�� Read everything on their website Go beyond the About page. Read their blog, press releases, product pages, and anything they publish publicly. Note their mission, values, and any language they use repeatedly about their culture and priorities. Companies often telegraph what they care about most in how they talk about themselves publicly.

�� Research their recent news Search "[Company name] news [current year]" and read the top results. Look for product launches, funding rounds, leadership changes, expansions, new partnerships, or any public challenges they are navigating. Referencing something current and specific in an interview signals a level of genuine interest that most candidates do not demonstrate.

�� Read their Glassdoor reviews Look at recent reviews from current and former employees. Note recurring themes about culture, management style, and what employees value. Also note consistent criticisms. This helps you assess genuine fit and ask better questions.

�� Research their competitors Understanding who a company competes with and how they differentiate themselves shows business acumen that impresses most interviewers. Search "[Company name] competitors" and read a few comparison pieces.

�� Look at what their leadership team is posting on LinkedIn The CEO and department heads often share their priorities publicly. Reading their posts gives you insight into the company's direction from the inside.

�� Write 3 specific and genuine reasons why you want to work there Specific means something like: "I read about your recent expansion into [market] and the approach your team took to [specific challenge] is exactly the kind of strategic environment I am looking to contribute to." Generic means: "I love your company culture." Only specific answers land in interviews.