HR tech site that turns careers traffic into applications
About project
Website Redesign · Brand Identity · Website Design
Grapevine HR is an HR technology company where recruiting competes on employer brand, role-specific landing pages, and shareable careers URLs. Candidates evaluate brand tone, team authenticity, role clarity, and apply friction before submitting on LinkedIn or direct search. Strong candidates judge an employer in minutes. When the public site looks corporate and dated, careers is a generic hub with no role pages, recruiting cannot share direct links and loses inbound talent to competitors with clearer employer propositions.
Challenges & approach
Problem
Grapevine's public site looked corporate and dated. Careers was a generic hub with no role pages, no shareable links for active hiring, and no SEO structure for company name plus jobs searches. Recruiting sent candidates to a buried menu instead of role-specific landing pages, so strong applicants hesitated or bounced before completing an application.
Solution
We matched public marketing to the product experience with tighter employer value proposition, real team voices, role-specific careers pages with shareable URLs, and basic SEO for open roles. Recruiting can now drop a direct link into LinkedIn instead of sending candidates to a buried careers menu.
What we focused on
Role-specific careers pages
Each open role gets a dedicated landing page with scope, team context, and apply flow. Recruiting shares direct URLs on LinkedIn instead of a generic careers hub that forces candidates to hunt.
Employer value proposition refresh
Public copy and visual tone align to the product experience candidates expect after sign-up. Team voices replace generic corporate language that makes strong applicants question culture fit.
Apply friction reduction
Application flows were simplified with consistent fields and mobile-friendly completion. Candidates finish applications more often when role detail and apply sit on one scannable page.
Careers SEO foundations
Basic structure supports company name plus jobs searches and role-specific queries. Open roles are discoverable when candidates research Grapevine directly rather than only through job boards.
Brand and product alignment
Marketing site tone matches the HR product experience so candidates trust the employer brand reflects how the company actually operates after hire.
Process
We worked with recruiting and marketing to map the candidate journey, then rebuilt employer brand pages and careers structure together before launch.
Discovery
Recruiting shared where candidates dropped off: weak careers UX, outdated brand feel, and no role-specific landing pages for active hiring pushes on LinkedIn.
Customer and competitor research
HR tech employers that convert talent lead with authentic team proof and role clarity. We benchmarked Grapevine careers against that standard, not generic corporate templates.
Information architecture and messaging
Careers structure separates open roles, culture proof, and apply paths. Public marketing copy was tightened to match the product experience candidates evaluate during research.
UX design and conversion journey
Role page templates prioritise scannable job detail and one apply action. Mobile layouts support candidates browsing roles between meetings on phone.
Search/local visibility foundations
Role page titles and careers hub structure support direct employer searches. Pages help candidates find Grapevine roles when researching the company by name.
Launch tracking optimisation
Applications were tracked by role and referral source from launch. Recruiting could see which shared links drove completed applications versus page views alone.
Results
Simpler
Applications
Role detail and the apply action sit on one scannable page.
Shareable
Role pages
Recruiting can link directly to open roles instead of a generic careers landing page.
Aligned
Brand and product
Public site tone now matches the product experience candidates expect after sign-up.
1
Apply path per role
Each role page drives one clear application action without buried multi-step menus.
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