Clearfield provides temporary, contract and permanent opportunities to recruitment candidates, working with clients in the construction, architecture, professional and technical services industries – and helping employers find the right candidates for their specific roles.
Our initial meetings with Clearfield established that the previous site had become out of date, and was no longer reflective of its industry expertise or culture. As a result, our team identified the need to create a consistent identity scheme and responsive website that ensured users remembered Clearfield in the future.
Given the nature of its industry, the Clearfield website needed to serve multiple user groups – clearly differentiating between a professional tone for the users wanting to find employment or employees through Clearfield, and a friendly tone that could showcase the benefits of a career with Clearfield.
The user groups were split into three primary user journeys – candidates, clients and potential employees.
Candidates were more likely to find work on other job websites, such as Indeed, before they looked at Clearfield. Now, when candidates visit the website, the messaging is purposefully focussed around ‘Why Clearfield’, with the improved job search functionality and new app further aiding candidates.
The messaging for the clients section is primarily focussed on validation, as well as the fact that Clearfield’s employees are all from the construction, engineering and recruitment industries. This enables clients to easily identify the best individuals for specific roles.
The new website also need to appeal to potential Clearfield employees, showcasing the company’s culture, values and benefits. This would help the brand meet its ‘Mission 50’ business goal – attracting 50 high-performing employees who all work to the standards expected from a ‘Clearfielder’.
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