Gail's Bread
REINVENTING THE LOCAL BAKERY: Gail’s believe in making good bread and a strong community in equal measure. As they enjoy a period of rapid expansion, their focus has been on building their team while maintaining their values. Their online recruitment is provided by the wonderful people at Talent Funnel, and they challenged me to create something truly special for their new jobs site.
ROLES
UX Design
UI Design
Concept
Recruitment sites built for high volume typically feel very transactional for applicants, with precious little of a brand reflected withing the process itself. A key element of the Gail’s brand is warmth – from the welcome you receive instore all the way to the language used in a marketing email, you are welcomed as a friend – and we wanted to replicate this in the application process. We decided to use Gail’s best asset, their people, to welcome new applicants – Using video of real team members to introduce applicants to their respective roles and walking them through the application process. A user flow was created, not just for the website site itself, but for interactions with 3rd party recruitment sites and other platforms.
UX
Through stakeholder workshops, we categorised job opportunities and used these to provide an easy access point for visitors, with parallel experiences for mobile and desktop/tablet view. Minimising drop-off is a key area of focus for recruitment, and so we defined ‘fallout’ routes to the traditional application experience, ensuring it was available and accessible to anyone that required (or preferred) it. In addition to minimising the number of questions asked per application, we did away with traditional forms to create a lighter, more mobile focussed experience, and included a chat bot to maximise communication opportunities.
UI Design
The UI design was created to reflect the established brand and website designs, providing a seamless experience for all those being introduced to the organisation. We distributed interactive prototypes to the team at Gail’s, refining the experience through regular workshops and feedback. Working with Gail’s internal marketing team to create each of the six introduction videos, we recruited talent internally, as well as shooting on site to create the home page introduction and B-Roll footage.
