In a recent Robert Half International survey, 44 percent of executives said the most common mistake candidates make during interviews is having little or no knowledge about the company or industry.  Further research by our firm has shown that applicants rarely demonstrate this knowledge in their cover letters as well.

The good news is the Internet has made information more accessible than ever before.  By conducting thorough research, you can better tailor your cover letter and resume, helping to distinguish you from the competition.  You'll also give yourself an advantage during the interview process by proving your familiarity and interest in the business and position.

Below are some tips for researching prospective employers:

What to know.  Find out the type of industry the company is in, the products and services it sells, the corporation's values and its primary competitors.  Also learn about current events and issues affecting it, as well as any of its recent significant accomplishments (e.g., being named to the Fortune 500 or receiving a community-based award).

Where to find the information.  Visit the firm's web site, and conduct key word queries with search engines such as Google and Yahoo.  You can also gather details from career-related sites, or businesses such as Dow Jones Interactive, News.com and Lexis/Nexis.  Other valuable resources include annual reports, business directories and articles from trade journals.

Who to talk to.  When you communicate with the hiring manager for the first time, ask for relevant literature, including recruiting and advertising brochures.  Speak with people in your professional network to see if anyone knows about or has worked with the company.  You can also visit your local library and look for recent news about the firm.