Aegon  : Working at home

A rare targeting of the biggest corporate visitor group.

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The feature

Aegon, Netherlands-based financial services group, makes room on its home page to advertise new job vacancies.

Aegon’s global home page is based on a four-tier grid of content highlights. The third tier, revealed on scroll, includes a Current Vacancies panel. It shows two job titles, each captioned with a date and a Read more link, which launches a job description page. The panel also carries a button for More vacancies; this opens a Corporate Center Vacancies page in a sub-section of Careers, where a complete list is shown (of three vacancies, as of 9 April).

The same Current Vacancies panel is used on the Careers home page, while the section has a separate area for Global Vacancies. Details of these are carried only on local country sites.

The takeaway

Aegon’s are not the first or only footprints on this particular piece of corporate web ground, but neither is it on a particularly well-trodden path in advertising individual job vacancies on its home page. Which is noteworthy in itself, given that jobseekers – the very people vacancy notices are most likely to attract – are almost invariably a corporate site’s biggest single visitor group. More numerous, certainly, than the relative handfuls of other stakeholder groups such as investors or journalists who are still much more likely to be offered ‘latest/current’ information on the home page.

Why might few site managers pass this way? Perhaps HR departments feel they are getting quite enough quality candidates already without shouting out for more. The trend of the past few years to ‘billboard’ style home pages (designed like a roadside hoarding to make an instant impression) must be a contributory factor. ‘Front cover’ home pages like Aegon’s, designed around content previews to draw visitors into the site, have also become more editorially adventurous as compelling ‘stories’ have risen in perceived importance. Little wonder, all told, that the ‘classified ad’, a utilitarian device providing a quick link for a specific need, is a rare sighting.
First published 10 April, 2014
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