PROJECT:
Information architecture and content for a brand's new careers site.
CLIENT:
Global energy brand (100+countries 10K+ employees)
ROLE:
Content Designer
TAGS:
Information Architecture | Web Content | Employer Brand | Benchmarking
The answer
(if you don't read anything else, read this)
A rebrand is never just a new name or a new color palette. It carries a direction, a reason, and a message about the company is going (or at least it should be). And that message needs to land somewhere.
A career site is one the most important places it does, because candidates are reading more than a job description. They're also deciding whether they want to be part of what you're building.
What the benchmark made clear is that best employer sites make candidates feel like they're the ones doing the choosing. That changes everything: what information matters, in what order, and how it's framed. Beyond job listings, people want to see the stories, real involvement, what the company actually stands for. Not only a list of open positions.
The structure, and the content, had to reflect that.
Context
A global energy company had just rebranded and needed a new careers site for both internal and external candidates. The new messaging was already defined. What didn't exist yet was a structure that could hold it, and that content that could bring it to life across two very different audiences.
What I did
Benchmarking
Analysed careers sites inside and outside the energy sector.
Focused on how the best employer brand sites structure information and speak to candidates.
Used insights to inform structural and content decisions
Information architecture
Built the sitemap and structure for the new careers site covering both internal and external audiencies.
Proposed new sections based on insights from the benchmark.
Content and UX review
Wrote selected pages (5 out of 20) translating the new brand messaging into candidate-facing content.
Reviewed the full site copy (20 pages) for UX and messaging alignment: how content and design worked together to guide possible candidates through the site.
Deliverables
Competitive benchmark.
Sitemap and Information architecture.
Web copy (selected pages).
UX & content review.
Status
Project completed. New site still in development.
I'm an email away.
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