How FIEGE increases the number of applicants through targeted, location-based approaches

FIEGE, one of Europe's leading logistics companies, has been a family-run company for over 150 years. With over 23,500 employees at 135 locations worldwide, FIEGE offers logistics solutions for sectors such as healthcare, e-commerce, fashion and industry. In doing so, they are pursuing a clear mission: to design climate-neutral, sustainable and future-oriented logistics. The focus is on humanity and care.

Despite its strong market position, FIEGE is faced with the challenge, particularly in the blue-collar sector, of attracting qualified specialists with the necessary skills for operational activities. For long-term success, they rely on strategic employer branding and use the talentsconnect JobShop with the direct-to-talent strategy (D2T).

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Challenges in focus

The logistics sector is severely affected by the shortage of skilled workers, particularly in the blue-collar sector, where warehouse workers, truck drivers and technical specialists are essential for daily operations. FIEGE is also clearly aware of this challenge. Every year, the company has to fill around 1,000 jobs in Germany, including both operational specialists and trainees. The search for qualified employees is becoming increasingly difficult as the demand for specialized skills is high and it is becoming increasingly difficult to attract young talent to train in the logistics sector.

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Analysis of the old career page

Recruitment at FIEGE failed for a long time due to restrictions on the old career page, which did not do justice to the complex corporate structures or the diverse target groups. FIEGE is a decentrally organized company with over 135 locations. Each FIEGE location has its own culture and offers different benefits. All locations were presented as a whole, which made it impossible to specifically highlight the diversity and attractiveness of the individual locations.

Another major shortcoming was the lack of tracking features. Without a technical infrastructure that collects data on user behavior on the career site, it was impossible for FIEGE to analyse and specifically improve the effectiveness of its recruiting measures. There was no overview of which content and measures worked and which needed to be optimized. This led to inefficient campaigns and unclear performance monitoring.

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The solution

For FIEGE, it was clear: A Realignment of the career page was urgently needed to meet the diverse requirements of the locations, to optimize the application process and to enable different target groups to be addressed in a targeted manner.

FIEGE decided to implement the JobShops from talentsconnect as a replacement for the existing career site, because it can best reflect the diverse requirements of decentralized locations and how to optimally address different target groups. In addition, the implementation was relatively uncomplicated and could be done with few resources. The JobShop offers them the necessary flexibility to ideally represent the complex structures of the company. Each team and location has the option to place specific content that highlights local features and individual benefits. This increases the attractiveness of the locations and enables targeted, campaign-oriented communication. This allows locations to use their sites individually for recruiting campaigns and respond specifically to local needs.

The JobShop significantly automates and simplifies the application process at FIEGE. Instead of long, outdated and confusing processes, it now offers a quick and user-friendly candidate journey. For selected jobs, the WhatsApp application makes it easy to apply directly via Messenger, while the Fast Application, also mobile via smartphone, completes the entire process with just a few clicks. With 47% of users accessing the JobShop via mobile devices, the relevance of mobile optimization is particularly clear. These mobile solutions significantly reduce bounce rates and measurably improve the applicant experience.

In addition, the dashboard makes it possible to precisely analyze user behavior. This data provides valuable insights into application behavior, so that FIEGE is able to derive targeted recruiting and employer branding measures. Through this data-based approach, they can continuously optimize their strategies and further increase the success of the measures.

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The biggest benefits at a glance

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• ● Campaign-ready pages: Location pages can be individually designed and used for targeted campaigns.

• ● Optimized application process: WhatsApp Application and Fast Application make it possible to apply quickly and easily.

• ● Individual location presentation: Each location can highlight its advantages and special features in order to address specific target groups.

• ● Data-based optimization: The dashboard provides valuable insights for targeted optimization of recruiting and employer branding measures.

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Results and successes

Die Introduction of the JobShop at FIEGE was a decisive step towards specifically targeting talent in the highly competitive market and making the application process more efficient. In the past, this process was lengthy and complicated, but the new career page has made it significantly easier.

This led to a significant increase in the number and quality of applicants. In the period Q1 to Q3 2024, FIEGE had 65,799 visitors to the main career page, 28% of whom successfully submitted an application, which is above average. This means that more than every fourth visitor who lands on at least one job offer now clicks on Apply.

The time spent on the career page also rose to 4 minutes and is thus well above the benchmark of 3.5 minutes. This is due to the relevant content and the user-friendly structure of the job advertisements and location pages.

The main sources of traffic are organic searches via Google and the company website. Thanks to the JobShop's automatic Google for Jobs optimization, job advertisements achieve higher visibility and reach. The use of social media, particularly LinkedIn and Facebook, is also becoming increasingly important. FIEGE was able to significantly increase its reach through social media channels, with 22% of applications being sent via these platforms. Thanks to the tracking data from the dashboard, they have gained valuable insights into user behavior in order to optimize the performance of the channels in a targeted manner.

These data-based optimizations not only led to more applications, but also to a higher level of accuracy, because FIEGE was able to specifically adapt the channels and content that worked best. The Fast Application and WhatsApp application significantly simplified the application process, which enabled more qualified talents to find their way to FIEGE — with significantly lower bounce rates at the same time.

“The introduction of the JobShop was a decisive step for us. With talentsconnect, we have received a tool that not only helps us to target applicants, but also provides us with data that we can work with so that we can use our resources in a targeted manner. We are delighted with the results so far and see great potential for the future.”
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Conclusion and outlook

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The introduction of the JobShop has helped FIEGE to present FIEGE's online presence more transparently and offer applicants a better candidate journey. By targeting different target groups and simplifying the application process, they were able to significantly increase the number and quality of applications. The combination of the Fast Application, the WhatsApp application and the location-specific pages has reduced bounce rates and created a positive candidate journey.

With a view to the future, FIEGE plans to further optimize the JobShop and expand its international employer brand. The career side will play a central role in positioning FIEGE as an attractive employer even beyond national borders. The JobShop is available in 20 languages, making it possible to address potential applicants internationally. In the future, the company will increasingly rely on its own recruiting campaigns and expanded use of social media to target talent. These measures and the data-based optimization of the recruiting strategy are intended to increase efficiency and strengthen FIEGE as a leading employer in the logistics sector.

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