International recruitment strategy for Van de Velde Groep
About Van de Velde
Van de Velde Group is one of the market leaders in luxury lingerie. The organisation was founded in 1919 and has now employed 1,400 driven and enthusiastic employees. Under the brand names Lincherie and Rigby & Peller they are expanding in the Netherlands, UK, Germany, Spain, Denmark, USA and Asia daily.
The recruitment challenge
Rigby & Peller, brand name of Van de Velde Group, has now 9 boutiques in some of London’s most prestigious shopping areas. The growth and success of the shops has led to international expansion and the opening of luxury boutiques in among others Germany. This is how the search for employees for a Berlin location established. In this situation, a Store Manager, or called Erfahrene Geschäftsleiterin, with a intermediate or higher vocational degree and at least 1-2 years of work experience as a location leader at a premium retail brand. Adver-Online has been asked to think about a campaign strategy to successfully fulfill this vacancy.
In Germany, the supply of jobboards is lower than in the Netherlands. In order to reach the active job seekers, it is important to use the best-visited careers sites at all times. For example:
- DE.Fashionjobs – specialized job platform for professionals in fashion, luxury and beauty.
- Monster.de – one of the largest and best-known platforms in Germany with an extra publication on Jobpilot.de.
- StepStoneDuitsland – big and well-known generic platform with an extra publication on partner sites berlinien.de, talent-berlin.de, berlinjobs.de and shopjobs.de.
But definitely do not overlook the latent audience! That’s why Linkedin Jobporal and Social Media are part of the campaign. A LinkedIn job placement is shown to corresponding profiles and to company page followers. Social media recruitment goes one step further. The ads are expanded with programmatic advertising, which allows the following elements to be released on the campaign:
A / B tests
Multi funnel retargeting
This has a great added value to attract potential candidates with a specific fashion background. This strategy has resulted in the following results with, of course, a driven and enthusiastic new employee as a result: