Company / Industry
dm-drogerie markt GmbH + Co. KG / Retail
Range of services
The first dm store opened in Karlsruhe in 1973. Today dm is present in 13 European countries with more than 3,500 stores. In order to turn shopping at dm into an experience, around 61,700 employees work in Europe - around 41,300 of them in Germany.
Career (incl. Quick Apply)
In view of the shortage of skilled workers and an almost empty labour market, the search for personnel must be geared above all to the needs and wishes of its target groups. In order to be attractive for skilled workers, companies must offer application opportunities that are above all short and clear. The focus is clearly on mobile career sites and application functions. Germany's most popular drugstore, dm-drogerie markt, has recognized and implemented this potential. This has been made possible by a new development from the Munich-based IT consulting company for SAP cloud solutions in HR project0708 and the Amsterdam-based Textkernel company, which specializes in AI for recruiting. Thanks to our p78 Quick Apply solution for SAP SuccessFactors Recruiting, job seekers can now submit their applications on mobile devices within a very short time, even without prior registration.
In view of the shortage of skilled workers and an almost empty labour market, the search for personnel must be geared above all to the needs and wishes of its target groups. In order to be attractive for skilled workers, companies must offer application opportunities that are above all short and concise. The focus is clearly on mobile career sites and application functions. Germany's most popular drugstore, dm-drogerie markt, has recognized and implemented this potential. This has been made possible by a new development from the Munich-based IT consulting company for SAP cloud solutions in HR project0708 and the Amsterdam-based Textkernel company, which specializes in AI for recruiting. Thanks to the app p78 Quick Apply for SAP SuccessFactors Recruiting, job seekers can now submit their applications on the move within a very short time, even without prior registration. A complicated registration process and time-consuming data inputs not only frustrate potential online buyers, but also job seekers - who are increasingly looking for mobile applications. In a recent survey conducted by "Bewerbungspraxis 2019", more than a quarter of the candidates surveyed said that they often applied via smartphone when on the move. What they expect: time savings and efficiency. So companies would do well to adapt their online recruiting to these expectations.
Source: 1 https://www.uni-bamberg.de/isdl/transfer/e-recruiting/recruiting-trends/recruiting-trends-2019/ Topic special Mobile Recruiting, S.13
Bewerben: jederzeit und von überall
The drugstore company dm is one of the companies that have taken up the challenge. The retail company with more than 61,000 employees in 13 European countries had already been using the on-premise based SAP E-Recruiting system for several years. The recruiting processes were therefore already established and digitalized, including the online application: Applicants were first asked to register via the system and received their access data by e-mail (double opt-in procedure). With these login data, the entry could then be continued on the website. The procedure was tried and tested, but no longer satisfied all requirements. "We at dm always want to be up-to-date in a digitalised world. That is why we decided to offer candidates this opportunity to apply for a job", says Janine Fleck, Inhouse Consultant E-Recruiting at dmTECH. Her colleague Amelie Schiborr, who is responsible for E-Recruiting in the HR department of Employee Recruitment, describes the solution she was looking for: "We also wanted to provide a fast application option that can be used anytime and anywhere, including on the road via smartphone.
In more concrete terms, this meant that an additional short application function was to be provided without registration and with minimal effort for the candidates.“
E-Recruiting: Switching to the Cloud Solution
This alone could have been solved by a company-specific in-house development, as Janine Fleck explains. But dm was already thinking ahead. The requirements for speed, agility and targeted candidate approach in the field of recruiting will increase in the future, and even at that time, not all desired features could be mapped in the existing on-premise system. Therefore, the decision was made to switch to SAP SuccessFactors Recruiting, SAP's cloud solution. Designed as an integrated application for recruitment and marketing, the solution offers powerful selection and analysis tools. Faster selection and individual approach to applicants across all channels promise employers competitive advantages in the war of talents.
Thus, the introduction of the new short application became part of a large overall project that was implemented with an international team using agile methods. projekt0708 GmbH was chosen as the external service provider. The SAP specialist from Munich was able to impress in the final round among three providers with a functional proof of concept for the desired solution.
The implementation was rapid. After the regular test runs and adjustments, SAP SuccessFactors Recruiting was first introduced in the Slovakian and Croatian locations, followed by Austria and Germany in June 2019.
Schneller starten zum neuen Job
p78 Quick Apply for SAP SuccessFactors Recruiting was implemented as a solution for the short application. The add-on product complements the SAP standard and was implemented by projekt0708 together with Textkernel on the basis of the SAP Cloud Platform. The solution will soon be available in the SAP App Center. Comparable to the guest access for online orders, it allows job prospects to submit their candidate data quickly and easily without having to register beforehand. The resume can be uploaded either from a smartphone or directly from the cloud. "With the help of semantic technologies from Textkernel, Quick Apply extracts all required data and automatically stores it in the respective form fields in the recruiting system," explains Janine Fleck. Time-consuming typing of data is now eliminated. A final check of data, one click - and the candidate is in the game.
At the same time, it is still possible to complete a full registration afterwards, e.g. in the evening from home, and to upload additional documents. Registered users will then have access to additional services such as status tracking or time scheduling.
Amelie Schiborr reports that the new solution has been well received by the applicants, because the application is not only fast but also mobile.
Basis für flexible Weiterentwicklung
The HR department is also very satisfied with the new solution. There is a positive side effect: the number of applications by e-mail, which previously bypassed the dial-in procedure, is decreasing. The one-click application turns out to be more practical, which also makes life easier for HR managers, since they can now access the data directly via the recruiting system: "E-mail applications can now also be transferred to SAP SuccessFactors Recruiting - by using Quick Apply ourselves," says Amelie Schiborr.
Parallel to the registration-free application, job seekers at dm also have the opportunity to apply using their XING profile. With the modern, cloud-based platform, the company sees itself well positioned to react flexibly to new requirements.
Note: You can get a first impression of the solution in the P78Lab. In addition, you can find the "short application" live in use on the dm Germany career site.