What does this mean in the world of interviewing?
Well, it means checking out the company's website, sure. It also means Googleing (oh my, is that a verb, now?) the company to see what comes up. If it's a publicly traded company, look at the financial statements. Has the company been in the news recently? What are they doing well? What are their challenges?
Talk to employees. If you are outside at quitting time, you may be able to engage someone and learn if they love or hate their job. Dig. Dig deep. Anyone can look at a website and if you haven't, you won't get far. The key is to ask intelligent questions and base them on what you have learned. Stay tuned for good questions to ask of interviewers.