More than ever, candidates are choosing new roles based on the employer rather than the job itself. Clarks wanted to build a careers website that would not only manage applications and deliver compelling content, but also make an emotional connection with potential recruits. With a diverse range of roles on offer, Clarks set out guiding principles for the site: that it would bring its EVP to life; that would bring the right people to the right jobs; that it would integrate seamlessly with its ATS; would be accessible across all devices and can be indexed across Google, Google for Jobs and Indeed.

Slick design and compelling photography helps visitors to picture themselves working for the brand. The website is a headless single page application, responsive and with super-fast download time. In a Lighthouse performance test, it achieved scores of 90%+ consistently. The content management system tags each element of content by subject, job family and location to ensure roles are directed to the right people. There are 13 unique candidate journeys, each designed to talk to, engage and convert specifically skilled individuals into applicants. Stories of real colleagues feature on every page, and colleague-created profile films are also prominent.

On top of job content, Clarks’ blog has become a central part of its social media strategy, so visitors can read the story of the brand and its people. Based on the HARBOUR ATS, candidates can complete an application on a smartphone, or begin it there and pick up on another device. This has led to a 237% increase in applications. Average page views have increased significantly since launch, applications per month are up, and conversion rates from website to application are impressive. “The biggest success of the new Clarks careers website is its ability to articulate the personality of our business,” says Sharon Lee, head of global talent acquisition.