�� Read everything on their website Go beyond the About page. Read their blog, press releases, product or service pages, and anything they publish publicly. Look for their stated mission and values and pay attention to any language they use repeatedly about culture and priorities. Companies often signal 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 recent product launches, funding announcements, expansions, new hires in leadership, or any public challenges they are navigating. Referencing something current in an interview signals a level of genuine interest that most candidates never demonstrate.

�� Read their Glassdoor reviews Look at reviews from current and recent former employees. Note recurring themes about culture, management, and what employees value most. Also note consistent criticisms. This helps you assess whether the company is genuinely a good fit and gives you better questions to ask in interviews.

�� Research their competitors Understanding who a company competes with and how they position themselves against competitors shows business awareness that impresses most interviewers. A quick search of "[Company name] competitors" and reading a few comparison pieces is enough.

�� Look at what their team is posting on LinkedIn Follow the company page and look at what their managers and team members post. This gives you a sense of the culture and priorities from the inside.

�� Write 3 specific and genuine reasons why you want to work there Avoid generic statements like "I love your culture." Write something specific: "I read about your recent launch of [product] and the approach your team took to [specific aspect] is exactly the kind of problem-solving environment I want to learn in."