The Challenge

Hudson, a leading global recruitment and talent management agency, initiated an overhaul of their 27 websites worldwide. Hudson’s goal was to provide a more interactive experience for clients and jobseekers alike, becoming a hub for all things human relations and ultimately, to generate more leads.

To achieve this goal, Hudson needed a robust Web Content Management System (WCMS) to both manage their extensive amounts of content and resources, as well as allow their marketers and website managers to directly make changes toward optimizing the website for lead generation.
Additionally, Hudson required a WCMS with localized content capabilities in order to produce all 27 web portals around the world in their respective languages, some with up to three dialects.

The Solution

WCMS DotNetNuke (DNN) Enterprise Edition met these requirements in combination with the PackFlash Constellation Module Suite. DotNetNuke is one of the leading WCMS platforms based on the Microsoft asp.net framework. PackFlash Constellation adds even more advanced content management capabilities when added onto a DNN installation. Constellation’s interface matches DNN to provide a seamless WCMS experience.

DNN Enterprise allowed Hudson to create a template portal of the website and copy it to the other 26 portals and then adjust for multilingual content. Being based on asp.net, it matched all of Hudson’s hardware and previous website, making for a smooth transition. The DNN and Constellation combination provide a clear and user-friendly interface for managing web content. 

To enhance visitor engagement, Constellation allows website managers to specify related content that gets delivered to visitors based on the page they are viewing. Additionally, this related content can be anything from blog articles to videos to webinars to speaking events.

To improve website navigation, Constellation includes a customizable Mega Drop-Down Menu that lets visitors see all parent and second-level pages quickly and easily.

Finally, Constellation benefits the website managers and marketers by creating dynamic lists of content. Whenever a new case study gets added to a website, for example, it will get added to the list of case studies on the case study landing page automatically. This removes another step in getting valuable content added to Hudson’s websites, providing value to its visitors faster than ever before.

Hudson chose BlueBolt Solutions to implement DNN Enterprise and PackFlash Constellation, BlueBolt being the sister company of PackFlash and uniquely capable of customizing Constellation to suit Hudson’s needs. Additionally, BlueBolt is a Gold partner of DotNetNuke and has been involved with the DotNetNuke community since 2005. BlueBolt was able to launch all 27 portals in only 8 months, providing unparalleled implementation, configuration and training services.

“BlueBolt pulled off a very challenging project with many moving parts, as well as a demanding deadline.”

-- Leah Burdick, Global Marketing Director, Hudson

The Results

Hudson and BlueBolt ultimately built 27 websites across the globe, poised for lead generation. Hudson saw some quick successes within just a few months of the website launches.

Their Recruitment Process Outsourcing website, www.hudsonrpo.com, increased online lead quality. Credit for this improvement is due to the multiple new calls-to-action on the site and enhanced website usability.

At the time of launch, Australia had been experiencing a shortage of candidates around the country. That December, even though most people in Australia were on holiday for the month, the website saw an increase in website traffic and new online candidates registrations. The new website allowed candidates to fill out a form and be alerted of new positions that match their skills. This allows Hudson Australia to generate candidate leads even if they don’t have the perfect position available at the time.

The Sweden portal, which before was unable to capture leads, is currently generating new leads each month. With the new website, Hudson’s online marketers in Sweden have a place for web forms to capture leads that may not be ready to talk on the phone.

Most importantly, all portals are now accessible to several different levels of people that work on the website, including traditional marketers, language content managers and web admins.

Between the friendly DNN and Constellation interface, and BlueBolt’s customized training the Hudson marketing teams can continue to develop and enhance their website as an inbound marketing tool.

“We’ve received incredible feedback from candidates and clients alike. People internally feel proud of the website. It puts our marketing in a position to be much stronger.”

-- Leah Burdick, Global Marketing Director, Hudson