CHAPTER 11· BUSINESS-TO-BUSINESS INTERNET MARKETINGGoogle(Mountain View California) offers:
Engineers paid time for working on pet projects
Free meals
Communal bikes
Running trails
Grand piano
Restrooms with robotic featuresThese examples provide some clues about the working environment of each of these companies and in
doing so some insight into the dominant internal culture and expectations of the workforce. In each case
there is evidence to suggest how important it is to make the working environment an enjoyable and in
some cases fun place to be. Employees are provided with opportunities to engage in stimulating activi-
ties during their working hours, which potentially not only assist them to focus on their individual tasks
and responsibilities but also to facilitate team building. It is likely, however, that each company has a
slightly different culture and working environment.Figure 11.2c Google
Source: http://www.google.com/support/jobs/bin/static.py?page=why-ca-mv.htmlQuestions
1 What types of individuals are each of these companies trying to recruit?
2 This mini case study examines four case companies and includes online clips from the online
recruitment pages (see Figures 11.2a to d). What are the key criteria you think each organsiation is
conveying to its target audience when recruiting new personnel? (You will need to visit the web
pages for each of these organisations and then try to determine the value propositionbeing
communicated from the perspective of potential employees.)INMA_C11.QXD 19/5/06 3:42 pm Page 492