The Lundquist Employer Branding Online Awards Italy 100 has been released today. Pirelli & C. took the top spot with 67.5 points out of a possible 100 while Eni and UniCredit tied for second.
The Italy 100 study assessed how the 100 companies with the most employees in Italy use their corporate websites to attract and retain the best employees.
The study found that most of the companies fail to exploit the potential of their corporate website and the strength of their brands to attract and retain the best employees. While four of the 100 companies ranked achieved more than 60 points, what might be considered a rich offering of information, the average was a modest 31.2 points.
This was the first year Milan-based corporate communications consultancy Lundquist conducted the study. The research will be conducted on an annual basis to see how companies are progressing in improving their websites to meet the needs of both job seekers and current employees. Lundquist conducts other internationally recognised research including the Lundquist CSR Online Awards ‘Global Leaders’.
The Employer Branding Italy 100 ranking is part of the broader Employer Branding Awards research project that also includes a global ranking and country rankings for Switzerland and Austria with a total of about 300 websites assessed. Lundquist analysts used a 58-criteria protocol to rank each site. The criteria were developed using the input of a survey that asked more than 400 people in 37 countries what they want to find when they visit the website of a company where they are considering applying. The survey results showed that 95 percent of respondents visit a company’s corporate website before deciding whether to apply for a job.
Among the key findings of the 2010 Italy 100 research:
- 75% allow users to upload a CV even if there is not a specific opening they are applying for
- 70% provide a comprehensive overview of the company
- 87% maintain a consistent presentation (style, layout, formatting, links, colours) across the website
- 79% do not provide employee testimonials
- 78% fail to give comprehensive information about how a typical employee will see their career progress
- 77% do not provide a contact in HR for job seekers with queries
- No company uses more than two social media outlets to advertise job openings (the corporate website had to provide links to the social media sites to receive points)
1. Pirelli & C. (67.5 points)
2. Eni (62)
2. UniCredit (62)
4. Gruppo Hera (60.5)
5. Luxottica (58.5)
6. Telecom Italia (58)
7. Piaggio (57.5)
8. Intesa Sanpaolo (57)
8. Edison (54.5)
10. Alcatel Italia (50.5)
Employer Branding Online Awards Italy 100 Executive Summary
Lundquist Employer Branding Questionnaire Summary 2010