canada100 best practiceschrcc1apache2.taleo.net/mywebtop800/resource_center_en/... ·...

Authors:Yves Lermusiaux, President, iLogos ResearchAlice Snell, Vice President, iLogos ResearchStephen Jones, Research Analyst, iLogos Research

Copyright © 2001 Recruitsoft Inc.

All rights reserved. This document in its entirety may not be reproduced or transmitted in any form or by any means, electronic, mechanical, or otherwise, for any purpose without the prior written permission of Recruitsoft Inc.

Portions of this report may be reproduced with proper attribution to iLogos Research, a division of Recruitsoft.

All opinions contained in this document are based on information available at the time of creation of the document and are subject to change. All brand product names are marks or registered marks of their respective companies.

All data gathered for this report is accurate as of the date gathered and is subject to change due to the dynamics of the Internet.

Recruitsoft � 182 2nd Street � San Francisco, CA 94105

Canadian Top 100 Companies

by iLogos Research

Addendum to Best Practices for Fortune 500 Career Web Site Recruiting

Contacts for Recruitsoft:� [email protected]� 888-922-5665

Press Contact:Diane Pardee � [email protected]� 973 218-1060 x108

Contacts for iLogos Research:West Coast: Yves Lermusiaux � [email protected] � 415 538-9038East Coast: Alice Snell � [email protected] � 919 844-0782

An Internet Intelligence Report

Q2, 2001

Copyright © 2001 Recruitsoft Inc. All rights reserved.Portions of this report may be reproduced with proper attribution to iLogos Research, a division of Recruitsoft.

III

Table of Contents

Executive Summary ..................................................................................................................................................VII

Introduction ...................................................................................................................................................................9

Part ITop 100 Canadian Companies

Use Of Corporate Web Sites For Recruiting..........................................................................................................13Adoption Of Career Web Site Best Practices.........................................................................................................15

Link to Career Web Site from Homepage ........................................................................................................15About the Company: Benefits.............................................................................................................................16About the Company: Culture ..............................................................................................................................16Separate College Recruiting Section...................................................................................................................17Job Searches ...........................................................................................................................................................17Urgent Jobs Highlighted ......................................................................................................................................18One Click To Apply .............................................................................................................................................18Pre-assessment Tools Customized For Each Job Position ............................................................................19Choice of Cut-and-Paste Form or Resume Builder.........................................................................................19Submission of Formatted Resume .....................................................................................................................20Application Automatically Connected To a Job Position...............................................................................20Anonymous Application ......................................................................................................................................21Email To Friend ....................................................................................................................................................21Job Agent................................................................................................................................................................22Profiling ..................................................................................................................................................................22Reuse of Candidate Information for Multiple Applications...........................................................................23

Part IIComparison Between the Canadian Top 100 and the Fortune 500

Use of Corporate Web Sites for Recruiting ............................................................................................................27Comparison By Best Practice....................................................................................................................................28

Link to Career Web Site from Homepage ........................................................................................................28About the Company: Benefits.............................................................................................................................28About the Company: Culture ..............................................................................................................................29Separate College Recruiting Section...................................................................................................................29Job Searches ...........................................................................................................................................................30Urgent Jobs Highlighted ......................................................................................................................................30One Click to Apply ...............................................................................................................................................31



IV

Customized Pre-Assessment Tools....................................................................................................................31Choice of Cut-and-Paste Resume Form or Resume Builder .........................................................................32Submission of Formatted Resume .....................................................................................................................32Application Automatically Connected To a Job Position...............................................................................33Anonymous Application ......................................................................................................................................33Email to Friend......................................................................................................................................................34Job Agent................................................................................................................................................................34Profiling ..................................................................................................................................................................35Reuse of Candidate Information for Multiple Applications...........................................................................35

Canadian Top 100 Leads ...........................................................................................................................................36Canadian Top 100 Lags..............................................................................................................................................37

Part IIIData Analysis:

Relative Comparison of Leading Companies

Canadian Top 100 and Fortune 500; Relative Comparison .................................................................................39

Methodology

Survey Methodology...................................................................................................................................................45

AppendixTop 100 Canadian Companies ..................................................................................................................................49

About iLogos Research ..............................................................................................................................................53About Recruitsoft........................................................................................................................................................53About the Authors......................................................................................................................................................55


