With the addition of new functionalities, we designed the new website, optimizing the old one from a technical point of view, while strengthening its security and that of candidates.
McDonald's Switzerland called upon Eminence to help them redesign their website.
The redesign concerned the McDonald's Jobs site in Switzerland, and was aimed to address several key HR demands.
With the addition of new functionalities, we designed the new website, optimizing the old one from a technical point of view, while strengthening its security and that of candidates.
The creation of an automated link with TalentLink simplified the management of job offers and recruitment for the back office of the 178 restaurants and the HR teams.
The goal was to provide a pleasant user experience for visitors, encouraging them to apply for vacancies and apprenticeships.
The creation of an SEO strategy focused on Human Resources, aimed at optimizing the SEO of the website and its job pages, while keeping up to date with the latest innovations in Google's algorithms.
McDonald's is the world's largest fast-food company, present in Switzerland with almost 180 restaurants, and a leading Swiss job provider with over 8,000 employees.
The restaurant business is a sector where the demand for labour is very high. Employee loyalty is also a major challenge, and one that McDonald's Switzerland has to face up to every day. McDonald's Jobs has to fill 400 vacancies every year.
Requirements definition, project planning, customer validation and technical documentation.
Create an attractive, informative, intuitive and user-friendly responsive site, conducive to job applications.
Adding new functionalities, securing data, improving performance and reliability.
Multilingual keyword strategy, technical SEO and redirection plan to maintain natural referencing.
An API link designed to automate the management of job offers and the recruitment process, thus greatly facilitating the work of HR teams in restaurants.
Analysis of website traffic, natural referencing of pages, website technical performance, CTA strategy and conversion funnel.
Our objective was to establish a solid foundation for the redesign of the McDonald's Jobs Switzerland website, and in order to ensure the success of the project, the following steps were taken:
We made navigation more user-friendly by focusing on the integration of search modules, graphic elements and the implementation of an effective customer journey. As a result, we were able to offer the following services:
At the same time, we've added a number of new features to make job hunting easier, including:
One of the major objectives in redesigning the McDonald's Jobs Switzerland website was to optimize performance and significantly reduce loading times.
The website was redesigned according to the "Mobile First" principle: giving priority to the mobile experience for on-the-go use, which also promotes user satisfaction and the site's organic positioning on search engines.
To achieve this, the design must offer :
Fast loading: essential on sometimes slower mobile networks.
As mentioned above, several new features were added as well, including an interactive map, a job search engine based on criteria of position, location and distance, the suggestion of similar job offers, a function for geolocating offers in relation to one's location, and a detailed job description in 3 languages.
Last but not least, we integrated OneTrust to guarantee data compliance and confidentiality, generating a secure and privacy-friendly online experience.
This stage began with a technical setup:
We also worked on the semantic strategy, based on :
Our work also involved the creation of a Voice Search strategy, as we had also developed as part of the SEO migration of McDonald's Switzerland's global site.
Voice Search is booming, thanks to the rise of smartphones, personal digital assistants such as Siri and Alexa, Smart TVs and more.
It requires high-quality content, which we carefully optimized using several methods, to ensure that each page fully complied with SEO criteria, such as: content, image, design, etc.
Finally, the implementation and indexing of structured data, with a focus on job posting, has helped to increase the site's visibility and position itself on the job posting blocks on Google.
In terms of traffic, we recorded an improvement on all pages of the McDonald's Jobs website, notably linked to:
As SOAP was cumbersome and at the end of its lifecycle, we linked TalentLink using the lighter and more recent REST API, thus simplifying the management of job offers and ensuring data synchronization.
Previously, the site displayed job offers directly from TalentLink, which had an impact on site speed. Thanks to our new approach, job offers are now imported from TalentLink into the Drupal database.
Since the API link has been set up with TalentLink, restaurants now have the power to manage their HR needs and communicate easily with candidates in 3 languages, through:
We created a tracking plan to collect data linked to all relevant events and measure KPIs, in order to identify website performance and possible areas for improvement. The steps include:
We used 4 types of KPIs to evaluate the results obtained following the redesign of the McDonald's Jobs website, that are as follows:
Based on the results of our monitoring, we can make sound recommendations for continuous improvement of the website, in line with changing practices and market trends.
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