Severstal career portal

Context and task

Severstal’s career website is an important communication channel for job seekers interested in working for the company. They not only want to find current vacancies, but also learn about the corporate culture and employer brand. The tasks before us were:

— Redesign the career portal in line with the new EVP direction
— Improve navigation on the site, making it easier for key segments to target action
— Strengthen the company’s HR brand through a consistent representation of Severstal’s values and corporate culture
— Adapt EVP and Tone of Voice for each of the company’s segments through separate lendings
— Increase the «humanity of the company» and build trust in the brand through employee success stories.

Design and analytics

Through analysis of the old site’s metrics, target audience research, and internal audits, key problem areas were identified: a cluttered home screen, difficulty filtering, and insufficient content personalization.

In parallel, benchmarking helped identify best practices and functional elements worth adapting.

Analyzing user scenarios made it possible to evaluate the effectiveness of current solutions and identify points where changes were needed.

The design of the communication structure was based on the real motives, expectations, and barriers of job seekers — so that the site spoke their language and accompanied them every step of the way

Concept

We wanted Severstal’s career site to resemble a social network — a modern service with interactive mechanics and a variety of content. The site became the embodiment of the «A Place for You» concept — it reflects career opportunities, addresses the most frequent questions of job seekers, and helps convey the spirit of Severstal.

Design

The creative concept of the website is based on Severstal’s EVP. Special attention is paid to people — the main page highlights the team, in which different areas work together for the sake of big goals. Behind every achievement are real people whose expertise and involvement make the company strong.

— HR-brand guidelines were integrated: added linograms, photo style and icons

— The interface was inspired by the best solutions of social networks: card system, stories and convenient adaptive layout

— Structured the content for easier perception, added «air», no more «where are the vacancies here?».

Development

We completely rebuilt the request logic and moved the integration with Potok.io to automate job updates. We implemented connection to Tilda, configured subscription to jobs via Unisender and protection from bots using Yandex SmartCaptcha. We also implemented Sever.AI for transferring structured data directly to Potok.io.

Conducted SEO-analysis: optimization of user scenario allowed to increase conversion rate and the number of quality responses.

Technical solutions back-end:

Platform: 1C-Bitrix
Integration with Potok.io and Sever.AI: automatic updating of vacancies and accelerated processing of responses.

Main front-end technologies:

— Pug, HTML5, Sass, Webpack, RxJS, GSAP

Result

Severstal's updated website is the embodiment of the “A Place for You” concept and helps candidates find suitable vacancies. We redesigned Severstal's career site, turning it into a B2C product with intuitive navigation. Within six months, we released a fast-loading MVP that became a powerful business tool for the company to interact with candidates