V

List of Figures and Tables

Figure 1: Corporate Career Web Site Recruiting: Canadian Top 100 & Fortune 500 Companies ................. VIIIFigure 2: Career Web Sites in the Top 100 Canadian Companies.............................................................................13Figure 3: Job Posting to Career Web Sites by the Top 100 Canadian Companies.................................................13Figure 4: Online Job Applications to Job Postings in the Top 100 Canadian Companies...................................14Figure 5: Canadian Top 100; Distance in Clicks From Homepage to Career Web Site .......................................15Figure 6: Canadian Top 100; Mnemonic Web Addresses for Career Web Sites....................................................15Figure 7: Canadian Top 100; About Company Benefits on Career Web Sites .......................................................16Figure 8: Canadian Top 100; About Company Culture on Career Web Sites ........................................................16Figure 9: Canadian Top 100; Separate College Recruiting Section on Career Web Sites .....................................17Figure 10: Canadian Top 100; Job Search Capabilities on Career Web Sites..........................................................17Figure 11: Canadian Top 100; Urgent Jobs Highlighted on Career Web Sites.......................................................18Figure 12: Canadian Top 100; One Click to Apply......................................................................................................18Figure 13: Canadian Top 100; Customized Pre-Assessment Tools ..........................................................................19Figure 14: Canadian Top 100; Choice of Cut-and-Paste Form or Resume Builder ..............................................19Figure 15: Canadian Top 100; Submission of Formatted Resume............................................................................20Figure 16: Canadian Top 100; Job Application Automatically Connected to Job Position .................................20Figure 17: Canadian Top 100; Anonymous Application.............................................................................................21Figure 18: Canadian Top 100; Email to Friend.............................................................................................................21Figure 19: Canadian Top 100; Job Agent.......................................................................................................................22Figure 20: Canadian Top 100; Candidate Profiling ......................................................................................................22Figure 21: Canadian Top 100; Profiling Questions Asked..........................................................................................23Figure 22: Canadian Top 100; Reuse of Candidate Information for Multiple Applications ................................23Figure 23: Career Web Site Penetration in Canadian Top 100 & Fortune 500 Companies.................................27Figure 24: Career Web Site Functions; Top 100 Canadian & Fortune 500 Companies .......................................27Figure 25: Canadian Top 100 vs. Fortune 500; Link to Career Web Site From Homepage................................28Figure 26: Canadian Top 100 vs. Fortune 500; Benefits Information......................................................................28Figure 27: Canadian Top 100 vs. Fortune 500; Corporate Culture Information ...................................................29Figure 28: Canadian Top 100 vs. Fortune 500; Separate College Recruiting Section............................................29Figure 29: Canadian Top 100 vs. Fortune 500; Job Searching...................................................................................30Figure 30: Canadian Top 100 vs. Fortune 500; Urgent Jobs Highlighted................................................................30Figure 31: Canadian Top 100 vs. Fortune 500; One Click to Apply ........................................................................31Figure 32: Canadian Top 100 vs. Fortune 500; Pre-assessment Tools.....................................................................31Figure 33: Canadian Top 100 vs. Fortune 500; Choice of Cut-and-Paste Form or Resume Builder.................32Figure 34: Canadian Top 100 vs. Fortune 500; Submission of Formatted Resume..............................................32Figure 35: Canadian Top 100 vs. Fortune 500; Automatic Connection of Application to Job Position...........33Figure 36: Canadian Top 100 vs. Fortune 500; Anonymous Application ...............................................................33Figure 37: Canadian Top 100 vs. Fortune 500; Email to Friend ...............................................................................34Figure 38: Canadian Top 100 vs. Fortune 500; Job Agent .........................................................................................34Figure 39: Canadian Top 100 vs. Fortune 500; Candidate Profiling.........................................................................35Figure 40: Canadian Top 100 vs. Fortune 500; Reuse of Candidate Information for Multiple Applications...35Table 1: Best Practices; Canadian Top 100 Leading the Fortune 500 ................................................................36



Table 2: Best Practices; Fortune 500 Leading the Canadian Top 100 ................................................................37Table 3: Best Practice Adoption Rates for Canadian Top 100 Companies with Career Web Sites...............41Table 4: Best Practice Relative Adoption Rates For Career Web Site Users.....................................................42

Executive Summary


VII

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This report presents data on the current levels of Career Web site Best Practices adoptionby the Top 100 Canadian companies, ranked by revenue. Its data supplements theiLogos Research Best Practices for Fortune 500 Career Web Site Recruiting report,which includes extensive discussion of Best Practices as well as future trends.

Currently, among the Top 100 Canadian companies:• 64% have a Career Web site as a sub-section of their corporate Web site.• 45% post job positions on the Careers section of their corporate Web site.• 42% post job positions and accept online applications on their Career Web site.

Overall levels of adherence by the Top 100 Canadian companies to the Career Web siterecruiting Best Practices are low. Certain Best Practices have moderate levels ofadherence: • 47% link to their Career Web site directly from the corporate homepage.• 37% publish information on their corporate culture.• 36% follow the One Click to Apply best practice.• 24% automatically track job reference numbers in online applications. • 21% publish information about employee benefits.• 21% have a separate College recruiting page for targeting entry-level candidates.

Other Best Practices have low levels of adherence among the Top 100 Canadiancompanies:• 17% give jobseekers the ability to search a database of open job positions.• 16% have some form of candidate profiling.• 13% allow candidates to submit a resume in a word processor format.• 10% take advantage of a site visitor’s referral network by allowing job descriptions to

be forwarded to an inputted email address.• 9% offer a choice between a Cut-and-Paste resume form and a Resume Builder.• 9% eliminate unnecessary duplication of data entry on the part of candidates, by

allowing them to reuse their personal information when applying for more than one job position.

• 8% provide candidates with a Job Agent for automated notification of future match-ing positions.

• 5% prescreen candidates with assessment tools that are customized to the require-ments of each unique job position.

• 4% highlight urgent hiring needs among their job position listings.

The Top 100 Canadian companies lag considerably behind the Fortune 500 in theadoption of corporate Career Web site recruiting. In the Fortune 500, 89% of companieshave Career Web sites, 76% post job positions to a Career Web site, and 71% post jobpositions and accept online applications for those job positions.



VIII

Figure 1. Corporate Career Web Site Recruiting: Canadian Top 100 & Fortune 500 Companies

Though it appears as if the Top 100 Canadian companies are behind in the online war fortalent, there are some areas in which the Canadian 100 are on a par with or leading theFortune 500 in Career Web site recruiting practices.

