What Makes For A Good Corporate Career Site? Bertelsmann Knows

Apr 20, 2009
This article is part of a series called News & Trends.

Entertainment giant Bertelsmann was named the No. 1 corporate career site in the U.S. and Europe, according to web recruitment research and communications firm Potentialpark.

The company released its top 30 corporate career site lists today for Asia, Europe, U.S. and elsewhere. As might be expected for a list developed by surveying business and tech students and grads, many of the top sites are banks, investment firms, tech, and pharmaceutical companies. Microsoft, which is in the midst of a major overhaul of its career sites worldwide, ranked 5th in the U.S. and was among the top 30 in Asia.

Bertelsmann missed the top spot in its home country of Germany. There Bayer, the pharmaceutical firm, topped the list. (Bertelsmann was 20th.)

Making the U.S. list depends on how Potentialpark analyzed the 102 corporate career sites it selected against criteria established by polling 2,159 students and graduates about “how they behave and what they expect when searching for careers online.”

Not surprisingly, Potentialpark’s survey found that 92 percent of the students and grads go online to research potential employers and career opportunities; 86 percent use company career sites.

Julian Ziesing, head of research at Potentialpark, says, “If you want to find all career opportunities that a company offers, you have to go to their own career website. Events, campaigns, contacts, assessments, career opportunities and application form — the best chance to find everything is to go straight to the source.”

None of the sites on any of the lists made the nominees’ list for a Webby. Webbies claim to be the “leading international award honoring excellence on the Internet.” Winning a Webby is an honor. Out of 10,000 nominations, awards are given in about 100 categories. They are selected by votes from the 550 members of The International Academy of Digital Arts and Sciences, which sponsors the awards. There’s also a People’s Voice category which is just what it sounds like. This year’s winners will be announced May 5th.

Two of Potentialpark’s top 30 also won top honors in ERE’s 2009 recruiting awards. Both Ernst & Young and Microsoft won in two separate categories each.

There’s also a User’s Choice Awards run by Weddle’s. It’s a popularity contest that is more entertaining than instructive. The brand names invariably make the top 30, and because it imposes no limits on voting, the poll is susceptible to ballot stuffing, as the occasional placement among the top 30 by relatively low traffic job boards suggests.

This article is part of a series called News & Trends.
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