The site, developed with the help of recruitment ad agency TMP Worldwide and launched this month, aims for jobseekers to explore vacancies online in an “entertaining and challenging” way in applying for jobs across the AA's range of businesses operations, including financial services, insurance, driving services, motoring technology and support activities. 

Commenting on the new site, Craig Morgans, the AA's head of talent acquisition, learning & development, explained that the site aims to build on the concept that a picture tells a thousand words through “engaging content that unfolds the AA's unique story”.

AA careers site chatbot screengrab
Candidates will be met with AA's chatbot when job searching
Morgans told Recruiter in a statement that chatbot is one of those pieces of engaging content. According to Morgans, chatbot will enable candidates to ask questions about the organisation such as how to apply, where are the AA is based, what it is like to work for, newest vacancies or help finding recent applications, rather than having to seek information from a static site.

“Today's audience is highly mobile - up to 65% of our site traffic is from tablet and mobile,” Morgans said. 

“Content needs to beserved in a different, more interactive manner, more quickly, in line with expectations. Candidates also want to get much more of a feel of what the organisation is like underneath - the reality of day-to-day life, underneath the polish. That's why we've gone down the route of pictures and case studies which will be added to over time.”

Morgans added the business case for the site is that it will help track candidate behaviour online, so the AA can make adjustments to the site accordingly; compel candidates to extend their site visit and increase the number of click-through to applications from candidates.