ABG EMEA Careers Website

Friday 24 October 2014 / Awards , Our work / Posted by Noel

Avis Budget Group (ABG) provides a complete range of vehicle rental services in over 175 countries. Their consumer brands (Avis, Budget and ZipCar) are well known around the world, but the parent company ABG less so. This was especially true in the EMEA region.

Each country, and the locations within it, were responsible for there own recruitment which created huge inconsistencies in brand, message and candidate experience across the EMEA region. In 2013 the decision was made to begin recruiting under the ABG brand but with little brand presence in the EMEA region there was a lot of work to do - a new careers website and ATS being top of that list.

Key website objectives

• Raise awareness of the ABG brand in an engaging, and memorable way.

• Have great content, not lots of content. Help potential candidates quickly make an informed decision about a career with ABG.

• Promote ABG EMEA. Avoid being UK centric in tone, look and feel.

• Make it easy for candidates to find the job that's right for them, and apply.

Overall, the ABG website was designed to be as beautiful to look at as it was to navigate through and we kept this front of mind when work began on the site in 2014.

Each section of the site was given a huge amount of care and attention to ensure an engaging and memorable, on-brand experience for all - no matter what level, or business area, the candidate was interested in. There's also some lovely little touches throughout the site, such as the messages on car number plates.

'Awesome' was how ABG's Global CHRO described the site. This case study will hopefully demonstrate why.

Our solution

Great content, not lots of content (one of the main website objectives) was key to the success of avisbudgetgroupcareers.com. The site map, and content, was created with input from, and interviews with, ABG stakeholders and employees from across the EMEA region (as well as advice and guidance from the CA3 team). An exciting and engaging mix of video, copy, imagery and more, all designed to help the audience make a quick and informed decision about a career with ABG, and encourage them to apply.

A great example of this is the homepage which was designed to engage with job seekers straight away, then direct them to sections of the site relevant to them. Split into four clear areas, the first aims to raise awareness of the ABG brand and its culture. Them below this there's an entire area aimed at helping candidates find the right job.

Throughout the site there's huge amounts of video content and, happily, a small amount of copy. All areas of the site carried current vacancies relevant to them. So, if you were within the contact centre section of the site, you were fed roles in the contact centre.

Other positives were the dedicated social area of the site and the seamless link with the ATS which was responsive, just like the rest of the site. It allowed candidates to register using LinkedIn, Facebook, Google+ or Microsoft saving time and encouraging mobile applications. The site was also developed with the aim of reaching the WAI WCAG-2 AA standard.

Results

And, as you'd expect from a site so carefully crafted, the stats were pretty impressive, especially when you consider there were no external attraction campaigns running. Over 90% of people arrive at the site directly, via organic search, or through referrals from the Avis and Budget consumer sites. And, in the first 8 months alone we got the following MI:

- 30,000+ visitors to the site
- 60,000+ page views
- 82% new visitors (18% returning visitors)
- 1m30s average time on each page
- 25% of traffic is via mobile or tablet
- 3,200+ full video plays (start to finish)

ABG also reported a huge reduction in time-to-hire, especially in areas like the Business Support Centre in Budapest and Contact Centres in Barcelona where time-to-hire has come down from well over a month to 18 and 20 days respectively. Internal feedback also has been hugely positive, the following being real highlights for the ABG team:

"It's a great website." - CIO
"Everyone loves it!" - Head of Financial Reporting
"Awesome." - Global Chief HR Officer

ABG is now looking to integrate its US and AsiaPac regions into the site, creating a consistent global candidate experience. Why not check it out and decide for yourself. You can also watch one of the many video we produced for the site above too.