Strategy – Careers Website
I led the creation and socialization of the Meta Careers website vision & strategy, from start to finish, including resource recommendations that drove headcount and budget growth for 2022 and beyond.
Skills used: user experience, web design, interaction design, ux research, personas, vendor & stakeholder management, project management, stakeholder management
The Challenge
The Meta Careers website did not have a foundational strategy in place and many projects were based on ad hoc internal requests. This led to a reactive approach and lacked data and insights to ensure ROI on projects that were ultimately launched.
User & Business Goals
The goals for the strategy were to ensure the website and all proposed projects:
Aligned to clear, long-term business objectives
Met established user needs so that visitors could complete common tasks performed on the website
Were informed by data insights and user research that helped our team understand user behavior & areas of opportunity
Were in scope for the main problems to be solved, as defined by a cross-functional group of leaders at Meta
The Solution
With support from a third-party vendor, a cross-functional group of stakeholders met virtually for a collaborative discovery workshop to inform the future strategy of the Careers website. Insights from the workshop, as well as newly established website analytics, user research, and personas, informed the UX strategy.
Stakeholder input, analytics, user research, & personas are the foundation for the Careers website strategy.
Foundations
With this strategy, we established:
Clear goals, focused on employer brand and lead generation
Strategic priorities, including a streamlined candidate experience, serving everyone, and optimizing the site with data & insights
Principles to guide the work – candidate-centric, accessibility, frictionless design, and best-in-class brand
Designated partners and vendors
Resourcing recommendations to meet the goals of the strategy, which ultimately led to:
Headcount growth on the website team (from one person to four)
Year-over-year budget increases (from $400k to $3M over three years)
Data & Insights
It was important to highlight the role the website plays in the candidate journey and share baseline metrics so that stakeholders and partners were all on the same page. An interactive dashboard was developed, as well as monthly insight reports – to see examples, please reach out to me at smesh119@gmail.com.
We also developed personas to align stakeholders and partners, as well as to guide decision-making. Those personas included:
Career Starter – Website user who is actively seeking the right first job to set the precedent for a career in tech.
Experienced Leader – Website user who is open to an opportunity to build a team that makes a significant impact.
Passive Explorer – Website user who is an experienced individual contributor open to new opportunities that align with career goals.
