Researching Companies: A Primer
By Allan Hoffman
Detailed company information, from annual revenues to the latest news, was once something requiring a fair amount of work to uncover. Maybe you would be able to track down an aging directory of U.S. businesses, but finding anything more comprehensive wasn't easy.
The Web changed all that, and now a number of sites, such as Hoover's Online and WetFeet, provide quick answers when you're trying to learn about a company, whether it's a major corporation, like Lucent Technologies, or a smaller player, like the J. Peterman Company. Even if you are on your computer in Tel Aviv or Taipei, you've got access to the same information as someone in D.C. or Dallas.
Say you're looking to find a job at J. Peterman, the mail-order firm made famous on the Seinfeld TV show for its grandiloquent descriptions of cowboy boots, vests and other attire. Enter the company name at Hoover's Online and seconds later you've got a Web page crowded with information about the company: street address, phone and fax numbers, number of employees, annual revenues and the names of "key people." Links from that page lead you to news stories mentioning the company, Hoover's descriptions of the firm's main competitors and other information.
Why not visit the company's own Web page? You should do that, too, since some companies post useful information, like annual reports and press releases. But the J. Peterman site, like those for lots of other companies, focuses more on promotion and sales than on the needs of someone researching a company before an interview.
Look to the Web for the following information about companies:
- Financials: These sites let you view up-to-date financial information, especially for publicly traded firms. Is the company on the upswing or having hard times? A quick glance at the details on these sites should give you a sense of the company's financial status, from the views of Wall Street analysts to reports in the press.
- Insider Knowledge: Some sites, like VaultReports.com, have "insider" reports and message boards for company employees. Expect some griping here, but the info may help to give you a sense of the corporate culture.
- Industry Background: WetFeet and other spots provide handy industry guides, giving you a sense of the major players and personalities, the health of the industry and tips for job seekers.
An assortment of other details will help, too: the number of employees, the company's locations in the U.S. and abroad, recent product launches, and on and on. Glean information from these sites for possible questions during an interview and as a way to indicate your knowledge and interest in the company.
The bottom line: When you know you're interested in a company or have an interview lined up, use these resources -- along with the company's own Web page-to learn as much information as possible. Here is a selection of the Web's top resources for company research:
- Hoover's Online. A voluminous resource for company research, from corporate descriptions to company financials.
- Monster.com. A Research Companies area, with details on companies that list jobs at Monster.com.
- The Fortune 500. An interactive version of the Fortune magazine directory of top corporations.
- VaultReports.com. The "insider scoop" for job seekers, with insider guides on over 1200 companies and over 40 industries.
- WetFeet. A comprehensive resource for company information, offering "insider guides" and industry overviews.
- Yahoo! Finance. A quick, simple way to learn company financials, news and other details.
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