Recently, Burger King Corporation undertook a complete overhaul of their consumer website with their agency Crispin Porter + Bogusky. The careers section is the second most visited area of the site, and the BK® Talent Acquisition team viewed this as the perfect opportunity to partner with TMP to completely upgrade and overhaul their portion of the site.
From client requirements, TMP had built the previous career site in Flash. Flash allows for no optimization or search capabilities. And with a new strategic focus on search methodology and campaign management, TMP guided the development of the site re-launch. Coupled with other TMP products such as SEOSite and Search Engine Marketing, the new site utilizes technology which maximizes the search engines and brings BK® Careers to the top of search engine results on multiple fronts.
Along with a large marketing push, the BK.com relaunch needed all of the "bells and whistles" and an equal branding message to match the consumer site. The most prominent example is an interactive Talent Wheel on the main Careers page. This feature allows the user to click on an employee's picture, which takes them to a detailed description of various BURGER KING® opportunities - from IT to Management and Intern to Franchise Development. In a stroke of good luck, the images used are photos of actual BURGER KING® employees from an earlier TMP photo shoot. The site's intuitive navigation bar easily takes the user from page to page for better access to the Careers section, historical BK® information —even old classic BK® commercials.
Best of all, the employer brand essence of "Fun with a Future" remained center stage and mirrors BK®'s overall brand strategy of "You're King Material."
Another challenge? BK® was also in the process of implementing a second ATS as TMP was assisting with web development. While it seemed like a lot of cooks were in the kitchen, we closely worked as a team and managed to keep all parties on the re-launch informed and "in-the-loop." The result was a seamless launch which incorporated all elements.
The "go live" process involved a huge amount of work on all sides: TMP, Crispin Porter + Bogusky, and multiple teams at BURGER KING® including Talent Acquisition, Marketing and Information Technology.
In the end, the success is shared and Burger King Corporation now has a renewed web presence that will resonate with their target audience.
Check out the site at: www.bkcareers.com and let us know what you think.