In this increasingly mobile-first world filled with digital natives in the job market, employers must up their digital game to attract strong talent on mobile devices as well as the web. At an event in March, which BNO sponsored, we heard the results of the 2018 Potentialpark Study, a global market study ranking the best employers in digital talent acquisition communications. The study, coupled with Potentialpark’s Talent Communication Report, provide human resource and talent acquisition professionals with valuable insights about digital recruitment tools and how they are perceived and used by today’s job candidates.
The 2018 ranking showed the top 10 employers rated as best at understanding the needs and preferences of talent worldwide across four major career channels: Career Website, Applying Online, Social Media, and Mobile Experience as well as best in overall digital talent communications.
The Results
For brevity here, we’re sharing the top three employers in each category (you can view the full rankings at potentialpark.com/rankings-usa-2018).
Career Website Ranking – best at attracting, informing, and converting candidates with the right content.
1 – SAP
2 – GEICO
3 – Deloitte
Applying Online Ranking – most transparent application processes, best job search, and functionality.
1 – T-Systems
2 – GEICO
3 – Raytheon
Social Media Ranking – best content mix across major social and professional networks (Facebook, Twitter, Instagram, LinkedIn, YouTube, and blogs).
1 – L’Oreal
2 – United Health Group
3 – GE
Mobile Ranking – provide the best candidate pathways on mobile devices.
1 – SAP
2 – GEICO
3 – L’Oreal
Finally, the employers who ranked as the top three overall were, in descending order, SAP, L’Oreal, and United Health Group.
The Methodology
As the most comprehensive study of its kind, the 2018 Potentialpark Study evaluated 119 employers and 761 channels, considered 317 criteria, and collated 2336 responses on the survey. The focus for the respondent pool was students and graduates, who answered questions about their needs and preferences regarding their job searches. These responses were then assessed against the career channels of employers worldwide. The field period was from September through December 2017.
Criteria creation. The market research firm creates a list of criteria every year that describe all market-relevant features for recruitment communications; this list is created annually to reflect new candidate preferences, changing habits, and new technologies available.
Survey development. The survey is developed based on the criteria, and input is sought from candidates worldwide from all fields of study possible. There is a special focus on IT, engineering, and business schools. Input is collected from more than 25,000 respondents every year.
Career channel audits. The survey criteria are used to assess employers’ career channels and their market performance. The employers selected for evaluation are either top performers from previous years or representative employers in Potentialpark’s key markets, which the firm feels keeps its rankings relevant and of high quality.
Rankings. The results reflect Potentialpark’s in-depth research to determine which employers are the most talent-friendly in terms of their digital recruitment marketing and talent communications.
If you’d like to see how to up your digital talent communications, BNO can help. As leaders in recruitment marketing, we’ll review your website’s user experience, your social media messaging, your overall content, and your talent acquisition strategy so you can attract and retain a strong pool of job candidates throughout the recruitment process. Contact our team at 908-685-1510 or bthomas@bnoinc.com.
