In Economic Downturn, Applicants Go Straight to the Source

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Bertelsmann has the best career website in a fierce war for talent - employers succeed in making their websites the place where job seekers go, according to Potentialpark's Top Employer Web Benchmark 2009.

Companies are more devoted than ever to making their career websites the place where everything happens

Career websites are where it all happens

Two remarkable figures: 92% of students and graduates who plan their next career move go online to look for information about employers and career opportunities. And out of these, 86% use the career websites of companies. That makes company career websites the number 1 place to go for job seekers, even more important than job and career portals or business and social networks.

This is no coincidence. "Companies are more devoted than ever to making their career websites the place where everything happens" says Julian Ziesing, Head of Research at Potentialpark. "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."

Especially during economic downturn, when employers cut costs and pull the break on recruiting programs, career websites play a vital role in the war for talent. The competition for the best of the best has become even fiercer. And that's where companies are dependent on their career websites. "Companies can't stop hiring forever, but more than ever they can't afford to hire the wrong people", says Ziesing. "They need their career websites to raise awareness, motivate the right people to apply for the right job and handle increasing numbers of applications. And a lot of career websites have actually become excellent at that."

The best corporate career websites 2009

In the 2009 edition of its Top Employer Web Benchmark, Potentialpark surveyed 2,159 students and graduates at selected business schools, universities and technical institutions in the US on how they behave and what they expect when searching for careers online. Based on the results, Potentialpark analyzed the career websites of 102 companies active on the US recruiting market to find out who caters best to the job seekers' expectations. The five best corporate career websites in the US are:
1. Bertelsmann
2. Deutsche Bank
3. Accenture
4. Shell
5. Boston Consulting Group

The Top 30 career websites in the US can be viewed on

Potentialpark is an international market research company specialized in the area of online employer branding and recruiting.


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Björn Wigeman
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