Compared to the Fortune 500, a greater overall percentage of the Canadian 100implement the following Best Practices: • Urgent Jobs Highlighted• Submission of Formatted Resume• Email to Friend• Job Agent• Anonymous Applications• Customized Pre-assessment Tools

The Top 100 Canadian companies trail the Fortune 500 in all other Career Web Site BestPractices. However, the lower overall adoption of the Best Practices by the Canadian Top100 can in part be attributed to the low penetration of Career Web sites among thosecompanies. Once the companies that do not have a Career Web site are factored out, theCanadian Top 100 lead the Fortune 500 on more Best Practices, and by greater margins,and are well ahead on some leading edge Best Practices.

Introduction


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The corporate Career Web s i te cont inues to g a in impor tance as ane lectronic p la t for m for communicat ion wi th jobseekers, and forprocess ing jobseeker infor mat ion. I t i s a v i ta l project ion of thecorporate image and a va luable point of contact between candidatesand companies. As the f ront-end to the recr u i t ing process, the g oa ls ofthe corporate Career Web s i te are to attract , convince , capture andprocess jobseekers. Corporat ions can opt imize th is powerfu l recr u i t ingoppor tuni ty through implementat ion of Best Pract ices, spec i f icfeatures and funct ional i ty as out l ined in th is repor t .

14 .6 mi l l ion Canadians have access to the Internet a t home, p lac ingCanada four th in the wor ld behind the Uni ted States, Japan, and theUK.1 I t i s therefore l ike ly that s igni f icant numbers of Canadians areconduct ing career- re lated research , and even tak ing s teps to apply forthe i r next job, onl ine. Are Canadian corporat ions react ing to th isg rowing number of jobseekers onl ine? This research examines thecur rent s ta te of onl ine recr u i t ing on the Web s i tes of the lead ing 100Canadian corporat ions.

This repor t compares the onl ine recr u i t ing pract ices of the Top 100Canadian companies2 wi th the s tandards for onl ine recr u i t ing set out inthe iLog os Research repor t Best Practices for Fortune 500 CareerWeb Site Recruiting (2000) . The For tune 500 repor t ar t icu la tes a setof Best Pract ices, and g ives benchmark data measur ing the For tune 500companies3 aga inst the Best Pract ices. The cur rent repor t presentscur rent leve ls of adopt ion of the Best Pract ices by the Top 100Canadian corporat ions, and compares the Canadian data to the For tune500 benchmark .

This Canadian 100 repor t can be read on its own, or in conjunctionwith, and as a supplement to the Best Practices for Fortune 500Career Web Site Recruit ing repor t . The For tune 500 repor t conta insdeta i led descr ipt ions of the Best Pract ices, explanat ions on thebenef i t s of each to the corporate user and the onl ine jobseeker,“Cur rent Pract ices” - rates of adopt ion of best pract ices by the For tune500, and a d iscuss ion of “Next Pract ices” - fu ture t rends in corporateCareer Web s i te recr u i t ing.

1. Nielsen//NetRatings, Dec. 2000.2. Top 100 Canadian companies ranked by revenue.3. Top 500 U.S. companies ranked by revenue by Fortune Magazine.



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Part I: Top 100 Canadian Companies


Part ITop 100 Canadian Companies



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The survey found that nearly two-thirds (64%) of the Top 100 companies in Canadaconnect with jobseekers through a dedicated Career page on their corporate Web sites.Of the remainder, 30% do not maintain a Career page on their corporate Web site, while6% do not have a corporate Web site at all.

Figure 2. Career Web Sites in the Top 100 Canadian Companies

45% of the Top 100 Canadian companies use their corporate Web site to fill specific openpositions within the company by posting descriptions of those positions to the corporateCareer Web site. 19% of the Top 100 Canadian companies have Career Web sites but donot post job positions to them.

Figure 3. Job Posting to Career Web Sites by the Top 100 Canadian Companies



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42% of the Top 100 Canadian companies allow jobseekers to view posted job positionsand respond to them through the Web site. Consequently, there is a small segment (3%)of the Canadian companies surveyed that, while posting jobs to their Career Web sites, donot provide a means of applying to those jobs online. For those, an offline response (viapostal mail or fax) is the only channel for expressing interest presented to the onlinejobseeker.

Figure 4. Online Job Applications to Job Postings in the Top 100 Canadian Companies



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47% of the Top 100 Canadian companies have a Career Web site no more than one clickaway from the corporate homepage. The purpose of such a direct link is to make it easynot only for active jobseekers, but customers, investors and even competitors’ employees,to find the company’s pages of employment information and job offers.

Figure 5. Canadian Top 100; Distance in Clicks From Homepage to Career Web Site

A technique for increasing the traffic to a Career Web site is to give it an easilyremembered web address, or URL. A mnemonic URL can be either a customized domainname (e.g., thomsoncareers.com) or a URL that is an extension of the company’s primarydomain name by use of a sub-directory (e.g., www.bmo.com/careers). 20% of the Top100 Canadian companies have Career Web sites with mnemonic URLs.

Figure 6. Canadian Top 100; Mnemonic Web Addresses for Career Web Sites



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21% of the Top 100 Canadian companies publish information concerning employeebenefit plans on their corporate Web sites. This information is crucial to a potentialcandidate’s ability to make a fully informed decision concerning the merits ofemployment with the company.

Figure 7. Canadian Top 100; About Company Benefits on Career Web Sites

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37% of the companies surveyed portray their employment culture to visitors to theircorporate Web site. A description of employment environment and corporate culturehelps a candidate assess a company as a potential place of work.

