What Makes For A Good Corporate Career Site? Bertelsmann Knows

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.”

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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.

John Zappe is the editor of TLNT.com and a contributing editor of ERE.net. John was a newspaper reporter and editor until his geek gene lead him to launch his first website in 1994. He developed and managed online newspaper employment sites and sold advertising services to recruiters and employers. Before joining ERE Media in 2006, John was a senior consultant and analyst with Advanced Interactive Media and previously was Vice President of Digital Media for the Los Angeles Newspaper Group.

Besides writing for ERE, John consults with staffing firms and employment agencies, providing content and managing their social media programs. He also works with organizations and businesses to assist with audience development and marketing. In his spare time  he can be found hiking in the California mountains or competing in canine agility and obedience competitions.

You can contact him here.

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