TELUS Careers Homepage redesign

Overview

Tools used: Miro, Figma, FigJam

Who I worked with: Content Strategist, Data Analyst, Copywriter, Software Engineers

The problem statement: “Redesign TELUS careers in a way that articulates, differentiates, and brings to life our employer brand story and people-first culture; inspire prospective job seekers to apply for open opportunities and build positive brand affinity for TELUS as an employer”

Step 01: Data & Research

Overall data about the careers homepage

• Telus Career homepage is a high-traffic page with most entries coming from the organic search

• Highest clicked Call to Action is’ Search all jobs’ with 75%

• Why TELUS page: 50% bounce rate, little engagement with the video, 35% of the clicks are to search all jobs

Competitive Analysis

By using Miro we have looked at a couple of industry-leading companies such as Apple, Google, and Shopify. Here is what we found common between these companies:

• Each homepage has a similar type of content around Life at the company, company brand, and teams.

• Bold imagery and concise copy (tag line ) approach in order to convey more information to the customers.

• Most of the companies we looked at have search first approach where customers can engage directly.

• Clear categorization of the teams and functions people can apply to.

• Depending on the company a separate section for student and graduate programs .

• Easy to scan through and learn information about the company

Step 02: SWOT Analysis

By utilizing Miro, I facilitated a workshop where my team had to chance to identify the pain points and the opportunity gaps around the homepage and the careers journey.

Step 03: Designing the content outline

At this stage by utilizing our SWOT analysis, gathered data, and competitive analysis we worked on designing the content outline before the low-fidelity stage on Figma.

Here are some principles we have discussed to have it on our wireframe:

• Utilizing employer brand messaging in order to remain consistent with Masterbrand

• Merging the ‘Why Telus’ page and carrying over the important content such as ‘Life at Telus’, Telus values and benefits

• Adding a specific Benefits section and creating a benefits page to give more information to the customers

• Clearly identify the teams and have a space to give more explanation around what that team means to Telus

• Giving room to the testimonials and awards

Step 04: Designing and Wireframing

Evolution of the design

After many rounds of feedback from the stakeholders here are some of the key changes we made to the design:

• After many iterations, we agreed on having a more concise way of displaying the ‘Life at Telus’ component.

• Having brand messaging up and being the face of the careers page

• Everyone agreed on merging the Why Telus page and reconstructing the in-page navigation

• Instead of having one main CTA, we decided to have multiple along the page scroll

Learnings & Next steps