The 2016 merger of Paddy Power and Betfair created one of the biggest names in gambling. And it generated the need for a new careers website to bring their new EVP –‘Experience Different’ – to life.
Blackbridge was tasked with creating a site that embodied this sentiment while giving people a simple user experience. Also key was increasing the quality and quantity of job applications. But perhaps the biggest challenge of all was ensuring the site content appealed to a fragmented audience across Europe.
Our solution involved a multi-site strategy, with each site containing consistent messaging, design and build functionality. The EVP was at the heart of all of the sites, thanks to engaging content which gave visitors the chance to ‘Experience Different’ in various ways. These included a fun and fast-moving video showcasing the ‘Game On’ attitude, an interactive self-selection video and a talking horse who replaced the standard FAQs page.
Just over a month after launch, the new Paddy Power Betfair website generated 120% more applications than the previous site. The quality of applicants improved too, with offer rates for candidates up an impressive 16% in just the first six weeks.