Find the company's motivation

Your motivation needs to match the company's motivation. Otherwise, you can be as motivated as you want – without it hitting home. Here you'll learn to research what drives a company, so you can write applications that actually resonate.

In the previous guides, you learned to define your own motivation factor. Now it's time to look outward: What does the company care about? What drives them? What do they look for in a colleague?

When you know this, you can create a connection between your motivation and theirs. And that's what gets you to the interview.

Why company research matters

Many job seekers write the same application to all companies. They change the company name, maybe the job title. Otherwise, it's copy-paste.

Employers feel this immediately. And it signals:

• "They haven't researched us"
• "This could be sent to any company"
• "They just want a job – not this job"

But when you show that you understand the company – and that your motivation matches theirs – you signal:

• "They've done their homework"
• "They see something special in us"
• "They actually want to work here"

Remember: Employers hire people who want to work for them specifically – not people who just want to work.

Where to find the company's motivation

There are several sources for researching what drives a company. Here's where to start:

1. The job ad

The job ad is the most important source. It tells you what the company is looking for – often between the lines.

Look for:

• Words they repeat: If "team," "collaboration," or "development" appears several times, it matters to them
• The order of requirements: What do they mention first?
• Soft vs. hard skills: Do they emphasize personality or qualifications?
• Values they mention: "We value openness and curiosity"
• Culture description: "We're an informal team with high professional standards"

2. The company website

Most companies have an "About Us" section. Look for:

• Mission and vision: What do they say they want to achieve?
• Values: What do they highlight as important?
• History: What has shaped them?
• News and press: What are they proud of recently?
• Careers page: How do they describe the culture?

3. LinkedIn

LinkedIn gives you a more personal picture:

• Company page: What do they post about?
• Employees: What types are employed? What backgrounds?
• Manager: Can you find the person who will be your boss?
• Updates: Are they in growth? New projects?

4. Reviews (use with caution)

Glassdoor and similar sites can give a picture – but take them with a grain of salt. Unhappy employees are more likely to write reviews. But they can give hints about culture and challenges.

5. News articles

A quick Google search on the company can reveal:

• Recent achievements or awards
• New products or services
• Changes or challenges
• Statements from management

How to analyze the information

Once you've gathered information, you need to draw conclusions. Ask yourself:

• What seems most important to them? – What recurs?
• What type of person do they look for? – Team player? Self-starter?
• What challenges might they have? – Growth? Development? Quality?
• What values do they practice? – Innovation? Service? Reliability?

Write down 2-3 key points about the company's motivation. These become the hook for your application.

How to create the match

Now you have your own motivation factor (from the previous guide) and the company's motivation. How do you connect them?

The formula:

Your motivation + their motivation = strong application

Example:

Your motivation factor: "I'm motivated by helping customers get the right solution the first time."

Company's motivation (from ad): "We pride ourselves on world-class customer service."

The match: "I was drawn to your focus on world-class customer service. I'm motivated by helping customers get the right solution the first time – and I see a clear match between my driving force and your approach."

Concrete example

Let's say you're applying for a customer service position at a tech company that highlights "innovation" and "user-centered approach" on their website.

In your application:

"I noticed that [Company] places the user at the center of all development. That speaks directly to what drives me in my work: I'm motivated by understanding customer needs and helping them succeed with the product. My experience with technical customer support has taught me to see challenges from the user's perspective – exactly what I can contribute in this position."

Concrete example: Emma applies for a job

Emma, 29, is applying for a marketing coordinator position at a growing startup.

Her research:

1. Job ad: They emphasize "creativity," "independence," and "data-driven decisions"
2. Website: "We believe in testing ideas quickly and learning from data"
3. LinkedIn: They've just raised funding and are expanding the marketing team

Emma's motivation factor:
"I'm motivated by testing new ideas and seeing which ones work."

The match in her application:
"I was attracted to [Company]'s approach of testing ideas quickly and letting data guide decisions. That aligns perfectly with what drives me: I'm motivated by experimenting with new initiatives and measuring what actually works. In my current position, I've run A/B tests on social media that increased engagement by 40% – and I'd love to bring that experimental approach to your team."

Common mistakes to avoid

• Not researching at all: It shows immediately
• Listing facts you've found: "I can see you have 200 employees" says nothing
• Being too generic: "You're an exciting company" could be about anyone
• Mentioning only things about the company: Remember to connect to yourself
• Overdoing it: You don't need to know everything about them

Practical tips

• Spend 15-30 minutes per company (more for dream jobs)
• Make a mini-template with 3-4 research questions
• Save your research – you'll need it for the interview
• Look for words and phrases from their materials that you can use
• Ask yourself: "What problem can I help them solve?"

Try it yourself

Choose a company you're interested in working for. Then:

1. Read their job ad (or a job ad in your field)
2. Visit their website – especially "About Us"
3. Search for them on LinkedIn
4. Write 2-3 sentences about what seems to drive them
5. Connect it to your own motivation factor

You now have the foundation for a stronger application.

Frequently asked questions

Next step

Now you know both your own and the company's motivation. But how do you communicate it in writing – and in person? In the next guide, we look at how to communicate your motivation effectively.