CASE STUDY: INTEGRATED WEBSITE AND ATS
IT, ENGINEERING & LIFE SCIENCES STAFFING FIRM
QUICK FACTS
Client Situation:
- Not responsive to mobile devices or integrated with ATS
- Out-dated content and design
- No SEO benefits
- No lead generation capabilities
- No in-house support or updating flexibility
Solution:
- Created a responsive, integrated website utilizing a state-of-the-art CMS
- Created a website with a look and feel unique to the client
- Developed content speaking to both client and candidate needs
- Trained staff members on how to use Drupal
Key Benefits:
- Increased brand awareness
- Increased applicant flow through website
- Increased lead generation results
- Increased search engine optimization results
CLIENT SITUATION
Our client is a multi-market IT, engineering and life sciences staffing firm. The client’s website was not responsive to mobile devices and had become outdated, both in design and in technology. The site was not using a content management system (CMS), and candidates were not flowing into erecruit, their chosen applicant tracking system (ATS). Once jobs were posted into erecruit, jobs were not automatically appearing on the website. Additionally, the site content was out-of-date. The client’s website was no longer consistent with their brand message and points of differentiation. Search engine optimization (SEO) had not been considered, nor was the site capable of supporting lead generation efforts or integrating with social media. Our client did not have the internal resources to maintain the site, and needed the ability to easily update website content.
Overall issues included:
- Responsive website (mobile and desktop) with an integrated ATS
- Updated technology, content and design
- Search engine optimization efforts
- Lead generation capabilities
- Website updating flexibility
S.J.HEMLEY MARKETING SOLUTION
After a comprehensive review of the client’s website, we determined that a content management system (CMS) was needed, for which we chose Drupal. We analyzed the client’s needs and business model, and designed the site to integrate seamlessly with erecruit. The site needed to provide a dynamic search jobs functionality, and candidates required the flexibility to apply as either a general applicant, or to apply directly to a position. The updated site enabled candidate profiles to flow seamlessly from the website into erecruit and jobs from erecruit to the site. Recruiters were able to be immediately notified of new of new applicants.
The site was built using responsive design, allowing for full mobile capabilities and new features were added including timesheet and expense-reporting functions. We collaborated with the client and created a design that highlighted their brand message and points of differentiation. New page content was developed to promote search engine optimization and to speak directly to clients, candidates, and potential staff.
Lead generation capabilities were added to the site in order to drive client and candidate transactions. Social media was integrated, and a new blog was developed to allow for consistent communication. Tracking abilities were built into the site to go beyond simple visitor tracking and allow the client to experience full applicant tracking and advertising source verification. Staff members were trained on the site functionality to allow for ongoing updates and internal support.
KEY CLIENT BENEFITS
- The new website has increased applicant flow by more than 50%
- The site consistently produces leads through the newly instituted lead generation activities
- The design of the site is consistent with the brand’s look and feel and promotes the client’s points of differentiation
- The user interface is now intuitive and the site is fully responsive, capable of adapting to all mobile devices
- New practices and content are consistently being added to the site
- The content is a leading search engine optimization source, responsible for driving high page rankings and significant traffic to the site
- Extreme efficiencies for the recruiting team are being realized due to the integration between erecruit and the client’s website
- There is now integrated social media through the website
ABOUT S.J.HEMLEY MARKETING
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.
Marketing Strategy | Branding | Lead Generation Campaigns | Website Design & Development | Social Media | Market Research | Advertising
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