An large tech company hosted their recruitment site on an outdated hardcoded website and needed a new approach to better reflect their current employer branding practices and enable leaner publication processes.
Our work
content strategy
content operations
tech and strategy support
What we did
Together with the teams collaborating on the website - marketing, digital and web - we decided to migrate the website to a more modern, modular CMS that could adapt to the needs of having a design system that represented the company brand and was more user-friendly to content managers and developers alike.
In this setup, our role as content strategists was to:
plan the information architecture for the new website
do content modelling for the new design system, mapping components like location pages, job descriptions, call-to-actions, blog articles, etc.
contribute to the sprint planning process, as the website was released in waves
manage the content operations for outlining, wireframing, writing and designing pages for the website, from production to review to sign-off and implementation
create content and design guidelines as reference materials, and hold workshops for 50+ employer branding team members to walk them through the new processes of working with the new website
Achievements
Overall employer branding perceptions improved globally and the company received external validation as an Employer of Choice
Traffic and branded keyword search increased with 20% with better SEO implementation and improved keyword rankings
Team productivity and time to publishing improved. We reduced the need to have a developer in the loop for the publication process, and time to publishing was reduced to less than one week from 2 to 4 weeks depending on requests.
