22% Applicant rate at Fressnapf through successful target group orientation

Finding talented employees for 1,676 branches in Germany — that is the task of Fressnapf's employer branding and talent acquisition teams. As a leading retailer of pet food and supplies, the company is based on two pillars: animal love as a cultural DNA and entrepreneurial success principle and a commitment to the professional and personal development of employees. Despite her leading position, it was a challenge to attract and attract the right talent.

Fressnapf knows that employer branding is not a short-lived trend, but is an important factor for long-term entrepreneurial success. Through the JobShop by talentsconnect Despite its complex corporate structure, Fressnapf manages to offer applicants a user-friendly user journey that makes the application process simple and accessible.

The goal is clear: Compete against other companies in a highly competitive market and position yourself as an attractive employer in order to win over the right talent. But how can Fressnapf ensure that they can reach and inspire the right talent? Here, they rely, among other things, on the JobShop and the Direct-to-Talent Strategy as a career page solution.

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Result: 22% applicant rate with the right target group approach

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As a central part of recruiting communication, the JobShop Fressnapf helps to successfully address its target group and create a exceptional applicant rate of just under 22% toward achieve. With intuitive online shop logic that makes it easy for users to navigate, the company manages to increase the number and fit of applications. This speaks for the target group-specific content that they have placed in their job advertisements and adapted to the needs of the respective target group.

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Challenge

The retail industry is a highly competitive field. Fressnapf competes with all competitors on the market, regardless of whether they are part of the pet industry or not. Most recently, they had almost 1,000 vacant positions in Germany. As a result, the opening of individual branches threatened to be jeopardized. The company was under great pressure because despite the high need for recruiting, the number of applications remained thin, as was the fit of applicants — and this despite investing in job boards & Co. Fressnapf is looking for different target groups who want to be addressed individually. This is the only way to ensure applicant fitness and positively influence the applicant rate.

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Analysis

In order to attract talent, Fressnapf's career page had to be converted. There was a lack of strategy, target group orientation and content. The user journey for potential applicants was complicated and resulted in high dropout rates across the career page. A solution was needed because Fressnapf had not yet exploited the full potential of the Talentsconnect JobShop.

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Solution

Fressnapf links the JobShop to their online shop Fressnapf.de under “Career” and use it for all recruiting activities from now on. This makes the career site the first point of contact for job seekers. This is also shown by over 12,000 generated applicant data, which allows Fressnapf to see how their potential applicants are behaving online in the JobShop data dashboard. Most applications come via Corporate websites (fressnapf.de & fressnapf.com/en), which organic Google search and Google for Jobs. The number and fitness of applicants has increased and employer branding campaigns are bearing fruit. With a conversion rate of just under 22%, now clicks more than every fifth visitor Who lands on at least one job offer, on Apply.

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The biggest benefits at a glance

• Clever in logic: Click paths and online shop logic can be easily implemented on jobs
• Scalable: scalable despite a complex job structure and easy for users to understand
• Versatile: JobShop can be used as an internal job market for employee retention

Fressnapf's target group approach is particularly outstanding. The company had the challenge of creating a simple user journey for the same job offers despite different target groups and locations. With the JobShop, Fressnapf has found the perfect solution: Each JobShop is specifically tailored to the needs of the target group, which simplifies the user journey and enables a higher conversion rate. Fressnapf uses a total of four JobShops in Germany to ensure that the right target group is addressed:

1. markets
2. Headquarters & logistics
3. Training & dual studies
4. Internship, trainee & working students

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The right content in the right place

The JobShop by Fressnapf was strategically oriented step by step, because although the career site was already in use, the full potential was not yet exhausted. In spring 2022, job advertisements were enriched with images, videos and targeted content. The result: More and, above all, better applications for Fressnapf. In the first half of 2022, the conversion of clicking on apply from a job offer page rose by 4 percentage points in the areas of markets, training and headquarters. This makes the JobShop an important piece of the puzzle of the company's entire employer branding communication. Coupled with active sourcing, targeted social media communication and employer branding and recruiting campaigns, the fit of candidates can be increased and traffic on the JobShop converted into applications.

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Employee retention — the JobShop as an internal job market

Fressnapf's vision of being the first port of call for pet owners, paired with a culture that promotes personal growth and learning, sets the company apart from the competition. It is not only important to them to search for new talent, but also to retain the employees they have already won over. That is why the company uses the JobShop also as an internal job market. In this way, Fressnapf supports the further development of the employer branding strategy and an agile, self-organized personnel structure. Further benefits will be introduced in the future to attract and retain top talent. With the company's expertise and commitment to its employees, Fressnapf is well positioned to continue its success as a leading employer in the pet industry.

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Conclusion

The success story shows how Fressnapf achieved its exceptional applicant rate of just under 22% with the help of the talentsconnect JobShop as part of the overall employer branding communication. By changing the career page and addressing different target groups in a targeted manner, the company was able to simplify the user journey and increase the conversion rate. Each Fressnapf JobShop is specifically tailored to the needs of the target group you are looking for and shows that targeted advertising in job advertisements is an important factor for success in the recruiting process.
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“We appreciate the close collaboration with talentsconnect. Together
We are constantly developing our JobShop. Regardless of whether it is the further development of the product or the internationalization of career pages
works — the exchange always gives us new inspiration for strategic recruiting decisions. I think we're great together!”

Simone, Expert Employer Branding & People Communication at Fressnapf Holding SE

Would you like to find out more about the JobShop? Book a demo or find out more about approaching applicants digitally in the Talentsconnect Academy.