Site Redesign

On June 1, 2008, CareerBuilder launched the redesigned, user-focused and dynamic CBSalary website under it’s expansive umbrella of niche job-seeking sites. This case study explores the steps taken while I was working with CB as Product Manager.

Situation:
The previous website hadn’t been updated in two years. Because it was basically hooked to the main CB database and short on content, we could neither provide relevant, updated content nor work within a standalone database without expending significant resources. Furthermore, navigation was difficult and unintuitive; using the website to support activities in the marketplace wasn’t possible; and the site had little organic visibility, depending heavily on PPC [Pay Per Click] campaigns.

Problem:
We needed to update the website to reflect our new “Salary Watch” marketing campaign and direct consumers to the site utilizing various CB sites.

Old Site:

Solution:
The original website redesign concept consisted of updating the look/feel of the site and address the critical issues preventing timely salary database updates.

I further analyzed our site, proposing a more dynamic website approach for the redesign, and volunteered to be part of the website redesign team I outsourced. I envisioned a site more consumer friendly in its tone and approach, with content that truly demystified and simplified the salary search process, an administrative interface that allowed frequent updates of content and data, and a blog platform for dynamic content about our brand, new salary services and job seeker-specific consumer promotions.

The goal was a website that engaged consumers searching for salary related information and connected them to job detail available at specific locations they were interested in working. The website should also offer support and salary related content.

Working with Duo Consulting, a Chicago based web content management firm, I shaped the new website vision, transforming the original static website brochure concept into a social media friendly, content rich, frequently updated, user administered, Google friendly site that educated consumers about salaries and connected them with jobs of interest:

• Registered visitors could both review jobs and salary detail specific to their level of education, experience and location – offering consumers more value. They would also receive email updates with additional links and resources relevant to their search preferences.
• Website content was written in consumer friendly and relevant language and displayed from both the main CB database and a CBSalary unique data source.
• Robust search functionality supported the entire site.
• Google maps functionality enhanced retailer information.
• Visitors could easily share content.

Furthermore, we supported job search activities by featuring their salary detail with appropriate keywords and tags  by featuring specific salaries tied to their job search history.

Results:
The new website ranked high organically on specific search terms within a short period of launching, despite spending no marketing or advertising dollars to promote the site. More specifically, an August 2008 review of 2 months worth of data revealed improvements in organic search rankings from both Google and Yahoo!  Usability enhancements we implemented through conversion funnel analytics and led to higher conversion rates (users clicking through various ad interstitials).

New Site: