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.

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. Introduction
2
Martijn Ulehake
Consultant Employer Branding
Albert Heijn
Jeroen Kneppers
CCO
Endouble.com

3. Working at Albert Heijn
Setting the stage

4. 85%
jonger
dan
25
70.000
part time
Misschien wel de belangrijkste baan van Nederland
4
Groei
Geld Gemak
Gezelligheid

5. 5

6. Working at Albert Heijn
Candidate & employee engagement

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. Working at Albert Heijn
Understanding our target group needs

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
Candidate / employee experience process

11. Working at Albert Heijn
Why this is important for our business

12. Employee engagement influences business success
12
Business
growth
Customer
engagement
Employee
engagement

13. And at the same time
13
Business
growth
Customer
engagement
Employee
engagement

14. Working at Albert Heijn
Back to the target groups needs

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. 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. 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. What will I earn & when can I work
18
37,2%
of all visitors complete their application
after making a salary calculation

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. Limitations to liniair video
20
of all visitors interact with Youtube
job preview contributing to (only)
3.772 monthly views
2,5%

21. Working at Albert Heijn
How to leverage the true power of interactive video

22. What do they really value
22

23. What do they really value
23

24. Leveraging the power of interactive video
24
Manager Stockroom Store
ApplyIntroduction
Employee Service Canteen
Career

25. Leveraging the power of interactive video
25
Manager Stockroom Store
ApplyIntroduction
Employee Service Canteen
Career

26. Leveraging the power of interactive video
26
Manager Stockroom Store
ApplyIntroduction
Employee Service Canteen
Career

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. 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.