Unifying Reed's Digital Estate Across Multiple Brands
The Reed Group is one of the UK’s largest recruitment and workforce solutions companies, offering services that span the entire employee-employer lifecycle, from direct hiring to learning and wellbeing initiatives. Historically, their digital presence was fragmented across multiple properties, making it difficult to deliver a unified brand and customer experience.
Overview
The Reed Group is one of the UK's largest recruitment and workforce solutions companies, spanning direct hiring, learning, wellbeing, and talent solutions. Its digital estate had grown organically; multiple separate properties, inconsistent experiences, and no unified way to capture or understand customer data across the portfolio.
As Front-end Lead, I rebuilt reed.com, restructuring it as a conversion-focused hub with clearly separated journeys for job-seekers and employers. I designed the architecture to scale: the modular component system, headless CMS setup, and HubSpot integration patterns I established were later extended by other teams to Reed Learning, Reed Wellbeing, and Reed Talent Solutions.
Centralising lead capture across the estate via HubSpot was a strategic goal built into the architecture early on, which helped the platform scale more consistently across brands.
How we built it
Each site was built as a progressive web app using a component-based Next.js and React architecture. Contentful powered content management across the estate, giving marketing teams full independence to publish without engineering support. HubSpot unified lead capture and analytics, creating a consistent view of customer behaviour across all brands.
Tech stack
Next.js
TypeScript
Contentful
HubSpot
4×
increase in leads generated after the Reed Wellbeing relaunch
2×
increase in visit-to-lead conversion on Reed Learning
67,000+
content downloads from reed.com since relaunch
4
brands unified under a single lead capture and analytics layer via HubSpot
There's more to this story...
Reed operates across multiple services and audiences. Without a unified lead capture layer there was no consistent view of how customers moved across the portfolio. Integrating HubSpot across every property solved that, and the impact showed quickly in the lead and conversion numbers.
The rebuild introduced clearly separated user journeys from the outset. Navigation, content hierarchy and conversion points were all designed around two distinct audiences so neither experience compromised the other.
Reed's marketing teams needed full independence to manage and publish content across multiple properties without engineering support. Contentful's flexible content modelling and clean editorial interface made that possible at scale.