Optimizing Wehkamp's Careers Site

The Idea

We wanted to ensure the careers website was aligned to the EVP in every way. Wehkamp’s proposition to “Learn. Laugh. Lead.” needed to be demonstrated while also considering each persona’s user journey through the site, and the content that would resonate most with each.

We also 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 indeed, and one we had to incorporate.

Additionally, as a hugely successful e-commerce company based in Holland, Wehkamp loves to give customers memorable experiences - a trait that dominates their consumer brand, and one they wanted to be 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 for 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 could hear from management about roles, benefits, and life at Wehkamp. A big focus was also on user-generated content from those already working at Wehkamp. This is how #wehkampmoments came about: an area of the site where employees could share videos and photos of them learning, laughing, and leading during their time at Wehkamp.

In order to do justice to Wehkamp’s commitment to delivering memorable customer experiences, we created an e-commerce environment where “products” became “vacancies”, and “conversions” became “applications”. This 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 7,000 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.

Wehkamp has also fed back that 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.

Overall, a phenomenal success - and a real testament to how employer brand and further activation campaigns work best hand in hand.