Poten ntialparks 2012 Results Re elease and Ran nkings OTaC C Study Glo obal Results

Jobseek kers are a startin ng to go social nd mo obile to build b didate e an their cand brand emp ployers try t to kee ep up
Roche e and Accen nture have t he best onli ine career p resences in Europe, Asia a and the U US accor rding to Pote entialparks Online O Talent t Communica ation study ( (OTaC) 2012. An ex xcellent care eer website i s essential, but not eno ough. In 2012 2, employers s compete fo or e, atten tion on Face ebook and s martphones . This requir res them to leave their c comfort zone make e choices and d adopt the rules of eng agement in an online w world that is controlled b by the us sers. In a su urvey with more m than 30,0 000 students and graduate es worldwide a and through a audits of mor re than 2,400 2 online career presen nces, Potentialpark took a c closer look at w where employ yers meet talen nt h online e. This is Poten ntialparks 10th annual study y on the issue. However, for the first time, it overarches 7 major r communicat tion channels s. And we truly y see the dawn n of a new era a. Jobseekers a are going mult tichann nel, and emplo oyers are slowly y but surely fo ollowing.

Top 15 in Online Ta alent Comm unication 20 012

USA Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Company Accenture Roche AT&T Intel GE General Motors General Mills adidasGroup HP ReckittBenckise r J.P.Morgan 3M Raytheon Deloitte Ernst&Young Score 70.1 63.4 61.1 59.6 57.1 56.4 55.9 55.8 54.6 53.9 53.7 53.1 52.6 52.0 51.7 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Europe C Company Roche ture Accent Allianz z Total BASF Intel te Deloitt Ernst&Young Procte r&Gamble e Baloise Reckitt tBenckiser IBM GE KPMG CERN Score 67.7 67.2 64.6 62.5 62.1 60.2 60.1 59.2 58.4 57.3 57.2 57.1 56.7 56.5 56.3 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 a Asia Compan ny Roche Allianz Accenture GE iser ReckittBencki Intel mble Procter&Gam J.P.Morgan HP Bayer Dell g Ernst&Young L'Oral BNPParibas Shell Score 69.1 64.8 58.6 58.1 57.5 57.4 56.5 55.5 53.5 52.1 50.7 50.5 50.4 50.2 50.0

OTaC Online Talent Com mmunication Gl lobal Results Release 2012 Poten ntialpark Commun nications 2002-20 012. Proprietary an nd Confidential.

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To op Findings OTaC Rank kings 2012: Roche in Europ pe and Asia an nd Accenture i in the US have e the best too ols for online talent commun nication. The corpo orate career website w continues to be t the major hu ub for all onli ine and offlin ne activities. However, H it is mainly m a one-w way road for inf formation. Students an nd graduates feel at home on o social med dia, so they ex xpect employe ers to go socia al, too. Facebook, LinkedIn n, Twitter and blogs are th he major onlin ne channels t to interact an nd engage wit th talent. Slow wly but surely, , jobseekers d discover the po ower of social l media to hel lp them create a candidate e brand. Jobseekers expect all online presences to be more th han a repetitio on of the same content, but t to add true va alue to their ca areer search. They T are used to quick answ wers to exactly y the question ns they have at a the moment and have no o patience to s search or wait.. Also, they are e not intereste ed in corporate and PR lingo o. They want tr rustworthy in nsights and ho onest discuss sions. This forces employers to o understand how h each cha annel works. A And rather tha an starting hal lfhearted att tempts everyw where at the sa ame time, they y need to make e a choice whe ere to go, go a all in and to sh how the realit ty behind the eir promises. In mobile media m , emplo oyers are laggi ing behind. W While 81% of st tudents globa ally are ready t to use smartp phones for the eir career search, only 21% % of global to op employers have a mobile career web bsites or career r related app.

Where jobseeke ers want to meet empl loyers onlin ne

96% of o Global stude ents use the in nternet to loo ok for employe ers and career rs and 77% of these go to th he comp panies own ca areer website es. The corporate career we bsite continue es to be the ce enter piece an nd the hu ub of top emp ployers talent communication online and d offline. It con ntains vital inf formation, job bs, event calendars and d the application form. Also, , 43% of caree er websites link k to the emplo oyers Faceboo ok r page, 53% to o LinkedIn or another profe essional netwo ork presence. However, it ra arely offers an ny career interaction itself. g could be filled with so ocial and business network ks that steadily gain in imp portance in th he This gap divers sification of channels c . 38% % of students actively a use p professional n networks such h as LinkedIn t to look fo or employers and a careers. When asked where e employers sh hould be pres sent, even 58% % of students s expect empl loyers to be o on book, and 52% % expect them m on LinkedIn. . And 73% ag gree to the sta atement If I f find content o on Faceb Faceb book that can help h me in my career, I am open for lookin g at it. Sendin ng an email application is seen s as the most common w way to apply by students. 6 69% responde ed that th hey like to app ply with email, 62% say app plying online. 78% have app plied online at t least once. Th he frustra ations with anonymous, a unintuitive u an nd technical a application sy ystems decre ease slightly a as jobsee ekers get more e used to them m. However, th hey remain at a relatively high level. Many y students wis sh there were universa al profiles and better b ways of f parsing data from existing online platforms. f mobile communication n with employ yers. 81% say t they are or can n imagine to b be Students are open for er-related purp poses, such as visiting comp panies mobile career pages o or using their smartphones for caree ps. download their app

