#FIRMday London 1st November 2018 - eArcu: The Evolution of the Corporate Careers Site
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Liam Reese, Head of Talent Acquisition & Projects, Kindred Group talks about the challenge of developing an effective careers site for 11 different brands, whilst keeping the candidate at the centre of all their activity. Liam reveals the journey Kindred have been on over the last 6 years and lessons learned. A fascinating insight into the evolution of the corporate careers site.
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#FIRMday London 1st November 2018 - eArcu: The Evolution of the Corporate Careers Site
- 1. Kindred Careers Site Liam Reese
- 2. AGENDA - Who are Kindred - Our careers site journey - What makes a great careers site - What can you do © Kindred Group plc 2018 2
- 3. Where we come from Initial idea was to ”find a better way” of experiencing gambling © Kindred Group plc 2017 1997 Founded by Anders Ström 2004 Listed on Nasdaq Stockholm 2016 Unibet Group becomes Kindred Group
- 4. Kindred in Numbers GWR: £427m © Kindred Group plc 2017 Ebitda: £89m Customers: 21m Revenue from locally regulated markets: 43% Revenue from mobile: 72% Employees: 1,400 Offices: 15 Nationalities: 52 H1 2018 Daily transactions: 20-22m Brands: 11
- 5. © Kindred Group plc 2017© Kindred Group plc 2017 Our Purpose “To transform gambling to ensure fair play, the best deal and a great Experience for our players.”
- 6. Our © Kindred Group plc 2017 Culture & Values
- 7. Our brands A portfolio of brands within sportsbook, casino and games © Kindred Group plc 2017
- 8. © Kindred Group plc 2018 8 Our careers site journey#1
- 9. © Kindred Group plc 2018 9 Our careers site journey#2
- 10. © Kindred Group plc 2018 10 Our careers site journey#3
- 11. Our careers site journey#4© Kindred Group plc 2018 11
- 12. © Kindred Group plc 2018 12 What had we learned from this? • Careers site is the centre • Our purpose for our site was to help us hire people • Less text and more visual was more effective • Embrace video • Engaging homepage • Jobs by type or location • One careers site • Candidates land on jobs not the homepage • Don’t preach, they’ll read Glassdoor anyway
- 13. Our careers site journey#5© Kindred Group plc 2018 13 Walk through the new careers site and our choices https://careers.kindredgroup. com/
- 14. © Kindred Group plc 2017 What does it do? • It serves 2 stakeholders: the recruiting team and candidates • It helps us find great people and it helps people find jobs • It’s a tool to help you
- 15. © Kindred Group plc 2017 How does it help in house teams? • It saves us time, job posting, links to our ATS • It positions our jobs and our messaging together in a unified manner • It is the centre of our universe and holds all our content • It gives us clear messaging to a candidate population to visit our site
- 16. © Kindred Group plc 2017 How does it help candidates? • They can find out about your company, brands, culture and values • They can quickly ascertain whether you have relevant jobs for them based on location or skillset • It offers them an easy way to keep in touch • Application journey is simple • It entertains them and is visually interesting • Its easy to use and helpful
- 17. © Kindred Group plc 2017 What can you do? • Be clear on your purpose for your careers site • Make that hard decision between fully integrated with your ATS or subset of corporate • Identify your stakeholders • Have a plan • Understand if you can do it in conjunction with another activity • Be bold and be prepared to fail • Learn gradually – you won’t get it right first time • Find the right partner(s) internally and externally
- 18. © Kindred Group plc 2018 18
Editor's Notes
- This was what existed prior to having a recruitment team Link was hidden on the brand site Job had to be added and removed manually via a complicated Content Management System Extremely labour intensive No feeling of a brand CVs just came in via email address so tracking & candidate management was complex
- This was the our first go at designing something - 2013 This was done for the launch of eArcu We worked with an internal designer and moved to host at earcu at the same time The careers site was a huge improvement as it was interlinked But upon reflection we didn’t really think about our customers Blocky, very green, huge amounts of text, no video Lots of us saying how great we were It was easy to edit and felt more connected to the brand But on the positive the careers site and the jobs being in the same system was a huge time saving and put the careers site at the centre for the first time
- You will have noticed from the last 2 slides we have a different company name these days We went through a huge internal rebrand and creation of a new company in Nov 2016 It was a massive change to investors as we changed the company name Corporate site changing was a priority and clearly the careers site had to change as well Used a big ticket design agency who did the whole project Careers felt like an afterthought Limited thought to candidate experience More focused on glossiness Created challenges between the “earcu part” and the corporate part Look and feel made huge challenges Menu’s need to be duplicated and this led to lots of ongoing maintenance rather than improvement work to the journey
- Early 2018 Driven my a change of supplier for our corporate site which needed to be redesigned We moved to be hosted by eArcu and have a standalone careers site which removed the consistency challenge we had faced We kept much of the same content but we started to add video content to job descriptions and make that that critical page more Kindryfied This also gave us time to work on iterative improvements to content & journeys rather than constantly trying to keep our navigation aligned between the two sites This was a marked improvement on candidate experience and the candidate journey We were then back in a position where we could move forward at our own pace towards a refreshed design
- Today Make the jobs page as automated and as informative as possible – this is the page that has to be sticky one Make the homepage cool with WOW Using video everywhere Search is fixed not free text Laser focus on what questions we’re trying to answer Background as to project