A little background

You never get a second chance to make a great first impression, so the new Toolstation Jobs 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 retail, call centre, distribution and business support professionals across the UK. The result is the new Toolstation Jobs careers website.

Our approach

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

  • Brings the Toolstation recruitment proposition to life;
  • Gets the right people straight to the right jobs;
  • Reflects the culture of Toolstation;
  • Raises the profile of key information;
  • Is social, engaging and continuously updated;
  • Continues to evolve with the needs of the business;
  • 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 sales assistants to search engine marketers; shift managers to management accountants; PHP developers through to call centre advisors. 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 Toolstation.

The website 

URL: www.toolstationjobs.com
Content management system: Concrete5
Applicant tracking system: ePloy

Knowing that (on average) 80% of visitors come to a careers website to search for jobs, the website places the search function front and centre. This ensures that the right people quickly find the right jobs. Not only that, the website uses the visitor’s IP address (desktop) or GPS location (tablet and smartphone) to deliver the visitor jobs that are close by.

As well as jobs, the search results direct the visitor towards content that it thinks will be of interest to them. Such as detailed information on the business area and office they would be based in, Twitter updates, blog stories and whether they are LinkedIn with anyone currently working at Toolstation.

It is clear that Toolstation’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 Toolstation in real time.

The website is designed to be incredibly visible to the search engines with all pages developed to be successfully indexed. And that includes the jobs pages which have been programmed specifically to be indexed by ‘Google for Jobs’.

Finally, we know that 49% of visits to the Toolstation careers website are on a mobile device, so we worked closely with their ATS supplier, ePloy, 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.

Introducing ‘Universal Search’ 

As we look to help the right people find the right content, we have introduced a search bar to the homepage that not only searches the live jobs on the website, but also directs the user towards pages and blog articles that it thinks will also be of interest to them. Since adding this feature we have seen a significant increase in traffic towards content pages and blog articles from the homepage.

That Little Agency | Employer Branding | Careers Websites | Toolstation Jobs Universal Search Image
That Little Agency | Employer Branding | Careers Websites | Toolstation Jobs Table Portrait Image
That Little Agency | Employer Branding | Careers Websites | Toolstation Jobs Table Landscape Image
That Little Agency | Employer Branding | Careers Websites | Toolstation ePloy Image

Integrating with ePloy

We’ve worked with a wide range of application tracking system partners who offer varying approaches to integration, but it was clear from the start that ePloy had a clear focus on the Toolstation candidate experience. To the point where it is almost impossible to see the join between careers website and the ATS. To the point where both platforms sit on the same URL. Which means that it is possible to track the full candidate journey from landing on the site through to completed application no matter which platform they are on. A very elegant piece of work.

The impact so far 

To see the impact of the new Toolstation 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 ePloy application tracking system and directly from Toolstation’s resourcing team.

122
increase in visitors to the website
148
increase in average time spent on website
29
increase in completed applications

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