You never get a second chance to make a great first impression, so the new JLR careers website has been designed not only to be interesting and informative, but to have a real, lasting impact on the job seeker. To position them as an employer of choice to a wide range of manufacturing, engineering, technology, design and corporate professionals around the world. The result is the new JLR careers website.
Our project objectives were clear: design, develop and deliver a website that:
To deliver a website that will engage a wide audience of job seekers – from Apprentice to Engineer; Graduate to Designer; School Leaver to Technologist. A site where all content is available within a single click. One that uses social media as a way of articulating their culture and is distinctly and unmistakably JLR.
It’s very difficult to build a website that caters for everyone. After all, someone looking for a retail role will be interested in different things to someone looking for a footwear design one. So instead of thinking of the website as a single entity, we treat it as a collection of landing pages aimed at different key employment groups. The content of which is determined by the page that they’re viewing.
The content management system takes each piece of content, colleague profile, blog and job imported from SAP and tags it by subject, job family and location. This data is then used to dynamically populate the pages of the website. Matching jobs with blogs, blogs with content, content with profiles.
Currently, there are 13 unique candidate journeys, each designed to talk to, engage and convert specifically skilled individuals into applicants. But these can be added to as and when new teams or areas of expertise are launched.
It is clear that JLR’s people are their very best advocates, so they are placed at the centre of every aspect of the website. They feature on every page, blog or job and in every piece of video. They help deliver key content and offer a real insight into their culture. And supporting this, the site integrates seamlessly with their social media platforms which help articulate the day-to-day activities of the JLR in real time.
Finally, we know that 49% of visits to the JLR careers website are on a mobile device, so we worked closely with their ATS supplier, SAP, to offer visitors the opportunity to apply via their smartphone. And for those who don’t want to, they can bookmark the vacancy that interests them and apply later via a desktop.
JLR have long standing relationship with SAP Success Factors, with their applicant tracking system deeply embedded into the organisation. It has been reported that the candidate experience can be a little clunky. To address this we took a jobs data feed from the SAP Success Factors system and pulled the job details themselves into the website. This integration means that we can now control the formatting of the job details, pull relevant jobs into relevant sections of the website and ensure that the jobs can be better indexed by Google, Indeed and the other search engines. Candidates are then handed back to SAP Success Factors at the application stage. A very elegant piece of work.
As part of the website development, we introduced ReciteMe. This simple but hugely effective accessibility toolbar is designed to meet the AA requirements laid out by the WCAG. With a simple click on a button, the user can personalise the website’s appearance to meet their needs.
This includes a screen reader, language changer, an AI page summary tool, font changer (including a dyslexic-friendly font), magnifiers, etc. These are aimed at making the website more accessible to people who may not be native English speakers, those with a reading age lower than their physical age, and those who don’t need screen readers but simple additional tools to access content on a website.
To see the impact of the new JLR careers website, we have compared the performance of the new website against that of the previous incarnation. All data has been taken from Google Analytics, the SAP Success Factors application tracking system and directly from JLR’s resourcing team.
increase in average page views (per month)
increase in average time spent on website (per visit)
increase in average pages viewed (per visit)
increase in applications (per month)
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