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Does Your Website Attract or Frustrate?
How to Turn Your Recruiting Website into a Best-in-Class Performer
NACE Annual MeetingMay 31, 2006
Steve PollockPresident, WetFeet, Inc.
[email protected] (415-293-7313)
Page 2Slide 2
Agenda
How Candidates Use Corporate Recruiting Websites
Four Building Blocks of a Great Website: Navigation, Branding, Content, Functionality
Applying the Lessons to Your Website
Q&A
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Page 3Slide 3
Methodology
WetFeet annual surveys and qualitative research with students since 1999In-depth online focus groups conducted over 4 days
– Undergrads, MBAs and young professionals, representing 23 schools
– Actively seeking jobs in consulting, finance, consumer products, and/or accounting
Reviewed 10 highly rated corporate recruiting websites
– Bain, Banc of America, BCG, Deutsche Bank, Ernst & Young, Kimberly-Clark, Merrill Lynch, Procter & Gamble, Thomson, UBS
Page 4Slide 4
How Candidates Use Corporate Websites
Candidates visit dozens of corporate websites in the course of ajob search
Once interested, they may visit a specific company site 3-12 times or more
Candidates visit all sections of the company website and do not view the recruiting section as separate from the rest
Candidates like to access sites at all hours from the privacy oftheir home/dorm environment
Most candidates (except some young professionals) have high-speed access
“I usually go to corporate websites as soon as I’ve developed some level of interest in the company itself.”
“I usually go to corporate websites as soon as I’ve developed some level of interest in the company itself.”
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Page 5Slide 5
Company Website an Important Influence
41%
35%
33%
32%
32%
22%
16%
14%
11%
10%
9%
8%
5%
13%
Friends & personal contacts
Word-of-mouth reputation
Company presentation on campus
People working in the company/industry
Career center
Company websites
Alumni working in the company/industry
Previous work experience
Internet job boards
Job fairs
Former/Current interns at company
Family
Other career-related websites
Other factors
Q: Which resources are most influential in deciding which companies to apply to?
Source: WetFeet Student Recruitment Report 2005
Page 6Slide 6
Corporate Websites Have Big Impact
Candidates use first visits to the site as a way to screen employers in or out of consideration
– “Company seekers” use the site to evaluate fit with the employer
– “Position seekers” look to find available positions of interest
Candidates return to the site to submit an application and prepare for interviews
Candidates view the corporate website as a direct reflection of the company and workplace
– Well-executed sites suggest success, order and efficiency
– Poor sites indicate backwardness and a lack of concern about employees
“If I go to a website and it’s hard to find the application link or it’s deeply hidden or broken, I become discouraged because it seems they don’t put much value on finding new employees.”
“If I go to a website and it’s hard to find the application link or it’s deeply hidden or broken, I become discouraged because it seems they don’t put much value on finding new employees.”
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Page 7Slide 7
Reviews You DON’T Want to Hear
“Two that stuck out as being really bad were E-Trade and Geico. E-Trade had a non-functioning jobs section for months. What message does that send? Geicohas descriptions of several management programs, but then filters you into an application process that is obviously designed for hourly workers.”
“Two that stuck out as being really bad were E-Trade and Geico. E-Trade had a non-functioning jobs section for months. What message does that send? Geicohas descriptions of several management programs, but then filters you into an application process that is obviously designed for hourly workers.”
“I'd give the site itself a C- for bad presentation, little concrete information, awful videos that were weak pitches -- all fluff and no substance about the jobs, and difficulty in finding anything interesting.”
“I'd give the site itself a C- for bad presentation, little concrete information, awful videos that were weak pitches -- all fluff and no substance about the jobs, and difficulty in finding anything interesting.”
“Bad websites make me think the firms are too bureaucratic and are places where I might not learn, and I might feel smothered.”
“Bad websites make me think the firms are too bureaucratic and are places where I might not learn, and I might feel smothered.”
“I had a bad experience. I could not even get my resume to upload and it was 40kb. When it rejected it, it deleted all of my data and I had to start the entire process over. I did not submit it because I did not want to take the time.”
“I had a bad experience. I could not even get my resume to upload and it was 40kb. When it rejected it, it deleted all of my data and I had to start the entire process over. I did not submit it because I did not want to take the time.”
“The job application process was horrible. I screwed up and hit save, and then couldn’t go back to edit it. Would have been VERY stressful had it been a real application. I hit refresh and my started application was gone! Tried using the application help tips, but the suggestion didn’t work. Closed out and kept tryingto reload, and it still isn't letting me back to the application site.”
“The job application process was horrible. I screwed up and hit save, and then couldn’t go back to edit it. Would have been VERY stressful had it been a real application. I hit refresh and my started application was gone! Tried using the application help tips, but the suggestion didn’t work. Closed out and kept tryingto reload, and it still isn't letting me back to the application site.”
