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Employer branding and careers site development Halfords

Halfords

In a nutshell

We developed an EVP, employer brand and careers site for Halfords to help drive their attraction strategy and appeal to a diverse audience.

The challenge

Halfords wanted to develop a new employer brand and then bring it to life across all candidate facing channels. The careers site they had was fairly old and didn’t accurately convey the opportunities they could offer their colleagues. It also didn’t appeal to the diverse candidate community they wanted to attract.

The solution

Following a discovery exercise, DNA developed a range of ideas for the Halfords EVP and employer brand. The employer brand had to appeal to a diverse audience and those who wanted to work hard, get stuck in and reap the rewards for doing so. And so ‘Hands on. Switched on. Bring it on!’ was born.

Following the creation of the brand, we set about developing a careers site www.halfordscareers.com. We did a bespoke photo and video shoot to capture real colleague experiences and developed an audience led careers site with lots of engaging candidate facing content. The site integrated with their applicant tracking system and also used XML feeds to pull through jobs which we then mapped to show on relevant content pages to provide an intuitive candidate experience.

We also brought the employer brand to life through a range of recruitment collateral including posters for in-store advertising, talent cards and a career path booklet which showed how far a career with Halfords could take you.

The outcome

Together, we created a memorable employer brand and a site which captured and conveyed the employment experience. The site, and other recruitment collateral, has worked well so far and we’re about to start phase 2 which will see even more engaging content be added. Top of the list will also be preparing the site for the introduction of Google for Jobs in the UK. It’s a process of continual improvement which ensures the site will stay fresh and engaging for the next wave of candidates and continue to provide return on investment to Halfords.

In categories: Brand Development, Employee Engagement, Employer Brand Development

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