The competition is fierce, and you're probably spending hours researching companies before applying. But here's the thing: so is everyone else. The difference between landing interviews and getting lost in the pile isn't just about doing research anymore, it's about demonstrating that research in ways that make recruiters sit up and take notice.

Expert Insights from talent acquisition teams 

The strategies in this guide come from Flexa's recent webinar "Beyond First Impressions: Building Trust with Today's Research-Driven Candidates," where host Molly Johnson-Jones spoke with three recruitment leaders who see exactly what separates memorable candidates from the crowd.

Amanda Adeleke (UK Candidate Marketing Manager at Accenture) reviews thousands of graduate applications every year and knows exactly what makes candidates stand out in competitive consulting recruitment.

Kirsten Penny (Talent Acquisition Manager for Early Careers at M&S) oversees hiring across retail and corporate roles, pioneering new ways to help candidates truly understand what they're applying for.

Yasmin Howell (Head of Customer Experience at Connectr Talent Technology) has data showing that candidates who engage with company content are three times more likely to receive job offers.

This blog will cover:

• What employers look for in standout job seekers
• How to make your CV get noticed
• Tips for personal branding and networking that actually work
• How to tailor your applications to different roles
• Ways to show confidence and authenticity during the interview process

The research reality check

Here's what you're up against: everyone has access to the same basic information, and many candidates are using AI to generate generic applications. "Sometimes you get applications that are very clearly ChatGPT – you've not even tried, and sometimes even little things like you've not changed the company name," says Amanda Adeleke from Accenture.

But this creates an opportunity. When everyone sounds the same, authentic research that demonstrates genuine interest immediately catches attention. The data backs this up: candidates who actively engage with company content and employee advocates are significantly more likely to receive offers.

Go beyond the obvious

Read what others don't: While everyone checks the company website, you should dig deeper. Read annual reports, industry white papers, and recent news coverage. Look for insights about strategic challenges, growth plans, or market positioning that you can reference during interviews.

Experience the company firsthand: This is especially powerful for customer-facing businesses, but often overlooked. "I'm always surprised by the amount of people who probably don't think about going into one of our stores," says Kirsten Penny from M&S. "It's such easy research – actually get into the building, have a look, talk to somebody who works there."

Even for non-retail companies – attend their events, try their products, or visit their locations if possible. This gives you authentic talking points that most candidates simply don't have.

Connect with current employees Many companies offer employee advocacy programs or informal networking opportunities. Use them strategically. "Candidates who were successful had sent double the amount of messages to advocates compared to those who weren't," explains Kirsten Penny from M&S. Ask specific questions about projects, culture, or growth opportunities rather than generic "what's it like to work there?" queries.

Avoid the AI trap

Using AI for efficiency is fine, but relying on it for personalised content is a career killer. "Often when you hear an answer, it's got a really ChatGPT feel about it," notes Kirsten Penny from M&S. "You can tell whether someone has actually done research or gotten information from AI."

Red flags that scream AI:

• Generic language that could apply anywhere
• Outdated information from AI training data
• Responses that don't align with current company messaging
• Overly formal tone that doesn't sound human

Your strategy: Use AI for brainstorming or efficiency, but ensure all company-specific content comes from your genuine research and authentic voice.

Make your research count

In applications: reference specific company reports, recent initiatives, or employee content you've engaged with. Show you understand their market position and challenges. Connect your experience to their specific needs, not generic job requirements.

In interviews: prepare questions that demonstrate depth of knowledge: "I noticed your recent expansion into sustainable packaging mentioned in the Q3 report. How is this initiative affecting operations in this department?" beats "What are the growth opportunities here?"

Follow up: Reference specific conversation points from interviews and continue engaging with company content appropriately. Thank people you've connected with and maintain professional relationships.

Verify everything

"Make sure it's up-to-date research that you've got directly from us," advises Kirsten Penny from M&S. "Don't rely on ChatGPT giving you the answer because there's a good chance it won't be right, and then that will backfire."

Always verify information through official company sources. Check publication dates, cross-reference facts, and ensure leadership information is current. When in doubt, acknowledge what you'd like to learn more about rather than risk presenting incorrect information.

Your action plan for landing your dream role 

Before applying:

1. Spend 2-3 hours researching each target company
2. Find specific reports, news, or employee content to reference
3. Connect with relevant employees when appropriate
4. Visit locations or attend events if possible

During the process:

1. Reference specific research in all communications
2. Prepare thoughtful, informed questions
3. Show understanding of company challenges and opportunities
4. Demonstrate cultural alignment through your approach

After interviews:

1. Follow up with specific references to your discussions
2. Continue appropriate engagement with company content
3. Maintain professional relationships for future opportunities

You're competing against candidates who all have similar qualifications. What sets you apart is showing genuine interest through thorough, authentic research. The time you invest in truly understanding a company directly correlates with your success rate.

As Amanda Adeleke from Accenture puts it: "When you go above and beyond – maybe looking at specific reports and mentioning them during interviews, or dropping in insights about posts you've seen – we don't tend to see that often. It immediately makes somebody stand out because they've added something you can't quickly get from ChatGPT."

The companies worth working for want candidates who are genuinely interested, not just looking for any job. Show them you're the former, and you'll consistently rise to the top of their candidate pool.