PROJECT OVERVIEW

Seattle Genetics

Dedicated to fighting cancer through powerful, monoclonal antibody-based therapies, Seattle Genetics had created a passionate, purpose-driven workplace right in the heart of Bothell, Washington. However, their careers page didn't reflect this.

Over the course of two weeks, I worked with an account services team and a art director from HDMZ to transform it by developing user-centric content and copy.
Client
Seattle Genetics
Timeframe
2 weeks
My role
Content strategist
UX copywriter
Key deliverables
Careers page
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.
ISSUE #1

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.
ISSUE #2

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.
ISSUE #3

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.

A quick, half-hour chat with the client provided some much needed insights into the goals and motivations of the applicants that Seattle Genetics looked for.

INSIGHT #1

They were passionate about making a difference.

While prospective applicants focused on driving the development of new cancer therapies, their main desire was to improve patients’ lives.
INSIGHT #2

They wanted to be a part of a community.

Job seekers didn't want Seattle Genetics to just be a place for work. They wanted it to be a place for fun. Current employees frequently participated in cycling challenges to fuel some friendly rivalry and raise money for cancer research.
INSIGHT #3

Some felt hesitant about working in Bothell.

Bothell, Washington wasn’t a big-name city, so it was difficult to attract employees. It was important to highlight the benefits of living in the area. If applicants could see what nearby Seattle had to offer, the company could incentivize them to relocate.
WEEK 1 & 2: WRITE

Crafting the content

First, I did a quick content audit of the current page and rearranged the sections by order of importance to the users and the stakeholder.

I also accounted for Seattle Genetics' fellowship and internship programs, which were the only additional pieces of information the client wanted to include. I decided on the following structure:

01

Mission statement

I wanted to speak to applicants’ drive to make a difference right off the bat. Having a brief mission statement before the job opportunities section showed users that Seattle Genetics was the right place to put their passion to work. This would hopefully keep visitors on the page and incentivize them to explore the available job opportunities.
02

Job opportunities

Since the main call-to-action for any careers page is to explore the available opportunities, I wanted to elevate the prominence of this section by putting it directly underneath the mission statement. It also seemed redundant to have links to both US and Canada job opportunities, since users already had the ability to search by location, so I consolidated these. Finally, I decided to combine the fellowship and internship programs into a separate section instead of hiding them under "Jobs", since the client wanted to promote these offerings.
03

The work

Since the video provided a good, holistic overview of the work and company culture, I decided to create a section based around it. I decided to include a brief descriptor about the content of the video, so users knew what to expect when they clicked on it.
04

The benefits

After presenting information about what kind of work applicants would be doing, it seemed natural to talk about the benefits of doing said work.
05

Living in the area

I decided to bring in information about life outside of the office only after the user had gained an understanding about the work.

Next, I worked on establishing a voice and direction for the content based on what I heard from our client about the users of the careers page.

To tailor my approach, I created the following guidelines for my copy.

After sharing my strategy with the rest of my team, I started writing the copy while the art director worked on layout and visuals.

I based my content on the hierarchy and voice I established earlier.

Several drafts and rounds of internal revisions later, we had a new careers page to present to our client. She was pleased with our work and gave us permission to handoff the copy and design to our development team.

LESSONS LEARNED

My reflections

During my time as a copywriter at HDMZ, I crafted content strategy and copy for a variety of digital projects like Seattle Genetics' careers page. This was what got me interested in UX design. I wanted to create better user experiences through not just language, but interfaces as well. I also wanted to speak directly with users and understand how to meet their needs through content and design. Looking back on this project, I'm really thankful for my experiences as a copywriter because they gave me exposure to various aspects of UX—stakeholder requirements, user needs, content strategy, and information architecture.