Winning the digital talent war

Summary

  • Streamlining an existing website to support a modern vision
  • Ensuring inclusive design allowed for maximum audience reach
  • Creating a distinctive concept to overtake competitors

You’ve got to be the best to attract the best

Auto Trader’s status as ‘the UK and Ireland’s largest digital automotive marketplace’ was the first thing anyone remembered about the brand. As part of a strategic move to transform their brand perception it was essential to attract the right talent to enable them to make that change. From car dealership to tech company, we helped Auto Trader to redefine their image and offering as a desirable employer.

Establishing a brand proposition

Their existing recruitment service needed streamlining according to their prioritised target audiences, with technical candidates as the primary objective. Audience research revealed the prominence of the role was vital, so it was down to the combined forces of design, development, copywriting and photography to present those career opportunities in an tech-focused Auto Trader package to help increase conversions.

Collaborate and conquer

Throughout the discovery and concepting phases stakeholder involvement was key in constructing the ideal employer brand proposition. Following paper prototyping, the atomic design practice saw our internal visual design, UX (user experience) design and development teams create the interface together, allowing them to align each discipline’s concerns with the demands of the brief. Due to the fast-paced nature of the redesign and build, the atomic process was key in deploying the site to the Auto Trader engineers.

Verifying the site’s visibility

Once built, it was essential for us to ensure the interface was completely discoverable. The testing phase allowed us to optimise for SEO and accessibility, meaning we could be confident that the new site accommodated all possible applicant routes and outshine competitor recruitment offerings.

Creating a virtual window for Auto Trader careers

Brand proposition is key to attracting the right people for the roles you’re advertising. Stakeholder involvement and a real focus on audience were key factors in facilitating the success of this project from the initial collaboration that continued all the way through to launch.

From strategy to execution

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