Choice Hotels Career Recruitment
Website Redesign
Problem
Choice Hotels International sought to attract and retain high-quality applicants to fill their workforce needs. Their existing website didn’t convey Choice’s value proposition, was not responsive on mobile devices, and didn't attract their desired audience.
The Careers website is Choice’s primary recruitment tool, and they weren't getting qualified applicants through the site. Instead, they received a large number of applications from people in the hospitality field. One of our goals was to clarify the roles and career paths to fix this issue.
The old website wasn't responsive, looked dated, and felt impersonal with use of stock photography. To make matters worse, it wasn't accessible and didn't meet 508 compliance standards. Our second goal was to improve the ease of use of the website.
Design Process
We went through the discovery phase with the client to find out their goals and how they envisioned their new site. Our head writer wrote the new website, and I worked with her to create a sitemap and organize the content in a way that works for our target user.
To view this process in more detail, visit my website.
The new website incorporated a welcome video on the homepage, and when on smaller mobile screens, switched to a static photo of staff. A prominent CTA encourages the user to search their career listings.
The website leveraged employee interviews to showcase their company values and give users a look into what each department is like. We also incorporated videos to highlight their diversity and inclusion initiatives as well as walkthrough tours of the two campuses.
Final Thoughts
The client was happy with the overall look, and relieved that their new website met their expectations of improved accessibility and responsiveness. The new CMS was in WordPress, which allowed them to take control of updates, press releases, and blog posts.
We met our goals of adding personality to the site while retaining their brand look, and were able to incorporate their videos and photos that showcased their values, and improved their clickthrough rate with clear calls-to-action.
We met our goals of adding personality to the site while retaining their brand look, and were able to incorporate their videos and photos that showcased their values, and improved their clickthrough rate with clear calls-to-action.
This project didn't have a budget for user research or testing, and adding this phase to our process would have been beneficial. Some minor content and layout changes have been made since we launched this site in 2018, and the live site can be viewed at careers.choicehotels.com.
To view this project in more detail, visit my website.