Figure 8. Canadian Top 100; About Company Culture on Career Web Sites



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21% of the Top 100 Canadian companies target college recruits with a separate sectionwithin their Career Web site.

Figure 9. Canadian Top 100; Separate College Recruiting Section on Career Web Sites

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17% of the companies surveyed provide the means for searching through an onlinelisting of open job positions. A fully functioning job search engine helps the jobseeker toidentify quickly and easily a job position that matches his or her requirements. Nearly all(15 out of 17) of the companies surveyed with job search capabilities allow jobseekers toconstruct a job search using the conjunction of job category, job location, and keywordcriteria. The remaining 2 companies merely allow jobseekers to search by keyword.

Figure 10. Canadian Top 100; Job Search Capabilities on Career Web Sites



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4% of the Top 100 Canadian companies highlight urgent hiring needs within their generallisting of open job positions.

Figure 11. Canadian Top 100; Urgent Jobs Highlighted on Career Web Sites

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36% of the Top 100 Canadian companies place a means of applying online to a job nomore than one click away from its online description. The importance of this BestPractice is that it prevents application drop-off, by placing the means of expressinginterest at the precise point at which candidates’ interest in a job position is at the highest.

Figure 12. Canadian Top 100; One Click to Apply



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Five of the Top 100 Canadian companies follow the Customized Pre-Assessment BestPractice. This Best Practice incorporates skills-based or profile-based steps in the onlineapplication process, which pre-screen candidates according to the unique requirements ofa specific job.

Figure 13. Canadian Top 100; Customized Pre-Assessment Tools

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Most Canadian companies in the Top 100 fail to accommodate all interested candidates,regardless of their state of “resume-readiness.” Only 9% offer online jobseekers thechoice between a Cut-and-Paste form, for use if they have an up-to-date resume on hand,and a Resume Builder, if they do not. 13% of companies provide only an email link, eitherfor pasting a resume into the body of an email message, or for sending it as an attachment(see Submission of Formatted Resume, below).

Figure 14. Canadian Top 100; Choice of Cut-and-Paste Form or Resume Builder



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There are two ways of sending a word processor-formatted resume to a corporation:either as an email attachment, or through a feature available in higher releases of someWeb browsers known as “file upload”, which allows users to select a file from their localhard drive and send it through the Web browser. 13% of the Top 100 Canadiancompanies allow candidates to submit formatted resumes, either by explicitly invitingthem to attach them to an email, or by providing a form with the file upload feature.

Figure 15. Canadian Top 100; Submission of Formatted Resume

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24% of the Top 100 Canadian companies have an online job application process thatautomatically detects the identity of the job position being applied for, and conveys thatidentity to the corporate recruiter. On the other hand, 18% of the companies surveyedhave an online job application process that either requires the intervention of thecandidate to quote manually a job reference number in the course of applying, or do nottrack the job position being applied for at all. (The remaining 58% percent of companiesdo not have online job applications to posted job positions.)

Figure 16. Canadian Top 100; Job Application Automatically Connected to Job Position



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3% of the Top 100 Canadian companies accommodate privacy-minded candidates, byaccepting anonymous applications on their Career Web sites.

Figure 17. Canadian Top 100; Anonymous Application

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10% of the Top 100 Canadian companies allow visitors to their Career Web site toforward job descriptions to friends and associates via email.

Figure 18. Canadian Top 100; Email to Friend



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8% of the Top 100 Canadian companies take advantage of Career Web site recruiting“permission marketing” techniques, by allowing jobseekers to sign up to a Job Agentservice, which will email future openings to the potential candidate, according to criteriachosen by the individual.

Figure 19. Canadian Top 100; Job Agent

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16% of the Top 100 Canadian companies engage in profiling of their online candidates.

Figure 20. Canadian Top 100; Candidate Profiling



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The topics of most interest to the Top Canadian corporations are:

• the type of work they are looking for, • whether they are legally permitted to work in Canada,• their salary expectations, and • their education level. On average, the sixteen companies asked their online candidates questions on just oversix profiling topics.

Figure 21. Canadian Top 100; Profiling Questions Asked

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9% of the Top 100 Canadian companies allow candidates to apply for more than one jobposition, while only having to type out their personal information once. The two waysthat this can be carried out are with a job “Shopping Cart” feature on the Career Web siteor with an account on the site for keeping personal information saved for future reuse.

Figure 22. Canadian Top 100; Reuse of Candidate Information for Multiple Applications



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Part II: Comparison Between the Canadian Top 100 and the Fortune 500


Part IIComparison Between the Canadian

Top 100 and the Fortune 500



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The overall adoption rate among the Top 100 Canadian companies for the use of thecorporate Web site for recruiting lags considerably behind that of the Fortune 500. The studyof the Fortune 500 by iLogos Research in 2000 (see “Best Practices for Fortune 500 Career Web SiteRecruiting”) found 89% of Fortune 500 companies engage in recruiting on their corporate Websites.

Figure 23. Career Web Site Penetration in Canadian Top 100 & Fortune 500 Companies

Overall Career Web site use is much lower in the Top 100 Canadian companies than in theFortune 500, with a 25% difference in penetration levels between the two groups ofcompanies. Consequently, penetration levels for two of the primary functions of a Career Website—job posting and online application—are significantly behind in the Top 100 Canadiancompanies compared to the Fortune 500.

Figure 24. Career Web Site Functions; Top 100 Canadian & Fortune 500 Companies



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47% of the Canadian companies surveyed have a Career Web site no more than one click awayfrom the corporate homepage, compared to 73% of the Fortune 500.

