Engineering Results: a recruitment & promotional drive for a global engineering giant

RIttal CSM website

Our Client

Rittal-CSM in Plymouth is the UK manufacturing facility for global engineering giant Rittal.

The facility is experiencing record growth levels, primarily due to £90 million of new pan-European contracts. Leader was asked help drive awareness and support a recruitment drive to attract talented individuals and help to fill approximately 200 vacancies including 30 apprenticeships.

Our Services

Our Work

Our team started by conducting interviews with senior Rittal-CSM leaders, to better understand both its stakeholder base and how to position Rittal as an attractive place to work. This review identified that technology, society and the global economy are changing and there is a huge emphasis among job seekers on self-development, so it was agreed to focus the campaign on Rittal-CSM’s considerable investments in training and experience.

From this evidence base we were able to design and build a dedicated Rittal-CSM careers website, styled in accordance with Rittal’s global corporate guidelines but editorially managed in the UK.

Rittal CSM logo

We then implemented a multi-channel campaign to ensure the site could be easily found and accessed.

  • The website was fully optimised for search engine performance against high-ranking keywords, and Leader also negotiated inbound links with other sites with impressive domain authority.
  • Organic search engine performance was supplemented and supported by a Google Ads campaign and by listings on Google My Business and Google Job Boards.
  • New content was regularly added, both to answer visitor questions and to increase the number of search-friendly pages.
  • We also supported the business’s credibility and obtained inbound links from media outlets by entering major local business awards.


Launching a small website into a highly competitive sector like recruitment is always a challenging brief but, within 18 months:

  • The Rittal CSM website had reached a Page 1 Google ranking for its key search term
  • Jobs advertised on the website were ranking #1 on Google Job Boards
  • The website had received more than 31,000 page views, with the Google My Business page receiving a further 13,000 views
  • With a relatively modest budget, the Google Ads had garnered 29,000 impressions, creating up to 1,000 sessions/month, and consistently delivered a click through rate of up to 13%. Our ads were matching or out-performing established national job boards including Indeed, TotalJobs and Reed
  • Job vacancies advertised on the site were being quickly filled.

The wider promotional campaign has helped raise awareness of the business and its importance to the regional and national economy, something that has been recognised in multiple business awards:

  • Western Morning News’ Business of the Year awards named Rittal CSM as Manufacturer of the Year 2018
  • Plymouth Business Awards made Rittal-CSM the “stand-out winner”, with the Large Business of the Year and the Apprenticeship Development awards
  • Western Morning News’ Business of the Year awards gave three major accolades: Business of the Year; Manufacturer of the Year 2018;  and Highly Commended in Apprentice Development.

Emma Pope, HR and Employee Development Officer at Rittal-CSM, says:

Building our website with Leader was fast, affordable, and very effective. We were supported throughout the process by both the technical team and communications strategists. As a result we have a website which not only looks great and is easy to navigate, but most importantly it can be found. We now have a tailored, follow-on programme in place, including content marketing and Adwords, to optimise the site and ensure it reaches exactly the right audiences.

rittal csm website
Rittal CSM

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