Smurfit Westrock
How Smurfit Westrock launched a high-converting careers website, and why they chose Serena CMS
From outdated platform to modern conversion machine
Smurfit Westrock had a clear ambition: more than just a standard careers website. They wanted a modern platform that strongly communicates their employer brand, simplifies the application process and genuinely engages candidates. The old website no longer met these requirements. The user experience was not intuitive, the design was outdated, and managing vacancies required significant manual effort. Together with Getnoticed, we went back to the drawing board to completely rethink the approach.
Learn how to optimize with the Smurfitt Westrock case!
The result? A professional careers website with bespoke web design and smart features that bring Smurfit Westrock’s brand identity to life. Not a standard template, but a strategically built platform that guides visitors towards one clear goal: applying for a job. The website is built on proven wireframes that intuitively guide users. From the first click to completing the online application form, every step is optimised for conversion. Think clear calls-to-action, well-structured vacancy listings and inspiring content that encourages action.
Or, as we like to say: a conversion machine in a fresh new look.
Smart content + smart technology = less work & more applications
Vacancies on Smurfit Westrock’s careers website are automatically synchronised with AFAS, the ATS system used by the organisation. Every change in the AFAS environment, from new vacancies to filled positions, is reflected on the website within 30 minutes. The result? No more manual work, but an up-to-date vacancy overview that is always accurate. This ensures the site remains continuously relevant for both job seekers and the recruitment team.
The power of an interactive contact page
The contact page also received a smart, conversion-focused upgrade. Thanks to an interactive map built on Google Maps, visitors can immediately see where all Smurfit Westrock locations are situated. Clicking on an address automatically zooms in on the correct location. Below the map, there is a user-friendly contact form linked to SendGrid for immediate follow-up. Thanks to the integration between SendGrid and Serena CMS, all forms are processed automatically: both the visitor and the recruitment team instantly receive a clear confirmation email.
Check out the Smurfitt Westrock webinar!
“We didn’t build a website. We built a conversion machine.” That is exactly how Roxann Bloemendal, Project Manager at Getnoticed, describes the project, and rightly so. Everything about the new site is designed to attract and convert talent.
“We like to keep things simple: informative content, intuitive design and powerful technology. Combine that with the flexibility of Serena CMS, and you get a site that does more than just look good, it works for you.”
What can you learn from this?
Many employers struggle with outdated careers websites that no longer align with their brand or target audience. The good news? With the right CMS and the right partner, so much more is possible.
Do you want to move quickly without compromising on quality?
Do you want less manual work and more applications?
Do you want a careers website that strengthens your employer brand and genuinely converts?
Then it’s time to talk. With Serena CMS, you don’t just build websites—you create digital experiences that work. For you, your candidates and your recruitment team. Curious how we can achieve this for your organisation? Watch the full Smurfit Westrock case in our video or book a demo today.