Figure 25. Canadian Top 100 vs. Fortune 500; Link to Career Web Site From Homepage

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21% of the Canadian Top 100 publishes information on their corporate Career Web sites,whereas significantly more of the Fortune 500 (55%) does so.

Figure 26. Canadian Top 100 vs. Fortune 500; Benefits Information



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The gap between the Canadian Top 100 and the Fortune 500 on the Company Culture BestPractice is narrower than it is for the Benefits Best Practice, with a difference of only 7%.

Figure 27. Canadian Top 100 vs. Fortune 500; Corporate Culture Information

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A separate College Recruiting section within a corporate Career Web site is twice as commonin the Fortune 500 than in the Canadian Top 100.

Figure 28. Canadian Top 100 vs. Fortune 500; Separate College Recruiting Section



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The Fortune 500 implement job search capabilities on their Career Web sites at over twice therate of the Canadian Top 100.

Figure 29. Canadian Top 100 vs. Fortune 500; Job Searching

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The overall percentages of companies in the Canadian Top 100 and in the Fortune 500 thathighlight urgent job requirements are very low—4% and 3%, respectively.

Figure 30. Canadian Top 100 vs. Fortune 500; Urgent Jobs Highlighted



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36% of the Top 100 Canadian companies follow the “One Click to Apply” Best Practice,while by comparison, 56% of the Fortune 500 do.

Figure 31. Canadian Top 100 vs. Fortune 500; One Click to Apply

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Online pre-screening of candidates is one Best Practice in which the Canadian Top 100outpaces the Fortune 500 by 5% to 1%.

Figure 32. Canadian Top 100 vs. Fortune 500; Pre-assessment Tools



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9% of the Canadian Top 100 have Career Web sites that adhere to this Best Practice, whereas14% of the Fortune 500 do.

Figure 33. Canadian Top 100 vs. Fortune 500; Choice of Cut-and-Paste Form or Resume Builder

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13% of the Canadian Top 100 accept formatted resumes, compared to 9% of the Fortune500.

Figure 34. Canadian Top 100 vs. Fortune 500; Submission of Formatted Resume



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The Fortune 500 has an adoption rate for this Best Practice that is 15% higher than theadoption rate in the Canadian Top 100.

Figure 35. Canadian Top 100 vs. Fortune 500; Automatic Connection of Application to Job Position

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Very few companies in both the Top 100 Canadian companies and the Fortune 500 benefitfrom this Best Practice, with only 3% and 1%, respectively, accepting anonymous applications.

Figure 36. Canadian Top 100 vs. Fortune 500; Anonymous Application



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10% of companies in the Canadian Top 100 have an “Email to Friend” feature, about on parwith the Fortune 500.

Figure 37. Canadian Top 100 vs. Fortune 500; Email to Friend

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Rates of adoption for the Job Agent Best Practice are somewhat comparable between theCanadian Top 100 and the Fortune 500, with the Canadian 100 holding a slight 2% overalllead.

Figure 38. Canadian Top 100 vs. Fortune 500; Job Agent



35

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16% of the Top 100 Canadian companies and 19% of the Fortune 500 engage in candidateprofiling.

Figure 39. Canadian Top 100 vs. Fortune 500; Candidate Profiling

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Reuse of candidate information for multiple job applications is twice as common in theFortune 500 than it is in the Canadian Top 100, with 18% of the Fortune 500 following thisBest Practice, compared to just 9% in the Canadian Top 100.

Figure 40. Canadian Top 100 vs. Fortune 500; Reuse of Candidate Information for Multiple Applications



36

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In summary, the Canadian Top 100 leads the Fortune 500 in overall adoption rate on sixBest Practices:

Table 1. Best Practices; Canadian Top 100 Leading the Fortune 500

Canadian Top 100 Fortune 500

Submission of Formatted Resume 13% 9%

Customized Pre-assessment Tools 5% 1%

Job Agent 8% 6%

Anonymous Application 3% 1%

Email to Friend 10% 9%

Urgent Jobs Highlighted 4% 3%



37

CCCCAAAANNNNAAAADDDDIIIIAAAANNNN T T T TOOOOPPPP 100 L 100 L 100 L 100 LAAAAGGGGSSSS

Conversely, the Fortune 500 has a higher overall rate of adoption than the Canadian Top 100on the following Best Practices:

Table 2. Best Practices; Fortune 500 Leading the Canadian Top 100

Canadian Top 100 Fortune 500

Link to Career Web Site 47% 73%

One Click to Apply 36% 56%

About the Company Benefits 21% 55%

About the Company Culture 37% 44%

Separate College Recruiting Section 21% 42%

Job Searching 17% 42%

Automatic Connection of Application to Job Position 24% 39%

Candidate Profiling 16% 19%

Reuse of Candidate Information for Multiple Applications

9% 18%

Choice of Cut-and-Paste Form or Resume Builder 9% 14%



38

Part III: Data Analysis: Relative Comparison of Leading Companies


Part IIIData Analysis:

Relative Comparison of Leading Companies

CCCCAAAANNNNAAAADDDDIIIIAAAANNNN T T T TOOOOPPPP 100 100 100 100 AAAANNNNDDDD F F F FOOOORRRRTTTTUUUUNNNNEEEE 500; R 500; R 500; R 500; REEEELLLLAAAATTTTIIIIVVVVEEEE C C C COOOOMMMMPPPPAAAARRRRIIIISSSSOOOONNNN



40



41

Upon inspection of the aggregate statistics in Part II, it appears that the top 100 Canadiancompanies as a group lag behind the Fortune 500 on more than half of the Best Practices.However, the Canadian companies start from a baseline that reflects a lower adoptionrate for Career Web sites as a whole (64% compared to 89% in the Fortune 500). Oncethe companies that do not have a Career Web site are factored out, the CanadianTop 100 leads the Fortune 500 on more Best Practices, and by greater margins.

