amicalis.at: Conversion Rate Optimized Employer Branding for improved talent acquisition
Client: amicalis.at
Standort: Austria
Challenge
amicalis.at, a leading Austrian healthcare provider, recognized the need to strengthen its employer brand in order to attract and retain top talent in a highly competitive industry. The company wanted to revitalize its digital recruiting efforts to appeal to a broad range of candidates by expanding its online presence and improving application conversion rates. With increasing demand for healthcare professionals, amicalis.at needed a strategy that would not only enhance the employer brand, but also simplify and optimize the application process to minimize dropouts and increase successful hires.
Idee
To achieve these goals, a conversion rate optimization (CRO) approach was integrated into the employer branding strategy. The project began with an in-depth analysis of amicalis.at's recruitment process to identify key points where potential applicants are most likely to drop out. This resulted in a redesign of the careers page and application forms to create a more intuitive and user-friendly experience.
Interactive content, including employee stories and “a day in the life” videos, was integrated to give candidates an authentic insight into the working environment and culture of amicalis.at. Targeted messages emphasized the values of amicalis.at and the meaningful career opportunities the company offers. Additionally, the application process has been simplified with features such as a one-click apply button for mobile users, progressive form fill, and auto-save forms to minimize friction and increase completion rates.
inspiration
The standout feature of the redesigned careers page was the “Why join amicalis.at?” section, which featured testimonials and success stories from current employees to authentically represent the company culture. Another highlight was the “Career Path Explorer” tool, which potential employees could use to visualize their development opportunities within the company. To further drive engagement, amicalis.at used real-time feedback mechanisms that allowed candidates to rate their application experience and suggest improvements, creating a transparent and responsive brand image.
Results
- Increase in application conversion rate: Through CRO-powered improvements, amicalis.at saw a 45% increase in completed applications, significantly reducing abandonment rates.
- Improved perception of the employer brand: Feedback from applicants showed a 50% improvement in the positive perception of amicalis.at as an employer, which was attributed to the transparent and appealing career site.
- Expanding the talent pool: The optimized mobile application process led to a 30% increase in applications from younger, tech-savvy candidates.
- Reduction in cost per application (CpA): Thanks to the CRO campaign, the Return-on-JobAds (RoJA) was optimized by reducing the cost per application from €53.23 to €7.12 - a value that is 83% below the industry average and impressively proves the effectiveness of CRO-based online recruiting in difficult labor markets.
- Increased Candidate Engagement: Interactive features such as the “Career Path Explorer” and video testimonials led to a 60% increase in time spent on the careers page, highlighting the strong interest in the employer branding content.
Through a CRO-focused approach to employer branding, amicalis.at was able to successfully position itself as an attractive and future-oriented employer in the Austrian healthcare sector. This strategy not only improved the efficiency of the recruiting process, but also strengthened the company's reputation as a desirable place to work and paved the way for sustainable talent acquisition in a competitive market.
