Kingfisher is the parent company of a number of European home improvement brands, including B&Q, Screwfix and Tradepoint. In 2018, ThirtyThree helped it bring together all jobs across the brands into one searchable place. Research showed that 70% of jobseekers land on a job description first, so it wanted to enhance its job descriptions to create a more personalised candidate experience. Four years later, and the agency had developed this technology into its Mercury by 33 tool – a system that can build dynamic job descriptions and tailor content based on different audiences.

It had also just developed a new employer brand, so wanted to update its career site and create a more consistent journey for candidates who were driven to it through its various campaigns. The new site needed to put Kingfisher’s purpose front and centre, showing what it’s like to work there and its culture. The content had to be authentic, interactive and engaging, as well as increase the diversity and quality of applications. It began by focusing on seven key business areas, creating a set of personas based on target audiences, each with its own unique user journey.

The site itself also received a makeover, with a fresh design in line with the new employer brand, imagery showcasing the diversity and culture at Kingfisher, and copy that brought the company’s purpose to life. The site architecture would offer candidates the right content, in the right place, at the right time, thanks to the Mercury by 33 system. Since the new launch, the revamped job descriptions and site have seen a marked decrease in bounce rates, much more time spent on each page, and a high conversion rate, compared to the year before.