Break away from the pack - with research
It may seem obvious, but the whole purpose of the job search process is to set yourself apart from your competition. But believe it or not, qualifications alone do not necessarily provide you with the edge you'll need to land an offer.
Think about it. How can an interviewer possibly measure the relative value of a 3.4 GPA and B.A. from Boston University against a 3.1 GPA and B.A. from Boston College? He can't, because on paper, the candidates are basically the same. So how can you demonstrate to a hiring manager you're the right person for the job?
Creatively using research in preparing for your interviews can be a highly effective tool to showcase your strengths. It'll provide your interviewer with a tantalizing preview of the kind of employee you might be, should he have the foresight to hire you.
The website is not enough
If you ask any ten job applicants what kind of research they do before an interview, nine will say, "I Google the company and look over their corporate website." Period. Nothing else. Then ask them if they got the job. Chances are, unless they knocked the socks off the interviewer with the force of their personality (or they are the chairman's son), they didn't. Why? Because looking at the company website is the cost of entry. Smart interviewers look for thoroughness, curiosity and initiative in their candidates. A perfunctory visit to the company website doesn't cut it.
So, once you've reviewed the website, think of approaching your research as an opportunity to show the interviewer what you're made of. Want them to think you're smart? Then use your research to come to some smart conclusions. Want to demonstrate your motivation and creativity? Get off your butt and do something unexpected.
Three ways to stand out from the crowd
Here are a few ways you can improve the effectiveness of your research and elevate your standing in the eyes of your interviewer.
1. Read annual reports - Yes, they're boring. So don't bother with the financials. They're almost impossible to understand unless you're a finance major. But if you really want to find out what's going on in a company, read the Chairman's Letter. It'll tell you what happened last year, for better or worse, and what the head of the company sees for the future. Better yet, read the last three years' worth. And draw some conclusions. Earn some extra credit by letting the interviewer know you can think. "When I was reading your annual reports, and your Chairman mentioned...I thought..." They'll be impressed.
2. Search for third party opinions - Nothing makes you look smarter or better informed than being aware of what others are saying about a given company. After all, a company's website is basically just an ad. But what do the opinion-leaders think? There's no better place to find out than the financial markets. Visit business-reporting services like Dow Jones and Hoovers. There's a wealth of useful information that goes well beyond stock performance. Another great source, analyst reports. Find a friend who has access to financial databases. They can probably get you in-depth reports on companies or industries that you're interested in. There's no better resource for intelligence on markets, competition, and management. Nothing impresses an interviewer more than a candidate who not only understands the company, but also has a broad grasp of the marketplace, the competition, and sales trends.
3. Show some initiative - Let's say you're interviewing with a bank, a large retailer, or franchise business. You have two possible approaches. You can memorize the number and location of their branches or outlets, and any other information you think useful, in the hope that there'll be an opportunity to parrot it back during the interview.
Or, what if, instead of talking about the branches, you actually made the effort to visit a number of them. What if you said to your bank interviewer, "I wanted to get a feel for your bank, so I visited 15 of your branches in the Boston area. And you know, you really do deliver on your customer service promise. The branches are clean and the people are friendly and your customers seemed really satisfied." You have now effectively broken away from the pack of other candidates interviewing for the job.
What do your branch visits say about you to the interviewer? First, you've shown initiative. We guarantee your interviewer hasn't been anywhere near that many branches lately. He'll be impressed that you have. Second, it demonstrates your curiosity. You weren't simply willing to accept the bank's claims about customer service, you wanted to see for yourself. This kind of drive is precisely what interviewers are looking for in prospective candidates. And third, it gives you a chance to express an opinion. You didn't just visit the branches, you drew some conclusions from the experience. Ultimately, employers want thinkers, not data gatherers. So don't be shy about expressing your opinions, as long as you have the facts to back it up. Use this strategy anytime your target company has a physical presence in your area; it's a surefire bet to get your resume to the top of the pile.
The most important thing to remember about research is that it's a terrific opportunity to show your interviewer not only what you know, but who you are. Think of it in that context, and it'll go a long way to setting you apart from the other applicants competing against you.
D.A. Hayden and Michael Wilder are founding partners of Hayden-Wilder, a one-on-one counseling firm specializing in preparing recent college graduates for the real world job market. For more information about Hayden-Wilder, visit www.haydenwilder.com.
