Both businesses still had to operate under the same umbrella URL, so we had to make the user experience as intuitive as possible, despite the complex organisational infrastructure.
It became apparent that whilst they shared the brand, there was only one major location that was shared, Bournemouth.
We devised the UX and subsequent employing company around the preferred location of the candidate. If they chose Bournemouth we went on to explain the differences between the organisations.
- We carried out UX work to signpost the way through the site for each organisation, primarily based on location.
- We re-wrote and re-designed the content at each step in the journey, in line with the new Employee Value Proposition (EVP) for each organisation.
- We’ve carried out an audit to optimise the Google Analytics and improve reporting capabilities.
- We ensured three different Applicant Tracking Systems were seamlessly integrated.
The project really made a difference to candidates trying to navigate the site. We compared April 2019 with April 2020 and found:
Candidate web browsing time
Number of pages viewed
Decrease in bounce rate