OTaC Online Talent Com mmunication Gl lobal Results Release 2012 Poten ntialpark Commun nications 2002-20 012. Proprietary an nd Confidential.

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Microblogging and blogs are eff fective niche channels. c 5% of responden nts use a Twit tter account fo or career r-related purp poses, 36% think employers s should be p present on Tw witter. Once jo obseekers hav ve under rstood how to make use of Twitter T as a short-cut to info ormation, it can be quite effe ective to searc ch for op pen positions and a catch up on o news and in nside stories. No matter which ch hannels they use, jobseekers want to fin nd relevant inf formation quickly and easil ly, n time wasted d searching. Customized, C targeted job off fers, email job b alerts and a w way to track th he with no status s of their applic cations are hig gh on their wis sh list. Also, they t hold out for personal contacts c with recruiters - at t a time when n anonymous c career website es consti itute an extrem me contrast to the personableness of the s social web. Authe enticity, trans sparency and interaction are a key words and essential competences that employe ers need to t acquire to communicate c with w talent in the t social and mobile world. Jobs seekers have e gone multi-channel, says Julian Ziesing, Re okesperson a at esearch Spo Poten ntialpark. The question is: : can employe ers keep up?

The winners w
For its s OTaC study 2012, Potentialpark analyz zed the online e communicat tion tools of top employe ers globally across the e following ch hannels: caree er website, o nline applicat tion, Faceboo ok career pag ge, s well as the pr resence on Lin nkedIn, Twitter r, and career b blogs. mobile career website and app, as The criteria are bas sed on the pre eferences and d priorities of the jobseeker rs. The ranking shows whic ch oyers have th he best tools for communi icating with t talent online, weighting th he channels b by emplo impor rtance for jobseekers.

Roche es career we ebsite and pr esence on Fa acebook and Twitter Roche e wins the OTa aC ranking 20 012 in Europe and Asia, and Accenture tops the US rank king. Roche e not only has the 3rd best application a pro ocess in Europ pe as well as t the 2nd best Facebook caree er website from a candidates point t of view; they y are also pres sent on Linked nd run a caree er dIn, Twitter an nline career presences are connected c wit th each other and appear in n the same loo ok blog. All of these on eel, with faces and names of employee and d the career slo ogan Make yo our mark, Improve lives. and fe Roche e may not have e the single be est presence in n each channe el, but they are e strong across most of them m. The company c has had years of o experience e and learnin ng how to u use social me edia for talen nt comm munication. Accen nture makes a special effort on LinkedIn with w employee e testimonials,, career path in nformation an nd an ima age video glob bally, linking to o other major career presenc ces.

OTaC Online Talent Com mmunication Gl lobal Results Release 2012 Poten ntialpark Commun nications 2002-20 012. Proprietary an nd Confidential.

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Accen nture on Link kedIn, Intels career blog, and AT&Ts mobile caree er website

What the winne ers do right

These are some of th he common tr raits of the OTa aC winners: The OTaC winners do not try to be present p on ev very channel a at once, but m make educate ed w to go ne ext, and then do d it right. decisions where They have gone through h a learning process p that ty ypically involv ves trial-and-er rror. Hence, th he ok pages, mobile career pa ages etc. can vary and deve elop over tim me. content of their Faceboo h learned to o deal with be eing exposed t o public feedb back, rather than blocking it. And, they have The OTaC winners w try to understand the t nature of e each channel and what its d distinct value is for talent communication c n, rather than to copy and paste conten nt from platfo orm to platform m. Therefore, their t presence es complement each other. The OTaC winners w design n their presen nces from the j jobseekers po oint of view, tr rying to answe er their questions, deliver to o their needs and a start an op pen conversati ion.

