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Why interactive recruitment video impacts the quality of hire at Albert Heijn

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This presentation explains how interactive recruitment videos benefit the quality of hire at Albert Heijn Dutch supermarket chain. The presentation was given by Martijn Ulehake during the Online Video Event on 28 June 2018 in the Netherlands.

Published in: Recruiting & HR
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Why interactive recruitment video impacts the quality of hire at Albert Heijn

  1. 1. Onze Albert Heijn ontwikkelreis van Experience gedreven recruitment De digitale experience, engagement en ambassadeurschap van een bijbaner Werk met impact … op klanten en jezelf Our journey optimizing Candidate engagement Why interactive video impacts the quality of hires in Albert Heijn stores
  2. 2. Introduction 2 Martijn Ulehake Consultant Employer Branding Albert Heijn Jeroen Kneppers CCO Endouble.com
  3. 3. Working at Albert Heijn Setting the stage
  4. 4. 85% jonger dan 25 70.000 part time Misschien wel de belangrijkste baan van Nederland 4 Groei Geld Gemak Gezelligheid
  5. 5. 5
  6. 6. Working at Albert Heijn Candidate & employee engagement
  7. 7. 7 Digital and physical world need each other ▪ Our digital strategy does not focus on minimizing human interaction but rather on optimizing interaction from the point of efficiency & effectiveness. Digital & Human ▪ Added value online candidate experience adds value to: ▪ Process quality and speed ▪ Setting a baseline for quality level of candidate experience ▪ Management information ▪ Reduce inefficient manual labour ▪ Committed human contact when it adds the most value ▪ Optimize synergy between online / human candidate experience per target group
  8. 8. Working at Albert Heijn Understanding our target group needs
  9. 9. Jongeren sluitend zich af Van een roepende volwassen omgeving How to connect with our target group What do they value, how to reach them It should be easy to find the right job online I want a job at Albert Heijn in close proximity to my home I want to know when I can work at Albert Heijn I want to know what i will earn at Albert Heijn I want to know what I will be doing at Albert Heijn Enable them to get a realistic job preview & combine working at albert Heijn with other activities like school & sports
  10. 10. 10 Candidate / employee experience process
  11. 11. Working at Albert Heijn Why this is important for our business
  12. 12. Employee engagement influences business success 12 Business growth Customer engagement Employee engagement
  13. 13. And at the same time 13 Business growth Customer engagement Employee engagement
  14. 14. Working at Albert Heijn Back to the target groups needs
  15. 15. Jongeren sluitend zich af Van een roepende volwassen omgeving How to connect with our target group What do they value, how to reach them It should be easy to find the right job online I want a job at Albert Heijn in close proximity to my home I want to know when i can work at Albert Heijn I want to know what I will earn at Albert Heijn I want to know what I will be doing at Albert Heijn
  16. 16. I want to find my part-time job easily 16 99,2% of all hires come from owned and earned channels. Paid isn’t credible for the target group
  17. 17. I want a part-time job in proximity to home 17 82% of all store employees live within a range of 2km from the Albert Heijn store location
  18. 18. What will I earn & when can I work 18 37,2% of all visitors complete their application after making a salary calculation
  19. 19. I want to know what I will be doing 19 95,3% Knows Albert Heijn because of their stores, but has hardly any knowledge about Pick-up-point & logistics
  20. 20. Limitations to liniair video 20 of all visitors interact with Youtube job preview contributing to (only) 3.772 monthly views 2,5%
  21. 21. Working at Albert Heijn How to leverage the true power of interactive video
  22. 22. What do they really value 22
  23. 23. What do they really value 23
  24. 24. Leveraging the power of interactive video 24 Manager Stockroom Store ApplyIntroduction Employee Service Canteen Career
  25. 25. Leveraging the power of interactive video 25 Manager Stockroom Store ApplyIntroduction Employee Service Canteen Career
  26. 26. Leveraging the power of interactive video 26 Manager Stockroom Store ApplyIntroduction Employee Service Canteen Career
  27. 27. Leveraging interactive video 27 +48% 12,6% of all visitors watching the interactive video completes an application. +21% 9,1% of all applicants converts to a hire when watching the interactive video +42% visitors view 43% of the interactive video making an average of 3,23 min +68% 4,2% of all visitors start the interactive video during their visit.
  28. 28. Leveraging interactive video 28 +48% 12,6% of all visitors watching the interactive video completes an application. +21% 9,1% of all applicants converts to a hire when watching the interactive video +42% visitors view 43% of the interactive video making an average of 3,23 min +68% 4,2% of all visitors start the interactive video during their visit.

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