Page 8Slide 8
Reviews You DO Want to Hear
“I believe they explain the working experience well: the travel, the culture, the personal development, the professional development, the positions, etc. I believe this aspect of the website is very strong because it paints a comprehensive picture of the lifestyle, the responsibilities... the total experience.”
“I believe they explain the working experience well: the travel, the culture, the personal development, the professional development, the positions, etc. I believe this aspect of the website is very strong because it paints a comprehensive picture of the lifestyle, the responsibilities... the total experience.”
“The resume post section was fantastic! Easiest one I’ve ever used.”“The resume post section was fantastic! Easiest one I’ve ever used.”
“I really, really like the Merrill career site. It is very clean. It is interactive. I like how links lead me to other links pertaining to that category only. There is no non-essential information on any page, and I really like that. It is not too busy. It is pleasing graphically. A great job overall.”
“I really, really like the Merrill career site. It is very clean. It is interactive. I like how links lead me to other links pertaining to that category only. There is no non-essential information on any page, and I really like that. It is not too busy. It is pleasing graphically. A great job overall.”
“I really liked BCG's website. I found the recruiting portion of the site to be very useful in determining how to approach the interview process. I also got a strong sense of how the company differed from its competition and what to expect when I met some of the firm's representatives.”
“I really liked BCG's website. I found the recruiting portion of the site to be very useful in determining how to approach the interview process. I also got a strong sense of how the company differed from its competition and what to expect when I met some of the firm's representatives.”
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Page 9Slide 9
Top Ranked Company Websites
UBS13
Merrill Lynch13
Lehman Brothers13
IBM13
Morgan Stanley12
General Electric11
Credit Suisse First Boston10
JP Morgan8
Johnson & Johnson8
Procter & Gamble7
Citigroup6
Microsoft5
Bain & Co.4
The Boston Consulting Group3
McKinsey & Co.2
Goldman Sachs1
CompanyRank
Source: WetFeet Student Recruitment Report 2005
Page 10Slide 10
Agenda
How Candidates Use Corporate Recruiting Websites
Four Building Blocks of a Great Website: Navigation, Branding, Content, Functionality
Applying the Lessons to Your Website
Q&A
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Page 11Slide 11
Four Building Blocks of a Great Site
Navigation
Simplicity, clarity, consistency
Intuitive menu structure and links
Effective search tools
Branding
Clear and compelling value proposition
Consistency with corporate branding
Show, don’t tell
Content
What do you do?
What jobs do you have?
How can I get one?
Why should I take it?
Functionality
Simple process that works
Flexible search tools
Treat candidates like customers
Page 12Slide 12
Navigation
Candidates want to find (and find their way back to) relevant information easily
Hallmarks of excellent navigation include: clarity, simplicity and consistency
Navigational components include:
– Menu structure (primary and secondary)
– Search tools
– Links
– Terminology
“Websites that are hard to navigate and don’t show me where the application materials are get booted from my list for that reason alone. I have a ton of things to look at and not much time to look at them.”
“Websites that are hard to navigate and don’t show me where the application materials are get booted from my list for that reason alone. I have a ton of things to look at and not much time to look at them.”
N
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Page 13Slide 13
Make the Career Site Easy to Find
Companies must provide a prominent link from the homepage, and, ideally from all pages within the website
N
Page 14Slide 14
Follow Naming and Location Conventions
Common locations for career links are: top, left side or bottom
Terminology should be straight-forward and easy to understand
N
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Page 15Slide 15
A Good Menu is the Backbone of the SiteN
Page 16Slide 16
Non-Standard Locations Disrupt Access
“I totally missed the jobs section when I first visited HP. Typically, I expect the jobs section to be located either at the top or the bottom of a webpage—never in the middle, and definitely not on the right side!”
“I totally missed the jobs section when I first visited HP. Typically, I expect the jobs section to be located either at the top or the bottom of a webpage—never in the middle, and definitely not on the right side!”
N
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Page 17Slide 17
Candidate-Centric Information Appealing
Sections focused on specific candidates help users find relevantinformation and make them feel wanted
N
Page 18Slide 18
Company-Focused Structure ConfusesN
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Page 19Slide 19
Branding
The website = personality of the firm
Candidates use the website to assess their fit
Every company has a “context” which influences credibility
A clear and compelling brand inspires consistent interpretation
“[The main message from the Bain website was] that the company was a fun place to work, and that it was a very good opportunity for newly minted college/MBA/PhD graduates. That they have a very positive corporate culture with a lot of vertical interaction. That there are opportunities for change and growth through the externship program. All in all, seemed like a good place to work. Sign me up!”
“[The main message from the Bain website was] that the company was a fun place to work, and that it was a very good opportunity for newly minted college/MBA/PhD graduates. That they have a very positive corporate culture with a lot of vertical interaction. That there are opportunities for change and growth through the externship program. All in all, seemed like a good place to work. Sign me up!”
