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 proposition being communicated from the perspective of potential employees.) Goldenberg and Tang (2005) investigated what leading technology companies have to offer now they are emerging from the dot-com bust. They found the following (see Figure 11.2a to d).

Microsoft (Redmond, Washington) offers:

Paid leave for volunteering

Whale watching trips

Contemporary lunch menus

In-house gaming

Extensive sports facilities

Branded coffee shops