VML and Boots recently won the Best Careers Site at the TIARA Talent Acquisition Awards Europe, with the judges praising Boots for delivering a technically advanced, mobile-first experience that stood out for its clean design, strong job search functionality, and commitment to improving accessibility for high-volume recruitment.
Supported by VML, Boots won the award for a faster, more accessible, mobile-first job search and application experience
This is great recognition for all the hard work from the team to make Boots.jobs a brilliant experience for candidates and job seekers, so thank you for all your support!
Jade Hazelwood
Employer Brand & Recruitment Marketing Manager, Boots UK
VML Enterprise Solutions India Talent Hub Team delivered this work for Boots and have been supporting Boots since 2018. Altogether, this caps a highly rewarding and collaborative program by Boots and VML that is already seeing impressive outcomes. In terms of project specifics, the website components redesign and optimisation were achieved through the strategic use of Progressive Web App (PWA) technology, accessibility-first design, and robust UX measurement.
- Progressive Web App: VML delivered an app-like mobile browser experience with add-to-home screen, push notifications, connectivity status alerts, advanced caching for speed, offline fallback for key pages, and a first-time user guide.
- Accessibility: After a discovery phase of accessibility, using Text Spacing, WAVE, NVDA, colour contrast checker, VoiceOver (iPhone), TalkBack (Android), keyboard accessibility checks, and the W3C markup validator, VML resolved issues to achieve AA compliance for accessibility.
- Measurement & optimisation: Using real user behaviour, user feedback, and NPS, VML personalised the homepage by location, business area, search criteria/history, past behaviour, and career areas, and provided actionable recommendations to improve page layouts, CTAs, and content hierarchy.
The result has been a fast, inclusive, and insight-driven experience that resonates with modern job seekers, and has helped deliver:
- 17% YoY increase in organic traffic (YoY data compared from May to April 2025 vs May to April 2024)
- 64% Keywords ranking in top 10
- 93% SEMrush health score
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