April 2019
Project summary
We created a career website for a property company and ran a Facebook campaign to recruit new salespeople.
As part of the Initial Study, we defined candidate personas and designed the structure and content of the career website. The result was an increase in the number of new applicants and a more authentic and informative presentation of job roles, which simplified and accelerated the recruitment process.
| Client: | Engel & Völkers |
| Project launch: | April 2019 |
| Link to the project: | www.pracevengel.cz |
| Price: | several hundred thousand CZK |
| Segment: | B2C |
| Industry: | property |
| Services: | Initial study, creation of a career website, marketing |
Engel & Völkers
For over 40 years, Engel & Völkers has specialised in the brokerage of premium residential properties, commercial properties, yachts and aircraft. As a leading global service provider, it currently operates in over 1,000 locations across more than 30 countries on five continents.
Consultancy, sales and lettings are among the core competencies of more than 15,000 people working under the Engel & Völkers brand worldwide, who serve their clients as experts in their respective markets.
Brief
The client approached us with a request to create a careers website. Although their current website had a careers section, it did not fully meet the needs of the HR department. To improve clarity and communication, it was necessary to separate the core business from the presentation of the company as an employer of choice.
The aim was, firstly, to use marketing to attract new candidates to the careers website, and secondly, to create such attractive and authentic presentations of individual vacancies that even existing sales staff actively seeking new colleagues would want to refer others to them.
Specific objectives:
- to triple the number of applicants from 35 CVs submitted → 105 CVs submitted
- to increase the relevance of candidates
Website Objectives
- Attract new candidates to the career website Primární cíl
- Create a job posting
- Triple the number of CVs received from 35 to 105
- Increase the relevance of candidates
Proposed solution and implementation
A several-fold increase in new CVs.
First, it was necessary to reflect on and get to know the target group for whom the career website was being created. Together with the client’s employees (both junior and senior staff), who had once also stood at the crossroads of deciding whether to apply for a position within the company, we held a workshop to define applicant personas and document their needs, concerns and expectations.
We subsequently incorporated the information gathered into the brief for creating the website content. A frequently recurring concern, for example, was the fear of a difficult start due to the fact that a significant portion of earnings comes from sales commissions. Therefore, as one of the elements on the website, we designed a graph illustrating the estimated earning potential over time.
We also incorporated all such elements and the entire structure into wireframes, or a wireframe model of the website.
The advantage of a wireframe is that the client gets a better idea of what the content, structure and graphics of the new website will look like, which clients appreciate. They can see, in a simplified form, the entire website as it will be: what items will be in the menu, where the images and conversion elements will be, and they can even ‘click through’ it in this simplified form. We then went on to create the career website itself.
Marketing support
We chose Facebook advertising as our marketing support. Based on the defined personas, we tested several banner variants. We selected different copy and visuals targeted at different age groups within the target audience of job seekers.
Project results
A major benefit was the creation of the career website itself, which fulfilled the objective of providing a platform for presenting content and a place to direct actively approached candidates. Through the campaign itself, we managed to increase the number of CVs received by 286 over a 10-month period; whilst this did not meet the original target, it helped us get closer to it.
We succeeded in significantly improving candidates’ awareness of the job vacancy, which resulted in a higher quality of the initial interview and significantly accelerated the recruitment process. The quality of the content was rated very positively, particularly in terms of the number of page views. Approximately 2% of visitors viewed more than 4 pages, effectively the entire career website.
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.
Project highlights
Client references
