Challenge

The GSK Careers website plays an important role in convincing the right people to join the company. However, the online candidate experience was extremely poor, which impacted the company’s reputation in markets with low visibility of GSK.

RY needed to redesign and build the GSK Careers .com to deliver a world-class online recruitment experience, improving the quality and relevancy of candidates applying to the business and reducing strain on internal resources.

 

Approach

We began with research and developed several candidate personas. Our team of UX and IA strategists, creatives and front-end developers then worked together to define a set of user journeys. The journeys were tested and the findings were used to redesign the Careers .com that enables a more personalised candidate journey and better user experience.

Results

The redesign has positively impacted the recruitment process, attracting, engaging and receiving applications from the best talent. One-year post-launch, we have seen more engagement with average session duration increasing by 90%, exit rate declining by 50% and page views increasing by 97%, four times more than other sections on the website. The improvements were key in GSK attaining the number one spot on the 2018 global Bowen Craggs & Co Index of Online Excellence – a ranking of the world’s best online corporate communicators.

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