Research, Research & Research (2.0)

This is by far the most important element of any application or job hunting process. Though, conversely, probably the most under-utilised and also the most difficult section to motivate yourself to undertake - it is even harder to do well. However, I guarantee that if you do this properly you will never regret it.

Most people consider research something desk based and done primarily online and it is done only twice in an application or job hunting process. Once when they see the job advertised, and secondly before an interview. Taking this approach will not differentiate you from any other candidate which is the whole point of your application process – to dare them not to see you!Online & desk based research should only be undertaken as a basis for more in depth work. So, what do you need to do? The research that is most effective can only be gained when you leave your desk or by speaking to people directly.

Firstly, visit the company personally to get a feel for the culture and set up and size. See if you can find someone and ask whether they know your potential employer and what he/she is like?' Then try and speak to someone you know who may work there or who may know a person who does. If possible take them into your confidence and ask them to introduce you to someone internally. Alternatively, if the company is a competitor of where you currently work you may be able to gain leverage from that . Ask a colleague what they think of the competitor’s services/products,  and their strengths and weaknesses.

I always use my job applications as an excuse to speak with my peers or better still to the peers of the person who might employ me. A particularly effective approach is to phone them, and tell them that you are thinking of applying for a role at X as they have been in the sector for a while and that you were hoping that they might be able to provide a perspective on what they do. Ask if they could spare five minutes to provide some insights?'

This can be a daunting approach but you will have achieved a couple of things by doing it: you will have generated a new connection (who might offer you work) and you will have gained an invaluable insight into the business.

Only at this point, after you have done your research, should you reply to the job advertisement or the contact you have for the position.. Never just ask ‘Can you tell me about the job?’ instead try ‘Hello, I would like to speak to you about the role X. I have been to the site, spoken to others who work there and some of their competitors. They say that X & Y are issues. I have gained this sort of experience andI think I could help. Is this the sort of experience you are looking for?’ This is a powerful approach and ensures you stand out from the crowd - incredibly important when dealing with recruiters but even more so when you are dealing directly with the company and employer itself (more on working with recruiters later).

I know, having done this myself that at the end of this process you will have the information you need to complete an application that stands out. You will know: what is important to the company; what the role demands; what it is like working there; how the company functions; what their products and services are and who their clients are ; Who are their competitors;  and much more. 

Furthermore, if you are lucky you may have had an improved offer from one of their competitors because you will have demonstrated that you are proactive and intelligent with the ability to develop a personal connections - all attributes that employers find attractive.

Having said that, I can almost guarantee that no-one reading this will do this level of research. Of all the hundreds of applications I have received less than 5% have ever gone to the lengths I have described above. However, those that have almost always get the job.

Many people worry about doing this level of research for a couple of reasons. Either they feel they are abusing the application process or are worried about what might be said about them without their permission. The first point is a valid one. You certainly do not want to be seen to be unfairly influencing the decision but this can be overcome if you approach all contacts with a clear desire to inform yourself about the role/organisation rather than seeking to influence decision making process.

The second point should not concern you if you do your research properly - if you represent yourself well then you will be represented well. In fact, getting people to speak warmly about you is exactly what you want to happen. It gives you an advantage at the shortlisting stage and in interviews because you are likely to be a ‘known product’ and as such a much more attractive candidate.

The next step: Use all of this information to write a cover letter that dares them not to see you.