Keylane asked BSL to help design and build a new Careers website. The main aim is to increase the number of visitors by improving the organic search performance. To achieve this, we’re introducing a new design and added Blogs and People stories to describe life within Keylane. We’re also adding support for multi-lingual job descriptions and have developed a new plugin that makes it easier to find open vacancies.
Careers website to attract new visitors
To increase the number of visitors, we needed a new site design, including content that would improve the SEO performance of the site. We worked on the design together with Emily (Digital Animal). Emily is an experienced designer and developer and has previously worked for Keylane. Her design skills and experience with the Keylane organisation contributed significantly to the success of the design work. As a result, we quickly gained the trust and enthusiastic support of the Recruitment and Talent Acquisition team within Keylane. We started the development in mid-September, creating the site using WordPress.
A new Workable plugin
Keylane uses Workable to manage open vacancies and process candidate applications. Workable is a recruitment software solution that offers an applicant tracking system (ATS) and talent CRM with visualised hiring pipelines, rich candidate profiles, interview kits, and customised scorecards. Therefore, it’s a no-brainer to use their Workable content as our source for job profiles, promoting them within the Careers website.
BSL had already created a Workable plugin to link Workable to WordPress, offering many more features than the standard widgets from Workable. Nevertheless, we wanted to streamline the integration of Workable content within the Careers website, introducing several improvements.
Careers website transformation
Keylane classifies open job opportunities according to internal business units, each managed by a dedicated recruitment team. However, this segmentation was unclear to website users, who are usually more interested in the job type, experience and skills than business units. Adding keywords to their Workable jobs and updating our Workable plugin has made the available jobs much more accessible. Visitors can now find jobs based on title/keywords, expertise and location.
We have also made the application process multi-lingual (English, Dutch, German and Danish are supported) so that, for example, vacancies in Denmark can be presented in Danish. Furthermore, when displaying job details, we find and show similar positions in a sidebar – just in case the candidate has missed other, more suitable, opportunities.
When candidates apply for jobs, we open a link to Workable so that they can provide all their details. We also send the user an e-mail containing a link to the position on Workable, so they can quickly find the job application with one click should they – for whatever reasons – break off the initial application procedure.
We’ve also introduced GDPR-compliant database integration to store essential contact details in a local database. We could use many databases or CRM systems such as Salesforce, but in this case, we use Mailchimp. Keylane can use this database to contact potential candidates in the future, perhaps when similar positions become available.
Careers website SEO performance
SEO (Search Engine Optimization) is essential to the value of a Careers website. Without good SEO, the website will attract few visitors. Unfortunately, job details alone don’t always provide engaging content for Google. We’ve therefore introduced Blogs and People stories to the site to help resolve this. These articles, containing videos and photos, can be optimised for search engines, increasing the profile of their Careers site.
We’ve optimised the site’s performance and ensured that the website is fully responsive, providing a good user experience on desktop, tablet and mobile.
BSL and Digital Animal will train the in-house content writers to write SEO-friendly texts and add metadata to the website’s pages. We’re confident that these changes will increase their organic traffic. Using a similar strategy for another international client resulted in a traffic increase of over 400% in around nine months.
Are you interested in updating your website or want help increasing your website traffic? Or maybe you are looking for an entirely new website? Then, why not contact the Bright Side of Life for advice?