Improving application conversion for PWP through a dedicated employer brand website.
In 2019, Perella Weinberg Partners (PWP) retained Dartmouth Partners for an Employer Brand web design project to improve the promotion of their employer value proposition and improve applicant conversion and buy-in.
Due to my experience, my role encompassed project management, creation of information architecture, copywriting, user research, and testing. The development of the site resulted in an increase in applications by c. 10%, but also saw more effective tracking of user interest and drop off in the application process.
Why did we build a dedicated employer website?
Competitive Landscape: PWP was hiring in a competitive landscape and attempting to compete with the large salaries offered by the bulge bracket banks. Communication of their value add to prospective employees was vital to ensure maximum quality applications of bought-in candidates during the graduate hiring season.
Elevate Employer Value Proposition: Develop a dedicated employer brand website to effectively communicate and promote PWP's unique employer value proposition.
Increase Applicant Conversion: Enhance the application process and overall user experience to boost applicant conversion rates and gather data on points of interest in their value proposition.
Defined approach, strategic input.
Collaborative Strategy:
Collaboration and meticulous stakeholder management were key. Client meetings were taken with HR/Talent, as well as hiring managers, Directors, and Senior Leadership to outline project goals, define the target audience, and understand PWP's distinct employer brand.
User-Centric Design:
The design process prioritized a user-centric approach, ensuring a seamless and engaging experience for potential applicants. User research and testing were pivotal in shaping the website's structure and content to ensure we were communicating directly to graduates and extrapolating the relevant messages from PWP’s EVP to ensure conversion.
Goal-oriented: The output for the website was simple: create user flows that push users towards one goal, application. Ease of application was the number one priority. While communicating the employer brand, I ensured that throughout the site we were driving users into the application process.
The final result
Application Increase:
The dedicated employer brand website led to a remarkable surge in applications, with an impressive uptick of approximately 10%. This demonstrated the website's effectiveness in attracting and engaging potential candidates.
Enhanced User Experience:
The implemented website facilitated more effective tracking of user interest throughout the application process. This enhanced visibility into user behavior allowed for strategic adjustments to optimise the conversion funnel.
Identifying user drop-offs:
By closely monitoring user interactions, the website revealed insights into drop-off points within the application process. This information empowered PWP to refine the user journey, addressing pain points and further streamline the application experience.
Enhanced brand awareness:
The revamped website contributed significantly to elevating PWPs brand awareness as an employer of choice. The compelling content, visually appealing design, and user-friendly interface showcased PWP's employer brand to a broader audience, increasing visibility in the competitive talent market.
