Auto Trader: Adventures in Awesomeness

This is not your Dad’s old magazine! Digital dynamo Auto Trader needed an employer site that would address embedded misconceptions. The site especially needed to appeal to hands on coders, and attract more women.

We developed a branded look and feel designed to educate and engage, bringing the culture to life, and giving a diverse audience (from coders to salespeople to graduates) easy access to content relevant to them.

Our solution merges clean, creative design with adventurous copywriting, showcasing Auto Trader’s awesomeness. The site majors on people and storytelling while keeping job content well signposted and reducing clicks to apply.

The Challenge

Auto Trader had a perceptional challenge. Say the name, and people think they know who the business is – a used car mag their Dad used to read in the loo. The reality couldn’t be further from that.

Auto Trader is the UK’s number one motoring digital marketplace with over 11 million monthly unique users, carrying out over 140 million searches on more than 400,000 new and used vehicles. This is a digital, diverse, dynamic, progressive organisation (that, by the way, exists totally online).

They needed an employer site that would address misconceptions and showcase the business as industry shapers that love a challenge; talented, fun people working together in a collaborative and surprisingly inspiring environment.

We needed to develop a branded look and feel for a site capable of educating and engaging, bringing the culture to life, and giving a diverse audience (from coders to salespeople to graduates) easy access to content relevant to them. At the same time, we also needed to link potential candidates to social posts and live jobs, and position Auto Trader as a destination digital employer.

The site especially needed to appeal to hands on coders, and attract more women into the business.

The Solution

The responsive website merges clean, creative design with adventurous copywriting, giving insights into the awesome world of Auto Trader. The animated homepage features storytelling galleries while keeping relevant job profile content well signposted and reducing clicks to apply.

The site is built around their people, framed in bold colourful iconography and images and supported by an open, bold copy style that’s succinct and SEO-friendly. The user interface seamlessly guides candidates to discover, understand and then apply – and also includes tight social media integration: Glassdoor, YouTube, Facebook, Google+ and Twitter.

Colleagues across all four areas of the business share the experience of working at Auto Trader to appeal to specific talent sets in one spot without much surfing.

Ongoing content updates are catered for with a section designed for Auto Trader to update themselves with news, upcoming events and blog posts. The integrated ATS provides a live job feed updatable in-house, served to the candidate in a style consistent with the creative experience of the site and continuing the mobile friendly experience. This carries over to the application process that allows candidates to use cloud enabled sources to upload supporting documents such as CV’s wherever and whenever they need to.

Benefits and Results

The site has been successful in engaging the talent community with the colourful story of Auto Trader.

Session duration is important. People are enjoying the site and spending longer on it, discovering the world of Auto Trader, by a factor of 200%!

We have also seen a substantial improvement among direct visitors, among some of the best stats we’ve seen for a new website.

The personal touch, putting people stories front and centre, provides a meaningful insight into the heart of the business – in fact, one applicant quoted the compelling web content as the main reason she applied.