In the fight for candidates online, a strong brand is the key to visibility. Barclays wanted a career site that would help leverage its brand and the roles on offer, while also positioning it as an employer of choice through an improved candidate experience. Radancy thought its Talent Acquisition Cloud (RTAC) would be the perfect solution to join up these ambitions – a software as a service (SaaS) platform that harnesses data so roles can be discovered more easily. Previously, Barclays jobs would often appear lower in major search engines compared to agencies or other employers, so this was crucial.

The platform helped build brand awareness organically, reducing the need for paid placements, optimising job adverts at speed and working in parallel with the relevant algorithms. For harder to fill roles, the brief was to change perceptions and increase the volume of applicants. It used insights from candidate surveys to tailor messages to specific audiences across external advertising and on the careers site. Once people were on the site, intelligent search would drive the relevant information to the right candidates, with the option to sign up to the talent community if they could not apply right away. Personalised content was mapped to certain locations, helping to make the process smoother.

A fundamental driver behind the success of the platform is its ability to access real-time data on every part of the site. Everything is linked to the applicant tracking system and job categories are mapped in such a way that branded overlays and advanced job descriptions can be triggered for certain roles. The increase in organic traffic year-on-year has been impressive, with a consequent rise in applications. Candidates spend almost 50% longer looking at personalised content, viewing more pages. Refining the content has led to a seven-fold rise in clicks to the personalisation tab.