This section focuses on those companies that have embraced corporate Career Web siterecruiting. The resulting sub-set of companies is comprised of 64 of the Canadian Top100; for the Fortune 500, the sub-set is 432 companies.

The 64 companies of the Canadian Top 100 with Career Web sites have the followingadoption rates for the Best Practices:

N=64Table 3. Best Practice Adoption Rates for Canadian Top 100

Companies with Career Web Sites

Best PracticeNumber of

Canadian Top 100 Companies

Canadian Top 100 Companies with Career Web Sites

Career Section on Corporate Web Site 64 100%

Link to Career Web Site 47 73%

About the Company Benefits 21 33%

About the Company Culture 37 58%

Separate College Recruiting Section 21 33%

Job Searching 17 26%

Urgent Jobs Highlighted 4 6%

One Click to Apply 36 55%

Customized Pre-assessment Tools 5 8%

Choice of Cut-and-Paste Form or Resume Builder 9 14%

Submission of Formatted Resume 13 20%

Automatic Connection of Application to Job Position 24 37%

Anonymous Application 3 5%

Email to Friend 10 15%

Job Agent 8 12%

Candidate Profiling 16 25%

Reuse of Candidate Information for Multiple Applications 9 14%

Addedum to Best Practices for Fortune 500 Career Web Site Recruiting


42

Comparing these adjusted results for the Canadian Top 100 and similarly derived resultsfor the Fortune 500 demonstrates that the Canadian Top 100 is leading the Fortune500 in rates of adoption among Career Web site users on as many Best Practicesas it is trailing.

Table 4. Best Practice Relative Adoption Rates For Career Web Site Users

While the 64 companies in the Canadian Top 100 with Career Web sites trail thecorresponding sub-population of the Fortune 500 on half the Best Practices, thedifferences in rates of adoption are not as striking as the figures from Part II wouldsuggest. Likewise, the Best Practices indicated in Part II for which the entire Canadian

Best Practice

Canadian Top 100

Companies with Career Web Sites

Fortune 500 Companies with Career Web Sites

Difference in % Points

Relative Difference

Submission of Formatted Resume 20% 10% 10% 50%

About the Company Culture 58% 49% 9% 16%

Customized Pre-assessment Tools 8% 1% 7% 88%

Email to Friend 15% 10% 5% 33%

Job Agent 12% 7% 5% 42%

Candidate Profiling 25% 21% 4% 16%

Anonymous Application 5% 1% 4% 80%

Urgent Jobs Highlighted 6% 3% 3% 50%

Choice of Cut-and-Paste Form or Resume Builder 14% 16% -2% -14%

Reuse of Candidate Information for Multiple Applications

14% 20% -6% -43%

Automatic Connection of Application to Job Position

37% 44% -7% -19%

One Click to Apply 55% 63% -8% -15%

Link to Career Web Site 73% 82% -9% -12%

Separate College Recruiting Section 33% 47% -14% -42%

Job Searching 26% 47% -21% -81%

About the Company Benefits 33% 62% -29% -88%



43

Top 100 has a slight lead over the Fortune 500 in overall adoption rate demonstrate aneven wider gap in percentage when examined in terms of just Career Web site adopters.

Particularly notable when comparing the Canadian 100 and the Fortune 500 on adoptionrates by companies with Career Web sites are the leading edge Best Practices, includingCustomized Pre-assessment Tools and Anonymous Application. In proportion to thenumber of companies with Career Web sites, the Canadian 100 incorporates AnonymousApplication at a rate five times that of the Fortune 500; the Customized Pre-assessmentTools Best Practice is eight times more prevalent in Canadian Top 100 companies withCareer Web sites than the corresponding sub-set of the Fortune 500.

For leading Canadian companies, the implementation of sophisticated hiringmanagement systems has given them the edge on highly effective best practices whichrequire robust, integrated front and back-end systems.



44

Methodology


45

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The purpose of this research study is to measure the adoption of corporate Career Website Best Practices by the Top 100 Canadian companies. In addition, the study comparescorporate Career Web Site recruiting practices by these Canadian corporations with theFortune 500 companies. Since the Fortune 500 list is compiled based on revenue, theCanadian companies for this report were chosen on the basis of the same criterion. Thelist of the Top 100 Canadian companies by revenue was established using data from theNational Post (www.nationalpostbusiness.com/datamining/top500/top500.asp) and Reporton Business Magazine (www.robmagazine.com/top1000).

With much of Canada’s economy having its origins in the “branch-plant” economy of thepast several decades of economic association with the United States, nearly one quarter ofthe companies in the Canadian Top 100 are subsidiaries of larger, US parent companies.To count as having a corporate Web site for the purposes of this study, a Canadiancompany must maintain a distinctly Canadian Web presence. In most cases, thisrequirement is met by having a Web page with a dot-ca (.ca) top-level domain. Others inthe Top Canadian 100 maintain a dot-com domain that reflects their Canadian identity,such as gmcanada.com or kraftcanada.com.

