Interview Question: What Do You Know About Our Competitors?

Where a company stands in the market is important to the company and you. The company cares because their long term outlook depends on either offering a better product or marketing their product better. You care because a company that fairs poorly may not last very long if the other companies manage to show consumers why their products are more effective.

Companies often ask applicants what they know about competitors for three reasons:

• It tells them how much research the applicant performed.
• It tells them how much knowledge the applicant has in that type of product.
• It tells them if they understand the product, by how they compare it to competitors.

How to Answer

You should research the major competitors of the company in order to have a solid answer to this question. Try your best to learn about the competitor’s products as well. When you answer, try to focus on the following:

• Specific feature differences and similarities.
• Projects/improvements in the pipeline.
• Market share and possibly marketing tactics of the company.
• Performance of the product and reviews.

Your answer should avoid the following:

• Simply listing facts and names that show no deeper knowledge.
• Saying anything negative about the company you are applying for.
• Hinting that another company may be better.

Bad Answer

“I know that your lead competitor, OpposiTech, offers a product called the ‘EyeSoar’ that offers similar functionality. I also know that they offer 3 other products and they have a lot of the market.”

These are just listing facts. It is not that impressive an answer.

Good Answer

“From what I have researched, OpposiTech offers the most competitive program to your own. Their software has slightly greater functionality, including the ability to gauge user trends, but their program is not considered user friendly and would take about 3 years of reprogramming to improve ease of use. On the other hand, it appears that your product has the functionality in the pipeline for later this year, so I suspect their share of the market will decrease dramatically before their Ui upgrade is out.”

Here you show much greater knowledge of the product. This is an in depth answer that shows you not only did your research, but you also compared and contrasted, and are intelligent enough to do so effectively.

Take Away Interview Tips

• I forgot to write anything here.

Common Interview Question: What Do You Know About Our Products?

In case you were not aware, company research is important. Lots and lots and lots of it. Know more about the company than some of the staff do, because you will be tested on that knowledge in your interview, and you need to be able to answer accordingly.

How to Answer

If you are asked what you know about the products, it is not an opportunity to list off the products that they offer. They know what products they offer. They don’t want to hear you simply recite a list or give a brief explanation of what it does. They want to know that you actually have knowledge. So what you should talk about are at least one of the following:

• The products/changes currently under development.
• The effects of their products on the market or on the consumer.
• Awards and figures about products.
• How current, past, and future products represent the values of the company.

Make sure you talk about things that other applicants are less likely to discuss, focusing your answer on more than just a list of the products or a brief explanation of what they do.

Bad Answer

“Your current products are the SurverySoft App and the SurveySoft Messenger. Both are designed to make research easier.”

Boring.

Good Answer

“Forbes called the SurveySoft App the “next generation enterprise market research software,” beating out the QuestionAir app in both functionality and ease of use. Also, the SurveySoft Messenger is currently being upgraded to include Apple products, so that researchers across the globe can utilize instant market research surveying and analytics. I also read that you are in the process of developing a comprehensive analysis tool to complement your data collection products. Is that still in development?”

Here you show a lot more knowledge, and even insight into the future of the company. Asking a question at the end is a good way to finish the answer if you cannot come up with a more powerful ending.

Take Away Interview Tips

• Research the company.
• Provide more information than simply a list of products and their basic purpose.

Common Interview Question: Why Do You Want to Become Part of Our Team?

It may come as a shock, but companies want to hire people that actually want to work there. They don’t want to hire people that simply applied to any job that looked like it met their criteria. They want to hire people that know about their company and chose, specifically, to apply with their organization and its products/services.

So they will ask you why you want to “become part of their team” and you need to have a good answer – one that incorporates the company research you did before your interview and how your skills and experiences have made you want to pursue that job.

How to Answer

The key is to focus on the company, not the specific job description. The more you focus on the job instead of the company, the more your answer appears to be you saying “I applied here because it looked like you might hire me” which is not an acceptable reason. Also, try your best to integrate less blatant information into your reasoning – meaning, present thoughts that aren’t available on the first page of the company website or in the company description box located in the job description. Show that you really did your research.

