Analysis of Corporate Website Recruitment
Nathalie C. Bourdereau
University of Maryland University College
Nike, Adidas, and New Balance are three well-known athletic shoe and apparel companies that allow for applicants to apply online but use different approaches to achieving that important recruitment tool. Each organization offers information on their websites that helps to inform prospective applicants about the culture and benefits. This approach can “improve the image of the organization” and “ is likely to result in prospective applicants pursuing employment with the organizations” (Heneman, 2012, p. 210).
Nike, NIKE, Inc. is “the world’s leading innovator in athletic footwear, apparel, equipment and accessories” (NIKE 2012). On it’s main website page at www.nikeinc.com there is a link for careers. Obviously, Nike is a huge company but search engine allows you to narrow certain job specifications down with ease. The website has the capability to apply online. corporate culture is very clear on website. There are no links to relevant websites but the necessary information is easily conveyed to avoid confusion. One way the website assures this is to make sure the position information is updated regularly. Nike uses an employment brand message because there careers section is closely tied to their product marketing.
Adidas “produces sportswear and sports equipment. It offers its products primarily through three brands: adidas, TaylorMade and Reebok. The company operates in Europe, the Americas and Asia. It is headquartered in Herzogenaurach, Germany and employed about 46,824 people as of December 31, 2011” (adidas, 2012, p.3). The website is very easy to use and has information readily easy to view. There is an online application and the website included plenty of current information on the culture of the company. An article reports that the sportswear company, Adidas, aims to reduce its recruitment costs by using a tool that will pair job applicants to positions not just in their local countries but across the globe (Hadfield, 2006, p.10). This is evident is the clear and concise website user-ability. Adidas uses an employment brand messaging to convince its applicants that they are joining a close-knit family that drenches themselves in the company culture. For example, the headquarters located in Germany is located in a remote central location and all its employees are to where Adidas brand clothes at all times. There is a gym and cafeteria on site. Applicants know they are joining an organization that encourages employees to know how unique they are.
New Balance is a shoe and apparel company that runs on its ever person appeal instead of branded itself after famous athletes. The company offers the most variety of sizes and widths in order to appeal to a wide audience. There website does not clearly advertise its careers section. At the very bottom of the website is a section labeled “About Us” and then has a link for Careers.
Wegmans Food Markets is family-owned U.S. regional supermarket chain headquartered in New York with multiple locations nationwide. It’s organization ranks fifth on the list of “100 Best Companies to Work For” in the global business magazine Fortune (Tkaczyk &Keating, 2012, p. 17). This organization has more than 41,717 employees and has never had a layoff. The family-owned grocery chain has made their employee’s health a central focus. Many employees have signed up for a variety of programs that encourage a wellness platform. This organization also focuses its efforts to improve customer loyalty. These are both important qualities when looking for an employer.
On the company website, www.wegmans.com, in the mainframe banner, Wegmans advertises employment opportunities in a section they call: Careers. When this easy-to-find link is selected, the page that opens is a group photograph of a diverse, smiling...
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Hadfield, W. (2006). Adidas scores savings with global recruitment system. Computer Weekly, 10.
Heneman III, H. G., Judge, T. A., & Kammeyer-Mueller, J. D. (2012). Staffing Organizations (7th ed.). New York, NY: McGraw-Hill
Nike, Inc.: Building a Global Brand. (2012).
Tkaczyk, C., Keating, C., Konrad, A., Vandermey, A., & Kapelke, C. (2012). The Best 100 Companies to Work For. (cover story). Fortune, 165(2), 117-127.
Wegmans Food Markets SWOT Analysis. (2013). Wegmans Food Markets, Inc. SWOT Analysis, 1-6.
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