Superimposed woman curious below a smiling, proud looking employee.

Case Study

Home Office – Careers Site

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Application Quality

+24%

Unique Visitors

+135,000

Scored Very Satisfied

60%

Highlights

  • 1
    Brought the Home Office’s employer brand to life by creating an emotive and flexible Employee Value Proposition.
  • 2
    Created a new careers site with consistent branding, frictionless user experience, and a clear call-to-action.
  • 3
    Highlighted the diversity of roles available at the Home Office to attract candidates based on their specific interests.

Home Office Challenges

The Home Office were having a tough time meeting recruitment objectives. They needed to increase the number of strong applications they received from outside of the Civil Service.

  • 1
    The existing application process was clunky and full of unnecessary jargon and information.
  • 2
    It wasn’t clear to people from outside of the Civil Service what the Home Office is responsible for and what it means to have a career in the Civil Service.
  • 3
    The Home Office often gets press / media coverage over highly emotive issues which can put off the types of candidates the Home Office really need.
  • Home office - A woman smiling into the distance and another woman looking into the distance, with blue gradient background
  • Home office - 2 people having a conversation & a man looking into the distance with orange gradient background
  • Carousel. Range of Home Office employees look proudly into the distance, the people they’ve helped superimposed below.
  • Home office - A man with a hard hat on and a man looking into the distance with glasses on, with a blue to green gradient background
  • Home office - 2 men having a conversation and a woman smiling

Solution

How we collaborated

  • 1
    Our Client Services team worked closely with the Home Office to understand what their ambition was and where they’d faced challenges before.
  • 2
    Our Creative team helped the Home Office to agree on a new approach to their employer branding. We worked collaboratively with them to deliver a new employer brand proposition that would make the most impact.
  • 3
    Our Web Development Services team worked with the Home Office to create a fully functioning careers site that fitted seamlessly into their existing processes. We also worked closely with the Central Government Accessibility team to ensure the highest standards of accessibility were met.

What we delivered

01

We created a new Employee Value Proposition statement – “It matters more here.” This acted as the foundation for the employer branding rolled out across their careers site, campaigns, and communications.

Home office - A man with glasses and a woman looking into the distance with a pink to blue gradient
02

We developed a structured website that enables a frictionless user experience, uses clear and concise language, and showcases the variety of roles and career paths available at the Home Office to people of all backgrounds.

Home Office- Banner is a purple gradient with 2 girls
03

Accessibility was considered at every step, ensuring that the end product met Government mandated standards and that applicants of all abilities had an equal opportunity to apply for a role they were interested in.

Home office - A lady and a child and a lady with short white hair on a pink & blue gradient
04

We shot photography and created a series of videos filmed on site using real Home Office employees to give potential candidates the opportunity to hear about the reality of working at the Home Office.

Home Office - 2 women on a blue gradient
01

We created a new Employee Value Proposition statement – “It matters more here.” This acted as the foundation for the employer branding rolled out across their careers site, campaigns, and communications.

Home office - A man with glasses and a woman looking into the distance with a pink to blue gradient
03

Accessibility was considered at every step, ensuring that the end product met Government mandated standards and that applicants of all abilities had an equal opportunity to apply for a role they were interested in.

Home office - A lady and a child and a lady with short white hair on a pink & blue gradient
02

We developed a structured website that enables a frictionless user experience, uses clear and concise language, and showcases the variety of roles and career paths available at the Home Office to people of all backgrounds.

Home Office- Banner is a purple gradient with 2 girls
04

We shot photography and created a series of videos filmed on site using real Home Office employees to give potential candidates the opportunity to hear about the reality of working at the Home Office.

Home Office - 2 women on a blue gradient

Home Office RESULTS

Overall brand campaign results:

24%

Improved application quality

Conversion rate from application to successful hire improved by 30% in the year following launch of new branding and candidate-centric website.

135,000

Huge increase in unique visitors

60%

Very satisfied with the informaiton

60% of users researching the organisation felt very satisfied with the information they found. A further 37% were quite satisfied

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