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JL JobLabs

Motivation & Fit · UK 2026

How to answer "What do you know about our company?"

Alex By Alex · 12-year UK recruiter · Updated April 2026

Interviewers also phrase it as:

  • "Tell me what you've learned about us"
  • "What attracted you to our company specifically?"
  • "How familiar are you with what we do?"

Why interviewers ask

Tests preparation depth and genuine interest. Interviewers can detect within 30 seconds whether you researched specifically or generically. Strong answers reference 2-3 specific facts (recent product launch, leadership change, strategic direction) that prove you went beyond the careers page. Weak answers recite the About page or describe the company in generic industry terms.

Model answer

I've spent some time researching, and three things stand out. First, [specific recent fact about company strategy or product]. Second, [specific differentiator or market position you noticed]. Third, [specific aspect of culture or team you can verify from public content — engineering blog, leadership LinkedIn, recent talk]. What's most relevant to this conversation is [direct connection to your background].

What to avoid (common bad answer)

You're a leader in [industry] with a strong reputation. (Generic, recites press release language.) Or: I read your About page and it sounds like a great company. (Flags zero genuine research.) Or: You make [product] — I've used it. (Surface-level, doesn't show depth.) All three fail.

Structure of a good answer

  • 1 Three specific facts (not generic praise)
  • 2 At least one fact that's recent and verifiable from public content
  • 3 Connection to your background or interest
  • 4 Avoid: company size, age, founding year (these are obvious)
  • 5 Aim for 60-90 seconds — depth without recital

Common mistakes

  • ✗ Reciting the About page — interviewers wrote it; they don't want it back
  • ✗ Generic 'leader in industry' framing — flags surface research
  • ✗ Using press release language verbatim
  • ✗ Mentioning competitors negatively — flags poor judgement
  • ✗ Saying 'I've heard great things' without substance — empty

Recruiter pro tip

The single most effective preparation move is to read the company's most recent product launch announcement and one piece of leadership thought-content (CEO LinkedIn, founder substack, latest engineering blog). The 30 minutes you spend lifts your answer above 80% of candidates. Hiring managers notice when candidates have actually engaged with the company beyond the careers page.

FAQ

What if the company doesn't have much public content? ▼

Smaller companies often don't. Reference specifically what they said in the JD, what the recruiter mentioned in the screen, and ask 'what drew you to the company?' as a question back to them.

Should I mention recent funding or news? ▼

Yes if relevant and recent (last 6 months). 'I noticed your Series B announcement — that's the inflection point where teams have the most leverage' is fine. Older news flags out-of-date research.

Is it OK to mention competitors? ▼

Only if you compared them favourably to the target company. 'I've also looked at [competitor] but your approach to X is what stands out' works; criticising competitors directly flags poor judgement.

Related interview questions

"Why this company?"

Motivation & Fit

"Why do you want this role?"

Motivation & Fit

"What questions do you have for us?"

Closing

Browse all 48UK interview answer guides

Tell me about yourselfWhy do you want this role?Why this company?What's your greatest strength?What's your greatest weakness?Why are you leaving your current role?What are your salary expectations?Where do you see yourself in 5 years?Why should we hire you?Tell me about a challenge you overcameTell me about a time you failedHow do you handle conflict at work?What motivates you?What questions do you have for us?What makes you a strong candidate?How do you handle stress and pressure?How do you prioritise your tasks?Tell me about a time you led a teamWhat's your management style?How do you handle feedback?Tell me about a time you disagreed with your managerTell me about a time you missed a deadlineWhy are there gaps in your CV?Tell me about a time you went above and beyondWhat's your biggest achievement?Describe your ideal work environmentTell me about yourself (recent graduate version)How would your colleagues describe you?Tell me about a time you handled ambiguityWhy now? (why are you looking now)How do you handle criticism?Describe yourself in three wordsTell me about a time you took initiativeHow do you handle deadlines?Why this industry?Tell me about a time you had to adapt to changeHow do you stay organised?Tell me about a time you influenced without authorityWhat's your dream job?How do you deal with difficult people at work?How do you define success?Tell me about a time you met a tight deadlineHow do you handle pressure?Tell me about a time you disagreed with a decisionWhat would your previous manager say about you?How do you stay current in your field?Tell me about a time you helped someone at work