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Toyota supports their Dealer network with a careers website and attracts high calibre candidates

Toyota
Toyota
Toyota
Toyota
Toyota

Career website

Visit Website Client: Toyota Careers
Services: Employment Brand Strategy, Digital Strategy, Creative, Web Design, Custom Web Development, SEO, Online Marketing, Copywriting, Web Analytics Tracking & Reporting, Project Management

The Challenge

Many years of compelling storytelling has helped Toyota build a consumer brand with real heart and soul in New Zealand. Like many global businesses, Toyota recognised that their careers proposition was quite different to their consumer brand story.

Our job was to get to the heart of what makes Toyota such a great place to work, articulate this and use it to help capture the highest-quality candidates.

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The Solution

To understand the people and career opportunities, we immersed ourselves in the culture of the business, their issues, recruitment frustrations, competitors and the opportunities.

Once scoped, we developed and executed a robust web strategy and communications framework which:

  • Clearly defines Toyota’s unique offering, or EVP. Working with Toyota we helped distill and create their employment brand. Now these guidelines are used to communicate what’s special about working at Toyota. They also help Toyota spot the right attributes in potential recruits.
  • Attracts high calibre candidates through our industry research and knowledge in the careers online space.
  • Excites visitors about their possibilities. We made Toyota people the stars of the show by drawing back the curtain on life in different areas of the business. Potential candidates get a real look inside day-to-day life and surprisingly, where a career could take them.
  • Enables candidates to find or register for available roles. Through a live job feed seamlessly integrated with a third party Applicant Tracking System (ATS), candidates can apply or register with Toyota.
  • Met the recruitment needs of the dealership network. With dealerships being the highest volume employers, it was important the site delivered customised pages for each region and enabled the Dealer’s advertised roles to be displayed on the site.

Our work included:

  • A full communications and content strategy, creative direction, copy and photography.
  • A website with a distinctive voice and look which can continue to be built on.
  • Workshops to develop Employer Value Proposition.
  • Development of a new visual identity for the Toyota People sub-brand.
  • With our proprietary CMS (Content Management System) Toyota’s team can update and manage content.
  • Integration with third party ATS (Applicant Tracking System).

The Results

  • Improved site engagement with:
    • longer than average site visit duration times
    • reduced bounce rates
  • Increased organic search visibility by best practice SEO implementation:
    • nearly 40% of traffic is from organic search
  • Users actively engaged with content and convert:
    • 40% of all pageviews are content pageviews
    • High conversion rate for job application and registration
toyota_the_results

1000

Job Applications

#1

High Search Visibility

jane_toyota

digitalstream were forward thinking, and just as excited as we were about the opportunity to create the new Toyota careers website. The team were very accommodating with our requests and assisted us in being realistic with timeframes, budget and functionality. We now have a welcoming site to raise awareness of the career pathways at Toyota in New Zealand and assist potential new employees find out more about why Toyota is a great place to work. digitalstream worked well alongside our ATS provider and provided guidance and expertise in finding the best solution to integrate the system. Always front of mind for digitalstream (and us!) was the candidate journey; ensuring that navigation through the site was smooth, intuitive and appealing. digitalstream have exceeded the brief and I’ve already recommended them to others who are looking at developing a new site.”

Jane Stella
Future People Development | Toyota New Zealand Limited

 

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