and culture

Start by looking at the company’s mission and values. Most businesses share this information on their careers or about page. It tells you what the company stands for and how they approach their work. If these values don’t align with yours, it could be a sign the culture isn’t the right fit.

Go beyond what’s written on the website. Check whether the company actually lives up to its values. Look at the tone of their posts on LinkedIn, how they speak about their team and the type of content they share. These details give you a clearer sense of their company culture.

Company culture research can also help you shape the way you talk about yourself in interviews. If collaboration is mentioned often, you can prepare examples that highlight your experience in team settings. If the company values continuous learning, consider how your personal development aligns with that.

Leadership team and company structure

Understanding who leads the business gives you an idea of its direction and decision-making. Look at the leadership team. You’ll usually find their profiles on the company website or by searching on LinkedIn. Pay attention to their experience, how long they’ve been in the business, and what kind of roles they’ve held.

If you're heading into an interview, research the people you’ll be meeting. Look at their LinkedIn profiles to understand their role and background. This helps you prepare more relevant questions and gives you talking points to build rapport.

Also take time to understand the company’s structure. Is it a start-up with a flat team or a larger company with multiple departments? The size and setup of the business can tell you a lot about how work gets done and how closely you’ll work with others. This is especially useful if you're thinking about long-term progression.

Products, services and position in the market

It’s important to know what the company actually does. That includes the products or services they offer, who they work with, and how they position themselves. You should be able to explain this clearly if asked in an interview.

Visit their website and look at their service pages, case studies or client list. Try to get a sense of who their customers are and what makes their offering stand out. If the business operates in a competitive space, research their main competitors too. This helps you understand their strengths and challenges.

If you're applying for a client-facing, commercial or marketing role, this part is essential. You’ll need to speak confidently about the business and show that you’ve thought about how you could add value to their offer.

Reputation, reviews and employee experience

What others say about a company matters. Look at employer review sites like Glassdoor or Indeed to see what current and past employees are saying. You’re not looking for perfect feedback, but you should watch for patterns that point to strengths or concerns.

Pay attention to what’s being said about the work environment, communication, leadership and career development. If reviews mention consistent positives or repeated issues, take note. This information helps you understand what it might be like to work there.

You can also check LinkedIn for employee testimonials or work anniversaries. How people talk about the business when they leave or get promoted often says a lot about the internal culture. This kind of research supports better job interview preparation and gives you practical insight into life inside the company.

Recent news, growth and performance

Search the company name in Google News or check their press section if they have one. Look for updates about new hires, client wins, awards or product launches. This helps you understand how active the business is and what they’re working on right now.

Growth signals can also be found on LinkedIn. Check for new roles, changes in headcount or office openings. These updates often reflect company performance and direction. If they’re expanding quickly or have announced key hires, it usually means they’re investing in the future.

Referencing a recent milestone or project during an interview can show the employer that you’ve done your research and that you’re paying attention to what they’re doing as a business.

Financial health and credibility

If the company is listed, look at their financial reports or investor updates. For private companies, you can still find useful information from funding announcements, press coverage or Companies House filings.

Financial performance might not always be top of mind, but it’s part of the bigger picture. It can give you confidence that the business is stable and planning for growth. If they’ve secured recent investment or reached major revenue milestones, it’s a good sign of future opportunity.

You don’t need to analyse the figures. Just look for signs of progress or stability. This will help you make more informed decisions about where to apply and where to accept an offer.

How to research a company before a job interview

Once you've been invited to an interview, the focus shifts. You're no longer deciding whether to apply. You're now preparing to speak to the employer directly. At this point, your research needs to be more focused and more detailed.

It’s not about memorising facts. It’s about understanding the company’s priorities, its people, and how it presents itself. This will help you answer questions more confidently, ask more relevant questions in return and show that you’re prepared.

Where to do your research

There are several key places to look when preparing for a job interview. Some are expected, others are often overlooked. Each one can give you useful insight to support your interview preparation.

Start with the company website

The company website should always be your first step. Explore the home page, about section, careers page and any recent blog posts. This gives you the official view of the business, including its mission, values and team structure.

Look out for the language they use and how they describe their work. You can often find clues about company culture, key priorities and how teams are organised. This helps you prepare examples and questions that feel relevant to the business.

If there’s a careers section, check for information about benefits, progression, or internal initiatives. These often show what it’s like to work there beyond the job description.

Check LinkedIn and social media

Visit the company’s LinkedIn page to see how they present themselves externally. Look through recent posts, new hires, and shared articles. This helps you understand what matters to them right now and how they want to be seen.

Use LinkedIn to look up employees too. You can often get a sense of the company structure, job titles, and how people have progressed internally. If you know who is interviewing you, take time to view their profile. You might find shared experience or points of reference that help you build rapport.

Check any active social media platforms such as Instagram, X or TikTok. Some businesses use these to showcase team culture, events or behind-the-scenes activity. This can help you understand the tone and environment of the company in a more informal way.

