EXAMINING POTENTIAL EMPLOYERS
All successful job seekers must become expert researchers. How else will you figure out where to find the most relevant job openings, the employers most likely to hire you, and the details you need to arm yourself with before you walk into your first interview?
This chapter focuses on one area of research: uncovering information about the specific organizations you want to work for. Whether you’ve already got an interview scheduled or want to ID a company to cold call, the more you know about the organization in advance, the better off you’ll be.
“I advise people to do a lot of research. Read anything and everything you can find about that company—and then mention it in your interview. Even if it’s not local news, you can share general information or reviews you’ve read. Ideally, you can follow up the interview by sending the person a copy of what you mentioned. This makes you stand out from the other candidates.”
—Bernice Kao, job/career specialist and job service outreach librarian at Fresno County (California) Public Library
LIBRARY RESOURCES
You may think you know how to research . . . but you’ve got a lot to learn. And who better to guide you than a librarian? Stop by your public library’s reference desk and ask if a librarian-specialist can walk you through using available resources to investigate your potential employers.
IDENTIFYING POTENTIAL EMPLOYERS
Simply checking job listings every day is the most passive form of job hunting. One way to be more proactive in your search is to carefully consider which organizations you’d like to pursue as your next employer and then contact those companies. Researching employers by location, industry, corporate stability, and other factors can help you focus your search—and possibly pursue an opportunity that has not been advertised yet.
There are three sets of tools you can use for this research:
1. LIBRARY DATABASES
Barb Vlk, business librarian at Arlington Heights (Illinois) Public Library, asks, “How do you know what companies to go to?” Check with your local library to see which databases it subscribes to that might contain company information. “You can call up your library and ask which databases are good for this type of research,” urges Vlk. “There are a number of databases where you can find company information, often with live links so you can just click through to their website. Some libraries restrict their databases to their cardholders; others let anyone access them.”
BARB’S BEST DATABASES
Vlk’s top three databases for researching potential employers:
1. Reference USA—“probably the best because it’s the most comprehensive. It’s really a phone book online. If I search for all the businesses here in Arlington Heights, I’m going to get around five thousand. That’s because it will list every Panera Bread and McDonald’s in town, along with home businesses. You can search by type of business and by number of employees. It’s the best place to start.”
2. Million Dollar Directory—“is good too, although it only includes larger companies.”
3. Lexus Nexus Library Express Edition—“is a good place for getting news items on companies. Check this before you go to the interview, or to find something you can tie into your experience in your cover letter. Just let the hiring manager know that you’ve done your research and you know who that company is.”
Vlk adds, “All of these can be downloaded to Microsoft Excel, so if you’re familiar with Excel, then you’ve got a really nice working list for a job searcher.”
FACTOID
Small businesses (those with 500 or fewer employees) have generated nearly two-thirds of all new jobs over the past fifteen years, according to the U.S. Small Business Administration in 2007.
2. WEBSITES
Of course, the Internet provides plenty of information on companies by industry, location, etc. Try these sites to start:
Hoover’s (www.hoovers.com) is the granddaddy of company information, now online with free, up-to-date, and detailed information on more than 50,000 companies. Includes privately owned companies, which is rare on other sites. You can access some information for free, but much of it is fee-based.
Jigsaw (www.jigsaw.com) is primarily a source for employee directories within companies, but you can browse their site by industry, company name, state, or city to find an extensive list of companies. While individuals’ contact information may prove invaluable, you can also use Jigsaw as a starting point to develop a list of potential employers in your area, then check out each company’s own website.
Top 100 Inc. 5,000 Companies by Industry (www.inc.com/inc5000/2007/lists/top100-industries.html) provides basic information on what they have found to be the “fastest growing” organizations within each industry.
Guidestar (www2.guidestar.org) includes a searchable directory of nonprofit organizations.
Fortune’s list of best companies to work for (http://money.cnn.com/magazines/fortune/bestcompanies/2010/) is updated annually.
Price’s List of Lists (www.specialissues.com/lol) is a database of ranked listings of companies, people, and resources.
3. PERSONAL CONTACTS
Work your network. As you attend meetings and events, or introduce (and reintroduce) yourself to others during your job search, ask about which companies you should include in your search. If you’re talking to someone in your targeted industry, ask where they work, where they’ve worked in the past, and which are the “local leader” companies in that industry.
And if you’re talking to someone who is not in your targeted industry, it’s still worth finding out if they have any contacts or knowledge about that field—you never know!
