LPP with a revamped website
The growing recruitment needs in Poland and in foreign markets, the massive uptake of online content via mobile phones and the dynamic growth of the LPP Group prompted the Polish clothing manufacturer to launch a new version of its website. The assumption of the project carried out by Efigence, a company offering technology solutions, was to adapt the content, structure and visual concept of the site to the needs of potential employees in Poland and abroad, as well as to create a main and universal source of information about LPP for many markets. The changes made are aimed at increasing the functionality of the website, improving the transparency of the site, emphasising the open organisational culture and the cohesion of the LPP Group.
The Polish clothing company is actively developing its online sales network and launching new stores of its five brands with a particular focus on the Central and Southern European markets. Supporting omnichannel sales in the areas of logistics and new technologies, among others, is within the remit of the group’s member companies, primarily LPP Logistics and Silky Coders. Taking on new business challenges contributes to the creation of new jobs, both abroad and in the company’s headquarters and offices located in Polish cities. LPP currently employs over 30,000 people and is engaged in ongoing recruitment activities. The new version of the website is intended as a convenient information hub for candidates, helping to improve external communication. In addition to supporting the recruitment process, it is intended to remain the primary source of up-to-date data about the company for investors, the media, NGOs or customers.
– – The continuous development of our structures in Poland and abroad contributes to the constant demand for employees, mainly for positions related to the creation of fashion collections and merchandising, but also specialists in e-commerce and omnichannel sales, so areas where we are leaders in Poland. Supporting the recruitment process is of key importance to us. The new website is designed to offer candidates greater access to key information about the company and current job offers. In turn, our response to the evolution in media use is the attempt to better match communication channels to different audience profiles, including the key group aged 18-34, if only by integrating communication on the website with LPP’s social media. But the website is also the company’s general showcase. In the new version, we have taken care to emphasise the foundations of our organisational culture, commitment to standards, or care for respecting employee rights, fighting inequality and discrimination or protecting personal data – comments Sławomir Ronkowski, director of internal communications and CSR, LPP.
The key goals of the project consisted in creating an intuitive, readable website for both the employees creating the content and the recipients. It is with this diverse target group in mind that the company relies on evergreen content that can be revisited, but also video content and podcasts. In collaboration with technology and design experts from Efigence, LPP made sure that the site got some fresh typography, and the colour scheme was also changed in order to emphasise the company’s modern and fashion-oriented character while maintaining its previously developed search engine positioning (SEO).
– We would like to thank LPP Group for the trust and the opportunity to join forces in this unique project. We have faced quite a challenge to create a coherent UX and an effective communication strategy in the web channel for very different user personas and numerous business goals set for the site: starting with employer promotion, through supporting foundation activities, nurturing media and investor relations, to a coherent presentation of five commercial brands from the LPP Group portfolio. We are pleased that together we have developed a new visual strategy that perfectly reflects the identity of the Group, combining clear information messages with a bold design approach – comments Paweł Dunia, UX Director at Efigence.
When creating the structure of the site, special emphasis was placed on such sub-pages as career, investor relations, sustainable development, and LPP Foundation. The site is also supposed to emphasise the diversity of subsidiaries – LPP Logistics or Silky Coders – as well as own brands, while highlighting the consistent image of the LPP Group. The new site has been supplemented with information familiarising candidates with the variety of areas of the company’s operations.
– Over a dozen teams within LPP were involved in the process of creating the website. We conducted a thorough review of our needs and business goals, as well as an in-depth analysis of website traffic and trends in website design. As a result, we created a new interface that is not only more aesthetically pleasing but, above all, useful to our audience. We have devoted considerable attention to modernising the careers tab, which is an important point of contact with potential employees. We wish this section of the website to be a place where candidates can learn more about the day-to-day challenges they may encounter while working for our company. We introduce our positions and departments here, or share guides, which are full of tips necessary in the recruitment process – comments Krzysztof Barański, project coordinator at LPP.
The new website is available at www.lpp.com. With its colourful and lively design, it is intended to emphasise the progressive and modern character of the site and accentuate LPP’s strong position in the fashion industry. Its flexible and informal character, on the other hand, refers to the open organisational culture of the Polish clothing company.
LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 2000 stores with the total area of 1.7 million m2 and distributes clothing and accessories to 3 continents every year. LPP also plays an important role as it employs nearly 30 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.