B
Page 20Slide 20
Many Site Elements Influence Brand
Navigation and ease of use
– Intuitive and organized around candidate’s needs
Graphics and design
– Color palette and design elements form a powerful first impression
– Images should fit persona of firm and industry
– “Flashiness” should not interfere with usability
Content and messaging
– Friendly, candidate-centered content and images are appealing
– Presentation and tone also has an impact
Context
– Messages must ring true to candidates
B
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Page 21Slide 21
Good Branding Sends Clear Messages
Employee-Oriented “P&G and BCG stand out because it was clear that they put a lot of emphasis on personal development of employees. It’s reflective of a strong culture that clearly has something to give back.”
Employee-Oriented “P&G and BCG stand out because it was clear that they put a lot of emphasis on personal development of employees. It’s reflective of a strong culture that clearly has something to give back.”
Professional“On the UBS site, all the people in the pictures look very professional, the colors on the site are gray, and the layout is very crisp and clean.”
Professional“On the UBS site, all the people in the pictures look very professional, the colors on the site are gray, and the layout is very crisp and clean.”
Fun“The Bain site attracted me in terms of values and culture. They gave the appearance of being more laid back and fun to work with than theMcKinsey’s and BCG’s of the world. The Bain site mentioned the words ‘fun’ and ‘laugh’ a lot.”
Fun“The Bain site attracted me in terms of values and culture. They gave the appearance of being more laid back and fun to work with than theMcKinsey’s and BCG’s of the world. The Bain site mentioned the words ‘fun’ and ‘laugh’ a lot.”
Friendly“Lehman Brothers actually has the school contacts’ and recruiters’ emails on the site. This highlights their ‘friendly’ culture and shows their openness. No other site has personal email addresses on it.”
Friendly“Lehman Brothers actually has the school contacts’ and recruiters’ emails on the site. This highlights their ‘friendly’ culture and shows their openness. No other site has personal email addresses on it.”
B
Page 22Slide 22
Consistent Messaging and Images
“‘Commitment is good. Passion is better’ appears on every page and gives the message that the bank is a passionate and exciting place to work!”
“‘Commitment is good. Passion is better’ appears on every page and gives the message that the bank is a passionate and exciting place to work!”
B
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Page 23Slide 23
Messaging Reinforced in Many Ways
“I was impressed by the stress on culture and people. It sounds as if working there means you will be recognized as a person, not as a statistic.”
“I was impressed by the stress on culture and people. It sounds as if working there means you will be recognized as a person, not as a statistic.”
“How cool is a Bain World Cup?”
“How cool is a Bain World Cup?”
B
Page 24Slide 24
User-Oriented Messages Draw Interest
“Their ‘People First’ philosophy (means) they have a high regard for the individual. This is important for their target recruits.”
“Their ‘People First’ philosophy (means) they have a high regard for the individual. This is important for their target recruits.”
B
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Page 25Slide 25
Inconsistent Messages Hurt CredibilityB
Page 26Slide 26
Content
Candidates see one website
Candidates want answers to four questions:– What does the company do?
– What jobs do you have (for me)?
– How can I get one?
– Why should I take it?
Accessibility as important as content
Tone and presentation communicate as much as the words
Candidates want the truth
“A site needs to be persuasive. It should clearly explain why I should choose their company.”
“A site needs to be persuasive. It should clearly explain why I should choose their company.”
C
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Page 27Slide 27
Key Content Elements
“Must-have” Content
Company overview
Detailed job descriptions
Required qualifications
Information about the recruiting process
“Nice-to-have” Content
Compensation and benefits
Interview tips
Contact information
Locations
Employee profiles (including “day in the life” vignettes)
Diversity recruiting practices
“The best websites give a strong image of the company, get me information for the interviews, describe their business style, and answer all the extra questions I might have.”
“The best websites give a strong image of the company, get me information for the interviews, describe their business style, and answer all the extra questions I might have.”
C
Page 28Slide 28
A Good Company Overview Differentiates C
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Page 29Slide 29
Leave History Texts in School C
Page 30Slide 30
Qualifications Help Self-Selection Process C
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Page 31Slide 31
Employee Profiles Extremely Powerful“Employee profiles are helpful because they allow me to see what people have done before working there, what schools they went to, what they studied, etc.”
“Employee profiles are helpful because they allow me to see what people have done before working there, what schools they went to, what they studied, etc.”
C
Page 32Slide 32
Interview Tips Communicate Care C
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Page 33Slide 33
Functionality
Candidates now expect companies to offer job search tools and anonline application form
The online application is the most common aggravation
– Many errors encountered
– Poor usability
– Time-consuming
– Tedious and repetitive
– Privacy concerns
Candidates have low confidence in “black box” process
“I didn’t like the application process at all… It took too long. By the end of the process when I had to fill in job experience, I slacked off and didn’t put it all in because I was just ready to be done with it.”
