Encountering the question, “What do you think this company could do better?” during an interview can feel challenging. The interviewer is inviting you to critique the organization, and it might feel risky. There is a positive side, though. This question offers an opportunity to demonstrate that you understand the company, respect its accomplishments, and have valuable ideas for improvement.
What Interviewers Want to Hear About How Their Company Could Improve
Interviewers want to know what you truly think. They hope your perspective might help them improve. They appreciate clear, specific suggestions showing that you have done your research. Tailor your ideas to what matters most to the company. A dynamic startup may welcome bold, innovative proposals, while a long-established firm may value steady, thoughtful enhancements.
They also pay attention to how you deliver feedback—whether you remain respectful, constructive, and team-oriented. Your response gives them insight into how you might contribute if hired.
How to Answer “What Can This Company Do Better?”
Start with something positive
Beginning with a sincere compliment sets a respectful tone. For example, “I really admire how much your company contributes to the community.” Leading with something you value about the organization shows that you recognize its strengths before suggesting ways to improve.
Link your strengths to their needs
After acknowledging what the company does well, offer a practical idea that aligns with its goals. Then, highlight how your experience could help implement that idea. For example, “I noticed there might be opportunities to engage more customers through social media. In a previous role, I developed content strategies that increased online engagement. I would look forward to applying those skills here.”
Connecting your suggestion to your abilities shows that you are solution-oriented and ready to help.
Show that you share their values
Research the company’s core values and priorities. If sustainability or community outreach is a focus, suggest improvements that align with those principles. For example, “Since environmental responsibility seems important here, perhaps implementing a recycling initiative could enhance sustainability efforts. I have coordinated similar programs in the past and would be eager to contribute ideas.”
Demonstrating that your suggestions fit their values shows you understand and respect their mission.
How Not to Answer
- Avoid sounding too critical or dismissive: Instead of saying, “You are doing this all wrong,” frame your feedback constructively. Show that you want to help rather than just point out flaws.
- Steer clear of unrealistic or unrelated proposals: Suggest improvements that match the company’s size, industry, and strategic direction.
Sample Answers to “What Do You Think This Company Could Do Better?”
Example #1
“I appreciate how your company is active in supporting local initiatives. One idea might be to expand those efforts into educational partnerships. Perhaps organizing skill-building workshops or collaborating with community programs could deepen local engagement. I have experience partnering with organizations to create these types of programs, and I believe it would reinforce the company’s positive presence.”
Why this works:
The answer acknowledges the company’s existing community work. Suggesting educational initiatives provides a constructive, attainable improvement aligned with the company’s established strengths. Highlighting prior experience shows the candidate can contribute immediately.
Example #2
“Your products stand out in the market, and that’s part of what draws me to this role. One potential area for growth is increasing brand visibility on social media. In a previous position, I helped boost a brand’s online following by creating tailored content and interactive campaigns. Applying similar tactics here could introduce your products to a wider audience.”
Why this works:
The candidate starts by praising the company’s products, then suggests a practical, strategic improvement—enhanced social media outreach. Citing prior success with increasing online engagement shows credibility and relevance. It presents the candidate as someone who can help meet business objectives.
Example #3
“The apps your team creates are impressive. Expanding their accessibility to a broader user base might be valuable. For instance, offering language options could help reach new markets. In my prior work, I collaborated on projects that adapted platforms for multiple languages and regions. That background could be applied here to support growth and inclusivity.”
Why this works:
The candidate recognizes the company’s strength—creating impressive apps—then proposes a targeted improvement: multilingual options. Mentioning previous experience with language adaptation shows the candidate understands how to execute the suggestion. It implies a readiness to contribute to business expansion and user satisfaction.
Answers to this question should combine positive recognition of the company’s existing strengths with a constructive, relevant improvement that aligns with its values. Linking the suggestion to your own capabilities shows you are ready to step in and help. That kind of balanced, solutions-focused approach can make a strong impression on interviewers and highlight your potential value as a future team member.