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Research & Your Job Hunt

Learn how research can help you create cover letters and resumes and prepare for job interviews.

Why Research

Researching your potential employer shows that you are interested in the position, and it provides insight into the employer's needs.  Your research will give you a better sense of the workplace culture, the employer's strengths and weaknesses, and what qualities are valued in employees.

Where to Research

Company Website--Visit the "About Us" page to learn about the company, mission statement, and products/services.  Also, read any pages that focus on news articles for up to date information about community involvement, initiatives, awards, etc.

Social Media--Visit the company's Facebook, Twitter, and LinkedIn pages.  Social media is a great way to learn about the business as well as its followers.

Google--Google the company.  This is a good way to find news articles and other information not included on the employer's website.  Also Google any unfamiliar terms or professional jargon included in the job posting.

The Carl B. subscribes to several newspaper databases that can help you with your research.  Select a database that is appropriate for the location and size of your employer.  For example, search the Forum for a small start up in Fargo and the New York Times or Wall Street Journal for a larger publicly traded company.

The Carl B. subscribes to several databases that include information about publicly and privately traded companies and industry reports.

To find SWOT analyses in NexisUni:

  1. Scroll down to the "Discover topics" section, and click on "Business."
  2. Click on "Advanced Search" under the search box.
  3. Click on "Select a specific content type," and select "Company and Financial" and then "Company Profiles."
  4. In the "Document Segments/Fields" section enter the company name in the "Company Name" box and "SWOT" in the "Publication" box.
  5. Click on "Search."

How to Use Research

Resume and Cover Letter
Read the job description carefully to identify the skills and qualifications that the employer is looking for.  Then, use the information you found during your research to customize your cover letter and resume.

  • Select examples that reflect the workplace culture and show you have the required skills and qualifications.
  • When choosing your words, use the terminology the company uses.  There are many words that mean roughly the same thing, and using the company's terms will make you appear informed and like an insider.
  • Pay close attention to words and ideas that come up often in the "About Us" section of the company website and the mission statement.  Keep those words and ideas in mind as you explain why you are interested in the position and company and as you write about your soft skills.
  • Mention something you know about the employer and connect it with something about yourself early in your cover letter

Interview
Researching the company in advance will reduce your interview anxiety and make you appear more confident.  Make sure you research the following before your interview:

  • Key People (President, CEO, etc.)--Know their names and things they have accomplished.
  • Mission and Values--How do the mission and values align with your experiences?
  • What are their products, what services do they offer, who are their clients?

Your research will also make it easier to tailor your answers to frequently asked interview questions like the following:

  • Tell us about yourself.
  • What do you know about us?
  • What is your five year plan?  What are your short- and long-term goals?
  • Why do you want to work here?

​Your research will also make it easier to think of questions to ask during the interview.  For example, you could mention something you learned during your research that impressed you.  For example, if the company's mission impressed you, ask how the person hired for the position can support that mission through their day to day activities.  You could also mention something you read about the company in the newspaper or on their website and ask your interviewer(s) to tell you more about it.