Designing a UK Careers Platform to Attract Critical Talent
UK careers website | Recruitment marketing | Avature integrationLocalised candidate journeys | Stronger employer brand visibility | Scalable recruitment marketing platform
Context
Daikin is a global leader in heating, cooling and energy solutions, with operations across Europe, Asia and North America.
As the UK business continued to grow, the organisation needed to attract a wide range of talent — from experienced engineers and technical specialists to commercial professionals and early careers candidates.
While a European careers platform already existed, it did not fully support the needs of the UK recruitment strategy. There was an opportunity to create a dedicated UK experience that could speak directly to local audiences while still aligning with Daikin’s wider employer brand.
At the same time, Daikin had appointed ResourceBank as its Recruitment Process Outsourcing (RPO) partner. This created an opportunity to connect recruitment delivery with a stronger recruitment marketing and employer branding approach.
The goal was to create a UK careers platform that would support both candidate engagement and long-term hiring activity.
The Challenge
The project centred around a simple question: how do you create a localised careers experience within a global framework?
Although Daikin had a European careers environment, there was no dedicated UK careers destination. Candidates researching the company in the UK did not have a clear place to explore opportunities, learn about the organisation or understand potential career paths.
The European platform also had limited localisation. Content needed to resonate with UK audiences while still maintaining consistency with Daikin’s global brand.
At the same time, the organisation needed to engage several different talent groups, including experienced professionals, technical specialists and early careers candidates.
Avature integration
Any solution also had to integrate with Avature, the organisation’s recruitment platform, ensuring a seamless connection between the careers site and the application process.
Finally, the project involved multiple stakeholders across the client organisation and the RPO partner, meaning the platform had to support both recruitment delivery and employer brand storytelling.
Our Approach
Working closely with Daikin and ResourceBank, Marketing4Talent designed and built a dedicated UK careers platform that connects recruitment marketing, employer brand and hiring technology.
The aim was to create a single experience that supports both candidate engagement and recruitment delivery.
Creating clear candidate journeys
The platform was structured around clear candidate journeys, helping visitors quickly find relevant information whether they were experienced professionals exploring technical roles or early careers candidates researching apprenticeship opportunities.
Integration with Avature ensures a seamless transition from discovery to application, allowing candidates to move easily from learning about the organisation to applying for roles.
Localising the employer brand
The design aligned with Daikin’s European employer brand while creating a distinct UK experience. Content was tailored to UK audiences, highlighting career opportunities, development pathways and the organisation’s culture.
Built for flexibility and growth
The platform was built on WordPress, providing flexibility for ongoing content development and recruitment marketing activity. This allows Daikin and ResourceBank to continually evolve the platform as hiring priorities change.
The thinking behind this approach reflects the wider role careers platforms now play in recruitment marketing, explored further here in our article, Why most careers websites don’t attract the right candidates.
The platform
The new site was designed as a content-led engagement platform rather than a simple job listing page.
Employee stories give candidates a genuine insight into what it’s like to work at Daikin, helping to showcase culture, career development and day-to-day experiences within the organisation.
A blog and content section supports ongoing engagement, allowing the business to share industry insights, company updates and career advice that help strengthen employer brand visibility.
Dedicated pages for initiatives such as the apprenticeship programme provide clear pathways for early careers candidates, helping them understand both opportunities and progression routes within the business.
Throughout the site, clear navigation and integrated job search functionality guide candidates naturally from exploring the organisation to starting the application process.
This combination of storytelling and structured candidate journeys helps create a more engaging and effective careers experience.
The Impact
The new careers platform significantly improved the experience for UK candidates by providing a dedicated, localised journey designed around their needs.
Candidates now have a clear destination where they can explore the organisation, understand its culture and discover relevant opportunities.
The platform has also strengthened the visibility of Daikin’s employer brand in the UK by giving the organisation a space to showcase employee stories, career pathways and the broader impact of its work.
By connecting the careers site with Avature and aligning closely with ResourceBank’s RPO delivery model, Daikin has created a more integrated approach to recruitment marketing and hiring.
Most importantly, the platform now provides a scalable foundation for ongoing talent attraction activity as the business continues to grow.
What this case demonstrates
Careers websites are no longer static pages that simply list vacancies.
They are increasingly central to how organisations attract and engage talent.
The most effective careers platforms balance global brand consistency with local relevance, combine authentic storytelling with clear candidate journeys and integrate seamlessly with recruitment technology.
When these elements come together, a careers site becomes far more than a job board. It becomes a powerful recruitment marketing platform that supports long-term talent attraction.
Exploring a similar challenge?
Organisations exploring similar initiatives can learn more about employer branding and talent attraction strategies here.
Project summary
Client: ResourceBank
End client: World Duty Free
Industry: Heating, cooling and energy solutions
Focus: Careers website design, recruitment marketing and candidate attraction
Key elements delivered
• Design and development of a dedicated UK careers platform aligned with Daikin’s European employer brand
• Localised careers content tailored to UK audiences across engineering, technical and early careers roles
• Clear candidate journeys supporting multiple talent groups including experienced professionals and apprentices
• Integration with the Avature recruitment platform to create a seamless application experience
• WordPress build enabling flexible content management and ongoing recruitment marketing activity