With more than 1600 stores in 13 countries, Specsavers is a brand that needs little introduction. But the fact that each of those markets had its own careers website, meant potential candidates were unaware of the company’s global reach and the full range of career opportunities on offer. With other audiences being missed entirely (for example, people who live in Sweden but commute to Norway for work), it was clear there had to be a better solution.
Starting with an entirely new CMS, we created a website that tailors its content to each individual. Though based around a central platform, it determines where visitors are accessing the site from and whether they’re on a desktop, tablet or mobile, then automatically pulls in relevant, local content and presents it in a way that’s optimised for their device. It also lets them tweak their options, so they can consider roles further afield or closer to home. And considers their skills and experience in a broader context to suggest roles they may not otherwise have considered.
From the moment the site was launched, the client reported a significant increase in traffic to every one of its global and regional variations, and the engagement time for each visitor increased markedly on every one too. But it’s not just the volume of traffic that has increased on the site. Because candidates now have a greater control over the content they see and are able to choose roles and locations they’re interested in, the quality of applications has improved steadily as well .
“Our objective was to develop a new website that put the candidate first - a website that ensured every candidate, no matter where they were in the world and whatever device they accessed our website on, had a fantastic experience. Since the website went live the quality of our candidates has improved as they can easily discover the opportunities that suit their particular skills and interest. We’re a global business and we are now able to present our opportunities and culture consistently and in a very individual way to outstanding talent in every country that we operate in.”