For more than 130 years, Royal Gazelle has been a leading Dutch bicycle brand with a focus on technical innovation, design, and quality. With passion, drive, and love for the brand, more than 500 employees work on the development and production of 300,000(!) bicycles per year.
Gazelle has ambitious international goals and, despite its enormous popularity as a bicycle brand, it too is experiencing the challenges of the current labor market. A recognizable and appealing employer brand with a matching Careers website was needed to position Gazelle more clearly as an employer.
"Especially in these times of structural labor market shortages, it is essential to clearly show what working at Gazelle stands for and what it has to offer employees. That is surprisingly much and varied!"
– HR Manager Gazelle Marleen Peppelman
A new Careers website
Gazelle has the necessary recruitment expertise, having selected and implemented Recruitee as its ATS. Integrating this system with a well-functioning and converting Careers website was a logical next step. At the time, they only had a 'Careers at Gazelle' subpage on their corporate website, which redirected job vacancies to an external website: jobs@pon.com. This createda confusing and less than optimal candidate journey, so it was high time for a major upgrade!
The Recruitee license includes a 'CareersHub'. In short, this CareersHub is a CMS that allows you to design and publish a 'Working at' website. The big advantage of this is that it seamlessly displays the vacancies in the right place on the website and offers the possibility to ask specific questions for each vacancy during the application process. In addition, applicants, including all information and documents, are sent directly to Recruitee. Because Matchlab is certified asa Strategic Partner of Recruitee, and we have extensive knowledge and experience with this entire system, Recruitee recommended us to Koninklijke Gazelle for this issue.
Bart spoke passionately about the Gazelle organization and their plans regarding employer branding. He was looking for support to effectively promote the employer brand in the labor market. At Recruitee, we know that translating this into action for organizations is one of Matchlab's strengths. That's why the connection was quickly made!
– Sharlaine Roeters, Senior Account Executive, Recruitee
The kick-off: issue
During our initial meeting (March 15, 2024), we discussed the "challenge" Gazelle was facing. It became clear that they were looking for external expertise to create a Careers website thatwould fit in well with the house style and atmosphere oftheir corporate website and other styling expressions. Initially, the question was whether it was possible to achieve this within the Careershub, and they also needed an experienced partner with knowledge of Recruitee (websites) and CSS to make this happen. Atight deadline of six weeks was alsoset.
Website design
Based on Gazelle'sbrand identity and corporate website, we created two custom designs for the homepage to test the atmosphere they had in mind. We discussed these two designs with Gazelle's project team in Dieren, at their head office and production location. During this visit, we were also given a tour to gain an even better understanding of the organization and the employer brand. Based on the feedback on these two designs, we ultimately created one final version that served as the basis for the entire website.
Page development
We used the approved design to develop all other pages in an effective and appealing manner. This includesdepartment pages, blog pages, and job vacancy pages.We designed one variant of each type and created it in Recruitee's CMS, then discussed it with Gazelle in two separate sessions.
We collected and processed the feedback from these sessions. This allowed us to continuously improve the Employer Brand and design, enabling us to create the other (sub)pages: a department overview page, 11 department pages, 4 'about Gazelle' pages, a contact page, a job overview page, the job detail pages, and the 'thank you' page.
“Matchlab not only made a real difference in terms of content, but also provided us with excellent guidance in accurately portraying the atmosphere, strengthening the Employer Brand, and optimizing the Candidate Journey.”
-Recruitment & AMC Gazelle, Bart Groeliken
Launch of the Werkenbij website
After reviewing various parts of the website, it was time to discuss the 95% version of the entire new Careers website together. This session did not result in any major changes, mainly some optimization of content to complete the pages, and with that we were able to finish the website.
Thanks to quick decision-making and pleasant cooperation, we managed to go live witha beautiful, brand-new Careers websitejust six weeks after the kick-off, on May 1, 2024:www.werkenbijgazelle.nl
“I am extremely proud and delighted with the result... The collaboration was fantastic!”
– Recruitment & AMC Gazelle, Bart Groeliken
Continued: styling update
Gazelle expects anew Brand Bookfor their brand communications in the near future, with different styling elements such as new colors and fonts. As soon as this is officially launched within Gazelle, we will also adapt the entire styling of www.werkenbijgazelle.nl to this, so that this website will also be completely up to date.
Generating relevant traffic: Employer Branding campaign
Within weeks of its launch, Gazelle also started online employer branding campaigns, which matchlab was commissioned to manage. The aim of this campaign was togenerate more relevant traffic toGazelle'snew careers website. In this campaign, we focused primarily on the latent job seeker target group, in order to raise awareness and establish an even stronger employer brand for Gazelle 💪.
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