Company: O2

CONTENTS

Introduction..1.0

Critical evaluation of the User Interface2.0

User Interface graphics.2.1

Ease of Navigation2.2
Quality of Information..2.3

Critical evaluation of the Organisation3.0

Images portrayed by the Organisation..3.1

Values presented by the Organisation3.2

How the website sets expectations..4.0

Critical assessment of what makes 02 stick out...5.0

Mollie McGillin & Rohaan Hussain

Conclusions.6.0

Appendix..7.0
 It might be said that finding a potential job has never been easier but to
what extent does social media and technology enhance the recruitment
process?
1.0 Introduction
Social Media can be defined in the oxford dictionary as websites and applications that
enable users to create and share content or to participate in social networking (Stevenson,
2003). Social media has revolutionised communications. In this modern day it is now just as
easy to talk to someone across the world on social media sites such as Facebook, Instagram
and twitter as it is to phone a local number. With technological advancements e-
recruitment has risen to become the most popular and cheapest from of recruitment.
Traditional recruitment channels were not as widely available as e-recruitment. Social media
and technology enhance the recruitment process by promoting jobs online and making
them more readily available for potential applicants.

2.0 Critical Evaluation of the User Interface

2.1 User Interface Graphics:
Social Media and Technology enhance the recruitment process online by promoting career
Mollie McGillin & Rohaan Hussain

opportunities on Apps, Facebook, Instagram and websites. The User Interface of a website is
very important as it is the difference between the website failing or it being hugely
 successful. An example of a company that uses e-recruitment as a means of hiring is o2. The
background graphics on the https://o2careers.co.uk/ website are simplistic and very
professional which is appealing to the eye and draws attention to the website. If your
potential customers find your website to be too complicated to navigate or too busy and
confusing, then even the best service or product in the world could be left collecting dust on
the Internet shelves (Digital Zoo, 2014).

Traditional recruitment channels such as Newspapers, posting vacancies at local

employment offices and internally hiring are very different from online recruitment. User
Interface does not apply to the traditional recruitment channels which would be plain black
and white text advertising the jobs that are available in Newspapers or on pin boards in
employment offices. Traditional recruitment methods are not as easily accessible as e-
recruitment. The User Interface of a website or social media site is crucial to keep potential
applicants interested, whereas traditional methods of recruitment this would not have been
important.

2.2 Ease of Navigation:

The overall impression of the ease of navigation throughout the O2s careers website is very
professional and well positioned. The website is easy for a user to understand and navigate
around. Usability is the foundations of a successful user interface, and is the easiest
process for creating a positive user experience (bwired, 2009). O2 have kept it simple with
a clear section to search for any available vacancies, keeping users interested as the
interface is easy to navigate around and understand.

Social media and technology enhance the recruitment process by promoting jobs on social
media platforms such as Facebook or Instagram. O2 has been listed as one of the top 10
business in the UK for social media use.
Mollie McGillin & Rohaan Hussain
 O2s Facebook https://www.facebook.com/O2careers/ directly links potential applicants
directly to their e-recruitment application process by drawing them in with an article and
having the application link readily available. This is an easy way to navigate applicants
directly to the job application, rather than them going through the main website. By Putting
up relatable articles and using Instagram to promote the assessment centres, O2 are
drawing in more applicants by creating a more relaxed and enjoyable atmosphere for
example; Live music and cupcakes at the assessment centres. The search for a job has been
eased considerably by on-line message boards. They offer both organisations and applicants
quick and easy posting of vacancies. The internet is the preferred source for those actively
searching for jobs (Weiss and Barbeite, 2001) (Searle R.H, 2006).

