EBMS CASE STUDY

RBS – Recruitment Website January 2015

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The Brief As one of the best known names in UK banking, RBS is determined to

re-establish its position as an employer of choice. And a new recruitment

and careers website was an essential part of the company’s strategy to

emphasise the unique opportunities it offers through its various brands.

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The Solution Our solution was to create a strong consistent framework across each

of the six brands via an easily maintained CMS. We needed to preserve

the familiar, individual personalities of each brand and stay true to their

corporate identities.

We worked particularly intensively with the client on their recruitment

proposition, to ensure the site’s messaging is both honest and

compelling. Recognising the importance of landing pages in the career

marketing process, we have taken care to build six entry points that

appeal to their specific audiences, while integrating with the overall

site. The system also provides segmented job lists and a facility which

allows specific candidates to register their interest, thereby aiding direct

sourcing – a big part of the RBS recruitment strategy.

Live jobs are presented in a highly accessible way with a user experience

informed through extensive testing. The site uses no iframes or awkward

hand-offs to a remote ATS system, the whole journey lives within a single

destination. Job descriptions are displayed clearly, articulating the role

details, and allowing a straightforward and friendly application process.

Complementary features, such as an interactive map of RBS locations

using Google’s API, further enhance the user experience – and all jobs are

shareable on LinkedIn, Facebook, Twitter and Google+ with a ‘Share this’

plug-in. Social platforms are continually highlighted throughout the site,

with icons appearing on each home page as well as in the page footer.

The whole site is fully responsive, and has been thoroughly tested

for accessibility across a wide range of devices that achieves WC3

compliance across multiple platforms. Original photography was

commissioned for the entire project across all brands. This featured

real employees in real situations, further adding to authenticity of the

employer brand.

Live jobs are presented in a highly accessible way.

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The Results • 68,496 impressions

• 176,785 unique visitors

We worked particularly intensively with the client on

their recruitment proposition.