How to own your careers site and your brand

The challenge

Over the last few decades, Wickes has grown and developed to be an innovative market leader for building supplies, with 235 stores across the UK and over 8000 hard-working employees. Wickes has its own strong identity, with the brand being highly recognisable throughout the UK. Whilst being a part of Travis Perkins Group Plc to truly showcase their established employer brand, the team at Wickes needed more autonomy over their careers site, making sure that they communicated the Wickes company culture that has been established in the UK since 1972.

Wickes wanted to display the vibrant culture and values of the employer brand whilst ensuring the application process was as simple and streamlined as possible. This had to be done with an aim of giving Wickes the freedom and control to really OWN their careers site.

The main challenges were:

  1. Showcase and authentically bring the Wickes brand to life with employee stories and #LifewithWickes features.
  2. Integrate the careers site with the Avature ATS to improve Google and Google for Jobs visibility for jobs.
  3. Make jobs easier to find from location-based searches.
  4. Provide a relevant candidate experience through personalised content.

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The method

Being a part of the Travis Perkins Group plc, Wickes had a high conversion rate of applications through their old careers site; so, increasing applications was not the issue, increasing the quality of top applicants was. The new Wickes careers site system implemented through Attrax had to help potential candidates understand if they would be the right fit for the business. Wickes did this, by creating a careers site that emphasised the importance of a hard-working, helpful, and nurturing culture, focusing on the human element of the business. This was achieved through features and themed content such as ‘Life with Wickes’, a ‘Jobs near you’ search tool with geo-targeting AI technology and a ‘Who we are’ tab. Wickes hoped their values and culture would resonate across their careers site and that they would attract the right candidates.

To ensure greater online visibility and make Wickes’ jobs Google-friendly, Attrax integrated with the ATS Avature. It was paramount for this integration to maintain a consistent on-brand experience even after candidates had been carried over to the Avature ATS- which we have seen been accomplished. On top of this, Attrax’s careers site system pushes candidates onto the ATS which allows Wickes to track applications accurately in Avature. This end-to-end tracking, plus additional insight from the careers site, gives Wickes full information on started and completed applications, amongst other metrics.

Additionally, the ‘Jobs near you’ search bar made finding jobs quicker and easier and a seamless integration with the ATS helped simplify the application process. A Google-friendly careers site maximised the site’s SEO and helped give Wickes the autonomy to build related content around their jobs. Wickes can now change and develop their careers site through the content management system (CMS) Attrax provides, giving the business the freedom and control they desire to create an even more personalised candidate experience.

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The results

Wickes’ new careers site gives them the ability to control their own brand and is optimised to offer candidates an excellent user experience which is tailored to the individual. The site has just launched, and the preliminary results look promising; a testament to their growth and people orientated mindset.

An amazing and unimaginable result according to Wickes’ Talent & Development Manager Gemma Wood:“The new Attrax careers site is really exciting for us. It means that the recruitment and talent attraction team can take control of our careers site. We do not need to request changes; we can create our own content and really respond quickly to the business. We’re also converting 42% of our visitors into applications, which is brilliant”

Take a look at
Wickes' careers site here.

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