Traditional methods of recruitment such as newspaper advertisements, word of mouth or

job centres are a lot more difficult to find. Jobs may not have got many applications,
Mollie McGillin & Rohaan Hussain

however with e-recruitment the spectrum of applicants is huge, maybe even in some cases
worldwide. Shifting hiring processes from the paper and time-intensive manual method to
an automated one saves time and money and boosts productivity by leaving positions
vacant for shorter periods of time. (Smith and Rupp, 2004) (Broughton A, Foley B, Ledermaier
S & Cox A , 2013). Online recruitment is more convenient to navigate to and is a more cost
effective way of recruiting. Potential jobs are a lot easier to find due to the enhancement of
technology and social media promoting jobs online.
 2.3 Quality of information:
The quality of information O2 put on their website and Instagram accounts is very
informative. Their o2Careers Instagram account informs people of interviews o2 Gurus are
holding and even a live twitter chat for any questions applicants may have. This is an
example of social media enhancing the recruitment process through helping potential
applicants every step of the application process. On O2s Facebook page they link relevant
articles for applicants to read which promote O2 as a company for example as seen in the
picture below The 20 best companies for work/ life balance in the UK 2016, as chosen by
employees. This promotes o2 as having a good work balance and may attract new
applicants. In Traditional recruitment channels such as newspapers, the description would
be vague and lack quality information.

3.0 Critical evaluation of the Organisation:

Mollie McGillin & Rohaan Hussain

3.1 Images portrayed by the Organisation:

It is very important for an organisation to have a good corporate image and reputation.
Without a good corporate image and reputation, customers will not want to use the service
the organisation is providing them. When corporate branding is done right it can be a very
effective marketing tool. For example o2s careers website has a full page on early careers
with o2, providing details about internships and apprenticeships. This webpage also includes
hints and tips on how to create CVs and Cover letters for those wanting to start out their
careers. By providing hints and tips o2 have portrayed the image that they are a welcoming
organisation that will help give advice on how to get started with o2. As an e-recruitment
applicant for o2, this would very beneficial and would encourage more potential applicants
to apply for a job within o2. Social media is a boundless platform for indorsing the
organisations image they want to portray. O2 do this by promoting applicants to message
 them for help and advice on Facebook for applying for a job within o2, or even tweet
@GoThinkBig for CV advice, again portraying the image of o2 being welcoming and helpful
towards potential applicants.

Facebook facilitates economic activity as it allows new and traditional businesses all over
the world to reach customers locally, nationally and globally (Deloitte, 2015). Compared to
traditional recruitment channels, the use of e-recruitment has become more popular due to
its large social media platform, the ease of applying for the applicants and cost
effectiveness. The traditional recruitment channel of newspapers is unsuccessful in
portraying the image of an organisation when it comes to advertising jobs. The newspapers
simply state the job that is available at a company and the salary, along with a number to
ring or an email address. As a potential applicant, this is not inspiring them to apply and
does not provide the welcoming, supportive image that o2s e-recruitment website
portrays. In the article Is Print Recruitment Advertising Dead? it states that The rapid
decline in newspaper employment advertising coincides with recruiter sentiment that
newspapers dont provide the same value as online job boards, employee referral programs
and, increasingly, social networks (Zappe, J. 2009). Consequently more applicants are likely
Mollie McGillin & Rohaan Hussain

to apply for a job advertised online due to more available information about the job and
organisation, along with help and tips on how to apply rather than a simple newspaper
advert with the job title and email address. E-recruitment also provides a wide range of
geological locations for potential applicants to apply too, meaning they can move anywhere
in the world and have the ease of applying for a job online.

3.2 Values presented by the organisation:

The values of an organisation are the principles or standards of behaviour they believe in.
When an organisation presents their values, they are vital to promote marketing and
encourage potential customers to join the organisation. O2s values they present indicate
that the organisation is a fun and vibrant similar to the images the o2 website portrays. The
 article Getting Social Media right states o2s values and as an organisation what they want
to present to their clientele. At O2, we want to be known for being an exciting, fast-paced
environment thats at the cutting-edge of digital, so we make sure those aspirations are
reflected across all our social media platforms, and that our online personality matches up
with the experience people get when working at O2 (Beagrie, S. (2015). O2 demonstrates
in this article how much they rely on social media to recruit potential applicants, the image
and values the organisation portrays are that o2 are a fun, welcoming and helpful
organisation to work for.

