Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 1 Webcentric Recruitment Career Websites revisited – design and usability Potentialpark Communications Nottingham, July 2, 2008 Christina Ramgraber Christian Baier

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 2 The Career Website Study Survey among students & graduates in 15 countries Job seekers’ preferences and priorities Audit of 470 career websites Which companies have the best career websites? TOP EMPLOYER WEB BENCHMARK

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 3 Relationship with universities TOP EMPLOYER WEB BENCHMARK Benefits for students and graduates Benefits for universities: Uni report Continuous feedback and dialogue

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 4 MAJOR TRENDS Webcentric Recruitment What does that mean?

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 5 Favorite sources of information MAJOR TRENDS No source works on its own How to combine them in the most effective way?

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 6 1 st Generation of Career Websites MAJOR TRENDS Print brochure put online Static No online applications

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 7 2 nd Generation of Career Websites MAJOR TRENDS Agencies built websites Agencies built online applications Not unique, no differentiation Frustration about lack of usability Lack of emotions

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 8 3 rd Generation of Career Websites MAJOR TRENDS Employers show their uniqueness (“Value Proposition”) Online application more user-friendly Content: Illustrating, exemplifying, differentiating Web 2.0 tools (videos, online assessment centers, blogs)

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 9 THE THOUGHT LEADERS 10 seconds decide You never get a second chance to make a first impression

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 10 Take 10 seconds to look at the next website THE THOUGHT LEADERS

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 11

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 12 THE THOUGHT LEADERS What do you remember about the website you just saw?

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 13 THE THOUGHT LEADERS Goldmansachs.com 1. Campaign with 1 message 2. Profiles 3. Navigation bar: 5 items Small: Apply now Small: Company logo Small: address

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 14 THE THOUGHT LEADERS Again, take 10 seconds to look at the next website

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 15

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 16 THE THOUGHT LEADERS What do you remember about the website you just saw?

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 17 THE THOUGHT LEADERS BCG.com - Easy But Unique Clear branding 1. Message first 2. Highlights 3. Specials Then Navigation Unique Moderate flash Easy to under- stand AND creative

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 18 THE THOUGHT LEADERS be-Lufthansa.com

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 19 What is about to change and might be standard soon

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 20 Campaign driven Web 2.0 career website MAJOR TRENDS Career website:From library to show Navigation:Simple and intuitive First page:Attention before information Messages:One at a time

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 21 Emo Sites MAJOR TRENDS When the computer is off... what do they remember about you? “Kitchen table decision” Relationship before information Marketing strategy in Employer Branding

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 22 How can your students experience these trends and make better informed career decisions?

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ ENTRYPARK.COM IS FOR STUDENTS, EMPLOYERS AND UNIVERSITIES Companies International career platform for high potentials, top employers, and great schools to present relevant career information and interact Career centres Students

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ CAREER INFORMATION IS PRESENTED TO THE RIGHT STUDENTS Description Links to your career website Entrypark is not a closed-in community but links out to the respective career websites Profiles Basic background information about companies and universities Articles Short teaser articles on e.g., graduate opportunities and educational programs Jobs Job feed of open positions and vacancies Events Events and competitions Profile-based matching logic ensures that the right students are targeted

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ WHAT INFORMATION CAN YOU PRESENT TO EXISTING STUDENTS? Research invitationsCorporate eventsJob opportunities Full-time positions Internships Traineeships Case challenges Career fairs Workshops Top Employer Web Benchmark (TEWeB) *Top Employer Web Benchmark Through Entrypark you can support your students in jumpstarting their careers

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 26 CASE STUDY: ADIDAS GUERRILLA MARKETING CHALLENGE 1 In the first round, teams from all over Europe submit a two-page executive summary of their marketing strategy 2 In the second round, 20 selected teams submit a detailed marketing concept in a 10- page slide show 3 The best 5 teams are invited to the adidas Group’s headquarters to present their concept in front of adidas’ top management Example adidas, as an official sponsor of UEFA EURO 2008 ™, asked Entrypark to develop a pan-European student competition to promote adidas and to find the best marketing talent

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ HOW CAN YOU PROMOTE ENTRYPARK’S BENEFITS TO STUDENTS? Why should you target certain groups? Create link to Entrypark.com Create awareness among students Inform students about specific events Send out welcome mail Put up posters Send out event invitations Offer full-time and intern- ship positions Invite students to research

© 2008 Potentialpark Communications AB – Proprietary and confidential Webcentric Recruitment ׀ Nottingham, July 2, 2008 ׀ 28 We care for your opinion. Comments, questions, ideas THANK YOU