Find the company's motivation

You now know what motivates you. But what motivates the company? And how do you find out what they're really looking for? In this guide, you'll get four key questions that help you research any company – so you can match your motivation with their needs.

Why research is crucial

Many job seekers focus solely on themselves: "I want a job in industry X". But employers think differently. They ask: "What can this candidate do for us?"

When you understand the company's motivation, you can:

• Tailor your application to their needs
• Show that you've researched their situation
• Ask better questions at the interview
• Assess whether the company is right for you

The four key questions

Use these four questions as a framework for your research:

Question 1: Who is the company?

Here you're looking for basic facts:

• What do they do?
• What is their core product or service?
• Who are their customers?
• How big are they (employees, revenue)?
• When were they founded?

Sources: Company website, LinkedIn, Proff.dk (Danish business database), CVR register (Danish company register).

Question 2: What are their values and culture?

Here you dig deeper:

• What do they highlight on their "About Us" page?
• What values do they mention?
• How do employees describe working there?
• What do their LinkedIn posts tell about the culture?

Sources: "About Us" page, LinkedIn (company profile and employees), Glassdoor, job postings.

Question 3: What are their challenges?

Here you think strategically:

• What industry trends affect them?
• Are they growing, or are they in change?
• What can you read between the lines in the job posting?
• What problems are they trying to solve?

Sources: News articles, industry reports, the job posting (read it carefully), LinkedIn posts from management.

Question 4: What are they looking for in a candidate?

Here it gets concrete:

• What skills are highlighted in the job posting?
• What's mentioned first? (That's often most important)
• What personal qualities are they looking for?
• What's between the lines?

Sources: The job posting, similar positions at the company, LinkedIn profiles of current employees in the same role.

How to use the information

When you have answers to the four questions, you can:

In your CV

• Tailor your profile text to mirror their values
• Highlight the skills they're looking for
• Use their language and terminology

In your application

• Show that you know the company
• Match your motivation with their needs
• Address their challenges with your skills

At the job interview

• Ask informed questions
• Reference their strategy or values
• Demonstrate genuine interest

Research example

Imagine you're applying for a marketing coordinator position at a software company:

Question 1: They sell project management software to SMEs. 50 employees, founded in 2015.

Question 2: Their values are "simplicity" and "customer focus". On LinkedIn, they post a lot about teamwork and celebrating successes.

Question 3: They're growing and have just received new funding. Their challenge is reaching more customers.

Question 4: They're looking for creativity, digital experience, and "ability to work independently in a dynamic environment".

Your angle: In the application, you can write that you're motivated by helping growing companies reach their target audience, and that you thrive working independently. You can reference their focus on simplicity and show that you understand how marketing can support their growth goals.

Common mistakes to avoid

• Skipping research: "I'll just send the same application"
• Being too superficial: "I can see you make software" isn't enough
• Forgetting to use it: Research only has value if you apply it
• Overdoing it: Avoid sounding like a stalker – keep it professional

Practical tips

• Set aside 15-30 minutes for research per company
• Note your findings in a document – reuse them for the interview
• Use LinkedIn to see who works there
• Read the job posting at least three times
• See if they have news or press releases

Try it yourself

1. Choose a company you're interested in
2. Answer the four questions in writing
3. Identify three things you can mention in an application
4. Formulate two questions you could ask at an interview

Frequently asked questions

Next step

You now know how to find out what the company is looking for. Next step is to understand why skills are crucial for career changes – and how to translate your experience to new contexts.

Remember: Good research is not about impressing. It's about showing that you've thought about it. Employers appreciate that.