Traditional methods of recruitment such as newspaper, like portraying the image of the
organisation, values presented by the organisation are difficult to present within a
newspaper advert or within a job centre. Online recruitment provides more information for
potential applicants "45% of external hires come through social media channels, with a high
proportion of these applicants via LinkedIn" (Beagrie, S. (2015). E-recruitment has become a
lot more popular in recent years, o2 have presented their values through social media
rather than tradition newspaper adverts.

4.0 How the website sets expectations:

A user's initial contact with a company through their website/social media page is vital as
the website gives them first impressions of what the company is like. A research firm in
Aberdeen group found that 73% of 18-34 year old found their jobs through a social network.
The website/social media page needs to be inviting with pictures, big text, and friendly
graphics while also being informative so the user can gain a positive initial impression while
also gaining information about the company. Using e-recruitment allows the o2 to give
prospective candidates a lot more information about their company compared to a
traditional method such as a newspaper listing. Due to being able display a lot more
information it also allows the o2 to set expectations in relation to their training scheme,
benefits and overall what the experience would be like to work for such company.

O2 have a large online presence and are constantly promoting for candidates to apply to
Mollie McGillin & Rohaan Hussain

work for their company. The intention to apply for a job appears to be strongly connected
to the quality and perceived reputation of the employer (Sivertzen. A,2013) Clicking on the
o2 Careers website the user is instantly greeted with the title of Careers that put a smile on
your face with a large photo of toy like teeth next to this statement. This instantly portrays
that o2 dont take a typical serious approach to attracting potential employees. This also
emulates company culture and gives prospective candidates a glimpse into what it would be
like to work for the company in this case it is portraying that working with o2 wouldnt be
too serious and can be enjoyable. A heading is positioned underneath the main title, which
reads, Get away from the humdrum. Enjoy a world where works not a chore. Technology.
Innovation. Fantastic benefits. Different career routes. Great work environment. Its all here
at O2. Start exploring our jobs today. o2 go straight into what the different benefits would
be to work for their company by highlighting the main benefits of working for them which
 include great working environments, innovative products and different routes to progress
in.

The second page of the O2 website is titled Why O2 and instantly highlights the benefits
of working for the company. The page includes bright, diverse photos of different scenarious
to show that O2 arent only looking for one specific type of person and are a diverse
organisation. Diversity can improve organisational effectiveness. Organisations that develop
experience in and reputations for managing diversity will likely attract the best personnel
(Carrel et al, 2000) An image of an arrow with the words Think Big is situated right in the
middle of the site and is the first thing the user is welcomed by on this specific page. This
instantly puts an image into the users head of them being able to push themselves to their
boundaries working for O2. This whole experience wouldnt be possible through a more
traditional method such as word of mouth or through a recruitment agency where only the
main job description would be highlighted.

Clicking on the left hand side Why work for us brings up drop down menus for the user to
Mollie McGillin & Rohaan Hussain

click on to get a further insight into the company and allows o2 to spread information about
their company a lot more effectively than a traditional method. The success of e-
recruitment mainly comes from the fact that now companies have the ability to reach a
larger potential applicant pool since the geographical constraints are non-existent (Cappeli,
2001). Clicking on the our training drop down arrow then gives the user information on how
the company will push new staff to be the best they can be and maximise their talents in
many different ways to then benefit themselves and also the company.
 In 2010, 970 million people were active users on social media however to this day in 2016,
an estimated 2.34 billion people make use of social media. Organisations have noticed this
massive gain and used it to their advantage whether it be for marketing use or recruitment
use. To this day 92% of companies use social media as a recruitment tool - O2 being one of
those companies.
Mollie McGillin & Rohaan Hussain

O2s twitter page carries on the same theme through from their website with a large banner
displaying the same image of dentures/large text. O2 have also pinned a poll to their top
tweet which asks users to vote on what matters to them most at work - flexible hours or
salary. They have also included a link in the tweet which takes the user back to their website
which shows the perks of working for the company. These perks are in bold and are listed
into bullet points. These perks include flexibility with holidays, insurance, discounts and
much more. Doing this highlights why working for O2 would be an improvement to their life
 not only including benefits of being at work but also benefits that would help outside of
work such as dental insurance, childcare vouchers etc.