BEST IN SHOW—RESEARCHING COMPANIES
The Riley Guide: “How to Research Employers.” www.rileyguide.com/employer.html#tutor
Quint Careers’ Guide to Researching Companies, Industries, and Countries. www.quintcareers.com/researching_companies.html
LIST YOUR CONTACTS, THEN CONTACT YOUR LIST
This research aspect of your job search should be an ongoing task; don’t wait to compile a complete list of potential employers before you act. If you put in some time browsing a library database, or Hoover’s.com, and come up with an organization you think is a good fit for your talents, act right away! Follow these steps:
1. Study the company’s website before you do anything. (See “How to Use a Company’s website”, p. 72.)
2. Check their website (and a few job listing sites, too) to see if there are any open positions in your area. If there are, apply for the position(s).
3. Find the most likely hiring manager using Internet research and consider how you might best contact that person. Options include e-mailing your résumé (or request for an information interview) or sending a snail-mail letter. Phone calls are rarely welcome interruptions, as are unscheduled in-person visits. But you might consider sending an e-mail that states you will follow up by phone, and then calling a few days later. This will turn your “cold call” into a warmer one.
LEARNING MORE ABOUT A COMPANY
The second aspect of researching an organization is when you’ve decided to contact a company about a job opening, or after you are invited to an interview. The timing on this type of research is crucial, because the more you know about the organization, the industry, the geographic region, and even the individuals you may interview with, the more likely you are to impress the hirers, stand out from your competition, and get the job!
WHEN TO RESEARCH A POTENTIAL EMPLOYER:
• Before you write your cover letter and customize your résumé
• Before you visit a company at a job fair
• Before you contact a hiring manager for an information interview
• Before your initial job interview—including telephone interviews!
“Do your research before you send out your résumé. That way your résumé will be custom-made to that job. Match your qualities listed in the résumé to the job ad—and come up with three stories for when you interview. I have my [job-seekers’] class write their résumé to a specific job opening for practice.”
—Bernice Kao, job/career specialist and job service outreach librarian at Fresno County (California) Public Library
WHAT YOU SHOULD LEARN—AND WHERE
OK—you’ve found a promising job opening, registered for a job fair, or earned an appointment for an interview, and you’re ready to start your research on a specific organization. What information should you gather on the company you’re targeting?
Start with the basics:
• The history, size, and scope of the organization
• Its financial health and stability
• Any recent news involving the organization
• The organizational chart for the department or location you’ll be working in
• The corporate culture
And don’t forget to educate yourself on . . .
• Current state of industry, area
• Latest news in industry
• Most recent changes in the organization (executives hired, layoffs, awards, etc.)
For a company’s history, size, and scope, look . . . in the “about us” section of the organization’s own website. If the organization you’re targeting is owned by a larger corporation, has changed its name, or has a second identity, try a Google search on additional names to see what information you might unearth.
For financial health, look . . . at a number of financial sites. If the organization is publicly traded (that is, it is owned by stockholders), you can easily check its financial performance. Start with the Edgar database of the U.S. Securities & Exchange Commission (www.sec.gov). Yahoo! Finance (http://finance.yahoo.com) compiles financial news on specific publicly traded companies—just type the company name into the search field. Also check the organization’s own website for an annual report, which will include the year’s financial performance. Nonprofit organizations as well as publicly traded ones may post their reports online.
For recent news, look . . . on sites for industry trade journals, local newspapers, and perhaps professional associations. A carefully worded general search may yield recent news articles and announcements, as well.
For org charts and corporate culture information, look . . . on the company website.
HOW TO USE A COMPANY’S WEBSITE
Of course, you should take time to thoroughly review the website of the company you’re targeting. Pay attention to these areas of information:
About Us/History/Mission: In addition to a broad overview of the company, you may be able to figure out values, corporate culture, and even key words to use in writing or conversation.
Products/Services: A great way to introduce yourself to what exactly the company does and imagine how you might fit in. Memorize product names, or at least categories, before you interview.
What’s New/Press Releases: Glean the latest news about the company for excellent points to bring up in an interview or cover letter. Past news provides an instant time line for developments, product releases, even new hires—and demonstrates what the company thinks is newsworthy.
Leadership/Staff Directory/Structure: Find out who the major players are as well as who you may be working with and/or for in the open position. Note the names and titles of all of the above before heading in for an interview.
HOW TO KEEP UP ON INDUSTRY NEWS
It’s a good idea to read up on general news about your profession, industry, and area throughout your job search. That way you’ll be knowledgeable and insightful on cue when you unexpectedly meet a potential contact, while you’re networking and especially while you’re applying for and interviewing for positions.
