McDonald’s Switzerland called upon Eminence to help them redesign their website.
The redesign concerned the McDonald’s Jobs site in Switzerland, and was aimed to address several key HR demands.
McDonald’s Switzerland contacted Eminence for the redesign of its McDonald's Jobs site to address several key HR challenges:
- Promote McDonald’s corporate culture and values.
- Enhance employer brand image.
- Highlight professional opportunities and vacant positions.
- Present various job roles and types of employment available.
- Attract new talent to meet the needs of the restaurants.
Our mission was to create an attractive and informative platform to attract and engage potential candidates while strengthening McDonald’s presence as an employer of choice.
To meet the objectives of McDonald's Switzerland, our approach was structured and comprehensive:
Website Redesign: We designed a new website by optimizing the old one technically with added new features while enhancing its security and that of the candidates.
Automated Link with TalentLink: The creation of an automated link with TalentLink simplified the management of job offers and recruitments for the back office of the 178 restaurants and the HR teams.
Improvement of User Experience (CX and UX): We aimed to provide a pleasant and intuitive user experience, encouraging visitors to apply for vacant positions or apprenticeship offers.
SEO Strategy: Implementing an HR-oriented SEO strategy optimized the website's search engine ranking and its job pages, while adapting to Google's algorithm innovations and updates.
By integrating these elements, we ensured that the McDonald's Jobs site not only attracts new talent but also faithfully reflects the corporate culture and values of McDonald's Switzerland.
To ensure the success of the redesign of the McDonald's Jobs Switzerland website, we implemented a robust and detailed strategy focusing on several key aspects:
Project Specifications
- Project needs identification
- Definition of functionalities
- Technical specifications
- Project planning
- Validation and documentation of specifications
UX / UI Design
- Comprehensive redesign to modernize the tool
- Optimization of search filters for simplified use
- Integration of animations, icons, illustrations, and employee testimonials via YouTube
- Development of a clear and comprehensive footer
- New features including an interactive map, advanced search engine, and geolocated and multilingual job ads
Site Design
- "Mobile First" approach to ensure optimal user experience on mobile devices
- Fast loading, space optimization, and multimode experience for seamless use on all devices
- New features such as an interactive map and advanced job search engine
Migration and SEO Optimization
- Technical setup including redirection plan, creation of sitemap.xml and robots.txt files, and reintegration of Google Analytics code
- Semantic strategy in 3 languages with optimization of titles, meta descriptions, and alt images
- Implementation of a Voice Search strategy and structured data indexing focused on job posting
TalentLink Integration
- REST API integration for simplified and fast management of job offers
- Data synchronization, application management, and secure communication in 3 languages
Monitoring and KPIs
- Creation of a tracking plan to measure KPIs and identify site performance
- Configuration of Google Analytics 4 (GA4) and Google Tag Manager
- Creation of dashboards on LookerStudio and continuous site optimization
By adopting this detailed and integrated strategy, we ensured significant improvement in visibility, engagement, conversions, and user experience for the McDonald's Jobs Switzerland website.
Results