Use employee review sites

Sites like Glassdoor and Indeed offer reviews from people who have worked at the company. These can give you useful insights into what the culture is like, how teams are managed and how people feel about progression and leadership.

You’re not looking for perfect reviews. Instead, look for consistent themes. If several reviews mention poor communication or strong mentoring, take note. These patterns are more reliable than one-off opinions.

Reading these reviews can help you prepare for questions like “What kind of environment helps you perform at your best?” or “What are you looking for in a manager?” You’ll also be better placed to ask informed questions about the company’s culture.

Ask your recruiter (if applicable)

If you're applying through a recruitment agency like Digital Waffle, ask us what we know about the business. As recruiters, we often speak directly with hiring managers, past candidates and others who have worked with the company. This gives us extra context that you won’t always find online.

Ask for any insights about the interview process, what the hiring manager looks for, and what makes candidates stand out. You can also check how many stages to expect, who you’re meeting and what format the interview will take.

This makes your preparation more focused. It also helps avoid surprises and gives you an idea of what to expect from the conversation.

Speak to people in your network

If you know anyone who works at the company or has worked there in the past, reach out. A short message asking what the culture is like or how the interview process felt can give you useful insights that go beyond job adverts and review sites.

You can also check mutual connections on LinkedIn. Even if you don’t speak to them directly, seeing who’s worked there and what roles they’ve had can help you understand the typical career path or team structure.

These real-world perspectives can help balance what you’ve read online. They can also give you confidence in your decision to move forward with the process.

Search the news and industry blogs

Use Google News to search for recent updates. Look for mentions in the press, funding rounds, new product launches or partnerships. If the company shares regular blogs or posts industry content, read the most recent few.

This tells you what the company is doing right now. Referencing a recent update in your interview shows that you’re engaged and informed. It also helps you answer questions about what attracted you to the company.

You don’t need to repeat headlines. Just having awareness of recent developments puts you in a stronger position than candidates who haven’t taken the time to prepare.

How to use what you’ve found

Once you’ve taken the time to research a company properly, the next step is using what you’ve learned. Good research shouldn’t just sit in a notebook. It should shape your application, influence how you prepare for interviews and help you make confident decisions about the roles you’re considering.

This section explains how to apply what you’ve found across your CV, interview and overall job search.

Tailor your CV and cover letter

Use your company research to make your application more relevant. Employers can always tell when a CV or cover letter has been copied and pasted. They can also tell when someone has taken the time to understand their business and reflect that in how they present themselves.

Look at the company’s values, current focus and tone of voice. Then use examples in your CV that speak directly to those areas. If teamwork, creativity or accountability are important to them, choose experience that clearly shows those traits. Use similar language to the job description where it makes sense, but avoid forcing it.

This shows hiring managers that you’re already thinking like someone who could work there. It also helps your CV stand out, especially when applying for roles where culture and communication matter just as much as technical skill.

If you're not sure how to tailor your CV to the job you're applying for, we’ve put together a separate guide that walks through the process step-by-step.

Read more: How to tailor your CV to the job description

Prepare relevant interview questions

The right research makes it easier to prepare strong interview questions and answers. You’ll be able to ask about specific projects, teams or updates the company has shared recently. This shows that you’ve paid attention, and that you’re genuinely interested in the business, not just the job title.

It also helps you answer questions with more context. If you’ve read about the company’s culture or growth plans, you can shape your answers to reflect what they’re likely looking for in a new hire. You’ll come across as more engaged, more focused and more prepared.

Strong questions can leave a lasting impression. They show that you’re thinking about how you would fit into the business, not just whether you’d get the job. If you’re preparing for interviews now and want a reference point, we’ve broken down some of the most common questions and how to approach them.

Read more: 14 common job interview questions & answers

Decide if it's the right place for you

Your research isn’t just for the employer’s benefit. It’s there to help you decide if the company is a good fit for you. What you find out before the interview can often save you time and energy later on.

Look at what the company says about itself, but also check what current and former employees are saying. Compare their values and benefits to your own priorities. Think about the team size, the leadership, the way the company communicates and the direction it’s heading in.

You’ll also get a better sense of how the company treats its people. If you value transparency, clear progression or flexibility, make sure these are reflected in how the business presents itself. It’s better to be selective and confident than to apply to roles that aren’t a genuine match.

Good research leads to better decisions. And the more you understand about the company, the clearer it becomes whether it’s somewhere you want to work.

Doing proper company research before applying for a job gives you more control, more clarity and a better chance of making the right impression. It helps you create stronger applications, feel more confident in interviews and ask questions that show you're engaged with the role and the business.

More importantly, it helps you decide whether the company is right for you. The work, the culture, the team and the direction of the business all play a part in whether it’s a good fit. A bit of upfront research can save you time and guide you towards better opportunities.

If you’re applying for roles now, or getting ready to start, this should be part of your process every time.

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