U S WEST Recruits College Students With Music-Based Web Site

U S WEST is using virtual road trips and real music at a new Web site called bheard.com, that features an interesting recruitment advertising approach to introduce college students to job opportunities at the company.

The site creates an entertaining environment for students to learn about careers at U S WEST, and to schedule visits with recruiters during upcoming campus visits.

U S WEST said it incorporated Macromedia Flash and streaming audio from Spinner.com. The site allows student to listen to their favorite music (80,000 musical selections in 85 categories) while browsing the site. Bheard.com introduces technical and non-technical applicants to career opportunities ranging from engineering to accounting to marketing.

“Bheard.com shows that U S WEST not only develops innovative telecommunications products and services, it also demonstrates that our company culture creates a fun and creative work environment,” said Kip Harrell, director of university relations for U S WEST. “We’ve created an entertaining, interactive way for students to learn about U S WEST, while spending time on our site listening to their favorite music.”

In keeping with the music theme, U S WEST designed the site to mimic a concert tour, with different sections titled “Opening Acts,” “Front Row,” “Tour Dates,” “Auditions,” “Backstage Pass” and “Virtual Tour.”

In “Opening Acts,” a virtual agent addresses students seeking entry-level positions. Here, the site describes a variety of entry-level, full-time and internship opportunities. “Front Row” targets students looking for U S WEST internship programs. It includes hyperlinks for undergraduate students, while directing MBAs to the EDGE Program, which offers participants exposure to a variety of divisions at U S WEST.

For students interested in meeting personally with a U S WEST representative, the “Tour Dates” section lists upcoming campus visits and dates.

Students unable to attend one or more of the scheduled tour dates can use the site’s “Audition” section to submit their resume online at any time. “Backstage” provides information about the company’s medical, dental, pension and 401(k) plans.

The Virtual RoadTrip is part of a larger program developed by U S WEST to target college and university students throughout the country. In addition to bheard.com, this program will also include Internet advertising, career fairs, on-campus information sessions and interviews, as well as inserts in college newspapers.