What Do You Know About Our Company? Interview Question and Answers

Few interview questions are as predictable—yet as frequently fumbled—as “What do you know about our company?” This seemingly simple question appears in nearly every interview, yet candidates consistently underperform, offering vague responses that fail to demonstrate genuine interest or thorough preparation. The irony is that this is one of the few interview questions where you have complete control over your answer through advance research.

This comprehensive guide will show you exactly how to research companies effectively, structure compelling responses, and demonstrate the kind of genuine interest that distinguishes top candidates from the merely qualified. Whether you’re interviewing at a Fortune 500 corporation or a local startup, these strategies will help you deliver answers that impress interviewers and advance your candidacy.

Why Interviewers Ask This Question

Understanding the purpose behind this question helps you craft more effective responses.

Assessing Genuine Interest

Employers want candidates who specifically want to work for them, not just anyone seeking any job. A well-researched answer demonstrates that you’ve invested time learning about the company, suggesting genuine interest rather than mass-application desperation. This interest predicts higher engagement, longer tenure, and better cultural fit.

Evaluating Preparation and Initiative

How you prepare for an interview predicts how you’ll prepare for work. Candidates who thoroughly research companies demonstrate the initiative, thoroughness, and professionalism that employers value in employees. Conversely, candidates who can’t discuss basic company facts signal potential performance issues.

Testing Communication Skills

Your response demonstrates how you synthesize and communicate information. Can you identify the most relevant facts? Can you present them coherently? Do you connect company information to your own candidacy? These communication skills matter in virtually every role.

Confirming Cultural Alignment

Your answer reveals what aspects of the company caught your attention. Candidates who focus on values and culture likely prioritize those elements. Those emphasizing innovation may thrive in dynamic environments. What you choose to mention signals your own priorities and potential fit.

How to Research a Company Effectively

Thorough research forms the foundation of a strong answer. Here’s where to look and what to find.

Company Website Deep Dive

Start with the company’s official website, but go beyond the homepage:

About/Mission pages: Understand their stated purpose, values, and history. Note specific language they use to describe themselves.

Leadership pages: Learn key executives’ names and backgrounds. Understanding who leads the company provides context for its direction.

News/Press section: Recent press releases reveal current priorities, achievements, and initiatives. These provide timely talking points.

Products/Services pages: Understand what they actually sell or do. Technical understanding isn’t always necessary, but basic comprehension is.

Careers/Culture pages: These reveal how they want to be perceived as an employer. Note benefits, values, and employee testimonials.

Investor relations (if public): Annual reports and investor presentations contain strategic priorities, financial performance, and future direction.

News and Media Coverage

External coverage provides perspective beyond company marketing:

Industry publications: Trade publications cover company developments within industry context.

Business news: Major outlets cover significant developments at larger companies.

Local news: Smaller companies may receive local coverage that national outlets miss.

Recent developments: Focus on news from the past 6-12 months for current relevance.

Social Media Presence

Social channels reveal culture and communication style:

LinkedIn: Company page, employee posts, and thought leadership content.

Twitter/X: How they communicate publicly and respond to customers.

Instagram/Facebook: Culture-focused content and employer branding.

YouTube: Interviews, product demonstrations, and company culture videos.

Financial Information

For public companies or when relevant:

Stock performance: General trajectory and recent movements.

Revenue trends: Growing, stable, or declining?

Recent earnings: Key metrics and management commentary.

Analyst reports: Professional perspectives on company health.

Employee Perspectives

Understand the internal reality:

Glassdoor reviews: Employee satisfaction and concerns (read with appropriate skepticism).

LinkedIn profiles: Current employees’ backgrounds and tenure patterns.

Professional networks: If you know anyone who works there, ask for insights.

Industry Context

Position the company within its competitive landscape:

Competitors: Who else operates in this space?

Market position: Leader, challenger, or niche player?

Industry trends: What broader developments affect this company?

Competitive advantages: What differentiates them from alternatives?

Structuring Your Answer

A strong answer isn’t just a recitation of facts—it’s a strategic presentation connecting company knowledge to your candidacy.

The Three-Part Framework

Part 1: Core Understanding (30 seconds) Demonstrate you understand what the company does and its market position. Cover basics without being obvious.

Part 2: Specific Knowledge (30-45 seconds) Share something more specific that shows genuine research—recent news, specific initiatives, or notable achievements.

Part 3: Personal Connection (15-30 seconds) Connect your knowledge to why you’re specifically interested and how you’d contribute.

