Designed to motivate everyone
Müller is the eighth largest grocery brand in the UK and employs 13,500 people nationwide. They recruit heavily in areas with skills shortages and operate in a tough and highly competitive sector. We were asked to build a new careers site as the previous one was dated and didn’t provide the content or propositions necessary to effectively or authentically sell careers at Müller to their various target audiences.
We worked through a comprehensive brief from the Managing Directors of the two business areas that comprise Müller UK & Ireland (Milk & Ingredients and Yogurts & Desserts) along with the HR Director, which reflected the importance of the project to the whole company.
Müller seeks to ‘Make Today Even Better Than Yesterday’ and we needed to encapsulate the sense of dynamism and opportunity they provide to their people that enables them to keep growing and keep winning. People with ideas and drive can succeed at Müller, and quickly. This is a core proposition for their professional hires, however, a large percentage of their workforce are Drivers and Production Operatives who produce and deliver their milk and desserts. A different proposition was required to address this audience directly, and it was discovered that Müller’s diligence and commitment to providing safe working environments, alongside their position as a market leader, were also more compelling reasons to join Müller in any role across the business.
We created a visual style in line with brand guidelines: fresh and straightforward. Emphasis was put on being informative without being too wordy. We harnessed the power of the product brands and highlighted the scale of the company without overshadowing the people deal and the vital content for each business area.
Videos brought the Employer Brand to life through a home page video and individual interviews with a Driver, Production Operative, Engineers and Marketing Executives that were filmed over two days, on site in Manchester and Shropshire.
The structure of the site was designed to instantly segment skill sets. Key importance was given to the candidate journey, making it simple and logical for the candidate to find the right role and apply across all devices.
The site went live in early 2017 and immediately provided great results in terms of applications made and time spent on the site.