GVC's new careers site was brought to life with bold and exciting video content
We created an innovative, enthralling careers site for GVC to bring its employer brand to life and showcase life at this dynamic group.
GVC needed a careers website that would bring to life its new employer brand strategy - a digital experience, telling a unique and compelling story in order to attract and convert the right talent. It wanted to convey the message that it is a destination employer, reducing cost-per-hire and increasing direct, quality hires.
GVC is a powerhouse in the industry of sports betting and gambling, but its name wasn’t well-recognised. It had recently undergone a huge transformation and merging of multiple companies and cultures, and had, in partnership with Ph.Creative, implemented an astonishing employer brand to bring staff together under the cultural banner of “For the Good of Entertainment”. It was now time to transform the careers site too, bringing it in line with the new brand and turning it into a razor-sharp recruitment asset.
We wanted to not only engage but entertain prospective candidates, so they could truly understand through interactive, sticky content what it’s really like to work at GVC across its global network.
The old site was very text-heavy but had little job or role-specific information, and no content around the structure of the group, the culture of the various global teams, or the vast scope of the opportunities available.
We conducted a huge amount of research both qualitative and quantitative to understand the user-journeys of the key candidate personas we’d identified through working on GVC’s employer brand. We built the website largely around this research, using experience design to create distinct employer brand messaging, an array of exciting content, and real stories matched to each persona and job role.
We built the site in the CMS platform UMBRACO, using our job-board starter kit and the integration of the ePloy ATS to give candidates a smooth, friendly experience. Our team of UX/UI designers produced captivating visuals, and our motion designer created a guide video of how candidates would navigate around the website.
GVC’s new careers site went live on 31st July 2019… and the results have been mind-blowing:
- The site had 84,000 visits in the first month alone
- There was a 14% increase in site visits overall
- GVC has received 19,427 job applications…
- … with an average conversion rate of 18%
- In August 2019 there were 12,822 applications submitted - a record high
- 91% of unique job application page views resulted in a completed application
What’s more, GVC’s social channels - which we also totally revamped - had an impact on the careers site, with 2,360 applications being driven from social.
… Back of the net!