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Creating a careers website for the Royal Bank of Scotland

Creating a careers website for the Royal Bank of Scotland

As one of the best known names in UK banking, the Royal Bank of Scotland (RBS) partnered with Alexander Mann Solutions to re-establish its position as an employer of choice. Part of our solution was a responsive careers website that emphasises the unique opportunities our client offers through its six brands.

The Challenge

- Re-establish our client's position as an employer of choice

- Design and build a new responsive careers website

- Emphasize the unique opportunities our partner offers through its six brands


The Solution

We worked intensively with our client on their talent acquisition proposition to ensure messaging would be both honest and compelling. Original photography was commissioned for the entire project across all brands, with current employees in real situations further adding to brand authenticity.

Basing the site on one strong and consistent framework meant that each of the six brands could be easily maintained using an integrated Content Management Solution (CMS). This preserved the familiar, individual personalities of each brand and remained true to their corporate identities.

Recognising the importance of landing pages in the career marketing process, our solution also included six entry points to appeal to our client's specific audiences, while integrating with the overall site. Segmented job lists and a facility for specific talent to register their interest aided direct sourcing, which is a key part of the RBS talent acquisition strategy.

Consistent user experience

We were able to present live jobs in a highly accessible way thanks to a user experience informed through extensive testing. With no IFrames or awkward hand-offs to a separate applicant tracking system (ATS), the candidate's journey happens within a single destination. Job descriptions and role details are displayed clearly, creating a straightforward and friendly application process.

Complementary features, including an interactive map of RBS locations using Google services, further enhance the user experience. And social sharing functionality ensures that all jobs are easily posted on LinkedIn, Facebook, Twitter and other social

RBS: http://jobs.rbs.com

NatWest: http://jobs.natwest.com

Coutts: http://jobs.coutts.com 

Ulster Bank: http://jobs.ulsterbank.com

RBS India: http://india.jobs.rbs.com

The Result

- Fully responsive site, representing the six RBS Group brands: RBS, NatWest, Coutts, Ulster Bank and RBS India

- Accessible across a wide range of devices, achieving W3C standard compliance on multiple platforms

- Tested against AA accessibility standards

- Extensively tested user experience attract candidates to live jobs

- Since launch in September 2014 we have seen a 73% increase in traffic (comparing total visits for Q1 2014 to the same period Q1 2015)

- 89% of hires made since launch came from direct or referred domains

- One minute Increase in overall time spent on the site

- 23% average bounce rate (-8% Decrease over the last 10 months)


Client Testimonial

"When I took over the candidate attraction team, I firmly believed that if we were going to challenge in the recruitment space the place we had to start was with the rebuild, modernisation and mobilisation of our web platform. That’s been achieved tonight and it takes us from 2009 to 2014 and beyond with the flick of a switch. It now means that we have somewhere we can be proud to invite candidates to and we have something that reflects the changing nature of our business. It also means we can be far more forward thinking in our messaging and the channels we use."

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