Drinks company Diageo wanted to offer candidates a best-in-class user experience and support applicants through their hiring journey. Its EVP, ‘Celebrating You’ places people at the heart of its career promise, providing helpful, transparent information alongside authentic stories that will influence candidate decisions. Content has been localized to drive global impact, which has been reflected in country-specific results for site engagement.

Partnering with IDC and Quantum Metrics, search engine optimisation has been improved, leading to a 30% increase in impressions, an 18% increase in organic clicks and a 37.5% increase in keyword rankings. Focusing on gender diverse stories on the site has helped fuel an increase in application clicks from female applicants, and new storytelling components featuring real employees have also had a positive impact. The site complies with WCAG level AA in accessibility guidelines.

Personalised content is tailored to candidates’ skills and career journeys, there are country-specific opportunities, and stories aligned to career stages and business functions. Site navigation is seamless through high quality visuals, dynamic ‘liquid magic’ animations and intuitive user flows. Whether a candidate begins their journey on social media or the website, there are no dead ends and each path is seamlessly interconnected. Since launching in Summer 2024, the site has generated impressive increases in visits, more time spent on site and an improvement in bounce rates.