by Marilyn Borysek

Although most job seekers understand the value of doing their homework before an interview, few actually do. Avoid this common interview mistake by taking time to investigate your prospective employer. If you are well prepared, you'll naturally appear more comfortable and confident. You can distinguish yourself from the competition by being well-versed on company facts and the business.

Investigate Your Prospective Employer
Start by checking out the company website, and then use search agents to research the industry, or contact the company's Communications or Marketing departments for a copy of the annual report and other company information.

Know the Company
Be able to demonstrate knowledge of the following:

• Demographics (history, size, culture, etc.)
• Products & services offered (core strengths)
• Markets (B-to-B or consumer market and target audience)
• Competitors (who's the industry leader and why?)
• Headlines (know if and why the company has been in the news)

Knowing more about the company will also help you ask the right questions about the job to see if it's a good fit.