“I didn’t like the application process at all… It took too long. By the end of the process when I had to fill in job experience, I slacked off and didn’t put it all in because I was just ready to be done with it.”
F
Page 34Slide 34
Key System Components
Job listings search capability
– Easy-to-use and flexible tool allowing search on multiple criteria
– Accessible without requiring registration
– Intuitive and clean display of results
Online application system
– The system must work well for candidates
– The simpler and shorter the application the better
– Candidate-centered tools (e.g. allow resume upload)
– Clear expectations management
Candidate relationship management (CRM)
– Treat candidates like customers
F
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Page 35Slide 35
Flexible, Powerful & Simple Search Tools F
Page 36Slide 36
The Simpler the Application the Better“Simple and one-page only. That is a huge advantage over some of the other banks [whose] online applications [were] long and tedious.”
“Simple and one-page only. That is a huge advantage over some of the other banks [whose] online applications [were] long and tedious.”
F
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Page 37Slide 37
Setting Expectations Alleviates Concerns“After submitting a resume, you should receive a confirmation email, and when you will hear "something" - even if it is just an email dinging you. If we take the time to apply, they should have the courtesy to respond at some level.”
“After submitting a resume, you should receive a confirmation email, and when you will hear "something" - even if it is just an email dinging you. If we take the time to apply, they should have the courtesy to respond at some level.”
F
Page 38Slide 38
Agenda
How Candidates Use Corporate Recruiting Websites
Four Building Blocks of a Great Website: Navigation, Branding, Content, Functionality
Applying the Lessons to Your Website
Q&A
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Page 39Slide 39
Lessons Learned
Your recruiting website is THE most important representative on your recruiting team
All websites are NOT alike – and your mistakes will cost you candidates
Identify your target candidates prominently and design your sitearound their needs
Give readers the straight scoop – a good website should send some people away!
Ease of access is far more important than quantity of information
The one question your site must answer: why go work for you?
Online applications are becoming more accepted – but they are still job seekers’ most common aggravation
Page 40Slide 40
What You Can Do…
Assess the site’s fit with your target market
– Make two lists – candidate attributes that lead to success or failure on the job
– Check the site against these lists
– Make sure your site has something for your most frequently hired candidates
Understand the user experience
– Conduct usability testing to identify critical problems early
– Submit an application yourself
– Wear the candidate “hat” and ask yourself the four questions
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Page 41Slide 41
What You Can Do…
Compare yourself to others
– Benchmark your website vs. your competitors’ (what are their 3 words?)
– Submit an application to your competition
– Look outside your industry for creative ideas
Invest before you go live – but recognize that it will always be a work in progress
– Conduct a “performance review” before making changes
– Conduct external testing during development – or, at a minimum, ask recent hires to review prototypes of new designs
– Push your vendors to meet your needs, not theirs
Page 42Slide 42
Final Thoughts
The corporate recruiting website should be a core component of any company’s recruiting strategy today
When well-designed, the site will perform many functions:
– Serve as the heart of an efficient and effective recruiting process
– Help candidates gain a deep understanding of your firm—and select themselves into or out of the process
– Communicate and reinforce your employment brand
How well a site performs depends upon successful execution in four areas: navigation, branding, content and functionality
The key is to conceive the site from the standpoint of the user
But the website can only go so far – an effective recruiting effort requires solid execution across all elements online and in person
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Page 43Slide 43
New WetFeet Recruiting Services
Website Review
Competitive Scorecard Analysis rates your website in key areas as compared to your top 3 competitors
The Competitive Strengths Summary reviews the navigation, branding, content and functionality on your website
Short and Long-Term Actionable Recommendations outlines an action plan that can be executed for immediate results
A Detailed Presentation by a WetFeet analyst to your recruiting team
Recent Research Reports
Campus Marketing Report 2006Trends in campus recruiting and best practices from leading employers. $1,995
Student Recruitment Report 2006Comprehensive research on the competitive landscape, application trends, employer rankings, offer data, compensation expectations, diversity, effective marketing tactics and more.$895-$3,500
Internships Report 2006Benchmark your internship program and learn how to make it a best-in-class performer $2,495
Student Compensation and Offers Report 2005The only compensation report with detailed data on specific offers from top employers to top candidates $595
Campus Diversity Recruitment Report 2005Research that identifies and explains new trends in recruiting diversity candidates on campus
Corporate Recruiting Websites 2005Guidelines for building a top corporate recruiting site $2,495
Thank You!
To discuss findings, future research, or other offerings in moredetail, please contact us directly:
Steve PollockPresident
WetFeet, [email protected]
415-293-7313
