CAREERS WEBSITE AND TONE OF VOICE FOR EY

Background: Professional services firm, EY, offered an incredible range of career opportunities for graduates and school leavers. But because its website made it difficult for users to understand and compare their options, many would-be candidates took their job search elsewhere.

Approach: We transformed the site with a new tone of voice that swapped jargon and hyperbole for a straight-talking, conversational style. We also overhauled the site structure and content, with re-written pages and interactive programme comparison tools making it simple for users to find what they wanted most. 

Credits: I led the delivery of the new tone of voice guidelines, content architecture and copywriting across the site. It was a big success: conversion rates sky-rocketed from 30% to 50% and the site won ‘Best Early Careers Website’ at the 2019 Recruitment Advertising and Design (RAD) Awards. 

AGENCY: MSL