“You just have to pay attention to your own industry. Read all media and talk to people at [networking events]—and expand your interests to the bigger picture.”
—Bernice Kao, job/career specialist and job service outreach librarian at Fresno County (California) Public Library
Here is the bare minimum of industry research and news reading you should do throughout your job search:
1. Select one to three sources of industry-specific news (most likely trade journals) and at least skim every issue or update. If a publication is not available online for free, see if you can sign up for a trial subscription, borrow hard copies from a subscriber you know, or consider sharing the cost of a subscription with one or more fellow job seekers.
2. Bookmark the website of a trade association. Check for recent updates to discussion forums or press releases. If you’re a member, you may be able to get automatic news e-mails.
3. Join a profession- or industry-specific group on LinkedIn and monitor the discussion forums.
4. Scan the headlines in your local or national newspaper every day. (Do this online for free.) This will prepare you for “small talk” at networking events or targeted comments in an interview situation. Job hunters can sometimes be isolated—demonstrate that you know what’s happening in the world!
HOW TO USE LINKEDIN
More and more companies are adding a corporate profile on LinkedIn, with basic (but valuable!) information. Perhaps most important, you can see which employees are on LinkedIn and whether you have any first-, second- or third-level connections.
Find companies through people’s profiles or search LinkedIn for a company profile by name or keyword.
You can also choose to “follow companies” on LinkedIn, which enables you to receive automatic updates on changes to the profile, new developments, and job openings.
HOW TO LEARN FROM EMPLOYEES
Several websites offer information and insights into companies from current or past employees. All organizations are not included, of course, and remember to take comments with a grain of salt—a disgruntled employee may be settling a score. Try these:
Glassdoor.com lets employees post reviews of the companies they work for.
Vault.com’s “Employer Reviews” (www.vault.com/wps/portal/usa/companies) gives you a peek at insiders’ comments on current and former employers. You need to create an account and log in to view many of these.
“Use your research to connect. When you read a news article where someone is quoted, write to that person to let them know you agree or disagree with what they said. Be a little aggressive, be alert, and connect to your own interest.
“Build your own network so people will know you.”
—Bernice Kao, job/career specialist and job service outreach librarian at Fresno County (California) Public Library
OFF-LINE RESEARCH
Bernice Kao recommends doing some in-person research using what she calls “guerilla networking” techniques:
“See if you can find an inside source within the company. Maybe you’re in a coffee shop or a [restaurant] near the company and you see someone wearing the corporate nametag. Ask them for a couple of minutes of their time—and buy them coffee. Tell them you’re interested in the company and ask questions. Get their name and give them your business card. It may just work out that when there’s a job opening, they can deliver your résumé to the personnel office.”
If this is too aggressive for you, at least ask the professionals in your network if anyone has information on the specific organization you’re targeting. You may find out important information on corporate culture, history of layoffs, etc.
RESEARCHING INDIVIDUALS
Once you’ve got a specific organization in your sights, remember to include the hiring managers and other potential interviewers in your research. Why?
• So that, when you are contacting a company for an unadvertised or “blind” job opening, you can address (and customize) your cover letter and résumé to a specific hiring manager. Use this tactic carefully, as some people may not appreciate your circumventing the HR department.
• To make networking easier. If you want an information interview from a specific company, you can find out the most appropriate person to talk to.
• For interview prep. When you haven’t been told with whom you’ll be meeting, you can make a best guess.
The two main places to look up titles, names, and contact information for employees within a company are that company’s website and LinkedIn. You might also try a Google search on the person’s name (if you know it) and company to see if any news items come up.
USE YOUR INFORMATION WISELY
If you find out details about your interviewers beyond their title and name, be tactful in how you use it. It’s not a good idea to blurt out, “I Googled you!” But if you know the HR professional you’re talking to went to your alma mater, find a way to bring up the name of your school.
And keep in mind, if you’re going in for an in-person interview (or even a telephone interview), it is likely that the interviewer has also checked you out on LinkedIn and through a general Google search.
THE LAST WORD
As you gather your research on organizations you apply to or are considering applying to, keep those notes handy. Consider creating a folder (paper or electronic) for each company you research and keep it even if you stop pursuing that particular organization (or vice versa). Here’s why: the company you’re targeting today may be one of the main competitors of a business you interview with tomorrow, and it might come in handy to walk in armed with some information about that!