Bad Answer

“I want to become part of your team because I feel that my skills and experiences have prepared me to be a considerable force in the marketing world.”

This basically says “you were hiring” in more clichéd speak.

Good Answer

“Your company offers several marketing packages that I believe will soon be on the forefront of modern marketing tactics. For example, your Web 2.0 marketing package integrates social media  engines that I firmly believe may easily overtake Facebook and MySpace in the near future, leading me to believe that your company may experience considerable growth over the next 5 years – growth that I would love to be a part of.”

Here you focused on the job, and you brought up something completely unique in your reasoning, showing that you truly researched the company beforehand and put thought into applying.

Take Away Interview Tips

• Focus on the company, not the job.
• Make sure you research the company thoroughly.
• Show that you have done your research.

Interesting Interview Question: Name One Negative Thing You Have Heard About Our Products

“Ever since your company invented ‘the Platyproliferatorinator,’ it has been the number one platypus multiplying machine used by evil scientists in children’s cartoons. The League of Villainous Evildoers Maniacally United For Frightening Investments in Naughtiness, or L.O.V.E.M.U.F.F.I.N. for short, rated your Platyproliferatorinator in their latest evil magazine. The only gripe that I could find was the reverse switch that has a tendency to erase every copied platypus, including Jerry, the loveable physically challenged platypus within just a few seconds. Otherwise, your product is easily number one on the Dr. Doofenshmirtz most wanted list.”

Companies love to see knowledge of their products from applicants. They also like to see what the competitors and applicants thinks are problems with their products. The problem is that you don’t want to tell them about a flaw in their products, because that would be negative. You do, however, want to display that you have knowledge in the company, which is why company research is so important. So when you answer this question, try to show that you have knowledge of the products while supplying an answer that isn’t truly a negative, such as a feature that is current in development but exists on competitor products.

Bad Answer

“I heard that your operating system struggles to handle DRM software, encouraging its users to download files illegally simply to run it on your hardware.”

This points to a very significant flaw in their product. You don’t want to be that negative, even if they know this is a problem.

Good Answer

“According to the Forbes’s ‘Best Portable Media Players of 2010’ list, your products rate higher than both the Zune and the Sansa by a considerable margin. The only noted problem was that your products currently don’t support mp4 files. However, as support for those file types is currently in development, I suspect that once the software update is completed your product will overtake both the Cowon D2 and the iPod Touch.”

As you can see, you briefly touched upon a “Flaw” but by researching the company, you know that they are planning to fix that flaw in just a short time, making it no longer a flaw. This is a non-negative way to approach this answer, far more preferable, and you show that you did your research.

Take Away Interview Tips

• Don’t be negative.
• Research the company.
• Show that you researched the company in your answer.
• Phineas and Ferb is a fantastic show.

Common Interview Question: What is Your Ideal Company?

Google. That is the answer to that question. Did you know they offer free massages at their corporate office? Free massages. Free. That’s a low price!

Still, you’re not working for Google. Or maybe you are, and then congratulations! Why are you looking at job interview tips? Since you are probably not working for Google, interviewers may ask you to describe your ideal company.  Your answer needs to be good.

How to Answer

This is an example of why company research is important. Without it, you may list off something that you are looking for that is not available within the company. That would be embarrassing for you. Keep the focus of your answer on intangibles (corporation cares about its employees, etc.) but as always, try to refrain from clichés, since a cliché is a sign of a lame answer.

Bad Answer

“I would like to find a workplace that values me for who I am. A company that won’t blame me for things a lot and notices how much of a hard worker I am.”

This is way too much about you, and makes it sound like you were treated unfairly at your last job.

Good Answer

“I’d like to work for a company that plans for its future. With the economy as it is, the best companies are going to be those that are constantly evolving to the new marketplace. I would also like to work for a company that recognizes achievements and provides ample growth opportunities within its corporate structure…”

You can expand, but here is a cliché free answer that focuses on the company, rather than on yourself. Put your company research into the answer as best you can, but try not to make it sound like you are quoting from their website.

