How Serena CMS, Getnoticed, and Ahold Delhaize Achieved a 99% Job Application Conversion Rate
A golden triangle: The collaboration behind Ahold Delhaize’s recruitment platform
In collaboration with digital agency Getnoticed, Ahold Delhaize launched a series of cutting-edge career websites powered by the flexible and scalable Serena CMS. Ten websites are already live, with the eleventh in the works. At the recent Emerce event, Maarten Bokhoven (Manager Community & Engagement at Ahold Delhaize) and Dirk Driessen (CEO of Getnoticed) revealed how this collaboration led to an astonishing 99% application completion rate.
Q: “How do you build a platform where thousands of visitors can apply within two minutes?”
Dirk: “When tasked with developing career sites for a retail giant like Ahold Delhaize, we needed a platform that was lightning-fast, highly scalable, and user-friendly, for both applicants and internal stakeholders. Serena CMS checked every box.”
Maarten: “Our previous platform was outdated, it was non-responsive, technically sluggish, and difficult to integrate with systems like SAP SuccessFactors. We process over 150,000 applications per quarter. That demands more than a standard solution; it calls for a platform that evolves with you.”
Q: “Why was there an urgent need for new career websites?”
Maarten: “The old sites no longer met modern candidate expectations. Ahold Delhaize employs nearly 175,000 people across Europe, so we needed a solution that was both scalable and accessible. In Southern and Eastern Europe, some applicants still prefer paper forms, so our platform had to cater to everyone; from tech-savvy Gen Z to less digital audiences. User experience had to be the priority.
We chose Serena CMS and Getnoticed because of their proven experience in recruitment tech. Their combination of intuitive CMS design and deep sector knowledge made them the perfect fit. And they delivered!”
In partnership with our partner Getnoticed, we're taking the user experience to the next level.
Q: “Why Serena CMS and Getnoticed?”
Maarten: “We had very specific requirements. We didn’t just need a powerful CMS; we needed a partner who truly understood our goals. While brands like Albert Heijn are household names in the Netherlands, we also operate extensively across Eastern and Southern Europe.
Serena CMS proved capable of handling high traffic and application volumes with ease. Plus, we streamlined the entire application process, including seamless SAP SuccessFactors integration, which is crucial to our recruitment workflow.”
Dirk: “It was an honor to work with Ahold Delhaize. One of Serena CMS’s biggest strengths is its speed to launch. Even with custom features per brand and region, the platform remains clean and manageable.
Also, Serena CMS is designed with conversion optimization at its core, from a UX and technical standpoint.”
Q: “Was collaboration the key to success?”
Maarten: “Absolutely. From day one, this project involved significant technical and organizational complexity. Ahold Delhaize is like several clients in one. One site aggregates all job listings across brands, while others, like Albert Heijn, focus heavily on mobile-first design.
Together, Serena CMS and Getnoticed delivered custom solutions, such as a Google Maps job location integration and a salary calculator tailored to multiple collective labor agreements.”
Q: “Now that the sites have been live for a while; what are the results?”
Maarten: “This project has been a technical and commercial success. One in three visitors applies for a job, and 99% of those who start the application process complete it. That’s 150,000 applications per quarter, most via mobile.
Applicants don’t need to register, they just click, fill in a few fields, and they’re done. That simplicity is crucial, especially for younger audiences like students, applying for part-time roles who may not have a CV or the patience to click through endless forms.”
Dirk: “We’ve built over 400 websites in the past 15 years, so we know what works. Ahold Delhaize brought unique challenges, but we embraced them. We kept forms short and intuitive, and data privacy and security were top priorities given the volume of personal information involved.
The fact that Serena CMS handles it all with ease is a testament to its technical power. Honestly, I still feel proud every time I visit one of these sites.”
Q: “Any advice for companies facing similar recruitment challenges?”
Maarten: “The biggest takeaway? Simplify the application process. The easier it is, the more likely candidates are to apply. View your website through their eyes. Tailor everything to their behavior and needs.
And never stop optimizing! Keep tweaking until your conversion rate is where you want it. Once your recruitment flow is right, the applicants will follow. That’s where the magic happens.”
Want to learn more about what Serena CMS can offer on Recruitment Tech? Take a look at Serena’s full profile.
Ready to launch a high-converting, secure career site with Serena CMS?
The partnership between Serena CMS, Getnoticed, and Ahold Delhaize resulted in a recruitment platform that’s fast, user-friendly, and built for results. This success proves that putting the candidate experience first is the fastest route to better conversions.
Whether you’re a multinational or a fast-scaling startup, Serena CMS can help turn your career website into a conversion machine. With smart integrations, outstanding UX, and lightning-fast performance, your job openings will get noticed and filled.
Curious to see it in action?
Book a free demo, virtual or in person, and discover how Serena CMS can accelerate your recruitment strategy!