Tarmac Careers Connect Case Study

Tarmac

Tarmac has traditionally been associated with "laying roads", therefore failing to attract the caliber and quantity of applicants for many of it's roles. It was time to try and change perceptions and develop an Employer Brand. A key piece would be the creation of and delivery of a brand new corporate recruitment website - tarmaccareers.com.

Nominated for a Drum Digital Excellence award

An average of 88 sign-ups per day

An increase of 850% in applications YOY

The Purpose

To provide people with a job where you can leave your legacy.

Organising Idea

Make Your Mark.

Stories

Our stories focused on how a career at Tarmac isn't just a job. It's a chance to shape the world we live in. This was articulated through case studies of current Tarmac employees, leading with what they are shaping, not the job they are currently doing. For example, "I'm making our roads safer and more sustainable."

Brand World

Our brand world combined the Tarmac employees and the amazing projects Tarmac are involved in. Project stories were told through the employees words and were seen through the people. This cleverly visualised that in the projects, it's the people that leave their legacy.

Systems and Platforms

The site we created had to improve on the existing one in terms of look, feel and functionality in order to communicate Tarmac's new employer brand and enable quicker and more effective recruitment. We created a single responsive web solution to act as a central recruitment platform and an Applicant Tracking System to be used by Tarmac HR colleagues to monitor and manage online applications.

Results.

The website proved to be a great success considering that there was no external marketing around the launch, with 5,926 new accounts created in the first two months, along with an uplift of 850% in total applications when compared YOY Feb/March 2015-16. The site has also been shortlisted for a DADI Digital Excellence award in 2016.

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