Take Away Interview Tips

• Research the company.
• Don’t use clichés.
• Focus on the company.

Difficult Interview Question: What Do You Know About Our Competitors?

Every legitimate job interview site talks about how important it is to research the company you are interviewing for. This is important for several reasons:

• Questions about what you know about the company come up all the time in interviews.
• You can tailor your answers to meet the needs of the company.
• Researching the company shows real interest and commitment.
• You should probably have some idea of where the company is going.

Really, there is no limit to the number of reasons that company research is important. However, what many of these sites forget to mention is that you need to research the competitors of the company as well. This presents you with a variety of benefits:

• You can learn where the company is headed and if it is a leader in the field.
• You can see what some companies offer that this one doesn’t.
• You can see what some companies don’t offer that your company does.
• You can answer this job interview question.

Yep, you might be asked what you know about your competitors. If you didn’t look anything up, it’s going to be hard to answer. Your best bet is to highlight the positives about the company you are interviewing for and perhaps mention a negative or two that the company is in the process of rectifying.

Bad Answer

“The software platform of your competitors is known to be a little bit less expensive, but it doesn’t have as many features. I don’t remember its name.”

Good Answer

“According to the Forbes list of top 10 enterprise research software, the only two companies ahead of you are Company X and Company Y. Company X’s design is not nearly as user friendly as your product, but it does have integrated analysis tools which I believe you are in the process of coding, correct? Company Y doesn’t have much of a platform but thanks to their marketing efforts they have pretty extensive brand recognition, but I expect them to fall down in the charts over the next few years.”

This is very specific and shows that you really did your research and pay attention to the field. Don’t mention things you cannot expand upon – for example, if you did not really read the Forbes article but skimmed for that specific talking point, don’t mention it in case the employer wants to discuss the details.

Take Away Interview Tips

• Thoroughly research the company’s competitors, especially their relationship with the company’s products.

Common Interview Question – What Interests You About Our Products or Services?

Imagine if you did not know anything about Apple. You know nothing of the iPhone, the Mac, the iPod – Maybe ninja scientists from Microsoft secretly kidnapped you and erased your memories using one of those nifty flashy contraptions from Men in Black. You have a job interview with Apple the next day. One of the questions they ask you is “What interests you about our products?”

You Had One Day to Research

If you did minimal research, your answer is going to be:

“The iPod is a great music player. Also, the iPhone is a great smart phone. There is also the Mac… something. MacBook, I think? It’s pricy, but worth it.”

If you did a lot of research, your answer is going to be:

“I’ve always been interested in innovation. Most companies see a need and do their best to create a product to fill that need. Apple, on the other hand, creates needs. They design their products, like the iPhone and the MacBook to address the needs of society before the society realizes it can use those technologies. That’s true innovation, and something that illustrates how important Apple products really are.”

That’s a clear difference. That’s what researching a company allows you to do. Companies know their own products. They know their own products. They don’t need a recap of what their products are, nor do they need a candidate that didn’t take the time to learn about them. They want to find employees that are interested in what the company creates, and only through extensive company research can you craft an answer that satisfies the question.

How to Answer

There is no right answer. What interests you is what interests you. You simply need to do enough research to learn about the products and generate real, intelligent opinions about them, then share those opinions in your answer.

Take Away Interview Tips

• Research the company.

How Employers Prepare to Interview You

It’s easy to go over what you need to do as an interviewer. You need to answer questions a certain way. You need to present yourself a certain way. You need to not be an idiot. Pretty simple stuff. Yet part of preparing for a job interview has to do with understanding the hiring manager, especially how the hiring manager prepares for the job interview. Below is some helpful information on how interviewers prepare for your job interview so that you know what to expect.

