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Top qualifications, a shining CV and heaps of experience can push you to the front of the queue when it comes to finding jobs. But if you haven’t done your homework properly you may just find yourself being pipped at the post

In today’s competitive job market, it’s essential you know the firms you’re applying to inside out if you’re going to convince them you’re the best candidate.

The fact is, nearly all the best firms expect you to have a thorough grounding in who they are, what they do and how you could benefit them. Some would-be employers go far beyond even these standards and want you to demonstrate an in-depth knowledge of their industry and its context.

Indeed, from the moment you decide to apply to a firm you should treat your background research seriously, so that your confidence and ability shine through at every step of the application and selection process.

‘You didn’t choose the university you went to without reading up on it, going to look round and finding out about the course. Applying for a job is exactly the same, says Josie Walton, from recruitment consultancy Freshminds (www.freshminds.co.uk).

‘You’ll be at an immediate advantage if you can talk knowledgably about what the company does as it makes you look more keen.’

A firm’s website is a great first port of call, but you should aim to use this just as a starting point and begin to do some serious detective work, according to Simon Reichwald, MD of graduate recruitment consultancy Graduate Success (www.graduatesuccess.com).

‘You should research and ideally do more than just learn what it says on their website,’ he says. ‘You need to be prepared for “why do you want to work for us?” and “What do you know about us?” – “not much” or “just what’s on your website” won’t do it.

‘What employers really want to know is how keen you are and if you know enough about the role to understand what you are then letting yourself in for.’

Simon adds: “If the company makes products go look at them and take a view. Look at the competition – assess them. You can go on for ever with research, don’t do this, but do get enough to feel you will probably know more than the other applicants.’

Arvind Devalia, author of Get the Life you Love and Live it (www.getthelifeyoulove.com) says: ‘Knowing more about employers will help you decide how well you meet their required criteria, just what they are looking for and allow you to tailor your application form and CV accordingly.’

Sarah Shillingford, graduate recruitment partner at top consultancy Deloitte, (www.deloitte.co.uk), says that having background information isn’t just about impressing the interviewers.

‘Knowledge of the employer is as important for you as it is for the company,’ she says. ‘It helps you confirm that it is the right role for you and that you will be committed to it and be happy in your new career.

‘Read as much information as you can about the company and the role that you are applying for so that you know exactly what it is you will be doing and why you want to work there.’

So the experts agree you shouldn’t stint on doing your homework properly – but exactly how do you go about it and what should you be looking for? We’ve got the answers.

1)    The firm’s website
If you do nothing else, at least do this. You’ll find out exactly what the firm does, its size, what its markets are, where its regional or international offices are and who the key members of senior staff are.
Many larger organisations have a newsroom section where you can browse current and past press releases that should give you a good flavour of how the company sees itself, as well as what it thinks its major achievements are.

2)    The internet
Extend your scope beyond the firm’s website to get a fuller, more objective picture of its work. Type other keywords such as ‘profit’, ‘problems’ or even ‘investigation’ into Google or a similar search engine. Sometimes disgruntled customers of a firm set up an ‘anti website’ to air their grievances in public.
 
3)    Newsgroups and blogs
These are great sources of ‘underground’ or slightly more secret information about a firm, though you sometimes have to take their accuracy with a pinch of salt. Newsgroups are just online discussion forums – sometimes called bulletin boards. Log onto the ‘Groups’ section on Google or use software such as Microsoft Outlook Express to find newsgroups that mention your target firm.

Blogs are simply online diaries – you might find one set up by an employee at the company, sometimes discussing what life is really like at the firm. Again, Google and other search engines can help you pinpoint blogs.

4)    Newspapers and news sources
Regularly read the business pages in the broadsheets to identify specific information about your chosen firm as well as general economic and industry trends. The Financial Times and the Economist can be especially useful.

Also look at newspaper and news sites on the web – good ones include www.guardian.co.uk, www.bbc.co.uk and the Google news site, which all have free searchable archives. The Financial Times’ www.ft.com is an excellent source, but subscriptions start at £75 a year. As well as the national papers, don’t forget to look at the regional or local papers and their websites, especially if the company you’re applying to is smaller.

Most industries also have trade publications so have a read through these to gain knowledge about the industry and current trends and issues that they face.

5)    Company reports, accounts, brochures and publicity
Try to get a copy – or at least a summary – of the latest annual company report, which should give lots of details about the organisation’s activities and profits. The report may well be on the firm’s website as a download, or you may have to write and request a copy. All of a firm’s shareholders can ask for the annual report as well, so you could always buy just one share.

It’s also worth asking the company for any customer or careers brochures and publicity material it has. Companies House, the official registrar of all limited companies, has basic details of firms available for free, or you can order a set of accounts for just £1 – log on to www.companieshouse.gov.uk.

6)    Talk to the firm
It sounds simple, but if you’ve got a question about a company, you could always pick up the phone and ask them directly. You may even consider arranging an informal visit to talk to HR to gain as much insight as possible. A good firm with nothing to hide will be happy to provide you with lots of information - you may even get a few brownie points for demonstrating initiative.

If an organisation is reluctant to discuss details of its activities or of your potential employment, you should think carefully about whether you want to work there. One of the best ways of meeting potential employers face-to-face is at careers fairs, where they will be happy – and have the time - to answer all your questions.
 
7)    Talk to employees
A chat with a current worker at the company could reveal more than any other source – especially if you want to find out what the work, conditions and managers are really like.

Ask HR if you could speak to an employee who is currently in the job you’d be doing – try to arrange an informal one-to-one chat in a coffee shop so the worker won’t be intimidated by managers being present. Another option is to scour your friends and your friends’ friends for anyone who works at the firm – buy them a drink and pick their brains. Networking is the key here.
 
8)    Recruitment consultancies
If your application is via a consultancy, pick their brains about the firm. They may well have visited the client as part of the recruitment process and would have talked extensively to managers. They should know about the company’s corporate structure, culture and challenges, as well as the best way of tailoring your CV and application to meet the organisation’s needs.

9)    Professional bodies and organisations
Many specialist firms are members of professional organisations, such as the Institute of Charted Accountants or the Chartered Institute of Marketing. Look up these bodies’ websites for lots of information about the industry in general, as well as all the latest press releases, events and awards. These organisations usually also have great advice for those looking to start their career in that particular sector.
 
10)    Research competitors and clients
Even if you think you’ve hit the bottom of the barrel with investigating your potential employer, it’s worth going further by researching other firms in the same sector. This helps put all the information you’ve garnered in perspective – you might be able to find out if the pay, terms and conditions at the firm you’ve applied to are as competitive as they are elsewhere.

Knowledge checklist

-    Basic company details – size, scope and function
-    The products or services the company makes or sells
-    Familiarity with those products
-    The organisation’s culture and operating standards
-    Senior staff and management
-    Company motto or mission statement
-    What life is really like for employees
-    Is the firm financially secure with good prospects?
-    Any recent big contracts, mergers or business expansion
-    Any problems or redundancies on the horizon
-    What the career prospects and pay are
-    What the staff turnover is
-    Has the firm won any industry awards recently?
-    What the company’s competitors think of it

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