M&S is a household name with a historic reputation, but its old careers site was confusing, cluttered and outdated. The retailer needed to position itself as a modern, exciting employer, particularly among early careers applicants. To do this it would need to improve the navigation of the site, refresh its look and feel, and improve the ability to search for roles based on location. It wanted to integrate tailored campaigns for different audiences, reduce candidates’ time getting to role pages, and increase conversion to application while showcasing diversity and inclusion.

M&S undertook usability testing to work out how to revamp the site’s structure, bringing in unique colours and tailored language to show off each team’s personality. It produced photos, videos and written content featuring real employees, and launched a new early careers campaign that would sit within the site. The new site boasts a new information architecture, a refreshed brand and fun, engaging content that reassures applicants they will feel valued and included at the company. Candidates can search departments and roles in one place, while the content management system links tailored content to each specific job ad. They can also search by keyword or location.

On top of this M&S created a new early careers brand – Gen:Change – that would stand on its own. Overall, the site and brand refresh kept the heritage but made it work for a modern audience. Since launch, applications have increased by 30% year-on-year, particularly in clothing and home applications and food applications. Candidates are far more likely to convert to application thanks to a smoother user experience, and there has been a 31% increase in applications from candidates with diverse backgrounds.