There are several companies in the Top 100 list that are holding companies. Theircorporate Web sites typically serve functions such as investor relations, and so often lacka Career section as a sub-section of the overall corporate Web site. No attempt was madein the study to identify the holding company with its major subsidiaries, and examine thesubsidiaries’ Web sites for the presence of Career Web sites. The identities of the Top 100Canadian companies were taken at “face value.”

Once the identity of the companies and their corporate homepages was established, theresearch consisted of reviewing these Web sites for links to Career Web sites, and thevarious content, features and functionality of these Career Web sites. Data collection wasperformed in Q1, 2001.

Best Practices for Fortune 500 Career Web Site Recruiting


46

Appendix


Appendix



48

Appendix


49

TTTTOOOOPPPP 100 C 100 C 100 C 100 CAAAANNNNAAAADDDDIIIIAAAANNNN C C C COOOOMMMMPPPPAAAANNNNIIIIEEEESSSS

Company Name Homepage URL

General Motors of Canada www.gmcanada.com

Nortel Networks Corp. www.nortelnetworks.com

Ford Motor Co. of Canada, Ltd. www.fordcanada.com

DaimlerChrysler Canada Inc. www.daimlerchrysler.ca

George Weston Ltd. www.weston.ca

Canadian Imperial Bank of Commerce www.cibc.com

Royal Bank of Canada www.royalbank.com

Seagram Co. www.seagram.com

Bank of Montreal www.bmo.com

Bank of Nova Scotia www.scotiabank.com

Toronto-Dominion Bank www.tdbank.ca

Onex Corp. www.onexcorp.com

Power Corp. www.powercorp.com

BCE Inc. www.bce.ca

Magna International www.magnaint.com

Bombardier Inc. www.bombardier.com

TransCanada PipeLines Ltd. www.transcanada.com

Canadian Pacific www.cp.ca

Alcan Aluminium www.alcan.com

Quebecor Inc. www.quebecor.com

Imperial Oil www.imperialoil.ca

Imperial Tobacco Canada Ltd. www.imperialtobaccocanada.com

Thomson Corp. www.thomson.com

Hudson's Bay Co. www.hbc.com

Air Canada www.aircanada.ca

Noranda Inc. www.noranda.com

Empire Co. www.empireco.ca

Westcoast Energy www.westcoastenergy.com

Sears Canada www.sears.ca

Petro-Canada www.petro-canada.ca



50


Honda Canada Inc. www.honda.ca

Telus Communications www.telus.com

Brascan Corp. www.edperbrascan.com

Fairfax Financial Holdings www.fairfax.ca

McCain Foods Ltd. www.mccain.ca

Le Mouvement des caisses Desjardins www.desjardins.com

Shell Canada www.shell.ca

Canadian National Railway www.cn.ca

Canada Safeway Ltd.

National Bank of Canada www.bnc.ca

Canadian Tire Corp. www.canadiantire.ca

Jim Pattison Group www.jimpattison.com

Canadian Ultramar Co. www.ultramar.ca

Shoppers Drug Mart Inc. www.shoppersdrugmart.ca

Teleglobe Inc. www.teleglobe.ca

Nova Chemicals www.novachem.com

Abitibi-Consolidated Inc. www.abicon.com

Métro Inc. www.metro-richelieu.com

Mobil Oil Canada, Ltd.

Moore Corp. www.moore.com

Saskatchewan Wheat Pool www.swp.com

Maple Leaf Foods Inc. www.mapleleaf.ca

Cargill Ltd. www.cargill.com

Mitsui & Co.

Laidlaw Inc. www.laidlaw.com

Medis Health & Pharmaceutical Services Inc. www.medis.ca

Hollinger Inc. www.hollinger.com

United Dominion Industries www.uniteddominion.com

Inco Ltd. www.inco.com

Dofasco Inc. www.dofasco.ca

Rogers Communications www.rogers.com

Toyota Canada Inc. www.toyota.ca

Appendix


51


Stelco Inc. www.stelco.ca

Costco Canada Inc. www.costco.com

Agricore Cooperative Ltd. www.agricore.com

Domtar Inc. www.domtar.com

Potash Corp. of Saskatchewan Inc. www.potashcorp.com

Charlwood Pacific Group

General Electric Canada Inc. www.ge.com/canada/

The Great Atlantic & Pacific Co. of Canada, Ltd. www.freshobsessed.com

Alberta Energy Co. www.aec.ca

Husky Oil Ltd. www.husky-oil.ca

Cascades Inc. www.cascades.com

Chevron Canada Resources www.chevron.ca

Enbridge Inc. www.enbridge.com

Brookfield Properties www.brookfieldproperties.com

Agrium Inc. www.agrium.com

Federated Co-operatives Ltd. www.fcl.ca

PCL Construction Group Inc. www.pcl.ca

Westburne Inc. www.westburne.com

Nexfor Inc. www.nexfor.com

Suncor Energy www.suncor.com

ATCO Ltd. www.atco.ca

Finning International Inc. www.finning.ca

DuPont Canada www.dupont.ca

West Fraser Timber Co. www.westfrasertimber.ca

Lear Canada Ltd.

Siemens Group of Cos. www.siemens.ca

The Jean Coutu Group -PJC Inc. www.jeancoutu.com

Barrick Gold www.barrick.com

Kraft Canada Inc. www.kraftcanada.com

TransAlta Corp. www.transalta.com

McDonalds Restaurants of Canada Ltd. www.mcdonalds.com/countries/canada/

Rio Algom Ltd. www.rioalgom.com



52


General Motors Acceptance Corp. of Canada, Ltd.