What to Include

Business fundamentals: What they do, who they serve, how they make money.

Recent developments: New products, acquisitions, leadership changes, strategic initiatives.

Cultural elements: Values, mission, workplace culture, community involvement.

Competitive position: Market leadership, differentiation, industry standing.

Personal relevance: Why these elements appeal to you specifically.

What to Avoid

Wikipedia-level basics only: “You’re a technology company founded in 1998” shows minimal effort.

Memorized recitations: Robotic delivery of facts without natural integration.

Inaccuracies: Wrong information is worse than limited information.

Excessive flattery: “You’re the greatest company ever” sounds insincere.

Irrelevant details: Obscure historical facts that don’t connect to current relevance.

Competitor criticism: Praising them by criticizing competitors seems unprofessional.

Example Answers by Company Type

Here are tailored approaches for different organizational contexts:

Large Corporation Answer

Question: “What do you know about our company?”

“I’ve been following [Company] for several years, particularly since your expansion into [specific market/product area]. I know you’re one of the leaders in [industry] with approximately [X] employees across [X] countries, but what really caught my attention was your recent announcement about [specific initiative].

I read your CEO’s comments about prioritizing [specific value/strategy], and that aligns closely with my own professional values around [related concept]. I also noticed from your sustainability report that you’ve committed to [specific goal], which I find impressive given the challenges in your industry.

What particularly excites me about this role is the opportunity to contribute to [specific aspect] while being part of an organization that’s clearly investing in [area relevant to your role].”

Startup Answer

Question: “What do you know about our company?”

“I know [Company] was founded in [year] by [founder(s)] to address [problem/opportunity]. You’ve raised [funding amount] and are focused on disrupting [industry/process] through [core product/approach].

What’s impressed me is how quickly you’ve grown—I saw that you recently announced [milestone] and expanded into [new area]. Your approach to [specific feature/strategy] particularly stands out to me because [reason].

I also appreciated the interview with your CTO in [publication] where they discussed [specific topic]. That transparency about [aspect] tells me a lot about your culture. I’m excited about the opportunity to join at this stage when I can really contribute to building something.”

Non-Profit Answer

Question: “What do you know about our organization?”

“I know [Organization] has been working on [mission/cause] since [founding year], and you’ve [specific achievement] through your programs. Your approach of [specific methodology] resonates with me because [reason].

I was particularly moved by your recent campaign on [specific initiative] and the impact you reported—[specific metric]. I also listened to your Executive Director’s podcast interview about [topic], and her perspective on [specific point] really crystallized why I want to contribute here.

What draws me specifically to this role is the opportunity to apply my [relevant skill] to help advance [specific program/goal]. Your emphasis on [organizational value] aligns with my own commitment to [related value].”

Local/Regional Company Answer

Question: “What do you know about our company?”

“I know [Company] has been serving the [region] community for [X] years, and you’ve grown from [origin] to become a leader in [local market/industry]. I’ve heard great things about your reputation for [specific attribute] and noticed your involvement in [local initiative/sponsorship].

What particularly appeals to me is how you balance growth with maintaining the [specific quality]—I saw in [local publication] that you recently [specific achievement] while still being recognized for [award/recognition].

As someone who [local connection—lives here, values community, etc.], I’m excited about contributing to a company that’s clearly invested in [region] while also [company growth/quality element].”

Demonstrating Deeper Knowledge

Beyond basic facts, demonstrating deeper understanding truly impresses interviewers.

Industry Awareness

Show you understand the broader context:

“I know the [industry] is facing significant challenges around [trend/issue], and I’ve noticed [Company] has been proactive in addressing this through [specific initiative]. That forward-thinking approach is part of what draws me here.”

Strategic Understanding

Demonstrate business acumen:

“Your expansion into [market/product area] seems like a natural evolution given your strengths in [capability]. I imagine this role would contribute to that growth through [relevant connection].”

Cultural Intelligence

Show you understand the intangible elements:

“Beyond the business side, I’ve gotten a strong sense of your culture through [source—employee LinkedIn posts, Glassdoor, news articles]. The emphasis on [cultural element] is something I actively seek in an employer.”

Competitive Awareness

Position them within their market:

“I understand you compete primarily with [competitors] and differentiate through [differentiator]. That positioning resonates with me because [reason].”

Common Mistakes and How to Avoid Them

Mistake 1: Too Generic

Bad: “I know you’re a successful company in the technology industry with a good reputation.”

