Platform Relaunch

REWE Careers

In a long time we have not experienced such a professional and at the same time sincere agency as KAMANO.
- Alexandra Wolf, Head of Employer Branding & Recruiting bei REWE

Employees are the most important basis of any company in a world full of change. This is particularly true for the retail industry as the whole business model develops towards an omnichannel experience. Finding the right person for the right position is a very complex process. Especially the phase of

job search today is almost fully digitalized for employees as well as employers. That is why we were very proud when REWE asked us to completely redefine their digital employer branding and to create a completely new karriere.rewe.de website and continually improve it.

Objectives

REWE aimed at bringing the entire digital application process to a new level:

Creating an authentic brand experience of REWE as a leading "Employer Brand" in retail
Less complex search and navigation on the career pages to enable a more focused entry point for any applicant
Optimized Mobile First experience for addressing the applicants' needs in the best possible, device-independent way

Identification of our target groups and defining the User Journey

KAMANO was responsible for gathering the requirements from not only internal stakeholders but also actual users to better understand their needs regarding content and experience.

Before we began with our user testing, we decided to define our target group clearly. School graduates living in Germany were one of our main focus points. On the other hand we were also interested in capturing the attention of young people who were looking to gather some experience before getting a permanent position, through a Junior or Trainee position for example.

Workshop

Important for both target groups was to quickly find the job they were looking for and that the job description and required skills were clear and as exact as possible.

During the user test we succeeded in identifying key use cases and define them as follows.

Awareness

Interest & consideration

Application

Post application

Live-Gang

Home

All important topics and information for your career with REWE.

CMS - The State of Art

In der Entwicklung einer Website ist nicht nur die initiale Content-Befüllung wichtig. Es bedarf ein intuitives und Performance-starkes Content-Management-System, um die Inhalte jederzeit erweitern und austauschen zu können. Mit der Wahl auf das Open-Source CMS PimCore wurde ein zukunftsorientiertes Fundament gelegt.

Gleichzeitig kann von vielen Features, wie der automatisierten Bildkomprimierung, Schnittstellenflexibilität und Personalisierung profitiert werden.

Barrierefreiheit

Barrierefreiheit bedeutet, dass jeder Mensch das Recht hat, uneningeschränkten Zugang zu Website-Inhalten zu haben. Während dieser Bereich aktuell noch in vielen Unternehmen ein Fremdwort ist, hat sich die Barrierefreiheit in den USA bereits fest etabliert. Auch in der EU sollen die Web Content Accessibility Guidelines bald verpflichtend werden. Wie wir finden – zu Recht!

Viele Unternehmen unterschätzen die Reichweite dieser Maßnahmen. Es geht nicht nur darum, die Website einer vergleichsweise kleinen Zielgruppe zugänglich zu machen. Im Gegenteil. Die Zielgruppe der Nutzer, die das Web mit veralteten Bildschirmen oder Mobile Devices älterer Generationen erkundet, ist größer als man vermutet. Auch Einschränkungen durch Alterssehschwäche und mangelnder Kontraste werden hier berücksichtigt.

Ein Iconset als Ergänzung zur CI

Für das richtige digitale Employer Branding reichen bestehende CI Richtlinien häufig nicht aus. Um die für REWE Karriere themenspezifischen Benefits oder Einstiegschancen visuell und digital besser abbilden zu können, haben wir daher ein komplett neues Iconset erstellt, das die REWE CI seitdem organisch wachsend ergänzt.
Mehr als 40 Icons wurden dafür in einem der Marke entsprechenden Stil von Hand gemalt und danach digital adaptiert. Ein weiterer wichtiger Baustein für authentisches digitales Employer Branding.

General Observations

Most commonly the user would look for a job on his or her laptop computer or tablet while being at home. Users usually have an understanding of which kind of position or vacancy they are looking for and most likely will use a job portal for finding the right job - unless they already know a particular career site of a particular company. This means that the typical user from the REWE career website will come via Google or a job portal.

In general those looking for a job are more interested in growth opportunities and benefits in a particular company than in the company itself in general. Especially if the company is already well known which is the case for REWE in Germany.

Mobile View of the Website

Brand Experience Web

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