MRL Consulting Group is a specialist recruitment and executive search consultancy. They are award-winning, recognised internationally across the technology industries. MRL pride themselves on their consultants being experts in their industry and immerse themselves in their specialist markets to deliver the latest insights.
MRL’s existing website wasn’t converting and had a dated design, mostly due to their CMS being difficult to manage and edit. There was little traffic coming through, so they wanted a new site with a modern design that represented the brand’s values, personality and reflected the culture of the business.
After a thorough discovery process to define MRL and their audience, we created a slick sitemap with a clear user journey and a unique design.
Our primary focus was the user experience and organisation of content on the site. By anticipating users’ information seeking needs, as well as the contexts in which they use the website we were able to put the right information in the right places.
To improve the brand perception of MRL and ensure the communication of its values, we created a modern visual design that would appeal to the IT community with new imagery, messaging and content. By creating sector hubs which house engaging content such as blogs and testimonials, we have placed more focus on the sector expertise and the credibility of the team members.
MRL pride themselves on their business culture and team, so building their employer brand and portraying the company ethos was a vital element of the site. We provided the international offices with their own country folders, to ensure a truly global, translated site experience in each country and to aid their international SEO strategy.
To enhance their employer brand we created an internal recruitment video by our in-house video team. Using a text-driven style with filming real footage from their Brighton office, the video explores the key themes of the business tied to the letters M, R and L. It does this by not talking about what MRL (the acronym) stands for, but what MRL (the company) stands for to highlight the perks of working for the business and showcases their global reach to entice new employees into the business.
"The overall look of the website is great, every page has a clear brand visual and the homepage hero encompasses everything that the brand is; bold, tech-focused and fun. The internal recruitment video has really been a crowning jewel on the rebrand project, it allowed us to truly show our culture and how at MRL we do things a little different. From senior members at LinkedIn, some of our competitors and the followers on our social media networks, we have had a glowing response."
The recruitment video has been a resounding success, Marketing Manager Dominic Terry said: "We are seeing an influx of people wanting to join MRL. We are currently interviewing once a week with consultants of all levels. It’s great to see!"
The results below speak for themselves. We have increased MRL’s global reach with a 371% increase in new users from Southern Europe.
By giving users everything in one place in the sector hubs, it has driven a faster conversion and the bounce rate has reduced by 24.5%.
You can watch MRL's recruitment video here