June 2020
Project summary
We carried out an initial study for ČEPRO and analysed how best to communicate the details of individual job vacancies. Based on the findings, we created a careers website and video profiles for each position.
| Client: | ČEPRO |
| Project launch: | June 2020 |
| Competitions: | 3rd place Career Website – Czech Industry Challenge 2021 |
| Link to the project: | kariera.ceproas.cz |
| Prize: | hundreds of thousands of CZK |
| Segment: | B2B |
| Industry: | HR (human resources), fuel |
| Services: | Initial study, market research, in-depth interviews with employees, creation of a career website |
ČEPRO
ČEPRO, a joint-stock company, primarily provides the transport, storage and sale of petroleum products. In this sector, it offers transport, storage and specialised services to other entities. Its mission also includes the protection of the state’s material reserves. At the same time, it operates a network of its own petrol stations under the brand name EuroOil.
Brief
ČEPRO decided to create a career website and provide online marketing support for it. The aim was to support the HR department in recruiting and retaining staff. As part of the Initial Study, it was therefore necessary to determine how to design the career website (structure and content), develop a marketing strategy to promote the ČEPRO brand as an employer, and at the same time introduce job seekers to the nature of individual roles and present the company culture (to set expectations).
At ČEPRO, it was necessary to distinguish between two types of locations: the head office in Prague and warehouses in forests near small villages across the Czech Republic, due to differences in job roles, workplace culture, etc.
Objectives
The main objective was to present the client as a stable employer and to populate the company’s website with content that reflects the real situation, i.e. to capture a real environment with real people, which should increase the duration of visits from the current few seconds to several minutes.
Another objective was to reduce staff turnover, particularly in roles at the company’s head office, and to attract relevant candidates (by improving the description and definition of job roles).
ČEPRO did not expect the career website to result in an increase in the number of CVs. The main criterion for assessing whether the career website project would be successful or not was whether it would contain entirely realistic and authentic information about ČEPRO as an employer (text, photos, videos).
Website Objectives
- Views of the „About Čepro“ video –> 5% of website visitors Primární cíl
- Time spent on the „About Čepro“ webpage (people are interested) → 0:30 min
- Visits to the „Employee Stories“ and „Typical Roles“ pages → 5% of website visitors
Proposed solution and implementation
Workshop with managers
We organised a workshop with managers from all warehouses across the Czech Republic. During the workshop, we gathered information on why staff were leaving and what they appreciated about their jobs. We generally identified their needs and collected suggestions.
Another workshop took place at the head office in Prague, where we again identified needs and gathered suggestions, but this time for different job roles.
Telephone survey with employees
To achieve one of our objectives – reducing staff turnover – we conducted a telephone survey among employees (Head Office, Warehouses) to gain a better understanding of individual roles and the corporate culture at ČEPRO, and workshops were also held with key employees. The aim of the telephone survey and workshops was to determine whether, and if so, what the difference was between the expectations set and the subsequent reality when they started in a new role. This provided us with relevant data to improve the job descriptions.
After all, candidates should be able to find information on the HR website about what the job actually entails, as job advertisements and job titles led people to believe, for example, that they would be working in a ‘standard’ warehouse with pallets.
Conclusions and website concept
Based on the surveys conducted, conclusions were drawn and the overall content of the website was designed accordingly to ensure it was truly authentic.
We took great care in presenting job vacancies, focusing not only on the job description itself but, ideally, also on filming a video featuring a real employee who holds that position at ČEPRO, such as a firefighter – see https://kariera.ceproas.cz/typicke-pozice-hasic/.
We consider the ability to create the complete content before developing the graphics, front-end and back-end to be a major advantage in the project’s implementation. Thanks to this approach, it was very easy to meet the deadline and the project’s implementation was highly efficient.
Project results
As professionals in the field of online marketing and web design, we can assist even well-established companies with experienced HR teams with their recruitment efforts.
Client testimonial
