01- The Brief
Nestlé's current stand by one main principle: Be a force for good. But how does the biggest FMCG company communicate that to potential talent?
Nestle asked us to collaborate on enhancing the careers section of the Nestlé global website + 70 local websites and review the overall approach, content, audience journeys and user experience across their main digital platforms.
This case study will focus on the personalised recruitment process of the Nestlé story as we guide applicants on the different steps of their recruitment journey and provide tips along the way.
ROLE: UX Researcher
02- Audience research
Nestlé has identified three different types of future talent archetypes
The Experienced Job Applicant
They are driven by leaving the world a bit better than they found it and get energised by other people’s passion. They are sceptical about whether big corporations can make this world better and whether our leaders care.
The Young graduates
They are driven by two days that are not the same; every day is a new opportunity to see their ideas brought to life and create something new. They are sceptical about staying stable for too long and feeling too comfortable, and they are worried it’ll cause them to lose their energy and urgency.
Not your average job seeker
They are driven by the right career move in a company that shares their values and helps them to grow professionally and personally. They are sceptical about inauthentic companies. They are easily put off, especially when the job application process is over-complicated.
03- Design
Differentiation from competitors
Competitor analysis revealed bland, uninspired explanations of recruitment processes — an opportunity for Nestlé to not only inform applicants but make them feel part of the Nestlé family from the start. The process was consolidated into a single page with in-page navigation, broken into three digestible stages accessible to job seekers of any background. A closing "tips" section makes the process feel reciprocal, outlining what Nestlé expects to help applicants assess their own fit.
Matching the audience to the experience
Audience research identified three distinct candidate types across different career stages, requiring a journey simple enough to empower young talent without feeling like a waste of time for experienced candidates. To strike this balance, we consolidated several overcomplicated steps in the Nestlé recruitment process, added call-to-action buttons throughout the journey, and moved tips to the bottom of the page to keep the core steps uncluttered.
Making a journey feel approachable
Beyond simplicity, the page needed to feel approachable and authentic, aligning with Nestlé's goal of attracting top talent for good. Fun illustrations celebrate the process, while a scrollable line animation lets applicants track their journey, informing job seekers while building comfort with Nestlé's values and brand.
04- Ongoing KPI's
Secondary user research was conducted after the launch of the website in the form of user interviews. Highlights from the consolidated feedback stated
-Be a force for good is clearly positioned on the website and well understood by users
-The website is clearer and easier for job seekers to understand.
-The recruitment process was simple and easy to use -Rating for enjoyment of experience went up to a 4/5
If you would like to see the page in action, take a look at the full website linked here.