IWG

Three standout metrics

26%

Applications increased by 26%

66%

Interview-stage candidates grew by 66%

3.33 min

Time on site jumped from 50 seconds to 3.33 minutes

The voice of the customer

“Our business relies on having brilliant people to consistently give our customers a “Great day at work”. Our previous careers website gave a poor candidate experience so was not delivering the quantity or quality of people we need.”

Richard Solomon, Global Talent Director, IWG

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What wasn’t working

This world-leading healthcare provider has a reputation for excellence in medical innovation and service. The foundation of its success? Hiring the best people.

IWG is a world-leading provider of flexible workspace solutions with over 12,000 employees in more than 120 countries. Recruiting high quality talent is critical to deliver IWG’s vision of a ‘great day at work’ for every customer. But their existing careers site was holding them back:

Poor candidate experience wasn’t delivering the quantity or quality of people required;
Site didn’t showcase their employer brand or tell engaging stories about life at IWG;
On average, candidates spent just 50 seconds on site with an 85% bounce rate, showing minimal engagement.

The turning point

IWG knew improving brand awareness was key to attracting the right talent. They wanted a best-in-class careers site and a new EVP around their key message ‘Ambition never stops’.

They partnered with PageUp to create a rich, engaging careers site acting as a shop window for the new EVP, demonstrating how their people drive global success and showcasing IWG’s culture.

The shift began in three phases:

Candidate-first design

PageUp and IWG designed the site with candidate experience at the forefront, crafting prototypes with clear navigation, dynamic imagery and cutting-edge functionalities.
Communicating the employer brand

Capturing the core employee experience via in-house research helped IWG define and embed their employer brand throughout the new site.
Authentic employee stories

IWG selected employees to share their experiences on the site, delivering relatable messages through real people’s stories.

The solution in action

Using PageUp, IWG successfully created a best-in-class careers site that brought their ‘Ambition never stops’ EVP to life, dramatically improved candidate engagement and attracted higher quality talent in the right quantities.

Key initiatives included:

Cutting-edge design

Stand-out features like interactive 3D visuals, location targeting, social walls and podcast libraries created an engaging candidate experience not usually seen on recruitment sites.
Mobile-optimisedoptimized experience

Mobile optimisationoptimization led to 50% of candidates viewing the site from mobile devices, making opportunities accessible wherever candidates were browsing.
Real people, real stories

Real employees’ stories captured the essence of IWG’s brands and culture through video content, podcasts and testimonials.
Clear candidate journey

Easy navigation, simple search features and relevant content delivered a superior candidate experience.
Analytics-driven optimisationoptimization

Using user analytics and behaviors to understand what content resonated, IWG continuously optimisedoptimized and improved the site, driving greater engagement.

The impact

Hard ROI

26% increase in applications
66% increase in candidates reaching interview stage
50% of candidates now view site from mobile devices
3.33 minutes spent on site (from 50 seconds)

Soft ROI

New EVP ‘Ambition never stops’ embedded throughout the new site.
Best-in-class, candidate-first design delivered a better experience for visitors and applicants.
Engaging content including video, podcasts and social walls increased visitor exploration and time on site.
Real employee stories authentically communicated IWG’s employer brand and EVP.

What surprisedsurprized us the most

“We more than doubled the amount of time users spend on the site. People engage more with the website and are looking at video content, about us, discovering the podcast. We know these are working and need to do more.”

Jon Allott, Global Head of Field Recruitment, IWG