HR: HOYER Group uses WhatsApp for recruiting

An additional channel such as WhatsApp can speed up recruiting processes. Prerequisite: the target group, context and measures all work together in a meaningful way.

The HOYER Group has introduced a new recruiting channel together with HR software provider rexx systems: Applications via WhatsApp. Since its launch in July 2023, more than 200 applications have already been received via this channel. The ease of use and integration into existing processes ensured faster application processes. This also directly resulted in the first hires.

Apply faster, achieve better results

In many industries today, speed is the key to success in recruiting. This is particularly true for hard-to-reach target groups such as drivers or industrial/technical personnel. The HOYER Group responded to this challenge with a low-threshold, digital offering: the "Apply via WhatsApp" solution from rexx systems enabled applicants to complete the entire application process conveniently via smartphone.

Our 'Apply via WhatsApp' module shows that digital recruiting strategies quickly pay off when companies are present where their target group is on the move.

Felix Köhnecke, Senior Sales Manager at rexx systems

Since the introduction of the WhatsApp application channel at the HOYER Group, over 200 applications have been received via the messenger. Particularly noteworthy: around two thirds of the applicants were invited to interviews. In some cases, the applications even led directly to hiring without having to leave the WhatsApp communication channel.

In the first seven months following the introduction of the new WhatsApp channel, HOYER recorded a total of 156 applications received via this channel. The application option has so far only been offered for around half of the advertised positions. The company also deliberately avoided additional advertising measures such as QR codes at events or trade fairs, which makes the result all the more remarkable.

How applying via WhatsApp works

The application is simple: interested parties scan a QR code on job advertisements or vehicles, for example. This starts an automated application dialog directly in WhatsApp. A chatbot asks for relevant information such as contact details, professional experience and availability. Documents can be uploaded if desired. The information collected is then automatically transferred to the rexx Suite, where it is available to the HR team for further processing.

New standards in recruiting

According to rexx systems, the high willingness to apply and the short time-to-hire prove that mobile and intuitive application processes are becoming increasingly important. Companies with regular personnel requirements in the commercial or logistics sector in particular benefit from these simplified processes.

Many skilled workers, especially in operational professions, do not actively search on career portals, but discover job offers on the move. With WhatsApp, we lower the barriers to entry and enable applications in just a few clicks.

Gianluca Winkel, Chief Technology Officer at rexx systems

Prerequisite: knowledge of the target group

An additional application channel such as WhatsApp can be a useful addition to the recruiting mix for companies, especially when key positions are difficult to fill. At the same time, however, it is also clear that this approach is not equally practicable for every target group and every organization. Successful use requires a clear understanding of the target group as well as targeted measures to make potential applicants aware of this channel in the first place. Possibilities include well-placed QR codes and accompanying marketing measures. However, small and medium-sized enterprises (SMEs) in particular quickly reach their resource and budget limits here, which can make effective use difficult.

An analysis of the use of the WhatsApp module in the context of social enterprises would be particularly interesting: While many strong communicators tend to work there, the question arises as to how and where this target group can be specifically reached on a day-to-day basis and actively motivated to apply via Messenger. While relatively clear physical meeting points can be identified for logistics professions such as HOYER (port entrances, highway service stations or other traffic junctions), the situation is much more difficult for pedagogical or nursing professions.

Nursery school teachers, social education workers or care workers generally have no comparable meeting points in public spaces. Their places of work are scattered across many small facilities such as daycare centers, social institutions or care facilities. Their routes to work are also often individual and do not rely on a central infrastructure. This makes it much more difficult to strategically place targeted advertising spaces with QR codes for advertising via WhatsApp.

Conclusion: Digital tools shorten the path to a job

The introduction of WhatsApp as an application channel shows that Digital innovations in recruiting not only offer convenience for applicants, but also support companies in speeding up processes and communicating in a target group-oriented manner. rexx systems has announced that it will continue to expand the module and add further functions. This will also include AI-supported pre-selection or automated feedback.

A classic recruiting funnel can help to structure and focus measures, particularly for unspecific target groups or professions with potential applicants who are difficult to reach. Also rexx systems also supports this methodical structure within its HR software.