A little background

We’ve been very lucky to know NFU Mutual for a long time, and this is actually the third careers website that we’ve helped them design, develop and deliver. With each incarnation reflecting the needs of today’s NFU Mutual and today’s job seekers.

Which is why were delighted to be approached by the Mutual’s resourcing team to help them to better tell their employer story. To articulate the unique opportunities that are available with the Mutual and change the way that people see them as an employer. We started the journey with a single statement. Start thinking like an employer of choice. The result was the NFU Mutual careers website.

Our approach

Our project objectives were clear: design, develop and deliver a website that:

  • Brings NFU Mutual’s recruitment proposition to life;
  • Articulates the wide variety of jobs available within the Mutual;
  • Gets the right people straight to the right jobs;
  • Reflects the culture of the business;
  • Raises the profile of key information;
  • Continues to evolve with the needs of the business;
  • Integrates seamlessly with their ATS, Lumesse TalentLink;
  • Is accessible across all devices;
  • Is ready to be indexed by ‘Google for Jobs’.

To deliver a website that will engage a wide audience of job seekers – from actuary to apprentice; claims handler to communications managers; innovation consultant to underwriter. 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 NFU Mutual.

The website 

URL: careers.nfumutual.co.uk
Content management system: Concrete5
Applicant tracking system: Lumesse TalentLink

Knowing that (on average) 80% of visitors come to a careers website to search for jobs, the website is designed to ensure that the right people find the right jobs. As well as a clear keyword search function, the website offers visitors clear signposts towards their 15 key recruitment areas. Each of these key recruitment areas – from Actuarial to Pricing, Claims to Product Proposition, Analytics to Risk – have their own dedicated section of the website. Covering the importance of that area to the success of the council, the teams that operate within it, testimonials from members of the team and any current vacancies.

It is clear that the Mutual’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. Finally, we know that 49% of visits to the careers website are likely to be on a mobile device, so we worked closely with their ATS supplier, Lumesse TalentLink, to offer visitors the opportunity to apply via their smartphone.

Using the Lumesse API

We’d worked with Lumesse before on a project for Leicester City Council, so we knew how good their API was. And what we could achieve. The Lumesse API allowed us to take the job data inputted through the applicant tracking system and pull it through onto the pages of the website. This allowed us to style the job details as we wanted and pull through useful additional information onto the page. The API also allowed us to deliver the application form through the website. This meant that all activity was being picked up and tracked through Google Analytics. Offering NFU Mutual a level of insight that they’d never experienced before.

That Little Agency - Employer Branding - Our Work - Careers Website - NFU Mutual Lumesse API Image
That Little Agency - Employer Branding - Our Work - Careers Website - NFU Mutual - Our Office Page Image
That Little Agency - Employer Branding - Our Work - Careers Website - NFU Mutual Google For Jobs Image

Indexing by Google for Jobs 

Another positive outcome of the integration work we did with Lumesse, is that now the URLs of the jobs carried both the NFU Mutual name and a reference to jobs. This meant that we could submit the jobs to Google for indexing. Using their webmaster tools, now called Search Console, we submitted the full website map including jobs directly to Google and within 72 hours we could see that the jobs were being indexed. We have already seen a significant increase in traffic to the jobs through Google.

The impact so far 

To see the impact of the new NFU Mutual 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 Lumesse application tracking system and directly from the Mutual’s resourcing team.

increase in visitors to the website
increase in average time spent on website
increase in completed applications

If you’d like to know more about this piece of work, simply email mark@thatlittleagency.co.uk