�� Read everything on their website Go beyond the About page. Read their blog, press releases, product or service pages, and any content they publish publicly. Note their mission, values, and any language they use repeatedly about culture and priorities.

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

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

�� Research their competitors and the broader industry landscape As a career changer demonstrating that you understand the competitive landscape of your new field shows that your interest goes beyond surface level. Search "[Company name] competitors" and read a few industry overview pieces.

�� Look at what their team is posting on LinkedIn Follow the company page and look at what their managers and employees are sharing publicly. This gives you insight into the culture and priorities from the inside.

�� Write 3 specific and genuine reasons why you want to work there Avoid generic statements. Write something specific: "I read about your recent move into [area] and the approach your team took to [specific challenge] is exactly the kind of work I have been preparing to contribute to." Specificity signals that your interest in this company and this field is real.