Career page success factor: How retail companies really reach applicants today

Retail is one of the industries with the highest staffing requirements — and at the same time one of those with the highest hurdles in recruiting. There are many reasons for this: High turnover in sales, falling number of applicants in the education sector, low visibility in digital channels. According to one Study by the EHI Retail Institute 90% of the HR managers surveyed in retail cite the shortage of skilled workers as the biggest challenge.

In addition, the target groups are extremely diverse — from temporary workers to career changers to highly specialized specialists at headquarters. Anyone who wants to reach all these people with the same career page and the same tone of voice often fails at the start.

That's why it's time to rethink career pages. Not as a company profile or mandatory page — but as a digital recruiting tool that focuses on people.

Why career sites in retail must do more today

Hardly any other sector has as many different applicant profiles as in retail. While sales companies are often looking for new employees at short notice and in large numbers — for branches or the cash register area, trainees are about long-term commitment and logistics workers need reliable staffing in shifts.

The career site must do all of this today: It must not only provide information — it must get to the heart of why a job in retail is worthwhile, it must create trust, create closeness and quickly guide users to the right location. This is exactly where the biggest gaps are revealed in practice: Many pages all speak to a bit — and not to anyone correctly.

Best Case 1: Thalia — Clear target group management directly on the homepage

On the homepage of her job shop, Thalia shows how simple target group orientation can look. Instead of clicking through menus or filters, applicants can immediately see where they belong: “Jobs in our bookstores,” “Jobs in our headquarters,” “Training at Thalia.” The categories are clearly named, visually supported and directly linked.

Thalia does not address “everyone” abstractly, but becomes concrete when addressing the various target groups. This reduces disorientation — and ensures that applicants feel addressed from the first click.

Best Case 2: Fressnapf — address topics openly, provide orientation

Fressnapf makes visible on its career page what many companies are only hinting at: What really sets us apart as an employer? The “What makes us special” section provides specific insights — from development opportunities and flexible working hours to corporate culture and the working environment at headquarters.

Fressnapf thus offers initial, quick orientation for applicants who ask themselves: Is this environment right for me? Although the statements remain concise for now, they show a stance — and make it clear that behind the employer promise there are specific topics with which Fressnapf identifies.

Especially in retail, where many job decisions are made close to everyday life, this thematic sorting helps to make it easier for applicants to get started — without overwhelming them with wasted texts.

‍Best Case 3: Walbusch — Orientation before and after the application

Many applicants don't know what to expect in the application process — or what happens after they have been accepted. Walbusch addresses precisely this uncertainty with clear communication. On the “Your way to us” page, the The entire application process is described transparently and comprehensibly: from receipt of application to interview and feedback.

Even after the commitment, Walbusch remains visibly on the side of the new employees. The “Welcome on Board” section makes it clear that onboarding is no accident here. Get new colleagues Orientation, preparation and support — from day one.

Walbusch thus shows that if you want to attract applicants, you must not only make it easier for them to get started, but also think about how to get there.

Best Case 4: EDEKA Nord — job advertisements that are really convincing

Anyone who applies for a position at EDEKA Nord quickly realizes that this is not about empty phrases, but about real orientation. Using the example of Professional driver training advertisement:in becomes clear How clear and structured content can be prepared — from tasks and benefits to requirements.

In the JobShop, EDEKA Nord relies on a Fast Application, which significantly simplifies the application process. Applicants can apply directly from the ad — supplemented by the option of making contact via WhatsApp as an alternative. This lowers barriers to entry and adapts to the realities of life of the target groups.

EDEKA Nord is thus showing how job advertisements not only provide information, but can also really make it easier to get started with the company.

If you want to further develop your career site and want to know what a job shop in your company could look like, then book a free product demo here.

What you can now actually implement on your career page

• Address target groups directly
  
  
• Make topics such as development or culture visible
  
  
• Explain the application process transparently
  
  
• Communicate onboarding visibly
  
  
• Clearly structure job advertisements
  
  
• Provide easy ways to apply

‍

conclusion

Career sites in retail should today specifically address the needs of different target groups, provide specific content and make it as easy as possible to get started with the application process.

If you want to implement this successfully, you need a clear structure, relevant content and suitable digital solutions.