greggsfamily.co.uk

The challenge

Our challenge was to design and develop a careers website that lived and breathed the Greggs employer brand. We had managed the brand development project itself which had been a research-led, rigorous academic process. So we knew the core message we arrived at was spot on. And that message was that the Greggs business had a strong 'family feel'.

So we set about developing a site choc-full of info, profiles, photos, even the favourite recipes of Greggs people. In short everything that showed the Greggs culture in action and how much people felt part of a family.

Strategy/Creative

We did all this to show what it was like to work at Greggs – really demonstrate the culture and appeal to people who feel an affinity with the brand. The site does this in spades, from its easy-to-understand layout, to the down-to-earth tone and human content.

And we made sure this straightforward, family feel carried through to the application process, too.

Results

While people do arrive at greggsfamily.co.uk from referring sites, direct traffic and search engines, we found the most successful channel was in their shops all along. Window posters, leaflets, web driver cards – these and more helped to attract over 61,949 absolute unique visits to the site since it went live on 1st September 2009. Obviously, these methods are tremendously cost effective too.

Our most recent figures tell us that 32,535 people applied through greggsfamily.co.uk – that's more than 540 a day – and 489 of them went on to join the business. Already a resounding success, we're now looking forward to making it even better as we move into the next phases of the site's development.

Conclusion

This is how we like to work. The family message that runs through the site is the product of the research we carried out. It was something that was pinpointed and tested internally – so we knew everyone at Greggs felt it was an accurate assessment of their business.