How to leverage your career site system to the fullest

The challenge

Admiral is a leader in the UK car insurance market, and they are known internationally for having a range of brands across Europe and the rest of 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, including being named the 14th best workplace in the world 2020 and The Sunday Times’ ’25 Best Big Companies to Work For 2020’. 

Admiral’s previous careers site was built when the focus on recruiting for its contact centre function but with the changing world of insurance and use of technology, Admiral was finding it increasingly difficult to attract and engage candidate interests for these different 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 different functions and attract a range of candidate interests. Attrax’s careers site system has helped Admiral emphasise how important these departments are to the business by displaying and focusing content on their roles on the main homepage. Additionally, the new careers site provides a wide range of useful resources including blogs, employee stories and recruiter profiles on job opportunities. This content has been very successful in engaging with candidates, providing them with useful information and telling the Admiral story.

Using the Attrax career 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 being proactive by suggesting new ways to improve and promote growth areas across different functions they recruit for, on their careers site. In ‘Women in IT’ week, Admiral displayed only women in their banners, showcasing the women in their business and highlighting the importance of getting people into these roles. By having the ability to respond to the business environment, Admiral can appeal to wider candidate interests 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 them the freedom to update content themselves 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 people from a search. Furthermore, the AI-powered system displays automated jobs and content based on candidates browsing experience. Content can also be tagged and displayed against relevant vacancies, 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 there is now no 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 for their positions.

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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. Not only has the new careers site been successful externally, as completed applications have gone up, but also internally, with the Admiral Talent Attraction team receiving lots of 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 increase 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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