YellowPages (YP) rebranded after a century of dominance in the print world. The strategy for employer brand focused around open source technology, desirable programming languages and an invigorated digital platform. Key competitors (Google, Yahoo and Disney) had well established employer reputations and YP was competing for the same talent.
After revamping the internal application process and dissecting process for each job family, we designed a minimalist, responsive, mobile optimized career page to focus on critical company hiring areas of technology and sales. By condensing 12+ job families into 4 key categories, visitors were not overwhelmed by “job titles” from internal venacular.
A talent community was created to manage sourced talent through targeted drip campaigns by job family and function. Negative Glassdoor reviews for other areas of the organization had an impact on the technology team and a response strategy was developed.
Lastly we designed a video centric career page to highlight innovation, work culture and high levels of employee engagement. Social Media was utilized to engage and distribute weekly content focused on career and culture on platforms including; Facebook, Twitter, LinkedIn, YouTube and Instagram.