Together with the client, we have set several objectives:
- To promote the perception of the ČEPRO brand as a stable employer offering varied work and opportunities throughout the Czech Republic, across generations and educational backgrounds
- To assist the company’s HR department with recruitment.
- To reduce staff turnover at the Prague headquarters.
- To create realistic expectations among applicants and give them an insight into everyday life at the company.
And also several measurable objectives:
- To increase the time spent on the website from a few seconds to at least 30 seconds.
- Extend the time spent by visitors on the „Working at Čepro“ subpage to at least 30 seconds.
- Increase the average number of visitors viewing the “Selected Positions” and “Our Employees’ Stories” subpages
What does the ideal candidate look like?
The world of HR is increasingly moving online, and investing in a well-designed careers website offers a high return on investment. As well as saving money, it also saves the HR team a great deal of time and energy.
We began with a detailed initial study and a search for answers. What kind of people are the right fit for ČEPRO? What matters to them and what do they respond to? What does the working environment look like that candidates are joining?
The result was an overview of typical job roles that we want the website to attract and motivate candidates to submit their CVs for. From roles at the Prague headquarters (finance, management, sales) to local positions within the network of fuel depots (operator, firefighter).
From the initial idea to launch
Overall, our role in the project included:
- structure design
- graphics
- content strategy
- solution development
At first glance, the website is visually striking – we created videos, employee stories, and real-life photos from the workplace… in short, we explored various ways to convey a realistic picture of the company to potential candidates.
To ensure the content was truly authentic, we conducted dozens of interviews with company employees, asking them exactly what they do, how their actual work differs from their initial expectations, and what they value about their employer.
In some cases, we even filmed a video with specific individuals:
https://kariera.ceproas.cz/typicke-pozice-hasic/
Enthusiasm about the results
We achieved above-average results in terms of bounce rate and time spent on the site. The figures also show that the website positively encourages candidates to click on the list of vacancies on Jobs.cz.
- In the first month of operation, the average time spent on the page immediately increased from a few seconds to 1:22 mins.
- Average time spent on the “Working at Čepro” page = 1:18 mins (target exceeded by 260%)
- Average number of visitors who viewed the “Selected Positions” and “Our Employees’ Stories” subpages = 19% (target exceeded by 380%)
- We achieved a very low bounce rate of 21%
„AITOM developed our company’s entire careers website. First, they held discussions and workshops with our employees. Based on their findings, AITOM proposed the website’s structure and content. We wanted candidates to get as clear a picture as possible of who we are looking for and what the key activities are for the selected roles, both in our warehouses and at head office. Our collaboration with AITOM was highly professional.“ Andrea Kanta Head of Human Resources
Do you want a career website that attracts the best people?