Turning a careers site into a brand experience

Challenge

For many job seekers, a careers website is their first real introduction to an employer. It's where they explore opportunities, get a feel for the culture, and decide whether they can see themselves building a future with the organization.

At Banfield Pet Hospital, we needed a digital experience that could do more than showcase open positions. With audiences ranging from veterinary professionals and hospital teams to students and corporate associates, the challenge was to create an intuitive, engaging website that spoke to different candidate needs while bringing one cohesive employer brand to life.

Strategy

I led creative strategy for the redesign of jobs.banfield.com, connecting Banfield's recruitment priorities and employee value proposition (EVP) with a more intentional candidate experience.

My approach centered on making the website feel less like a traditional job board and more like an extension of the Banfield brand.

Key strategic priorities included:

  • EVP-led storytelling

  • Audience-specific journeys

  • Intuitive user experience

Execution

I provided creative direction from concept through launch, collaborating with stakeholders and vendors to bring our strategy to life. Combining content strategy, UX writing, and visual storytelling, we introduced dynamic layouts, motion, and modular content while balancing brand consistency, accessibility, and technical requirements.

The result was a cohesive, engaging digital experience that feels distinctly Banfield at every touchpoint.

Impact

The redesign established a stronger digital home for Banfield's employer brand, bringing our EVP, career opportunities, and candidate resources together in one cohesive experience.

With 490K+ annual careers website visits, the site serves as a critical recruitment marketing channel and an important opportunity to connect with future talent.

Beyond the launch, the project created a more flexible foundation for ongoing storytelling, recruitment campaigns, and content optimization—helping the Talent Acquisition team continue to evolve the candidate experience as business needs change.