How Interviewers Prepare

• Research the Candidate

The more time the interviewer has to spend asking you questions about your work history that were already answered in your resume and cover letter, the less time they have to spend asking you interesting questions. They will thoroughly examine your resume and may even Google search you and your previous companies, so be sure and check your own Internet presence and make sure you are putting your best face forward.

• Plan Selected Questions

Most employers will have a list of selected questions to ask. Note that many interviewers do like to “free flow” their questions, allowing them opportunity to follow up based on the way you have answered previous questions, but most will have a list of questions already prepared. Some will be stock questions, others will be unusual wild card questions, and still others will be questions about your resume.

• Schedule Their Day

Interviewers will also clear their schedule so that the interviewer is not interrupted. Because they take time out of their day to ensure the interview goes along smoothly, they are going to be strongly discouraged if your own cell phone rings or you need to be somewhere, so be sure and provide them with the same courtesy.

How the Interviewer Views the Interview

Additionally, it is good to see how interviewers view each interview. For a good sample, view this article at BNET. There you will find tips for interviewers, including the “don’t judge them within 3 minutes” rule that some interviewers still subject candidates to.

Take Away Interview Tips

• Prepare your Internet presence.
• Clear your schedule.
• Be ready for many common and behavioral interview questions.

Why it is More Important Than Ever to Research the Company

“Research the Company” is repeated over and over again in job interview advice articles. It is possibly the single most important part of preparing for a job interview – arguably more important than practicing job interview questions. Traditionally, researching the company has a variety benefits, including:

• Helping you tailor your answers to best suit the position.
• Allowing you to answer any questions about the company without looking clueless.
• Getting you ready to understand what your role might be with the company.

These have long been the most important reasons to research the company, and they’re very good reasons. You can prepare answers to interview questions all you want, but if you don’t know anything about the company, you’re not going to get the job.

Well, now there is yet another reason to research the company before your job interview: Unique interviewing styles.

How Companies Interview

These days, companies are doing anything they can to choose the right employees from the beginning. Turnover is extremely expensive for a company, as is choosing unproductive employees. So companies across the globe are looking for unique and innovative ways to make recruitment easier and more effective.

For example, take a look at this article from BNET online magazine. Starbucks has their applicants taste test coffee and give an opinion. Microsoft looks for those with innovative and interesting ideas, as well as those that can solve complex logic puzzles.

Many companies are adopting these interview strategies. That is why it is vital that you research the company and learn all there is to learn about how the company operates, including how these companies interview. If you came ill prepared to a Starbucks interview or ill prepared to a Microsoft or Google interview, it would be widely apparent and you would not get the job.

Take Away Interview Tips

• Research the company.
• Research the company.

Common Interview Question – What Do You Know About the Position?

It cannot be emphasized how important company research is to any job that you apply for. If you do not know about the company, you will struggle in the interview. Company research, however, is not the only type of research. You also need to research the specific position that you are applying for, ideally learning as much as you can about how the position fits in with the company.

Common Interview Question – What Can You Tell Me About the Position?

Interviewers will ask you what you know about the position during your interview. You need to make sure that you have an answer to this question. Below are some examples of how to answer a question about an imaginary position in the marketing department of a large company.

Bad Answer

“I know that you have an open position in your marketing department, but I don’t know the details.”

Mediocre Answer

“You are looking for someone to work as a marketing assistant within the marketing department. Preferably someone with skills in direct marketing and a history of Internet marketing.”

This answer isn’t too bad, except it appears that you are simply reading off of the job description. You would like to use this as an opportunity to really show that you are ready to do the job and impress them with your knowledge. If you cannot find anything else online, this is your best answer, but otherwise you should try your best to expand.

Good Answer

“Currently you are undergoing an aggressive viral marketing campaign. If I am not mistaken, you are looking for someone that has experience managing online marketing campaigns to help assist the marketing lead with video and article management…”

This answer shows that you know your stuff, and have taken the time to learn about the company and what it offers.

Take Away Interview Tips

• Research the job and the tasks you will likely perform.
• Try to do more than read off the job description.