One might think, during a job interview, which ever candidate displays knowledge of the company…. would be the one that stands out. Maybe a few years ago, but now you’re more likely to differentiate yourself in an interview, by not prior researching a company. Don’t get too excited. This is not the kind of differentiation that hooks the job. Researchers say that about 68% of job candidates are more informed, than they were five years ago. However, there are still ways that you can set yourself apart from other candidates- in a good way. Here is how:

In Depth Research
It is not enough to just do a quick visit of the companies website, and get key points. You need to devote some time, so that you can dig beneath the catch phrases. Look at the different types of services offered and expansion plans. Find out what the primary objectives are, read media announcements, search products, and discover who the firms executives are. This will allow you to get a grasp on what the companies overall focus is, and then enable you to sustain a relevant dialogue during the interview.

Annual Reports
Public companies will have an annual report. This will reveal the companies financial stability, and any fiscal situations of concern. Any expansion or downsizing information will be included, too. This is useful information in that, if a company is loosing money, you may want to inquire if the companies budget is being affected, and what implications that may hold for the company and team members.

Unfavorable Improvement
Check the Better Business Bureau for any complaints lodged against the company- especially in the area you are applying. Briefly outlining how you can improve company “unfavorable(s) ” will add bonus points to the interview.

Use Outside Sources Of Information
Search media archives- newspapers, magazines, radio, television, business journals, etc.. Analyst reports can give you a review of future or current expansion plans. This can be a great interview talking point, especially if web site touts contradict industry news. If you have experience in the area, you can score major points with questions and insight.

Social Network Contacts
Utilize the My Space, Face Book, Stumble, etc. contacts you made online. Ask them if they have any credible information on the company, know any one that is employed by the company, or just get further suggestions for research outlets. Also, contact previous co-workers and professional contacts. If you find someone with a connection to the company, or that has insider information, don’t be afraid to utilize it. Ask the hard questions and get perspective on how the company works internally. An insider will be the only way you can discover if the companies exterior claims meets their internal actuality.

Utilize The Research
If you go in and start spewing facts and figures, like a rehearsed puppet….it will show. Some companies may appreciate a complacent research endeavor, but it will not showcase your ability. Instead, compile the information around personal descriptions, that will demonstrate what assets you add to the company.

Without doing the necessary research, you can appear to lack oratory skills, knowledge, or just be inept. You will never loose an interview from too much research, but you can miss an opportunity…. from lack of it. Lack of research can also cause you to become a member of a company, that you may not really want to be affiliated with. So, win all around with research!