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In April 2019, nearly 400 young professionals and students in the final phase of their studies oriented themselves on a fulltime job at 20 leading employers. In this study, which was now conducted on both smartphone and desktop for the first time, WerkenvoorNederland.nl (Dutch government) is in the lead with a Digital Sales Score of 64. Coolblue is in second place with 62 points, Achmea follows in third place with a Digital Sales Score of 61.

Rijksoverheid switches places with Coolblue
In the current, April 2019 study, the government’s vacancy site switches places with Coolblue, which had taken first place in the previous November 2018 study. Newcomer WerkenbijAchmea.nl makes a strong entrance, and with a minuscule distance to Coolblue, makes it to the top-3. This comes at the cost of Banen.bol.com (58), which drops from third to fourth place.

This study contains the following improvements:

• In addition to the orientation on desktop, smartphone is included now.
• Number of career websites reduced from 28 to 20.
• Newcomers in this study include Achmea and Randstad.
• The work experience of our target group is increased to up to 8 years (was up to 5 years).

  • Digital Sales Score
    Study: Recruitment
    Measurement: April 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 WerkenvoorNederland.nl 64 64 64
  • 2 WerkenbijCoolblue.nl 62 62 62
  • 3 WerkenbijAchmea.nl 61 60 61
  • 4 banen.Bol.com 58 59 57
  • 5 WerkenbijDeloitte.nl 55 58 53
  • 6 ING.jobs 54 56 52
  • 7 Yacht.nl 53 52 53
  • 8 WerkenbijRandstad.nl 53 56 49
  • 9 YER.nl 53 49 56
  • 10 WerkenbijTempo-Team.nl 52 49 55
  • 11 Rabobank.jobs 52 56 48
  • 12 WerkenbijNS.nl 51 51 52
  • 13 BAMCareers.com 49 45 53
  • 14 NN-Careers.com 49 52 46
  • 15 PwC.nl 49 46 51
  • 16 ABNAMRO.com 48 45 51
  • 17 WerkenbijYacht.nl 48 49 47
  • 18 DPA.nl 48 51 44
  • 19 WerkenbijAccenture.nl 46 45 48
  • 20 Shell.nl 44 43 45
  • Show full list
  • Highest total score
  • Highest score on device

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WerkenvoorNederland.nl convinces most jobseekers

The national government gets the preference of the highest number of jobseekers for its website. Especially on smartphone, the employer manages to convince more than half of the jobseekers (55%) to apply for a job with the government. This is partially because of the large, varied offer of jobs, which is highly appreciated by the website’s visitors. The simplistic way the jobs are presented also contributes to a positive experience.

Simple navigation on smartphone on WerkenbijCoolblue.nl 

Runner up WerkenbijCoolblue.nl is likeable because of its informal, humorous approach. This is especially obvious in the theme element Look & Feel, where Coolblue gets the highest scores on both desktop and smartphone. WerkenbijCoolblue.nl has simplified its navigation on smartphone in such a way that searching for the desired information is a simple, quick process. 

WerkenbijAchmea.nl has strong brand perception in in-depth phase

WerkenbijAchmea.nl is also good at guiding jobseekers to the desired vacancies, using convenient, intuitive filters. Respondents also appreciate how fast the website functions.

Aside from a well-functioning website, Achmea’s website manages to convince jobseekers of its brand in the In-Depth phase. In this phase of the orientation, it even stays ahead of WerkenvoorNederland.nl and Coolblue.nl in brand perception!

Big differences between smartphone and desktop

In some websites, there are great differences between smartphone and desktop. The NationaleNederlanden careers website, for instance, scores high on desktop, but because its mobile website doesn’t perform quite as well, it achieves a lower overall score and drops to fourteenth place in the Digital Sales Scan.

The career site of temp agency Randstad, which is included in the study for the first time, also shows a big difference between its scores on desktop (Digital Sales Score: 56) and smartphone (Digital Sales Score: 49). The average of both scores does take them to 8th place, however.

Job agencies rank in the middle

Because temp/job agencies and recruitment agencies are vital to job searches, the study was extended this time to include the websites of Yacht, Randstad, YER, and Tempo-Team, among others. These providers are in seventh to tenth place, respectively. Remarkably, these agencies all manage to get higher scores on smartphone than on desktop, with the exception of WerkenbijRandstad.nl.

Yacht.nl website performs a lot better than WerkenbijYacht.nl

In this study, we included both the temp agency website of Yacht – at which Yacht posts third-party vacancies they negotiate for – and the WerkenbijYacht.nl website, at which Yacht posts vacancies for jobs at its own company. The latter ends up in 17th place, while Yacht.nl manage to make it to seventh place. One possible explanation is that because Yacht.nl offers a wide variety of vacancies as job agency, it’s more attractive to jobseekers. WerkenbijYacht.nl could be improved on functionality and Look & feel. Potential candidates say the web

The Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study: Recruitment
    Measurement: April 2018
    Country: Netherlands
  • Score
  • 1 WerkenvoorNederland.nl 69
  • 2 WerkenbijCoolblue.nl 65
  • 3 banen.Bol.com 65
  • 4 WerkenbijAchmea.nl 65
  • 5 WerkenbijDeloitte.nl 64
  • 6 ING.jobs 63
  • 7 Rabobank.jobs 63
  • 8 WerkenbijRandstad.nl 61
  • 9 NN-Careers.com 60
  • 10 WerkenbijNS.nl 58
  • Digital CX-Score | Smartphone
    Study: Recruitment
    Measurement: April 2018
    Country: Netherlands
  • Score
  • 1 WerkenbijCoolblue.nl 66
  • 2 WerkenbijAchmea.nl 66
  • 3 WerkenvoorNederland.nl 66
  • 4 Yacht.nl 62
  • 5 banen.Bol.com 61
  • 6 ING.jobs 61
  • 7 BAMCareers.com 61
  • 8 WerkenbijTempo-Team.nl 61
  • 9 YER.nl 60
  • 10 ABNAMRO.com 60

Best CX by WerkenvoorNederland.nl and WerkenbijCoolblue.nl

On desktop WerkenvoorNederland.nl provides the best Customer Experience. They lead with a CX-Score of 69. The websites of Coolblue, bol.com and Achmea all follow with a CX-Score of 65.

On smartphone WerkenbijCoolblue.nl is in the lead with a total of 66 points. The same point total as WerkenbijAchmea.nl and WerkenvoorNederland.nl who complete the top 3 with a CX-Score of 66 points each.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential candidates who are orienting themselves on opening a new job. It’s important to capture consumers’ choices and their reasons for choosing a specific employer/career website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.