The O2 careers twitter page then go onto highlight the training scheme new staff members
will go through with a tweet that shows that 536 O2 employees have gone through
leadership and development training in 2016. This is showing the potential new employee
that the company as a whole have high expectations for staff member by investing money
into their training scheme for them to be an asset to the company.

5.0 What makes o2 stick out:

*. Examples of what you consider good practice and an assessment of what it is that makes
them stand out from the rest*
Mollie McGillin & Rohaan Hussain

O2 has been listed by Potential Park Research as one of the top 10 businesses in the UK
for social media use in talent attraction for the past two years. According to head of
leadership, talent and resourcing Michelle Adams the overarching aim of its social
recruiting strategy is to attract top digital talent to join the business, and it uses different
channels to develop a two-way street to show why they would want to work there. At
O2, we want to be known for being an exciting, fast-paced environment thats at the
cutting-edge of digital, so we make sure those aspirations are reflected across all our
social media platforms, and that our online personality matches up with the experience
people get when working at O2, she explains.
 It makes use of a wide range of well-known and lesser known sites. Experience is
informing the business where best to channel its efforts for specific groups. Twitter is
proving extremely valuable for connecting with young people for its graduate, internship
and apprenticeship programmes. It is also used for hosting live chats with current
graduates and apprentices to give candidates a behind-the-scenes look at life at O2. In
2013, the traffic on Talentum, our recruitment site for young people, had a huge boost
directly from Twitter, says Adams.

But it is not only about young talent. We also use Twitter to spread the word about all
upcoming roles in local stores, tweeting about our new vacancies directly to relevant local
media and local influencers, Adams says. This is really effective as it helps us to be
targeted with our information, showcasing our opportunities to the right people.

For more experienced hires or non-graduate recruiting, 45% of external hires come
through social media channels, with a high proportion of these applicants via LinkedIn.
We recently recruited our head of online for stores using LinkedIn after exhausting other
traditional recruitment channels, Adams reveals.
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7.0 Appendix:
 Beagrie, S. (2015) Getting social media recruitment right, Available at:
http://www.hrmagazine.co.uk/article-details/getting-social-media-recruitment-right
(Accessed: 20th October 2016).

Broughton A, Foley B, Ledermaier S & Cox A, AB, FB, SL & AC, 2013. The Use of Social Media
in the Recruitment Process. 1st ed. Brighton: Acas research publications.

bwired. 2009. The Importance of User Interface and Why It Is Critical to your Success Online.
. [ONLINE] Available at: https://www.bwired.com.au/blogs/the-importance-of-user-
interface-and-why-it-is-critical-to-your-success-online. [Accessed 16 October 2016].

Deloitte (2015) Facebook's Global Economic Impact, United Kingdom: Deloitte LLP.

Digital Zoo. 2014. The Importance of Great User Interface Design. [ONLINE] Available at:
http://www.digitalzoo.co.uk/blog/item/the-importance-of-great-user-interface-design.
[Accessed 13 October 2016].

Searle, R.H. (2006) 'New Technology: The Potential Impact of Surveillance Techniques in
Recruitment Practices', Personnel Review, Vol.35, Issue 3: pp.336-351.

Stevenson A, AS, 2003. Oxford Dictionary of English. 2nd ed. United Kingdom: Oxford
University Press.

Udo, GJ & Marquis, GP, 2016. Factors Affecting E-Commerce Web Site Effectiveness. Journal
of Computer Information Systems, [Online]. 42/2, 10-16. Available at:
http://www.tandfonline.com/doi/pdf/10.1080/08874417.2002.11647481?needAccess=true
&instName=Heriot-Watt+University [Accessed 19 October 2016].

Zappe, J. (2009) 'Is Print Recruitment Advertising Dead? ', ERE Recruiting Intelligence, 24th
June, pp.2-4.

Sivertzen. A, Nilsen. E & Olafsen. A. (2013) "Employer branding: employer attractiveness and
the use of social media", Journal of Product & Brand Management, Vol.22 Iss: 7, pp.473 -
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483

Cappelli, P. (2001). Making the most of On-line recruiting. Harvard business review. 79. 139 -
146.