WEEK 1: RESEARCH
Understanding the current state
Account services kicked off the project by presenting me and an art director with Seattle Genetics’ ask for its new careers page. The client wanted a holistic revamp, so our team would be responsible for everything from content to design over the course of two weeks. But first, they wanted to sign off on new copy. With the client’s objectives in mind, I did some preliminary research to see what I had to work with. After perusing the current careers page, several issues became apparent.
The information hierarchy was poor.
Although the primary purpose of the page was to get users to browse open positions, the link to the job search portal was relegated to a small side menu. Also, by prioritizing information about Seattle Genetics’ values in both the headline and the sidebar, the page seemed more like an alternative “About Us” section rather than a resource for potential applicants.
The content wasn’t user-centric.
Reading through the copy, I could see that most of it was about the company. Although Seattle Genetics appeared quite impressive, I wanted to put the focus on the audience by repositioning the company’s accomplishments, offerings, and values as benefits to the job applicant.
Assets needed clearer labels.
Judging by the amount of real-estate it took up, the video was important. But what was it about? Turns out, it provided a great overview of the company’s work and featured insightful interviews with current employees—just the sort of content that could get potential applicants excited. It deserved a better descriptor than the label “Seattle Genetics”.
I had identified some issues that needed to be addressed, but I didn't want to jump into the copywriting just yet. To write for potential users of the careers page, I needed to gain a better understanding of who they were. I didn't have direct access to them, so I turned to the next best resource: our stakeholder. Account services set up a call.