Your Career Website Versus Deutsche Bank, Starbucks

How does your company’s corporate career website stack up? Does it inspire potential candidates to really want to work for your company? Does it convey an environment that the company worries about its people before they even enter?

And once on board, does the site offer new employees information on other roles within the company and networking opportunities?

If you’re looking for some real-world examples, check out Deutsche Bank’s corporate career website.

According to a new survey by research and consulting firm Potentialpark, Deutsche Bank’s site is a true leader.

The Sweden-based consulting firm, which specializes in recruitment communication, says it picked Deutsche because it includes interactive videos of employees discussing their various experiences working at the company.

While the actual online application seems cumbersome to navigate (options include applications for undergraduate, graduate, MBAs, professionals), the overall site is chock-full of recruiting information.

For example, under “Application FAQs,” sample questions include “What should a candidate expect in a typical interview?,” “What’s the biggest mistake a candidate can make in an interview?,” and “What are the most effective ways for a candidate to follow up after an interview?” among others.

In its second year of the survey, Potentialpark studied 102 U.S.-based corporate career websites, with 1,831 students or recent graduates participating in the survey.

It says its U.S. study of career websites is unique both regarding the extensive number of included companies and respondents, mostly students at top universities in their final year at business schools, universities, and technical institutions.

The Top Employer Web Benchmark analyzed questions such as job-seeker preferences and priorities, as well as which companies are the best-in-class to meet these expectations.

Coming in second is Microsoft, followed by the Boston Consulting Group, Merrill Lynch, and Accenture. To see the complete list of winners, click here. Also, Deutsche Bank comes in fifth place in the U.K. ranking.

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Managing the Employee Brand

Another recent career-website accolade: Starbucks picked up the award for the most compelling site during the recent 2007 Recruiting Excellence Awards at the ERE Expo 2007 in San Diego.

Unlike Deutsche Bank’s winning site to attract new workers, Starbucks’ Mypartnercareer.com site was created to retain current employees, known as “partners” in Starbucks lingo.

Starbucks notes that its intranet site is a forum for Starbucks partners to connect and explore career opportunities.

For example, the company posts “Top Opps” as a way to highlight high-demand, high-growth business units, and drive internal candidates to these jobs.

The site also features blogs, day-in-the life profiles, and other advice.

The career websites for Citigroup, FedEx, and Rackspace Managed Hosting were also finalists.

Elaine Rigoli has nearly 15 years of experience managing content and community for various B2B and consumer websites. Elaine has written thousands of business and technology articles and has been quoted in The Wall Street Journal and eWeek, among other publications.

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