Success­ful per­for­mance in the 'War of Talents'

What needed to be done?

In the 'War of Talents,' career pages are central building blocks. This is also the case for SMP. The starting point for the redesign was the company's own ambition to highlight the existing differentiation, benefits, and the diverse development and career opportunities more clearly than ever before. And to do so in a way that meets the needs and informational behavior of the sought-after talents.

Therefore, students were interviewed about their optimization wishes during the initial phase of the project, and clear requirements for the website overhaul were derived from the insights gained. Addressing, user guidance, visual language, and specific information on individual development were defined as essential action areas. At the same time, the design of the page had to be made more differentiating and appealing, and the synergies with the already revised corporate site had to be utilized even better.

What approach did we take?

The relaunch of the page pursues a clear goal: to present SMP as an attractive employer. Approachable and on equal footing with the applicants, mutual expectations are to be openly addressed. The new page aims to convey SMP's inherent unique selling points (differentiating corporate structure – successful management – appreciative partnership). It should also make clear the challenges and development paths that await at SMP. And last but not least, it is about making a strong Employer Value Proposition tangible. The core message is:

„Think CxO. Act CxO. Become CxO.“

– a clear, unique promise that addresses all applicant levels, from interns to senior professionals.

What did we pay attention to during implementation?

The key to success lay in close collaboration with SMP and intensive customer involvement from the very beginning. The kickoff started with a comprehensive initial workshop in January 2023, followed by regular deep dives and weekly fixed meetings. This structured approach enabled precise differentiation, thorough development of existing expertise, targeted design and UX development, and the creation of a new image pool.

Focus areas of the implementation:

1. Strategy and Concept

• Initial strategy workshop with survey analysis, competition screening, and inspiration sessions.
• Development of the navigation structure, considering UX/UI and information architecture.
• Creation of a new visual world and tone to authentically convey SMP's culture and values.

2. Design and Development

• New illustrations and graphic elements for an approachable, authentic, and unique visual language.
• Revision of user guidance with a focus on usability and technical implementation of new modules and templates.

3. Content and Messaging

• Elaboration of core messages.
• Use of storytelling and success stories.
• Redefinition of the candidate proposition and clear, target group-oriented communication.

Conclusion

The relaunch of the SMP career page demonstrates the importance of strategic and close collaboration with the client. Through clear positioning and targeted communication, we were able to create a page that not only conveys SMP's culture and values but also stands out positively in the 'War of Talents'.

For content-related inquiries, Wolfgang Seebaß-Jones, Sabine Hügle, and Catharina Weis from Von Helden und Gestalten are available. More information can be found on the SMP corporate page and the new SMP career page.