How helpful are corporate Web sites in assisting job seekers
with exploring employment opportunities at their companies? Not very, according
to a new study of the job-search pages of the nation's largest companies. And
when it comes to helping executive-level prospects, companies do even worse.
The study rated the recruiting pages of the Web sites of the
companies in the Fortune 500 on a scale of zero ("offers no value") to
five ("world class") using criteria important to job hunters,
such as how easy it is to find and apply for current job openings and how much
feedback applicants receive. None received the top rating, and only 40 received
a three-plus or better, says Gerry Crispin, a principal of MMC Group, a staffing
consulting firm in Kendall Park, N.J., which conducted the study.
The majority (360) only satisfy job seekers' most rudimentary
information needs, such as listing the current openings or available benefits. A
sizable number (105) can't meet visitors' "simplest expectations"
about finding and applying for jobs. The worst sites in this latter category
include no employment information, while the better ones provide only static
material that resembles corporate marketing brochures, says Mr. Crispin.
Still, job hunters likely will be interested in the study's
list of the top 25 corporate staffing sites, which, given their more
user-friendly approaches, could be worth a visit. Likewise, prospects
might find it helpful to note those most in need of improvement, if only
to be forewarned should they be interested in pursuing opportunities at these
employers.
A common problem the study cited is the lack of response to
job seekers. Typical is the frustration that Brent Tisdale has experienced in
his search for a position in e-commerce sales. The 44-year-old Cleveland sales
executive has kept detailed records on the companies he's applied to
electronically. Of the 100 or so, only two have replied personally, he says.
"They have pulled the humanity out of the process,"
says Mr. Tisdale. "It's pure numbers, and, if you don't fit, you're out in
the cold."
Another shortcoming is the length of time it takes to input an
applicant's information. Jerry Richerson, a former contract-management executive
for a competitive local-exchange carrier (CLEC) in Dallas, says he sometimes
quits in frustration. "I get half-way through and shut it down," says
Mr. Richerson, 52. "If I have to do this just to get someone to look at me,
what would it be like to work there?"
The lack of standardization among sites is another source of
aggravation for Mr. Richerson. Some ask applicants to e-mail a resume in a
certain format; others want them to cut and paste or type information directly
into an online application. This means maintaining different document formats
for each version of his resume.
"Everyone tells you that you need a multitude of
resumes," says Mr. Richerson. "If I have five or six target resumes
that I am continually grooming, I have to continually maintain my database of
.txt and .htm files in case I run across a site where I need to use that format
to paste them in." He says he often asks, "If I have to do this [much
work] just to get someone to look at me, what would it be like to work
there?"
The study also found that the information on corporate Web
sites about jobs is often outdated. This is Paul Wigsten's biggest beef. The
information-technology executive in Trumbull, Conn., was the technology adviser
for the Web site of his former employer, a New York City-area hospital, and is
seeking a position at another health-care provider. He says company Web sites
are almost useless if the employers lack effective internal databases and
applicant search tools to sort through candidates' information. "The
effectiveness for the job seekers and the company is marginal at best," he
says.
Mr. Wigsten expects to eventually find a job through
networking and says he'll probably use corporate Web sites mainly for research.
It's probably a good idea. Even the best of the sites studied
have little to offer executive-level job hunters looking for job listings.
"Their Web sites are limited for executive job hunters," says Mr.
Crispin. "Only 2% to 10% of them will likely get hired directly from a
company's Web site."
Should Companies Care?
Seattle-based Costco Wholesale Corp. is among the companies
with the worst-rated sites. Its site provides only generic information about
jobs. After clicking on the "employment opportunities" link at the
bottom of the home page, visitors find out that they need to apply to specific
stores or warehouses if they want jobs at those locations. Those who want
regional, corporate or information-systems jobs are told to send their resumes
to specific e-mail addresses.
Don Burdick, Costco's senior vice president of information
systems, says the site has been used mostly to attract information-technology
professionals and is intentionally bare-boned. "We try to match the site
with the company -- bare concrete floors and high rack steel," he says.
"It isn't our goal to be highly interactive or state-of-the-art."
The company is hiring at store locations aggressively as it
expands, but is shrinking at the corporate office, he says. If specific openings
need to be filled, it prefers to use a job-board, where it can post blind ads
and doesn't need to respond to job seekers. "Not getting a good site rating
is fine with me," says Mr. Burdick. "We get 10 applicants for every
one job and several hundred when we post something on Monster.com."