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Travis Perkins

The Aim

A brand that is recognisable all over the UK, the Travis Perkins Group comprises more than twenty businesses under one banner and employs over 28,000 people nationally. Whilst the Travis Perkins and Wickes brands are probably the most recognisable the majority of people would not recognise many of the others or realise that they are part of such a large Group. With such a wide variety of businesses to cater for- such as Benchmarx and Tile Giant - Travis Perkins’ previous careers website was having trouble advertising all of its jobs to potential candidates in an effective way.

A number of Travis Perkins Groups’ companies look to recruit candidates with similar skill sets, but they had no obvious way of cross-advertising their jobs from different businesses to the same candidates, especially when it came to jobs in the same location. Indeed a job seeker arriving at the Wickes careers page would be directed to Travis Perkins Group website (which consisted of a few pages and then to the Avature ATS job portal) rather than to any branded company page. This resulted in a confusing journey for any job seeker.

In mid-2017 Travis Perkins Group asked 4MAT to commission a brand-new careers website: one that would unite their brands, provide an excellent customer experience and provide all of their separate businesses with a way to strengthen and build on their employer brand into the bargain.

Delivering a multi-brand careers site

The new website was designed to do just this. 4MAT worked to build an umbrella site that would be flexible, and easy to customise to each business’ branding, without losing the feel of a unified company group. The end result was a group platform that functions almost like a job board: pulling in jobs from all the different companies under the Travis Perkins Group banner, it allows candidates to filter all of these jobs by location, company, job type and even whether they want a permanent or temporary contract, thus giving Travis Perkins Group the opportunity to cross-sell its different vacancies to candidates. 

To deliver the flexibility the business needs there is one overall Group site with each individual business having separate, branded, pages. These are also linked from the business websites, maintaining brand identity and letting candidates browse jobs that are solely relevant to that company.

However, four businesses who have the largest recruitment demand wanted more autonomy over their careers sites, their employer brand and ultimately advertised jobs. They wanted to tell the story of their own employer brand not just that of Travis Perkins Group, so they needed their own platform where they could publish their own content and champion their own people. To do this, 4MAT created ‘sister-websites’ within the overall Travis Perkin Group careers site, with a separate interface that allowed these companies to manage their brand and jobs independently, but still have their jobs visible on the overall careers website.

To ensure a greater visibility online- and make Travis Perkins Group’s jobs more Google-friendly- 4MAT drew on their years of experience in the recruitment industry to perform a standard ATS integration with Avature, using our vacancy import module. As a result, all of the jobs registered on the site are Google friendly, increasing the site’s SEO and allowing Travis Perkins Group to build related content around their jobs.

The Results

Travis Perkins Groups’ new website gives their constituent companies the ability to control their own brand, whilst still making all of their jobs available to browsing candidates. With top-notch functionality like geo-targeting on job and content pages, total search, which delivers related jobs and content in real time as the candidate types, and a blog that gives browsers an insight into life at Travis Perkins Group, the website is optimised to offer candidates an excellent user experience that is tailored to each of their respective companies.

The changes have seen improvements within the first few months of go live:

Website visits increased by 40%

Conversion rate of 42% (number of unique visitors that apply for a job)

Have a look at Travis Perkins' new website here.

Interested? Get in touch with our Sales Team below.

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