Do Your Research
Thorough preparation can set you apart from other candidates. Learn how to research employers, understand their business and approach interviews with the confidence that comes from being well informed.
Thorough preparation can set you apart from other candidates. Learn how to research employers, understand their business and approach interviews with the confidence that comes from being well informed.
Researching a company before applying for a job is one of the most effective ways to improve your chances of success, yet many candidates still skip this crucial step. Considering that our family, home and career are often the three most important pillars of our lives, it's surprising how often jobseekers fail to prepare properly.
In retail and hospitality especially, lack of preparation is one of the most common reasons interviews end early.
Retail recruiters frequently report the same frustration.
The interviewer asks: "Have you visited one of our stores?"
The candidate answers: "No."
This is a major red flag.
If you want to work for a retailer or hospitality brand, visiting at least one site is non-negotiable. Failing to do so can appear disrespectful and signals a lack of genuine interest.
Rule Number One: Visit at least one store or site before your interview, ideally more than one.
A store visit isn't just a walk-through. Strengthen your preparation by completing a simple SWOT analysis.
Strengths: What does the business do well?
Weaknesses: What could be improved?
Opportunities: What could increase sales or enhance customer experience?
Threats: What external factors could impact performance?
Focus primarily on strengths and opportunities. No employer wants to hear a long list of criticisms.
For a deeper guide, see our article: How To Perform An Outstanding SWOT Analysis.
A quick online search can reveal valuable insights, including:
At interview, highlight the positives. Avoid bringing up negative news unless the interviewer raises it first.
Spend time exploring:
Know The CEO's Name.
Interviewers often refer to senior leaders casually and you don't want to be the candidate asking, "Who's Michael?"
If the company is publicly listed:
If it is privately owned, look for:
This demonstrates commercial awareness and genuine interest.
If you know who will be interviewing you, look them up on:
You may discover shared interests or useful conversation points. This isn't about stalking; it's about being informed.
Employers will almost certainly look you up.
Facebook, in particular, has cost many candidates opportunities.
This sounds simple, but it's often overlooked.
Being late may be forgiven, but it can leave you flustered and affect your performance.
Interviewers almost always invite questions. Strong questions demonstrate curiosity and commercial thinking.
Good topics include:
Avoid asking about:
These topics are usually better discussed later in the recruitment process.
You will often be asked who the company's competitors are.
Be accurate and respectful.
Examples:
Always position the employer positively when discussing competitors.
If you're interviewing elsewhere, it's perfectly acceptable to say so.
However, when asked which company is your first choice, the interviewer expects one answer:
Them.
Even if you're still deciding, enthusiasm matters.
A job offer gives you options. No offer means no choice and a missed opportunity.