Pratt & Whitney Canada Corp. www.pwc.ca

Future Shop Ltd. www.futureshop.com

Placer Dome Inc. www.placerdome.com

Talisman Energy www.talisman-energy.com

Saputo Group Inc. www.saputo.com

AAAABBBBOOOOUUUUTTTT IIIILLLLOOOOGGGGOOOOSSSS R R R REEEESSSSEEEEAAAARRRRCCCCHHHH

iLogos Research analyzes best practices and innovative information technologies toprovide intelligence, strategies and results-based consulting for large corporations, tooptimize their human capital asset. The research driven consulting practice producesprimary data on industry trends, impact of new technologies, best practice methodologiesand benchmarking to provide fundamental metrics and intelligence-based actions.

Published reports and studies include Best Practices for Fortune 500 Career Web Site Recruiting;Global 500 Web Site Recruiting, 2000 Survey; Lessons from the Global 500, 1999; and AchievingResults with Internet Recruiting, 1998. Founded in 1997 as iLogos Internet Intelligence,iLogos today is recognized as the most rigorous source of data for human capitalInternet-related issues.

iLogos (www.ilogos.com) is the independent research and consulting division ofRecruitsoft. Recruitsoft (www.recruitsoft.com) is the leading provider of Internet-based,Hiring Management Systems for Global 2000 companies.

Email: [email protected]

AAAABBBBOOOOUUUUTTTT R R R REEEECCCCRRRRUUUUIIIITTTTSSSSOOOOFFFFTTTT

Recruitsoft (www.recruitsoft.com) delivers the most complete online recruiting solutionsfor leading companies across many industries. Recruitsoft clients include Hewlett-Packard, Dow Chemical (NYSE: DOW), MetLife, Hasbro, Deloitte & Touche,Bombardier Aerospace and Transportation, Cabletron Systems (NYSE: CS) and SutterHealth. Recruitsoft is considered the best-practice ASP for recruitment managementsolutions, based on its proprietary ACE Recruiting™ process technology, designed incollaboration with large corporations to engineer and streamline the corporate recruitingprocess. Recruitsoft is the first Hiring Management System (HMS) to integrate all areas ofcandidate sourcing. Accessible via one-click, these sourcing services include: job postingson the corporate Web site, the company Intranet, job boards, advertising in all printmedia, and contract-assisted candidate sourcing. Recruitsoft is a contributing member ofthe HR-XML consortium.

Email: [email protected]

AAAABBBBOOOOUUUUTTTT TTTTHHHHEEEE A A A AUUUUTTTTHHHHOOOORRRRSSSS

Yves LermusiauxPresident, iLogos Research (a division of Recruitsoft)

Mr. Lermusiaux is the President and founder of the preeminent Internetintelligence consultancy, iLogos Research. Mr. Lermusiaux is also VicePresident Strategy & Content of Recruitsoft.

On the cutting edge of consulting, training and research, iLogos serves majorcorporations throughout the world and is widely recognized as the foremostprovider of Internet recruiting information. iLogos Corporation was acquiredby Recruitsoft in September 1999 and renamed iLogos Research.

Mr. Lermusiaux is an accomplished, experienced and widely sought-after public speaker and industry analyston the topic of human capital, and has been quoted in leading business press worldwide, including Fortune,The Wall Street Journal, Financial Times, The Standard and Time Magazine. As the head of iLogos Research, hecontinues to forecast and analyze trends in Internet recruitment and the strategic implications of therevolution the industry is experiencing today. Mr. Lermusiaux is also the author of several reports and articlesanalyzing the Internet and its impact on the recruiting process.

Prior to founding iLogos Corporation, Mr. Lermusiaux worked in London (UK) as a market research analystand consultant serving Fortune 500 companies including IBM, Compaq and Oracle.

Mr. Lermusiaux earned a degree in Physics, Philosophy and a Diploma in Economics from the University ofBrussels and from the University of London.

Alice SnellVice President, iLogos Research (a division of Recruitsoft)

Alice Snell is Vice President of iLogos Research, the preeminent provider ofhuman capital intelligence in North America, and Director of ContentServices for Recruitsoft. She is a leading industry analyst and co-author of theiLogos Research Internet Intelligence Reports, Best Practices for Fortune 500Career Web Site Recruiting and Global 500 Web Site Recruiting, 2000 Survey. Inaddition, Ms. Snell is the author of numerous articles on recruiting technologyand human capital management issues.

Ms. Snell has been frequently called upon to provide expert commentary and analysis regarding onlinerecruiting issues. She is quoted in leading media including The Boston Globe, Chief Executive, The New York Times,PC Week, IT Recruiter, and CNBC.com. Ms. Snell contributes commentary to the Electronic RecruitingExchange, Vault.com and Recruiters Network.

Prior to joining Recruitsoft, Ms. Snell authored The Job-Seeker's Guide to On-Line Resources in 1994, followed bythe second edition in 1995. She has been a contributing editor to Executive Recruiter News, Recruiting Trends,Human Resource Management News and Consultants News. As a senior analyst at Kennedy Information, Ms. Snellpublished the much-touted Recruiting Dot Com: The Impact of the Internet on Executive Search.

Ms. Snell holds a Master of Science degree from Boston University and a Bachelor of Arts cum laude fromBrandeis University.

www.recruitsoft.com

� [email protected]� 888-922-5665

www.ilogos.com

West Coast: Yves Lermusiaux � [email protected] � 415 538-9038East Coast: Alice Snell � [email protected] � 919 844-0782

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