When we started, we had a single careers page that was difficult to find and navigate. The existing careers page didn’t reflect our brand, our employees or our employer value proposition. This made it difficult to attract talent with the same values as Gilbane and created a greater burden on our recruiters to find prospective employees.

To solve these challenges, we performed an internal audit to build out our people-first brand, understand our employee value proposition and identify our employer brand pillars. Armed with this information, the marketing and HR teams worked together to create a website that accurately reflected these values, which include family culture, core values, safety and innovation.

We identified goals, including increasing unique visitors per month and increasing the applicant conversion rate. To reach these goals we created a user-friendly, visually appealing site that applicants want to explore. We wrote content that represented Gilbane’s inclusive culture, showcased our amazing benefits and told our employees’ stories. We customized the functionality to make it user-friendly for both applicants and our marketing team who would be making regular updates.

Now, instead of receiving resumes through our “Contact Us” page, we are averaging over 3,000 applicants on our careers site each month. Our recruiters are using our site as a marketing tool. They send applicants to the careers site instead of directly to the application, without fear of losing their interest. Ultimately increasing our applicant conversion rate!