From its EVP to its creative guiding idea to the career website.
Putting a face to the digital fashion world. That was the goal defined by participants when the project was launched in 2018. As a first step, they laid the foundation for building a positive employer identity, determining potential areas of differentiation, developing their own brand core, and enacting an employer value proposition (EVP. The new motto? Stay courageous.
In 2019, the creative guiding idea was developed further based on the EVP, with the goal of clearing out any existing brand clichees – the bonprix brand is targeted towards a specific class of consumers. However, from a socio-demographic standpoint, this target audience is only part of the employer brand’s target group.
The campaign developed by the company, “be an Icon” is designed to show candidates that bonprix offers more diversity than they might expect at first glance. In reality, bonprix is a genuine technology company. No ifs, ands, or buts – but with an astoundingly strong focus on what’s next, and on trying out new things and experimenting. Pragmatic. Human-centered. Digital.
The campaign is an invitation to anyone who wants to work with courageous people who are looking towards the future. Who are more grrrr than they are meow. Who say Yeah!, not just OK. Who are ready to be courageous and find out what’s inside along with bonprix. Vive le courage!
The company created a campaign with a digital focus that eliminates all of the dead weight. Instead, it offers courage and flexibility – two pillars for designing modern communication flexibly and quickly. A brief line and icon are used to stage the relevant message, which was generated from a spontaneous idea. Elements can then be added as needed for any specific topic or target audience. The idea works just as well with simple teasers as it does with entertaining long copies.
Career website: A breath of fresh courage.
The project took courage. After all, not much of the old structures was retained. bonprix was not listed among the top 146 companies with its old career website.
So, the company defined its goals: 100% candidate centricity and optimizing the user experience. The goal was to not beat around the bush, but instead give interested users insight into the company as quickly as possible, with the goal of turning them into candidates through appropriate prepared content.
By optimizing the user journey through transparent, clear structures, simple click paths and excellent user navigation, the company wanted to help each candidate quickly find their ideal working environment and access their dream job based on their individual needs.
The company changed the way it conceptualized job searches and applications on a structural level, and developed and designed corporate wording. Matching jobs were classified with relevant content.
Candidate or user? Journey or experience? What is what?
- The candidate journey includes all touch points as a candidate or applicant.
- The candidate experience includes all experiences as a candidate or applicant.
- The user journey describes click paths on a website.
- The user experience describes all experiences as a website user.
Generally, websites that address the user journey and user experience in the most focused manner come from the field of e-commerce. That is not necessarily surprising. After all, the structures and elements chosen here directly influence revenues.
For bonprix as an e-commerce company, this was a logical conclusion. Because of this, they based their website design heavily on commonly used e-commerce structures. Ultimately, their goal was to guide people to the right jobs and motivate them to apply. Part of doing so is presenting bonprix as the attractive employer it is. There are many things that need to be stated explicitly, and presented so that candidates want to investigate more about what isn’t stated on the page – and ultimately be convinced that they should apply.
Potential candidates should be able to scan the new career website as quickly as possible to identify the different areas of work at bonprix (such as technology, fashion or marketing), then access content that is truly relevant to them in a fairly direct manner.
The company analyzed different target audience needs, motivations, and cognitive approaches in advance, then considered these in its concept:
- Structuring elements with the help of recognition patterns
- Consistent structuring of the quantity of informational units our brains are able to process, in order to guide attention and improve memory.
- Implementing informational units that can be processed – called chunks
- Establishing keywords and trigger terms
- Repeatedly summarizing key content
Of course, the new career website is responsive and optimized for mobile devices. It automatically recognizes the device used to access it, then adapts page navigation and design automatically.
A breath of fresh courage: https://www.bonprix.jobs