Designing a healthier careers site
When you hire 30,000 people a year, your recruiting portal is a key part of your site. UnitedHealth Group (UHG) selected Horizontal Integration (HI) to overhaul this popular destination with a new career brand, new functionality and a more engaging user experience.
UHG’s careers site did not represent the high-tech, high-touch organization—a company built around value propositions encouraging employees to do “your life’s best work℠.” UHG needed a more information-rich recruitment portal, educating candidates upfront about the organization's unique people and culture. Seeking a new technology and functionality to better optimize the candidate experience, Sitecore was the chosen technology for its scalability, flexibility and ability for UHG's marketing team to manage content autonomously from their IT team.
The UHG careers site launched to rave reviews. No other website exemplifies the power to personalize a user experience with Sitecore like the record-breaking UHG's careers site.
UHG teamed up with HI to build a strategy driven by personalization in order to stand out among an ocean of generic job-search sites. Through conversation and a competitive analysis of leading recruitment sites, HI created information architecture based on user needs, business requirements and industry best practices. This detailed architecture allowed candidates to find jobs, review benefits, learn about growth opportunities and upload a resume. Alongside extensive brand research gathered by UHG, HI collaborated with their offline marketing partners to bring the new careers brand to life online. It was personalized in four ways:
- The site offers a unique experience, including visuals and content, dependent upon which marketing campaign led the user to the site. For example, a military professional will land on a customized homepage and his or her entire experience within the site will include images and content most relevant to a military professional.
- The site optimizes based on the user’s geo-location. Users from India or Philippines, for example, will explore different content and images than users in the United States.
- The site adjusts and filters itself based on the user’s path. When an individual begins to click through specific job listings, the search options adjust to offer the most relevant selections and results. The user experience gets more personalized and seamless the deeper they go.
- The site filters the user’s experiences based on other online data. Passive information will provide data to UnitedHealth Group, such as if a user found their way to the site after attending a recruiting event.
The redesigned site features 15 functional career areas with messaging relevant to each audience. With Sitecore, the site is easily optimized, with up to 20% of traffic coming from search engines. This personalized approach is also paying off with millions of site visitors each year—that’s 40,000 to 50,000 unique visitors per week. Benchmarks such as page views and length of time spent on the site are far above industry averages. In the future, we'll be developing multilingual sites and a fully integrated social media program for a site that has become the central location for candidates and their Career with UnitedHealth Group.