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Case Study

Crafting a Careers Site for the Premier Online Department Store in the Netherlands

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Summary

Client Name: Wehkamp

Services: Careers Website, Employer Brand, Candidate Experience, Talent Attraction

Award: Best Careers Website - FIRM 2019

The brief

Ph. Creative completed an employer branding and employee value proposition project for Wehkamp long before we began building their careers site. This initial work proved our ability to nail the employee experience and, having built them ourselves, made us intimately familiar with their personas, EB, and EVP.

So when Wehkamp asked us to take what we learned and apply that to a careers site, we jumped at the opportunity to take our findings a step further. They wanted a site that demonstrated their values and brought their EVP to life through creative while painting a picture of how it would be to work there before a candidate applied. And we set out to build it for them.

The background

Wehkamp is the premier online department store for families in the Netherlands. With more than 400,000 products from 2,000+ brands in the field of fashion and living, they strive to provide personal convenience for their customers, a diverse and surprising range of products, and services that exceed expectations.

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The creative idea

Before all else, we wanted to ensure the careers website was aligned to the EVP in every way. Wehkamps proposition to ‘Learn. Laugh. Lead,’ needed to be demonstrated while also considering each persona’s user journey through the website and the content that would resonate most with each.

We also knew we had to highlight the unique offerings of Wehkamp. For instance, during some of our initial workshops, we discovered that current employees resonated with fellow colleagues as well as management - a rare finding that we knew we had to incorporate.

Additionally, as a hugely successful ecommerce company based in Holland, Wehkamp love to give customers memorable experiences - a trait that dominates their consumer brand and one they wanted mirrored in the website experience for candidates and employees.

All of this and more was achieved by executing a unique creative vision - one personalized to Wehkamp’s essence and their EB goals.

The execution

From conception to completion, we worked to ensure Wehkamp’s careers site directly reflected their EVP and target personas’ preferred content. This included weaving in their proposition to ‘Learn. Laugh. Lead’ and crafting associated content to each individual persona.

Beyond that, we worked to showcase Wehkamp’s unique offerings. Employees’ accessibility and relationship with management and colleagues alike was reflected in a ‘Meet the lead’ section where site visitors can hear from management about roles, benefits and working at Wehkamp. A big focus was also on user generated content from those already working at Wehkamp. This is how #wehkampmoments came about, which is an area of the site where employees can share videos, photos of them learning, laughing and leading during their time at Wehkamp.

In order to do justice Wehkamp’s commitment to deliver memorable customer experiences, we created an ecommerce environment where ‘products’ became ‘vacancies’ and ‘conversions’ became ‘applications’. This both married the career and corporate sites and differentiated the Wehkamp application process.

The results

The end results were profound.

The careers site averages 800 applicants (compared to 200 from the previous site) and 7000 visitors a month.

The quality of applications to this site has improved massively, suggesting that the website objective, to give candidates a clear idea of what it’s like to work at Wehkamp and the EVP is being met.

Candidates are more prepared for interviews - simply because they now have the tools to familiarize themselves with Wehkamp and the department or role they’re applying to.