The Steps Taken
1. Analytics – I analysed the current ‘brochure’, in order to provide insights and recommendations of likelyusers, and how we can enhance their experience with a new innovative, tech-driven journey.
2. Content direction and approach – I analysed the previous brochure content and made initial recommendations of how the new brchure should be constructed, indicating what content should be pulled through from the existing, and what content should be generated specifically for the new careers site in the back-end.
3. Content creation – By managing a Senior Copywriter, we created the content that resides within the brochure, focusing on reassuring messages for Early in Careers candidates (EiC) and more experience tone for Experienced Hires.
4. Designs - I managed a team of two Designers and one Developer to create a style that was mirrored through brand guidelines, ensuring we would achieve sign-off from Santander Brand team, as well as achieving a high-level of design, which would be pleasing on the eye. Working in a collaborative style, and working regularly alongside Santander, I was able to influence my own understanding of the brand and client on my team, to ensure what we were designing would be well received.
5. Creating the questions - All six questions were created and designed by myself, as our copywriting budget had been surpassed, and I was able to use my time as 'L&D' ensuring it was non-billable. As I was well adversed with the brand and TOV, and having written previous content for Santander, I was able to create the questions, meeting the clients expectations, and also ensuring we remained on budget.
6. Creating the algorithm - I managed a stakeholder team of eight individuals, who represented each Business Area at Santander to create a bespoke scoring system, ensuring that a candidates responses to our tailored questions would result in a linked outcome to their skillset. I conducted three seperate focus groups with the eight individuals to understand how relevent each question was to their Business Area.
Each Business Area has a relevance to the questions posed, with a score of 0-10 for 3 possible answers. Although the user will only answer a question once, that question is scored against each Business Area for its relevance. For example, if the question was "Do you like interacting with customers on the telephone" a score of 10 for a 'Yes, I really enjoy this' answer would apply against 'Telephone Support' roles, as this is an absolute must for the role. However, scoring a 'Yes, I really enjoy this' answer for the same question against 'Audit, Risk, Governance & Control' would be less, as the use of a telephone in the role would be less of a preference, scoring 6 . Once this approach was added to all other questions, a total score was generated at the end for each Business Area, which then enabled us to rank the relevant content, dependent on which scored the highest, and surface that content in that order on the brochure.