Le challenge
Known for its affordable, stylish fast fashion, Primark has strong brand presence in the UK. However, the careers section of Primark’s commercial site had been largely ignored and was struggling to deliver the experience candidates expected. Content was generic and lacked relevance, featured poor design and had a poor search function. The mobile site was also inadequate. And with the company growing significantly across Europe and America, all this needed to change.
La solution
Primark engaged with Radancy to create 13 global site experiences in nine languages, each delivering the core EVP and a tailored local experience, with related content mapped to geographies, roles and perceived and learned candidate skills and interests. To reduce the volume of Retail Assistant applications, we created advanced visual job descriptions that elevated content and helped candidates self-select out of the application process. Radancy also successfully launched buying and merchandising campaigns, a key area of focus for Primark, in which a landing page was created to attract the right people to Primark’s head office in Dublin.
Enfin, à partir des données montrant que de nombreux candidats revenaient sur le site après avoir postulé pour rechercher des informations sur les évaluations et les entretiens, une Candidate Zone a été conçue. Cet espace accueillait les visiteurs de retour avec un contenu personnalisé, améliorant leur expérience, soutenant leur candidature et renforçant leur connaissance de l’entreprise.
Les résultats
La nouvelle expérience carrière de Primark a permis d’accroître significativement l’engagement des candidats, d’améliorer la visibilité de la marque employeur et de favoriser des candidatures plus qualifiées à l’international :
1.2M
Completed applications – up 34% year over year
987
987 offres d’emploi publiées en moyenne chaque jour
6.7M
6,7 millions de visites annuelles
675+
Platform Customers
500K
500 000 pages vues par mois
6.1M
6,1 millions de visites issues du trafic organique
Improved
Amélioration de la visibilité SEO
