Nuffield Health | Website redesign
Brief
In 2021, the health of our nation became everyone’s priority. After helping Nuffield Health to launch their new employer brand ‘It starts with you’, we needed a website that celebrated their great people - and inspired many more. This is more than an employer brand building exercise. This is a rallying cry to find the right people to help Nuffield Health ‘Build a healthier nation.’
Objectives
– Fully channel the ‘It starts with you’ employer brand in order to bring to life what it really means to be part of Nuffield Health.
– Dynamically aggregate content to ensure candidates engage with relevant brand messaging whatever their route to application.
– Increase the number and quality of direct applications to open roles by channelling potential candidates straight to job descriptions.
– Dynamically aggregate content to ensure candidates engage with relevant brand messaging whatever their route to application.
– Increase the number and quality of direct applications to open roles by channelling potential candidates straight to job descriptions.
Insights
We spoke with senior leaders across clinical, consumer and central functions to better understand their needs. From Nurses and Radiographers to Physiotherapists and Personal Trainers, Nuffield Health has such a diverse range of roles, and we needed to make sure we reflected those differences whilst supporting them all on their journey to application.
We had so many roles, services and locations to cover. How could we make them feel like one connected family?
The Solution
We kicked-off with a content audit of the existing site, re-architecting the information, and completely re-designing the overall look and feel. Through our audience insights we produced and tested a number of website prototypes. This enabled us to refine the user experience so that it truly reflected our audience needs.
We kicked-off with a content audit of the existing site, re-architecting the information, and completely re-designing the overall look and feel. Through our audience insights we produced and tested a number of website prototypes. This enabled us to refine the user experience so that it truly reflected our audience needs.
A new employer brand brought to life.
Putting the new EVP pillars at the core of the site, we could show the united vision of all roles, services and locations - to ‘Build a healthier nation’. Wherever you work at Nuffield Health, from an office to a gym to a hospital, it all starts with you.
We wanted to celebrate Nuffield Health people. So we made them the stars of the show. With a live content hub bursting with the latest news, insights and stories from around the business, Nuffield Health people give their perspective of life at Nuffield Health. Users can filter content by relevant keywords, roles and locations.
Helping candidates find their fit
To help candidates self-select the right roles, job search is the front and centre of our Homepage. An intuitive interface directs the user to a dedicated landing page for each professional area. Launching with over 700 jobs, users landing on our Job Search page could see their instant search results refined as they typed.
Having dynamic content pages for each role means we can target specific audience groups - making sure candidates see only the most relevant content for their role and interests. We helped every user say farewell to soul-destroying searching, clicking through irrelevant content and boring job descriptions.
Our dynamic jobs aggregated content on the fly so we could ensure candidates would engage with relevant brand messaging, learn about career development through employee stories, immerse themselves in Nuffield Health’s culture and even start to think about their new commute.
Results
Since the launch in September, we've already seen…
Average session duration of 01:29
Over 1000 sessions per day
16,000 page views in the first week
The site is now live, so go ahead and have a look: www.nuffieldhealthcareers.com
Role Lead Digital Designer
Responsibilities end-to-end website design (Personas & User journey definition, IA, Sitemap, Wire-framing, Design and Prototyping)
Launch date 2021
Responsibilities end-to-end website design (Personas & User journey definition, IA, Sitemap, Wire-framing, Design and Prototyping)
Launch date 2021
