ICON plc is the fourth largest global clinical research organisation, employing over 11,000 people worldwide. Prior to working with 4MAT many of ICON’s strengths, including its close culture of teamwork and strong career development opportunities, were not being made clear to prospective candidates in an immensely competitive landscape. The lack of personality and insight into the business and opportunities available were hindering ambitious growth plans.
To reinvigorate the recruitment strategy, the new website needed to increase visitor numbers, grow the engagement levels, bring ICON’s brand to life through employee profiles, blogs and videos. Importantly, ICON’s Talent Acquisition Team needed a website that could respond to their recruitment needs with the agility and effectiveness a global employer requires to gain a competitive advantage.
ICON also wanted to create an effective internal careers portal that would encourage employees to stay within the company, as well as take advantage of their excellent referral bonus scheme.
4MAT used our 4D method to discover, define, develop and deliver ICON’s successful external and internal careers websites. Our tried-and-tested creative process engaged ICON and gave us the freedom to create an aesthetically-pleasing experience with high levels of user experience. 4MAT undertook a detailed review of ICON’s competitors to understand how best to pitch ICON as the employer of choice.
4MAT reinvigorated ICON’s logo, using the circle effects throughout the new designs to give the company further brand identity. We ensured the designs would cater for ICON to develop their employer branding and employee value proposition (EVP) which they have since done through the use of engaging biographies, blogs and videos across the website – all with 4MAT’s content marketing team.
In its first year, ICON’s careers website doubled in website traffic and saw a 100% increase in hires via the website, resulting in a significant decrease in agency fees and LinkedIn spend. Traffic via Google rose 98%, while the percentage of users visiting the site from mobile devices doubled, demonstrating the previously-untapped candidate market available to the company.
The number of applications completed increased by over 100% as candidates were more engaged and more familiar with ICON and consequently and more determined to join the company.
The company now ranks above their main competitors in Google for the most common job searches in the industry.
In 2015, ICON won The Best Corporate Use of Online Recruitment Award (International) at the 2015 Onrec awards.
On winning at the 2015 Onrec Awards, ICON plc Vice President of Talent Acquisition Marion Templeman said:
“Our efforts encompass both external recruitment and internal referrals so we are thrilled to see this commended as best-in-class. Attracting the right employees at ICON is critical to driving our business forward and creating a great workplace, so it is energising to see our efforts being not only noticed, but rewarded. Traffic to our careers website from Google has grown by over 80% – a mark of our outstanding reputation – while the quality of employees being attracted to ICON is higher than ever.”