Building Brand With Manchester Metropolitan University [SPARK]

What's your name?

Ben Gledhill

What is your company name?

Manchester Metropolitan University

What's your title?

Employer Branding & Candidate Experience Manager

How would you categorize your spark?

Manchester

How would you categorize your spark?

Recruiting - Employer Brand

What's the challenge you had to overcome?

I needed to create a careers website that encapsulates a university with 21 individual schools, 13 support departments that promoted each individual brand, held relevant segmented content and amplified our main employment proposition equity; our people. 

What did you do to solve it?

Each of 21 individual schools and 13 support departments all had an individual copywriter interview to ensure we captured the relevant “why” for each team while at the same time keeping a consistent tone of voice across the website. We engaged with a wedding photographer for our imagery to really capture the human element and “real” side of our people. Our CX and UX was heavily influenced and tested by our own internal academic and industry experts.

What was the ROI / impact of your solution?

When the site goes live end of August in 2017 we will have built a website that truly captures what makes Manchester Metropolitan a great place to work but as well allowed each individual area to promote the all important “why”. Our imagery shows an honest and transparent insight into life here which is the most important element of any employer brand.

What was your biggest learning?

The scale and complexities of a university; it is almost like a small city with many cultures and many different values.

What was your biggest mistake?

Cramming a 9-month project into 8 weeks – mistake!

Did you use any tools in your initiative?

Yes (see below)


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