New Lundquist research depicts a stagnant scenario for the online employer branding of Italy’s top 100 firms where only a handful of companies manage to reach international standards with a convincing and engaging presence.
The Lundquist Employer Branding Online Awards Italy 100, published today in collaboration with Corriere della Sera, names Bologna-based multi-utility Hera Group as the top performer, followed by Telecom Italia in second place and Eni in third.
The 2nd edition of the study assessed how the top 100 Italian employers use their digital properties – corporate website, careers site and social media – to attract and retain the best employees. It revealed a situation worryingly unchanged since the first edition of the ranking in 2010: the average score slid to 28 out of 100, down from 31 in the first edition. By contrast, the behaviour of jobseekers is rapidly evolving online, with greater use of social media and mobile devices.
Key findings of the study of Italian companies:
>> Social media and mobile remain just buzzwords since 38% of companies have only a basic profile on LinkedIn and a mere 3% use other social networks for employer branding
>> Just 7% have some kind of mobile presence
>> 50% outline their mission and values in the careers section
>> 25% describe career progression opportunities for anyone joining the company
>> 12% address corporate responsibility topics in the careers section of the website
>> Less than half of the sites (47%) have clear, intuitive navigation and an adequate user experience
The Italy ranking is part of Lundquist’s broader research that includes the Employer Branding Online Awards Europe 100 study, which assesses the digital properties of the 100 largest listed companies in Europe (forthcoming). Last month, a parallel study revealed that two thirds of Italy’s top companies overlook LinkedIn as a social media channel.
To compile the employer branding ranking, Lundquist analysts used a new 57-criterion protocol to score each company’s digital ecosystem (website and social media properties), with a maximum of 100 points. The criteria were developed using the input of an international survey on online job seeking that received 420 answers from people in 57 countries. The questionnaire results showed that respondents would like more interaction on social media and increasingly use mobile channels: corporate sites are no longer the only point of contact to find information about a company.
For the first time, the evaluation protocol also included a penalty point system used to “punish” poor user experience and deficiencies in usability.
Top 10 Italy
- Hera Group: 79.25 (out of 100)
- Telecom Italia: 72
- Eni: 57.25
- Luxottica: 54
- Pirelli: 51.50
- Terna: 51.25
- Hewlett Packard Italia: 51
- Intesa Sanpaolo: 50.75
- Benetton Group: 50
- Indesit Company: 48.75
For further information: Employer Branding Online Awards Italy 2012: Executive Summary in Italian (PDF 1.32 Mb)
Article in CorrierEconomia: “Sul web i più bravi ad attirare i talenti” (in italian only).
From our archive: Employer Branding Online Awards Italy 2010