How to leverage your careers site system to the fullest

The challenge

Admiral is a leader in the UK car insurance market, and they are known internationally for their successful range of brands across the world, such as Veygo and Their progressive culture and commitment to diversity and inclusion is well recognised in the industry, with Admiral receiving countless awards for being a great company to work for. These include taking 14th place in the World’s Best Workplaces 2020 and being listed in The Sunday Times’ 25 Best Big Companies to Work For 2020. 

Admiral’s previous careers site was built when the focus was centred around recruiting for its contact centre function. But with the changing world of insurance and the increased adoption of technology, Admiral was finding it increasingly difficult to attract and engage candidates for their new and evolving roles. Admiral needed to go to market with an upgraded careers site system that showcased their culture whilst repositioning the brand focus from a contact centre recruiter to a recruiter of tech and other roles.

After a discussion with Attrax, the following challenges were identified:

  1. Updating the careers site to showcase the employer brand, attract a diverse range of candidates and change brand perception
  2. Improving the candidate experience by making the careers site navigation more intuitive
  3. Integration with Admiral’s ATS, Harbour, to increase Google search and Google for Jobs visibility
  4. Give Admiral autonomy to proactively update and upload content on their careers site

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The method

The new Admiral careers site had to highlight roles in the distinct functions and attract a range of candidates. Attrax’s careers site system has helped Admiral emphasise how important the distinct departments are to the business by displaying content relevant to these roles on the main homepage. Additionally, the new careers site provides a wide range of useful resources including blogs, employee stories and recruiter profiles. This content has been very successful in engaging with candidates, providing them with useful information and telling the Admiral story.

Using the Attrax careers site system and content management system (CMS), Admiral now has full autonomy to showcase their employer brand across their careers site. This has enabled the talent attraction team to be a more collaborative business function. They now worry less about the time and cost of making changes on their careers site, meaning they can focus on improvements and promoting growth areas across the different functions they recruit for. In ‘Women in IT’ week,  Admiral used the banners on their careers site to showcase the women in their business and highlight the importance of creating a better gender balance in this area of their business. By having the ability to change the layout of their site in response to the business environment, Admiral can appeal to a wider pool of candidates and attract the most valuable job seekers. Admiral is the perfect example of how to use, manage and change content and banners on your careers site.

Admiral’s new careers site system gives their team the freedom to update content and make structural changes as and when the business needs, in turn improving the user experience. Their careers site system takes candidates on a journey, exploring the different areas of the business whilst showing off the employer brand. The Attrax ‘total search’ feature uses a Google-style predictive function which provides relevant jobs, content and recruiters based on a candidate search. Furthermore, the AI-powered system uses an algorithm to display relevant jobs and content, based on candidates browsing experience. Content can also be tagged and displayed against relevant jobs, creating an even more personalised experience.

Moreover, a seamless integration with the Harbour ATS – a new integration for the team at Attrax – has further improved the ease of navigating through the careers site. This plug-in ensures jobs are easier to find from a Google search and provides a simpler application journey as it removes the need for candidates to login to apply. On top of this, Attrax is SaaS so it is constantly being updated to give Admiral the best opportunity to provide its users with an engaging and up-to-date experience.

Through the Attrax system, Admiral now has a brand-new careers site which is better positioned to leverage their brand and attract the best candidates.

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The results

Admiral’s careers site has been transformed from outdated to updated and they can now authentically tell their employer story. Since the site has gone live, the number of completed applications has seen a spike. This signals that the new careers site been successful externally, but it’s also performed well internally, with the Admiral Talent Attraction team receiving positive feedback.

These are some of the preliminary results:

  • Google organic traffic up by 35% in just six weeks of the site being live
  • Direct traffic increased by 118%

Some great preliminary results according to Admiral’s Recruitment Manager Danielle Jones: “We are very satisfied and excited by our new Attrax careers site system: it reacts to the business needs; it is constantly updated, and the AI engine really elevates the candidate experience and makes every user journey personal. We see Attrax as a strategic partner, instrumental to our talent attraction success and ability to react to the market and changes in demand for talent. ”

Admiral are excited about what the future with Attrax and their new careers site system holds. Could this be the best careers site of 2020?

Take a look at
Admiral's careers site here.

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