All in all, this means s that building g a successful online presen nce often took k these winner rs years of tim me, courag ge to make mistakes, m and an a amount of f permanent r resources and d creativity. Ot ther companie es may of o course learn from best pra actice example es of the pione eers and avoid some of these e mistakes. However, there is one o thing oth hers cannot te ell them, and that is how t to answer the e core questio on ocial and mobile media: how w to get across s what makes y you unique an nd behind talent engagement on so tive? attract

Socia al media force employ yers to show w the reality y behind th heir promise es
Finding interesting g jobs and car reer opportun nities is the n umber one re eason for students to interact with employers e online (61%). Ho owever, more than half of the responde ents also gave e other reason ns: Gettin ng in touch wit th recruiters (5 53%), Finding attractive com mpanies that I would not think of otherwis se (50%) and Building my profession nal network (46 6%). oyers that wa ant to reach talent in soc cial networks and commun nities need to o be aware o of Emplo jobsee ekers concern ns. 49% of stud dents have privacy concern s and say they y are uncomfo ortable to share private information with employe ers. 42% say th hey are afraid that they cou uld be rejected d for the wron ng ns if employer rs see their per rsonal profile. However, the ese problems c can be overcome by the righ ht reason behav vior on both sid des. Jobs seekers are ca autious towar rds, but not dismissive of t the idea of us sing social me edia for caree errelate ed purposes, , says Ziesing g. Slowly but t surely they start to disco over the powe er of network ks and ta ake control of f their candid date brand.

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Jobseekers need to learn how to share s the right information on each platfo orm they use. You can kee ep te party phot tos visible fo or friends only, and at the e same time e on privat engage with employers o Faceb book, LinkedIn, Twitter an nd other platf forms, says Z Ziesing. This is no contra adiction, but a key co ompetence fo or ambitious talents t to build a powerful l candidate br rand on multi iple channels s. Emplo oyers on the other hand are a well advis sed to respect t peoples privacy, not only with a clea ar statem ment, but by understanding where each h platform ha as its thin line rofessional an nd e between pr private interaction. Also, the most t successful Fa acebook caree er pages offer m more than job bs: inside storie es ven daily basi is, personal contacts c and the invitation n for jobseeke ers to join th he on a weekly or ev ersation on the e wall. conve

Mobile commun nication: re educe to the e max

Students enjoy the e benefits of modern mob bile phones a and like that they can go online literally here and anyti ime, even on the t bus or betw ween classes. It is not a big step from the ere to stumblin ng anywh upon companies mobile m career websites w or career apps. 20% of o students already use their smartphon nes for career r-related purp poses, and another 63% ca an imagin ne doing so. The T problem is i rather that few f companie es are ready y yet and theref fore a lot of th he expec ctations remain n unanswered. Only 21% 2 of top em mployers in Po otentialparks OTaC O study 20 012 have eithe er a mobile ca areer website o or career r app. Emplo oyers need to be b aware that jobseekers do ont wait for th hem to go mob bile. In fact, a lot of the emai ils that re ecruiters send d in 2012 will be read on a phone. If an n email from m a recruiter t to a candidat te conta ains a link, ch hances are can ndidates ope en it in their p phones brow wser, says Zi iesing. If the ey like it t or not, emplo oyers mobile e readiness is measured tod day, not whenever they ar re ready for it t.

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Emplo oyers and jo obseekers are e only begin nning to und derstand how w to use the full range o of socia l and mobile e media to communicat c e online. Th e competitio on for the b est candidat te brand d respective ly employer r brand acr oss all onliine channel ls is just ab bout to gai in mome entum. Poten ntialpark wil ll keep monit toring the tre ends and dev velopments.

Fact Box: OT TaC Study 201 12 Online Ta alent Communication Respo ondents: Criteri ia: Web audits: a Chann nels: 31,193 3 studen nts, graduates and early car reer profession nals worldwid de, representin ng the t top busine ess schools, un niversities and technical institutions. More than 200 0 features, functions and pie eces of informa ation. More than 2,400 online care eer presences a audited worldwide. Corporate C car reer websites, online appl lication system ms, Facebook k career page es, LinkedIn care eer pages, mobile m career pages and a apps, career-related Twitte er accounts, a care eer blogs. September S 20 011 January 2012. 2 About t Potentialpar rk Potentialpark is a re esearch institut te specializing g in employer branding and recruitment c communication. Since 2002, Potentialpark has mo onitored the information-ga athering, deci ision-making a and applicatio on processes of jobseekers globally. Potentialpark has since published d its annual stu udies about On nline Talent Co ommunication n. The OTaC se etup con ntains the stud dies Top Employer Web Ben nchmark (TEWe eB) about care eer websites, A Applying Onlin ne & Lov ving It (APOLLO O) about onlin ne application ns, S-Com abo out social netw work commun nication, P-Com about t professional network n comm munication and d M-Com abou ut mobile com mmunication. Regula ar Trend Study y Reports help p monitor the development d o of hot topics to r time. oday and over Conta acts Potentialpark Comm munications Julian Ziesing, Resea arch Spokespe erson julian@ @potentialpar rk.com (END) URL L: www.potent tialpark.com Tel: +49 151 15 23 3 72 71 Fax: +46 8 50 31 1 3 09

Research period:

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