Starbucks : Sweetening jobseekers with a personal message

A simple personalisation feature creates a customised welcome

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The feature

Starbucks’ Europe, Middle-East and Africa Careers site home page greets jobseekers with the message ‘Hi there! What’s your name?’ 
If a visitor types in his or her name and presses a ‘Go!’ button, the name appears in an animated ‘hand-writing’ sequence, on an image of one of the company’s coffee cups, alongside a smiley-face emoticon (see screenshot).
Further down the page, the user’s name is written on another image of a coffee cup, with animated steam coming out of its lid.
Further still down the page, the user will find a photo of three people in Starbucks barista uniforms, holding a sign with the user’s name on it - eg ‘We love Scott’.

The takeaway

Like the company’s syrup-flavoured beverages, the personalisation on Starbucks’ careers site’s home page may prove too sickly-sweet for some jobseekers. But it has a number of things going for it:
First, unlike many other examples of personalisation on corporate sites, it does not force the user to do much work – answering a series of multiple-choice questions, for example. 
Second, it reinforces the company’s brand: names on customers’ coffee cups represent a key part of Starbucks’ identity.
Third, the personalisation is an optional extra rather than an integral part of the site’s functionality: if the user chooses not to key in their name, no functionality is lost – aside from the personal welcome messages. 
Finally, it sends the message – albeit in a syrupy way – that Starbucks treats its employees as individual people, rather than numbers on a spreadsheet.
First published 08 January, 2019
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