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Taste the Difference Corporate Careers and Culture Web Site
CHALLENGE JWT INSIDE first partnered with the Dreyer’s college recruiting team to find out what really makes Dreyer’s so unique. We worked closely with them to understand their distinctive positioning and goals for developing a more formalized college recruiting program. Building off of our previous success with the development of their college-specific collateral work, we were chosen to update Web content for their Dreyer’s Inc. Corporate Careers & Culture section — set to launch in tandem with the implementation of a new ATS system. JWT INSIDE was the preferred vendor based on our expertise within employment communications and our ability to work closely with their ATS provider to ensure a seamless integration. The goal was to expand upon the existing content (a single page), to effectively present Dreyer’s unique fun work culture and to ensure that the site would be scalable for future additions. SOLUTION To guarantee that the site’s content would meet the needs of the candidate, we developed an internal survey to gauge what current employees felt would resonate with candidates on their future careers site. Armed with this information, JWT INSIDE worked closely with the client to develop site content and a design approach that captured the flavor of the Dreyer’s culture, emphasizing their unique “I Can Make a Difference” philosophy. We incorporated an existing video onto the site, which tells the story of “The Grooves” — the guiding principles of Dreyer’s heart-felt philosophy. Additionally, we utilized cross-linking whenever possible and created a real-time, Hot Jobs homepage feature to drive users to the new ATS job search. We also devoted a section within the site for students and grads to support Dreyer’s budding college recruiting efforts. RESULTS Developing deeper careers content increased the average user session length by 25 percent on the Dreyer’s corporate site within the first three months. Time spent with the Careers and Culture content itself went up over 500 percent. Clearly candidates are drawn to the valuable insight of the Dreyer’s employer story and the in-depth career related information that this site now provides. In addition, this is a scalable architecture that will facilitate the execution of strategic recommendations in the future. See it for yourself at http://www.dreyersinc.com/careers_and_culture
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