In early 2024, Southeastern Railway embarked on its biggest recruitment drive in over 20 years. As part of the campaign I helped create, I rewrote large parts of their careers site.

Working from job descriptions and conversations with Talent Managers, I overhauled role-specific pages. New copy provided both information and encouragement – describing the job in everyday language and giving full details of training.

The result was a record-breaking number of applications for Southeastern: 16.5k in just two months.