Our Nationwide Revamp
How Ph.Creative Helped Nationwide Develop a Talent Attraction Strategy Through SEO and a Careers Site.
Nationwide came to us for a world-class employment and careers presence, to help it attract the right talent to its operations within the Banking and Financial Services industry.
The company wanted to reduce its reliance on temporary agency staff, as well as achieve major financial savings on cost-per-hire and the time and resources spent on recruitment of temporary agency workers.
It was important that it delivered high-quality candidates to the business across six key business divisions, resulting in excess of 4,500 hires per year!
That’s a lot of people. We knew we had to get moving.
Nationwide had never relied on SEO as part of its recruitment strategy. Instead of using SEO to get seen by the right candidates, historically it had spent a huge amount every month on job boards and programmatic to attract candidates and increase visibility of its careers website. This had led to a cost of over £3,000 per hire!
We provided a site that acted as a central hub and talent pipeline to directly attract new potential candidates to seek employment with Nationwide. Of course, it was imperative that the site worked with the employer brand, and delivered an engaging and outstanding candidate experience that matched Nationwide’s brand values.
We also implemented a stellar SEO strategy, which focused on increasing the number of visits that the site received, but also ensured that once on the website, candidates could navigate easily to their desired role and apply. This activity was keenly tracked for further analysis to understand how candidates were reaching us using heat mapping and A/B testing.
The results were phenomenal.
- We reduced overall cost per hire from £3,000 to £69.74 within 12 months.
- We increased organic traffic for call centre roles by 425% in just one year.
- We increased website engagement by 303% when comparing year-on-year data.
- We reduced bounce rate by 41% year-on-year.
We have remained Nationwide’s SEO provider and, when comparing the 12 months to the previous year, we have continued to grow its search presence in Google significantly (by 37%), and reduce the reliance on the need to use job boards to advertise roles.