Hypothesis - Large corporate websites primarily focus on talent and investors.
The content on the official websites of 10 major companies was analyzed to determine which key stakeholders these companies mostly target. This was done by analyzing both the information content and the layout of the websites. The purpose of this research was to prove or disprove the hypothesis that large companies are usually primarily focused on talent and investors on their websites.
general electric (ge)
The company website of GE has 4 menus on the main page; GE business, investors, careers, and news, with the current stock price at the far end of the website. In addition, there are links on the main page that has further information for investors as well as acquiring talent. These include; GE reports, job search, stock information, leadership program, sustainability reports etc.
While its clear that GE has given a higher priority to investors on its website, there is also a focus on and talent with career and leadership related information and initiatives.
The main focus of the website of Unilever is sustainable growth. Within the main page, there is a breakdown of links for 2 main business areas to enable easy access to further information. These are; company news and performance, and career. The information given under the main categories include; share price information, press releases, about the Unilever future leaders program, job vacancies etc.
Hence, it is apparent Unilever has focused on both its investors and talent on its website. While the hypothesis is proven correct, Unilever's main theme of sustainable growth on its website is likely to attract the attention of all forms of stakeholders; from investors, talent/employees, customers, government etc.
Johnson & Johnson (j&J)
The official website of J&J contains information on a broad scope and is not specifically focused on investors and talent. Among others, the website contains information targeted at its customers such as articles on health and wellness, Separate menu with investor information, societal impact, and procurement, and also a menu with career-related information for potential employees.
Like Unilever, the J&J website is focused on a broader range of stakeholders, with a lot of information on its societal impact, and giving back initiatives. However, there is a higher focus on investors than talent.
The Citi Group website has information targeted at its customers with separate menus for consumer businesses and institutional businesses, and a menu for investor-related information. There is also a smaller menu for jobs and alumni. However, based on the website layout, the company is more focused on its customers and investors than acquiring talent.
The official website of Mars is primarily focused on its investors with menus such as; press center, science and innovation and sustainability plan. Mars also has information on its main page related to talent such as the Mars Ambassador program, news on celebrating its employees, and career opportunities. However, the information targeted at talent is not very clearly highlighted since it's under menus such as "Mars news" and "Map anniversary". Therefore, the hypothesis is not entirely correct.
The website of Diageo is mainly focused on its investors with separate menus titled "investors" and "our business". Even its menus on brands, impact on society, and news and media are primarily directed at its investors. The website also focuses on talent with career-related information as one of its main menus. However, there is more focus on the investors of Diageo than talent on its official website.
The official website of Berkshire Hathaway is clearly directed at investors with a list of links which include; A Message From Warren E. Buffett, Annual & Interim Reports, Link to SEC Filings, Corporate Governance, and Annual Meeting Information. While there is a link to Berkshire Activewear directed at its customers, there is no evidence of its focus on talent. Therefore, the hypothesis is not correct in this case.
The PepsiCo website is primarily targeted at its investors with a separate menu for investors, newsroom, and sustainability. There is also a menu focused on its customers with information related to its brands and products (which is equally useful to investors). There is no clear focus on talent, although there is a smaller menu at the bottom of the website on career information. Therefore, the hypothesis cannot be proven correct.
The Coca-Cola global website has primarily focused on its investors with information on sustainability, products, press center, and an investor menu (on the main menu to the left). There is a menu for career information as well, but is not highlighted due to most of the information being directed at investors.
The Coca-Cola US website is mostly focused on its customers within the region, with information on its products, rewards etc. Overall, the hypothesis is proven incorrect.
Similar to Coca-Cola, the BMW Group website is mainly targeted at its investors with information on investor relations, brands and services, corporate responsibility and innovation. With only one menu (career) targeting potential employees, the focus on talent is relatively less.
The BMW international website is mainly directed at its customers and contains detailed information on its products such as specifications, features, performance, models etc. They have also published articles targeted at their customers on their website with driving tips etc. Considering both these websites of BMW, the hypothesis is proven incorrect.
In conclusion, it was found that Unilever was the only company that had given high focus on both investors and talent on their website. All 9 other company websites analyzed contained information that was primarily targeted at its investors more than other stakeholders. Both Coca-Cola and BMW had focused on investor relations on their main/group website, while targeting customers on their regional/international websites.
Based on the findings, it can be concluded that the hypothesis that large company websites are usually primarily focused on talent and investors is incorrect. The key focus in order was investors, customers, and talent.