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Van Cranenbroek faced two major recruitment challenges: high dropout rates and a flood of WhatsApp messages that recruiters had to answer manually. With WhatsApp Hiring, both problems were resolved at once: candidates can now apply easily, recruiters are relieved, and the first results were visible within a month.
About Van Cranenbroek
Van Cranenbroek is a family-owned business with five branches and two distribution centres in the south of the Netherlands and Belgium. Their wide product range includes everything from garden machinery and workwear to tools and pet supplies. To support its stores, the company is always looking for shop assistants.
We spoke with Stan Adams, recruiter at Van Cranenbroek. For the past year, he has been responsible for candidate recruitment and optimising HR processes with (among other things) AI. He recently deployed WhatsApp Hiring, and it was an immediate success.
The challenge: high dropout rates and a heavy workload
Before the arrival of WhatsApp Hiring, Van Cranenbroek had to deal with a few obstacles in the recruitment process. Candidates were required to upload a CV, but many applicants – such as shop and warehouse staff – often don't have one. This made the process of applying unnecessarily complicated.
"The result was a 60% dropout rate", Stan explains. Internally, the process caused further difficulties. He received 30 to 40 WhatsApp messages from candidates every day. Stan had to answer them manually, in addition to his normal work.
"That just doesn’t work", he stresses. "You end up missing candidates, and it's simply not possible to answer all those messages alongside your daily tasks".
It was clear: the application process had to become simpler, more efficient and less burdensome – for both candidates and recruiters.
The solution: WhatsApp Hiring
"Our target group is looking for an easy, accessible way to apply, so that's what we started looking for", Stan explains. The solution came in the form of WhatsApp Hiring: a tool within Tellent Recruitee.
On Van Cranenbroek's careers website, there's now a clear "Apply with WhatsApp" button that lets candidates start a conversation immediately.
A bot then takes over the first steps. Five pre-set questions are asked to check whether the candidate meets the requirements. The applicant is then automatically linked to the nearest store branch based on their postcode.
"Because the bot does the groundwork, as a recruiter you can focus on what you enjoy most!"
WhatsApp Hiring is available 24/7 and fully integrated with Tellent Recruitee's ATS, so that all applications are received in a clear and organised manner. "That saves a lot of headaches", says Stan. Each branch is then responsible for following up with candidates.
The results: quick wins in just one month
The arrival of WhatsApp Hiring was promising, and this was happily confirmed in the initial figures and results. Within the very first month of going live, the outcomes were impressive:
- 36 applicants came in via WhatsApp.
- 7 new employees were recruited.
- The dropout rate fell from 60% to almost 0%(!)
- The investment paid for itself within 1 month.
The tool also made a world of difference for Stan himself: the number of direct WhatsApp messages he received dropped from 30 to 40 per day to just 1 or 2.
"WhatsApp Hiring has really reduced our workload", he says. "I am no longer bombarded by messages all day long, and that makes a huge difference".
In addition, Van Cranenbroek calculated a cost saving of €168,000 per year. Clearly a worthwhile investment!
Candidates are happy too
Applicants also respond positively: the process is fast and accessible. And while they know they're talking to a bot, that isn't seen as a drawback.
"It's convenient, efficient and accessible", says Stan. "It especially appeals to younger applicants, who engage much more easily this way".
Because the bot also answers questions directly and passes on applications to the recruiters, communication runs more smoothly and candidates are helped faster.
Why WhatsApp Hiring works for Van Cranenbroek
For an organisation like Van Cranenbroek, which mainly recruits staff for shops and distribution centres, WhatsApp Hiring is a great solution. It lowers the barrier for a target group that often doesn't have a CV at hand and prefers to apply via mobile.
"WhatsApp Hiring works extremely well for our type of vacancies. It reduces workload for recruiters while keeping the process simple for candidates".
Ready for the future
With WhatsApp Hiring, Van Cranenbroek has not only streamlined and accelerated its recruitment process but also reduced recruiter workload and improved the candidate experience – all within the very first month.
The team also actively contributes ideas for further development. Custom adjustments are implemented in Tellent Recruitee within a week, making the solution fit seamlessly with their processes.
With plans for QR codes in stores, Van Cranenbroek wants to make applying for jobs even easier. The future looks bright.
Do you also want to recruit faster and smarter? Try WhatsApp Hiring for free or book a demo.
