Welcome to another edition of Marketing Meets Design!
Today, we explore a recent Careers Page redesign by Kantar, the world’s leading research, data and insights company. Behind the redesign was the team at Sennep, an interactive design studio based in London.
Project leader Hege Aaby from Sennep was kind enough to discuss the careers page redesign with us:
1. What was the goal with this redesign?
Before the redesign, Kantar had a stand-alone careers microsite that was very text heavy, repeating a lot of the content found on the main Kantar website. Our strategy was to simplify user journeys by driving all traffic to the main website, streamline the copy and create a people-centric interface to make browsing for jobs a pleasurable experience.
2. What type of research was done in preparation and what did you find?
Analysing the career pages of Kantar’s competitors and taking inspiration from how other large progressive companies like Google and Facebook do it, we put together a list of dos and don’ts that formed the design brief. We found that images and videos give a much better insight into the culture of a company than lots of words on a page. People respond to people, and we wanted to give applicants a real sense of what it’s like to work at Kantar. In addition to the human element we found that a simple, instant ways of searching for jobs enhance the user experience, by using only one or two job search input fields like “type of job” and “where”.
3. What is the tone that you’re trying to convey to folks who visit this page?
We wanted the careers section to be all about people, and decided to interview people working at Kantar with different backgrounds, skill sets, experience levels and geographical locations. Kantar believe that creativity, inspiration and storytelling is key in presenting data in an compelling way. With that in mind each employee was asked to choose one object that represent something that inspire them and talk about what they like best about their job. From each personal story potential applicants can click through to find similar jobs.
Because Kantar is all about data and insights, what better way to represent the large number of jobs than a data visualisation? The interactive pie chart of jobs provides a visual and more playful way of narrowing down the search result.
4. Anything you’d do differently next time?
Not anything in particular, but as a designer I’m personally never 100% happy with anything that I’ve created. I think that’s the curse of being a designer, always thinking that it could have been better. But that’s also where the drive and motivation come from.
One thing that was outside our control was the styling of the application form provided by the Applicant Tracking System software that Kantar use. Each operating company has their own template version and the software provide limited design flexibility. We would have jumped at the challenge of designing the most user-friendly, minimal application form EVER.
5. From a design perspective, what’s one thing you see brands doing well and what’s one thing you see brands struggling with these days?
Traditionally marketing was based around communication and persuasion,but nowadays service designand customer experienceis recognised by brands as the new arena for building a competitive advantage. We see progressive brands creating interesting content, complimentary services or tools relating to their products, that add real value to their customers’ lives.
Successful branding comes from truly blending experience with aesthetics, where branding is seamlessly woven through the experience. Brands that are doing this well can be identified through their signature touches, wit or character without even seeing their logo.
The challenge for brands is defining and designing meaningful and unique customer experiences across the evolving landscape of marketing touch-points. Brands are struggling to stand out from design trends and practices. They can’t prevent other brands from adopting their ideas. Retaining ownership of originality is difficult because it’s so quick and easy for an idea to spread and be copied in this digital world.