A little background

In today’s job market, candidates place just as much importance on who they work for as what they do. When Volkswagen Group UK (VWG) approached us, they wanted to create a careers website that reflected this shift that would resonate on a human level, tell a more meaningful story, and ultimately, attract the right talent. Together, we set out to design a digital experience that showcases their position as a world-leading car manufacturer and brings their values, culture, and opportunities to life. Our goal? To create a platform that builds emotional connection, makes people feel like they belong, and gives them a sense of what a career at VWG could look like, well before they apply.

The guiding principles

To meet the challenge, we aligned on a set of clear principles that would guide the site’s strategy, structure, and content. The site needed to:

  • Bring their employer proposition to life.
  • Get the right people straight to the right jobs.
  • Seamlessly integrate with their ATS, ePloy.
  • Be accessible across all devices.
  • Be optimised for Google, Google for Jobs, and Indeed.
  • Tell their story through engaging content, imagery, and real employee stories.

And above all, reflect the essence of Volkswagen Group, distinct and unmistakable.

First impressions count

With just 50 milliseconds to grab someone’s attention, we knew the new VWG careers site had to look the part and connect emotionally. Every page is clean, fast, and full of content designed to help candidates envision their future at VWG, without overwhelming them with copy. Sharp headlines, striking visuals, and real employee stories do the heavy lifting.

That Little Agency - Employer Branding - Careers Websites - Content Marketing - VWG Careers Design Image
That Little Agency - Employer Branding - Careers Websites - Content Marketing - VWG Story Image

Personalised candidate journeys

Content is also personalised, thanks to deep integration with the ePloy ATS. This allows the site to dynamically adapt to each visitor by serving up relevant jobs, profiles, and stories based on their interests. We created over 15 tailored journeys, each designed to speak directly to specific talent groups. Because no one tells the VWG story better than its people, we made sure colleagues are front and centre across pages, blogs, and videos.

Much more than just job adverts

Experience tells us that almost 50% of all careers website visitors will land directly on a job advert, often bypassing the rich, compelling employer brand content held within the rest of the site. Working in partnership with ePloy we ensured that the job details themselves were premium. Pulling the job details into a page rich with colleague profiles, details around rewards and benefits, learning, and development, and their specific recruitment process. Turning every job advert on a site into a mini landing page designed to convert visitors into applications.

That Little Agency - Employer Branding - Careers Websites - Content Marketing - VWG Job Advert Image
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That Little Agency - Employer Branding - Careers Websites - Content Marketing - VWG Texture Image 2
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That Little Agency - Employer Branding - Careers Websites - Content Marketing - VWG Careers - Accessiblilty Image

An accessible experience

As part of the website development, we’re continuing to use 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.

The impact

Since launching the careers website in August 2024, we’ve seen strong improved performance across the board. But in particular, we’re seeing significant improvements in how users interact with the site:

59%

of visits result in a job search

49%

of visits result in at least one job being viewed

63%

of applications started are completed

16%

of visits result in an application

These figures reflect a highly engaged audience and a careers website that’s doing exactly what it was built to do: attract, inform, and convert the right candidates.

The final word

The content is compelling, the candidate experience is seamless, and the look and feel reflect the employer brand we wish to convey. The clear candidate journeys, compelling content, and employee profiles mean that people come to interviews informed, well-prepared, and excited. But it also tells the Volkswagen Group UK story so well that we don’t have to ‘sell’ the organisation to them; they feel the need to ‘sell’ themselves to us.

But the biggest success of the new VWG careers website is its ability to articulate the personality of our business. The culture, the expertise, the diversity and the excitement that I experience every day in this organisation. That’s no mean feat.

Talent Attraction Business Partner
Volkswagen Group UK