Better: “I know you’ve grown to become the third-largest [specific category] provider in North America, and your recent acquisition of [company] positions you to expand into [specific area].”

Mistake 2: Just Reciting the Website

Bad: “Your mission is to ‘deliver innovative solutions that empower businesses to thrive in the digital age.’” [Obviously copied]

Better: “Your focus on empowering businesses resonates with me—I particularly appreciated seeing that in action through your [specific example/case study/initiative].”

Mistake 3: Inaccurate Information

Bad: “I know your CEO [wrong name] recently announced [inaccurate information]…”

Prevention: Double-check all facts before the interview. When uncertain, speak in general terms rather than risking specific errors.

Mistake 4: Failing to Connect to Your Candidacy

Bad: [Lists facts without personal connection, then stops]

Better: [Lists facts, then adds] “What draws me to this role specifically is the opportunity to contribute my [skill/experience] to [specific company goal/initiative].”

Mistake 5: Overdoing It

Bad: [Five-minute detailed presentation covering every aspect of company history]

Better: [Focused 90-second response covering key points and personal connection]

Tailoring Your Response to the Role

Different positions call for different emphasis:

For Sales Roles

Emphasize: Customer base, competitive positioning, recent wins, market challenges, product strengths.

“I know you serve primarily [customer segment] and compete on [value proposition]. Your recent contract with [major customer] was impressive—that’s the kind of win I’d love to help replicate.”

For Technical Roles

Emphasize: Technology stack, engineering culture, technical challenges, product innovation.

“I’ve read about your migration to [technology] and the engineering blog post about [specific challenge]. That kind of technical problem-solving is exactly what excites me.”

For Marketing Roles

Emphasize: Brand positioning, recent campaigns, market perception, competitive differentiation.

“Your recent campaign around [theme] was really effective—I noticed it across [channels]. The brand positioning around [concept] is clear and compelling.”

For Leadership Roles

Emphasize: Strategic direction, organizational challenges, market position, culture and values.

“Your strategic focus on [priority] makes sense given market dynamics. I’m particularly interested in how you’re balancing [challenge A] with [challenge B] as you scale.”

Building Your Research Into Interview Preparation

Company research supports the entire interview, not just this one question.

Prepare Questions to Ask

Your research generates intelligent questions:

• “I read about your [initiative]. How is that progressing, and how would this role contribute?”
• “Your [leader]‘s comments about [topic] were interesting. How is that shaping priorities at the team level?”

Connect Throughout the Interview

Reference your research in other answers:

• “Given your focus on [priority I researched], my experience with [relevant achievement] would be particularly applicable…”

Demonstrate Ongoing Interest

Show research isn’t just interview prep:

• “I’ve been following your company’s progress in [area] for some time, so I was excited when this role opened.”

Creating a comprehensive professional portfolio can also demonstrate your thorough approach to career development. Platforms like 0portfolio.com allow you to showcase your research skills and professional preparation alongside your work samples.

What If You Don’t Know Much?

Sometimes you’re interviewing at an unfamiliar company with limited time to prepare. Handle this honestly but strategically:

Acknowledge and Pivot

“I’ll be honest—I learned about this opportunity recently and am still building my understanding. What I do know is [whatever you do know]. I’m very interested in learning more, and that’s partly why I’m here—could you tell me more about [specific aspect]?”

Ask to Learn More

“I’ve done initial research on [aspects you know], but I’m eager to understand more about [aspect]. What would you say differentiates [Company] in the market?”

Never Fake It

Pretending to know things you don’t risks embarrassing exposure. Honest acknowledgment of limited knowledge, combined with genuine interest in learning more, is far better than false confidence.

Conclusion

“What do you know about our company?” is one of the most controllable interview questions you’ll face. Unlike behavioral questions requiring quick thinking or technical questions testing expertise, this question rewards pure preparation. The investment you make in researching a company directly translates to answer quality.

Effective answers combine factual knowledge with personal connection. Demonstrate that you understand what the company does, show that you’ve gone beyond surface-level research, and connect that knowledge to why you specifically want to work there and how you’d contribute.

Remember that this question isn’t really asking you to recite facts—it’s asking you to demonstrate that you’ve invested in understanding the company because you genuinely want to work there. That genuine interest, supported by thorough research, is what truly impresses interviewers.

Before your next interview, invest serious time in research. Read beyond the homepage. Find recent news. Understand their market position. Connect what you learn to your own goals and qualifications. That preparation will show in your answer—and throughout the entire interview.