Deichmann Karriere Redesign

Deichmann (4300 stores in 14 countries) needed to redesign their careers website and brand themselves as a modern and inspiring workplace. Read how this became possible with the help of great software development.

  • Technology Consulting
  • WordPress Development
  • 3rd-party REST API Integrations
New Careers Website, new attitude towards HR

A fresh look towards HR requires software that can help drive this vision.

Flexibility to ask different questions to different candidate groups.

One website, 14 countries with different setups and backend systems.

Launch Website
  • ClientDeichmann
  • IndustryRetail / Human Resources
  • ServicesDesign Blocks / CSS / WordPress / Python Development / REST APIs
  • Websitewww.deichmann-karriere.de
01
Brief

Deichmann needed a modern, fast website which would allow for frontend customizations, automatically syncing their >3000 jobs, allowing people to apply.

02
Solution

A combination of WordPress, PHP, Python and REST APIs, was using in order to allow for easy content management, speed and integration with Deichmann's Recruiting backend.

03
Outcome

A modern-looking, speedy website which aims to showcase Deichmann's innovative culture, overcome technical challenges due to volume of information and attract young talent.

The Problem

Deichmann's HR department was faced with a challenge to tackle the below problems:

  • 1) The current flagship career website design was outdated and required a new branding

  • 2) Search operations were being constrained by the speed of their backend system

  • 3) Different countries used different backend systems

  • 4) Needed an easy way for other countries to define their own content structure but keeping a predefined set of corporate identity elements

  • 5) Needed flexibility to be able to ask different questions to different candidate groups

Employer branding is one of the most important things when we're talking about attracting talent to a large organization. It's all about the culture, the benefits and imagining yourself working there.

Challenges

14 countries, different backend systems, different fields for each country is a challenge not to be underestimated. A very thorough analysis and mapping of the underlying differencies and common points was something that we prioritized, together with building the application in such a way that it is flexible enough to adapt to changes in requirements.

Having a common visual language is also extremely important for employer branding. We proposed to develop a component library and a set of blocks which would allow for reusability and interoperability across the different countries. Creating new landing pages was made a breeze and a matter of minutes.

Apart from the visual aspect of things, analyzing and integrating with Deichmann's 3rd-party application software allowed us to showcase our adaptability and technical skills.

During development and through discussions with the key stakeholders, we identified that the software could become a lot more flexible if certain business rules were externalized. The suggestion was well received and the administration team is now able to be totally flexible in terms of the configuring the system's behaviour based on certain job properties.

Increasing speed was one of the trickiest challenges. The speed was constrained by the 3rd party backend and utilizing syncing and database optimization techniques we were able to increase the speed of fetching job results by a factor of 10!

The Process

Since we are talking about employer branding, one of the main aspects was to create a design that makes the potential applicant imagine him/herself working in a great environment!

1. Features Discovery

An initial discovery phase identified the key challenges and features which would deliver the most value to the business. Discussing the KPIs, the ultimate business goals and the various constraints we were able to make suggestions on which features would be best to be included in the first launch of the product and which ones to be developed at a later stage. This practice reduced risk for the Deichmann team as well as increased the business value of the delivered product.

2. Communication, Communication, Communication!

Our mantra is that in order for a project to be successful, we need everyone to feel engaged and

3. Design

A lot of research went into finding a design that represented the Deichmann brand. After the initial research, we came up with suggestions and mockups to discuss with the stakeholders. After 2 rounds of comments and discussions we had a final approval.

4. Data Flows and 3rd-party systems integrations

One of the most challenging bits was to map the various data flows and inner workings of 3rd-party backend systems in order to bring everything into one platform. We were happy to take on this challenge and develop a flexible system with the ability to connect to various backend systems in order to show jobs and send applications.

5. Development in Iterations

Close to the devivery date we organized an online workshop for Deichmann employees of how to use the platform, the best practices and reviewed the created content. It is important for us that everyone feels comfortable using the platform and any feedback is taken on board and re-prioritized.

6. Platform Workshop

Close to the delivery date we organized an online workshop for Deichmann employees of how to use the platform, the best practices and reviewed the created content. It is important for us that everyone feels comfortable using the platform and any feedback is taken on board and re-prioritized.

7. Go-Live!

Close to the devivery date we organized an online workshop for Deichmann employees of how to use the platform, the best practices and reviewed the created content. It is important for us that everyone feels comfortable using the platform and any feedback is taken on board and re-prioritized.

With communication and the ability to adapt to our needs, Valuedriven quickly implemented the project and achieved our goals. The team works fast, is solution oriented and did a great job!
Nadine Reese

Employer Branding Expert @ Deichmann

Technologies

A mix of technologies were used. Wordpress was chosen as a framework for easily allowing the Administrator to modify content and manage the website. Building the website on a proven framework, where we have years of experience was the obvious choice here.

JavaScript and jQuery were used for creating the application form. Creating a dynamically interactive application form was key to the purpose of the branding, that's why we proposed to develop an modern-looking application form which moved through various steps in a fun and interactive way.

Finally, we used REST to get the job offer data and submit applications to the Recruitment software backend, handle errors and retries.

Available on all devices

Our specialty is responsive design and allowing the design to adapt to the user's device. CSS Media queries and responsive HTML5 images elements, improve the user experience and allow great look & feel on all devices.

Multilingual Support

Working with the WPML plugin allowed us to support multiple languages over all configurable elements of the website, giving the administrator an easy way to handle translations.

Pagespeed

We are always very focused on page speed and therefore our team installed caching and image optimization plugins, which are serving images in next-gen formats like webp, lazy loads images, resulting in a smoother user experience for the website's visitors and potential applicants.

Our aim was to reach a GTMetrix A grade and Google Pagespeed score above 80.

Following best practices, our team installed caching and image optimization plugins, which are serving images in next-gen formats like webp, lazy loads images, resulting in a smoother user experience for the website's visitors and potential applicants.

Finally, our team integrated a Content Delivery Network (CDN) to the website, drastically improving the user experience and increasing the responsiveness of the website.

The Outcome

The main goal of this project was for Deichmann to be able to attract top digital talent. Since the launch of the website, a lot of applicants are now flocking to apply for digital positions in Essen and appreciate Deichmann's innovation push!

A fast website creates a great user experience and helps SEO. After our pagespeed improvements, the Google PageSpeed Insights gives a score of 94 on desktop.

More than half of the users are now accessing the website and applying for jobs via a mobile device. The website's responsive design makes the website accessible by all modern devices.

What's next?

Innovation never ends!

Deichmann is a trendsetter organization and continouasly searches for new ways to innovate in employer branding. We are helping this great Deichmann team throughout their journey towards innovation, whether it is adding new functionalities to make the application process easier and more fun, gathering statistics for key KPIs or improving existing infrastructure.