One thing you can use to differentiate firms is the team, the founders, the funders. My company is backed by Point72 / Steve Cohen which does a lot more due diligence than most other firms. YMMV however - I myself would never work for adtech given my distaste. But a lot of HNers love certain FAANGs that data mine you and your children to sell you crap you don’t need. But many choose to disregard their morals and dismount their high horse when $$$ is involved.