Abcam

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T H E  C H A L L E N G E

Abcam, or “the Amazon of antibodies” is a life-sciences e-commerce company that produces and retails antibodies and other research tools to the life science research community. It facilitates public customer feedback on products using reviews and ratings – hence the rise of their nickname.

With Headquarters in Cambridge UK, the biotech company has worldwide operations across the UK, US, Japan and China. And that’s where we come in, we were tasked with developing a global careers site to match their international reach.

Before we could even consider the website, we needed to create a global EVP. We wanted to create something that would showcase their incredible talent and provide consistency in the way they were positioned as an employer, both internally and externally.

T H E  S O L U T I O N

We approached the site with the user at the centre of our thinking. We also wanted to ensure that it ticked all of the following boxes: create a compelling story, make next steps obvious, create an emotional experience and, of course, show candidates the benefits of joining Abcam.

In order to surface the wide range of skills and creativity that are crucial to scientific development, we featured a range of real Abcam employees to show the breadth of talent.

Taking Abcam’s own photographic style, we added hand-drawn creative interpretations of the company’s products and put them in the hands of the colleagues. This was to display that whoever they were and whatever their skills, they bring their own original thinking to make the products possible – highlighting the impact that one individual can have.

The intuitive design of the site allows users to explore relevant content. It speaks to two very different audiences, both the science and non-science community. The content works to de-mystify the science for one audience while not patronising the other.

We spoke to both audiences by providing candidates with the opportunity to understand more about each area of the business very early on – ensuring that all of the content was relevant and pitched at the correct level.

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T H E  R E S U L T S

Since the sit’s launch in June 2016, we’ve seen some amazing results. There have been 47,080 visits to the site so far – 67% of which are new visitors. Dwell time on the site is up too, with an increase to 2:25 minutes and users are also engaging with the content on the site, having viewed an average of 3.9 pages per visit.

We’ve created a platform for Abcam that’s much more than a clear return on investment. It’s also a means of showcasing who they are, what they stand for, and the incredible talent who make it all possible.

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