Instant gratification: a wonderful resource of the modern world in many ways, but not necessarily something you can rely on at interview. Sitting in an interview with a Partner at PwC and they ask you what's been in the press about them recently, and they would expect you to know without reaching for your smartphone news app.
Commercial awareness is one of the most common areas that applicants fall down in, yet it is an area that you can prepare yourself for. Sure, you might not know exactly what your interviewer is going to ask you, however, if you get into a sticky situation where you aren't quite feeling the expertise in something, you can always steer the conversation into another direction, to demonstrate what you do know. Plenty of strong people in their field have to do this in business every day to avoid an awkward conversation showing up their lack of expertise, so if you do it successfully, you aren't necessarily going to cause a hinderance to yourself.
It's worth remembering that the majority of interviewers do empathise that you don't work at the company yet, so you may not be privy to their client portfolio, or recent hot topics, however you should make sure you know whats on the front pages of the news in the lead up to the interview, and do a google search of the company. More challenging interview questions might be about forecasts or predictions, or their competitors, so if you can, have a look at these topics too.
If you're feeling a little overwhelmed with your industry sector and what's happening in the news, remember there are many topics that can be applied to many areas. Towards the end of 2015 when the 5p plastic bag charge came into effect, I used this as a commercial awareness topic, and demonstrated how it can be applied to every aspect of business from marketing (less of the shop's bags being carried around and seen by potential customers) to finance (how are the bags accounted for now).
We have the benefit of technology and information at our fingertips, so do make sure that you make use of this. We must be grateful and recognise that we dont have to travel great lengths in order to view documents as part of our commercial awareness research, like Robert Shrimsley talks of having to do, in this article. And don't keep your commercial awareness research and evidence to only the run up to the interview. Once you receive an offer, continue to do this. Even if your efforts just involve posting on LinkedIn a brief comment about an interesting article that you've read that relates to the company you're going to be joining, you'll stand out and your employer will be thinking positive things of you and remember why they hired you, before you've even joined.
It always starts so well. In they troop, with their degrees from elite universities, a hatful of internships and impressive life experiences. By this stage we are down to the final dozen. The scheme has produced some wonderful young journalists and although the interviews can be tough, we are willing them to do well. And yet, for all their potential, this year about half fluffed the “Have you read us today?” question. More than one explained their failure by saying they were “busy preparing for the interview”. It is baffling, maddening and heartbreaking. What preparation could be more useful than familiarising themselves with the work of the company at which they are seeking employment?
https://next.ft.com/content/11e83a1e-e3ac-11e4-9a82-00144feab7de
