Career Website "Flash" Enough to Lure Young Workers

Article excerpt

Fidelity Investment's e-business unit recently launched a new career site targeting young, displaced, dot-com workers. Using "flash" programming technology, the website brings snappy music, narratives, and video testimonial to the task.

CSC, Waltham, Mass., was given the job of remaking the image of the investment services firm by designing a thoroughly modern site. "Fidelity considers itself as much a technology firm as an investment firm and has a really progressive work environment," explains Nancy McCarthy, vice-president and director of the national financial services practice at CSC. "They wanted an online presence that showcased the culture."

Found at http://jobs.fidelity.com/-ebusiness/people/people.html, the site has been up for four months and is designed to attract workers to maintain the vast Fidelity transactional site, notes Fidelity eBusiness human resource vice-president Cynthia Maltbie. "Our site, which is the primary channel for our mutual fund and trading businesses, has about 33,000 pages," she notes. "The maintenance and ongoing development needs are vast." The website lets users research and trade stocks and funds, and make use of a variety of analysis tools.

Fidelity's ebusiness unit has 700 employees, a 40% rise in the last year. The firm also needs tech workers to support its institutional side--with a 401 (k) site targeted to small firms as well as online support of traditional 401 (k) business.

Making use of banner ads designed to pull in traffic, Fidelity's recruiting site also uses video profiles of young workers to get the word out about its "cool" corporate culture. The young employees talk about their responsibilities and the tech-friendly environment, to help dispel common notions that the firm was too buttoned-down for techies.

"The site is clever looking," says CSC's McCarthy, "but more importantly, it's informative. You can go there and really get a sense of the place before you submit a resume. …