Marconi - Website Experience Analysis / Microsite Development Challenge > > As a global company that provides the hardware and software for communication and information industries, Marconi prides itself on a proven record of innovation and technological breakthroughs. Marconi already had more than 49,000 employees worldwide, but the company secured the team of Bogart Advertising and Digista to mount a full-fledged recruiting campaign in the Dallas-Fort Worth area. Their challenge: to recruit talent from the established players in the area that included Nortel Networks, Cisco, Alcatel, and Ericsson. Marconi not only wanted to demonstrate that they were competitive in the areas of salaries and benefits, but they also wanted to demonstrate their aggressiveness in recruiting talent and becoming a significant player in the area. Bogart crafted a creatively aggressive campaign involving "picketers", rollerbladers wearing sandwich boards, and airplanes with banners flying over Marconi's competitors' locations. All of the recruiting efforts drove interested candidates to a Marconi website. However, the Marconi corporate site is very large and requires significant navigation to get to the "careers" portion of the site and even more effort to get to any actual job openings. Solution > > Digista identified the difficulties that Marconi might face by sending people to the large Marconi corporate site. Potential candidates that responded to Bogart's efforts may not take the time to find the area on the Marconi corporate site to apply, or may get lost or distracted in the process. Digista was able to demonstrate the volume of new website visitors that never make it more than 3 or 4 clicks into a website (it took nine clicks to see a Marconi job posting), and the dangers that Marconi may face by sending people to their large corporate site. Digista recommended the development of a very focused recruitment site for Marconi, WorkAtMarconi.com. On this microsite, candidates were never more than 2 clicks away from seeing available positions, and one click away from submitting their resume. The site also included a back-end email tool that allowed Marconi recruiters to send targeted emails to applicants based on their skills, experience, and desired postion. Digista hosted the microsite for Marconi, and closely monitored the website tracking statistics on a daily basis throughout the recruiting campaign. Digista was able to track the amount of visitors coming to the site from Marconi's competitors, which also happen to coincide with the locations of Bogart's picketers. Results > > The recruitment efforts made the headlines of local news publications as well as many network news and radio stations. The microsite was very well-received by job candidates. The site became a tool for Marconi's recruiters that is still being used today. Marconi has big plans for future recruiting and the microsite that was developed will be an integral part of their future efforts.       +    RETURN TO CASE STUDIES ABOUT     |     SERVICES     |     CASE STUDIES     |     CONTACT     |     MAIN