Northgate Careers

CAREERS WEBSITE AND CANDIDATE MARKETING
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Project description

Project Management of the new careers website and talent attraction marketing for Northgate

MESO managed the development of a brand new careers website for Northgate Vehicle Hire which has significantly increased the quality and quantity of candidates for the business and has been shortlisted for Best careers website of the year at the In House recruitment awards 2017.

The client

Established in Alan Noble’s driveway in Darlington in 1981, Northgate is now the leading commercial vehicle hire company in the UK, listed on the Stock Exchange with 77 UK sites. However, as Northgate’s sales and marketing strategy is focused on medium and large businesses, brand awareness amongst the public is low and unprompted recruitment applications rare.   The contract to manage recruitment for Northgate in the UK is outsourced to ResourceBank who have created the Northgate Resourcing Centre (NRC).

MESO is retained by ResourceBank to provide employer brand consultancy and services.  At the start of 2016, MESO worked with the NRC to propose a change of focus for the Northgate talent attraction strategy. We recommended a complete overhaul of the Northgate Careers website, introducing functionality that would make the recruitment process simpler and content that would attract and engage candidates.

MESO Activity

  • Audit of current recruitment activity and careers website
  • Creation of costed project proposal and development of three design concepts in co-ordination with specialist website designers
  • Successful presentation of proposal to Northgate management team
  • Development of full project plan with costs
  • Creation of website content including management and direction of “Day in the Life” videos
  • Liaison with ATS provider to create job pages that have seamless design to other content and provide mobile-friendly candidate application (apply with LinkedIn, Facebook, Google+)
  • Creation of “Live chat” facility to immediately respond to candidate questions
  • Final testing and integration
  • Project launch
  • Creation of additional digital job profile
  • Indexing of pages to Indeed
  • Post launch content and management
  • Monitoring of traffic and reporting increased results monthly
  • Creation and submission of award entry resulting in shortlisting for recruitment website of the year

Lacking a well known consumer brand, talent attraction for Northgate had relied on significant job-board advertising.  Recruiters also needed to spend a long time with key candidates selling the benefits of working for Northgate.

So our challenge was to create a careers website for Northgate that increased the number of direct applicants (and reduced the level of job board advertising), communicated Northgate’s attractiveness to candidates and engaged them throughout the recruitment process, reducing attrition and increasing recruitment efficiency

We managed a complete overhaul of the Northgate Careers website, introducing functionality that makes the recruitment process simpler and content that attracts and engages candidates.  The solution included:

  • Fully responsive to mobile phones and tablets and includes mobile-friendly candidate application (apply with LinkedIn, Facebook, Google+)
  • “Day in the Life” profiles including videos of all key individual roles
  • Unique Benefits Calculator which allows candidates to see the full value of their package
  • Meet the team section, department information, FAQ and other useful content
  • “Live chat” facility to immediately respond to candidate questions
  • Jobs pages directly indexed to Indeed and Google to drive more direct applications

The new Northgate Careers website has increased the number of candidates sourced directly (and reduced job-board spend) as well as ensuring candidates are more aware of the Northgate culture once they have applied –increasing fill rates and reducing attrition throughout the process.

The Northgate Careers website has been shortlisted for Best recruitment website 2017 by the prestigious In-house Recruitment Awards, the leading annual awards for UK talent attraction businesses.

+ Challenge

Lacking a well known consumer brand, talent attraction for Northgate had relied on significant job-board advertising.  Recruiters also needed to spend a long time with key candidates selling the benefits of working for Northgate.

So our challenge was to create a careers website for Northgate that increased the number of direct applicants (and reduced the level of job board advertising), communicated Northgate’s attractiveness to candidates and engaged them throughout the recruitment process, reducing attrition and increasing recruitment efficiency

+ Solution

We managed a complete overhaul of the Northgate Careers website, introducing functionality that makes the recruitment process simpler and content that attracts and engages candidates.  The solution included:

  • Fully responsive to mobile phones and tablets and includes mobile-friendly candidate application (apply with LinkedIn, Facebook, Google+)
  • “Day in the Life” profiles including videos of all key individual roles
  • Unique Benefits Calculator which allows candidates to see the full value of their package
  • Meet the team section, department information, FAQ and other useful content
  • “Live chat” facility to immediately respond to candidate questions
  • Jobs pages directly indexed to Indeed and Google to drive more direct applications
+ Result

The new Northgate Careers website has increased the number of candidates sourced directly (and reduced job-board spend) as well as ensuring candidates are more aware of the Northgate culture once they have applied –increasing fill rates and reducing attrition throughout the process.

The Northgate Careers website has been shortlisted for Best recruitment website 2017 by the prestigious In-house Recruitment Awards, the leading annual awards for UK talent attraction businesses.

Key facts

DURATION:

9 months
BUDGET:

confidential
LEAD CONSULTANT:

Mike Ellingham
PLATFORM:

WordPress and Avature
DESIGN:

MESO Partner
VIDEO DIRECTION:

Mike Ellingham
RECOGNITION:

shortlisted IHRE

Customer reviews

The careers website project was a real joint effort and we’d like to thank everybody involved – from the employees that volunteered to be filmed, the designers that created the “make the move” concept to the candidates that have applied through the site and given us such positive feedback in the last nine months.  We are also delighted with the nomination for the award!
Louise Clough
HR Shared Services Manager
Northgate plc