Charles Schwab’s New Site Is for Feeling, Not Just Transacting

Screen Shot 2014-07-10 at 11.09.10 PMBig photos and a big emphasis on diversity, women, and veterans highlight Charles Schwab’s new careers website.

The new career pages, part of a larger “about Schwab” series of pages — play up the “people business” — not just the financial services business — that Schwab is in.

It not only emphasizes diversity through the prominent women-veterans-diversity links on the upper right of the main page, but also says on the main page that the company “works hard to develop a workforce full of unique perspectives, work experiences, and backgrounds.”

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The previous website was more transactional. Schwab found that people would come and go to find something — like a job listing. The company wanted something more emotional, something that would resonate with people and stick with them.

This redesigned site took about 10 months, with work done by three in-house PR employees, supported by, among others, four talent-acquisition team members who provided advice on the target audience, objectives, and strategy. Two outside agencies also worked on the redesign; one was more about the content and design, the other on the technical stuff. More updates will be rolling out through 2014.

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