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How VONQ is tripling the number of weekly adoptions by Albert Heijn e-commerce through effective campaigns

From recruiting through temp agencies to hiring delivery drivers directly

Together Making Better Food Accessible. For everyone (Even if you don’t go to the store!). Albert Heijn is the largest and best-known supermarket chain in the Netherlands, with over1,250 stores and 125,000 employees. The company has a growing e-commerce division that processes millions of orders annually. Every year, 1,600 vans are on the road for Albert Heijn, collectively making 605,000 trips and making 11,000,000 deliveries. That is the equivalent of 1,100x around the world every year.

Established

1887

Industry

Retail

Faciliteiten:

1,250 stores in the Netherlands, and delivery hubs throughout the country.

Locaties:

HQ in Zaandam, Netherland

Website:

werk.ah.nl

The challenge

From recruiting through temp agencies to hiring delivery drivers directly

VONQ empowered Albert Heijn in achieving its recruitment goals, and now with VONQ’s efficient communication approach, the applications are pouring in. Delivery drivers for Albert Heijn were, until recently, only recruited through employment agencies. Due to the growth Albert Heijn’s e-Commerce has been experiencing, and Albert Heijn’s offer as an employer, the decision was made to hire delivery drivers on their own contract. However, due to the increasing recruitment needs and tight labor market, organic recruitment was not fulfilling their requirements. Until week 27 of 2023, mostly ad hoc campaigns were used to recruit new delivery drivers, which proved insufficient to solve the shortage of delivery drivers in certain locations.

“Albert Heijn e-Commerce groeit, daarom willen we steeds meer bezorgers op eigen contract aannemen,”

vertelt Joëlle Vlijm, specialist community & engagement bij Albert Heijn

The solution

How VONQ is tripling the number of weekly adoptions by Albert Heijn e-commerce through effective campaigns

Albert Heijn partnered with VONQ because of our specialism in labor market communications and recruitment marketing. At VONQ, we are able to realize more effective recruitment campaigns that can be adapted to Albert Heijn’s rapidly changing recruitment needs. Flexibility is an important requirement here.
Strategy and approach VONQ focuses on improving the effectiveness of the campaigns. The goal is to keep the Cost per Applicant (CPA) and Cost per Hire (CPH) as low as possible. An independent approach to different platforms and channels ensures optimal use of resources. A solid media focus was chosen, with search advertising, social media advertising, and programmatic job advertising playing a major role. In addition to target group campaigns, we also launched an ‘always on’ campaign at the brand level, so that the Albert Heijn employer brand remains continuously visible, even when no target group campaigns are running. The advantage of this is that target group campaigns can be scaled up more quickly.
“Together with VONQ we were able to move from ad hoc campaigns to a campaign plan based on a forecast,” says Joëlle Vlijm.
Flexibility and adaptability In Albert Heijn’s dynamic retail environment, rapid changes are the order of the day. A flexible response is the key to managing these changes. For each location, we adjust the campaign proportionally, based on recruitment needs, so that more delivery drivers are recruited where the need is greatest.
Data-driven decision-making Albert Heijn uses VONQ’s real-time dashboard. This measures the effectiveness of the campaigns up to and including the completed application. The performance of the various channels and platforms deployed are continuously compared and optimized into the best-performing mix. The entire candidate journey is measured: impressions, sessions, views, visits to vacancy pages, engagement, duration on the site, etcetera. Albert Heijn also measures the number of weekly hires, the Cost per Applicant, the Cost per Hire, and the quality of the candidates.
“In a retail organization, you have to deal with rapid changes. I appreciate that VONQ is always flexible and moves with you by adjusting its services per campaign and target group. Moreover, VONQ meets the business owners’ need for feedback and reporting,” said Joëlle Vlijm.

The result

“The cooperation with VONQ has not only led to the achievement of the recruitment goals but has also contributed to a more data-driven and efficient recruitment approach. This helps us to implement process improvements on the Albert Heijn side as well.” Joëlle Vlijm, community & engagement specialist at Albert Heijn

Tripling of weekly engagements:

Because we have adjusted the strategy and deployed heavier media pressure in locations with the highest need, Albert Heijn e-Commerce realized a tripling of the number of weekly engagements.

Targets met and exceeded:

The set targets for the remainder of 2023 were met, and we also exceeded them in 2024 thanks to continuous monitoring, evaluation, and optimization of the campaign strategy and media channels.

Continuous improvement and optimization:

In addition to delivery drivers, recruitment campaigns are also carried out for other target groups within Albert Heijn. At VONQ, we use what we have learned from these different campaigns to improve the overall quality. The synergy effect improves recruitment results across the board.

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