ASOS wanted a complete rebrand of its careers site to encourage passionate people to come and join its team. The company wanted to reinforce its employer brand messaging and give people the confidence to be whoever they wanted to be – from attraction to hiring. The new content needed to celebrate its collaborative and supportive workplace culture, offer a more responsive and personalised user experience, and show how ASOS stood out from the competition.

ThirtyThree worked with ASOS to find out what employees loved about working there and used these stories to bring the website to life. This included a four-day photoshoot to capture life at ASOS, developing mixed-media films to emphasise its culture. It also shook up its brand guidelines to give the site a unique look and feel. The agency then introduced its Mercury by 33 technology, which pulls job data from multiple applicant tracking systems. This meant candidates could search every ASOS role in one place, with bespoke campaign pages when needed, auto-populated with relevant jobs and content. This all resulted in a bold, stylish, bespoke new home for ASOS careers where users can engage and learn with ease.

Users can now search jobs by keyword or location, see what it’s like to work at ASOS and easily find roles on the home page. There is a suite of landing pages relevant to different roles and departments, including videos of existing employees. It’s a personalised and responsive experience, which completely immerses the user in the ASOS employer brand. Since the January 2023 launch, the new site has attracted hundreds of thousands of users and decreased its bounce rate – showing the transformation in look and usability had worked its magic.