Albert Heijn
How Albert Heijn achieved a 99% application conversion rate with Serena
In the fast-paced world of recruitment, every second counts. Especially when, like Ahold Delhaize, you attract hundreds of thousands of candidates each year across brands such as Albert Heijn, Etos and Gall & Gall. The challenge? Ensuring those candidates don’t just land on your careers site, but actually convert into applicants — ideally within two minutes. Mission impossible? Not with the right technology.
In collaboration with Getnoticed, Ahold Delhaize developed a series of next-generation careers websites, all powered by the flexible Serena CMS. Ten sites are already live, with number eleven in progress. During the Emerce event, Maarten Bokhoven (Manager Community & Engagement at Ahold Delhaize) and Dirk Driessen (Managing Director at Getnoticed) shared how the project came together, and how they achieved a 99% application conversion rate.
How do you build a platform where thousands of visitors can apply within two minutes?
Dirk: “We were tasked with building careers websites for a retail giant like Ahold Delhaize. That’s only possible with a platform that is ultra-fast, scalable and user-friendly — for both candidates and internal stakeholders. Serena CMS delivered exactly what we needed.”
Maarten: “The old site was well overdue for replacement. It wasn’t mobile-friendly, technically cumbersome, and integrations with systems like SAP SuccessFactors were inefficient. Meanwhile, we process around 150,000 applications per quarter. That requires more than a standard solution — it demands a platform that can truly scale with you.”
Why was Ahold Delhaize in such urgent need of new careers websites?
Maarten: “Our legacy careers sites simply no longer met modern candidate expectations. We employ nearly 175,000 colleagues across multiple European countries, so we needed a platform that was both scalable and easy to use.
In Southern and Eastern Europe, we even had to account for candidates who were still used to paper-based applications. That meant the platform had to be accessible to both digitally savvy younger audiences and less digitally experienced target groups. User experience had to be genuinely central.
The choice quickly fell on Serena CMS and Getnoticed as our partner. Their combined expertise in building recruitment platforms, alongside the usability of Serena CMS, made them the ideal fit for this project. And they absolutely delivered.”
What was the deciding factor in choosing Serena CMS alongside Getnoticed?
Maarten: “We had very specific requirements, so we were looking not just for a powerful CMS, but for a partner that could truly think along with us.
You may know Albert Heijn, Etos and Gall & Gall in the Netherlands, but our footprint in Eastern and Southern Europe is also significant. Choosing Serena CMS — a platform capable of handling large volumes of traffic and applications simultaneously — has proven to be the right decision time and again.
We also streamlined the application process significantly, and the seamless integration with SAP SuccessFactors plays a crucial role in our recruitment ecosystem.”
Dirk: “We were incredibly proud to work with Ahold Delhaize. One of the strengths of Serena CMS is how quickly we can launch new careers sites. Even with brand- and region-specific customisation, the platform remains manageable.
Importantly, the CMS is built with conversion in mind — not just technically robust, but also UX-first for different candidate audiences.”
Was collaboration between all parties the key to success?
Maarten: “This project brought considerable technical and organisational complexity from the outset. In many ways, we are multiple clients in one. Ahold Delhaize required one of the most complex setups (aggregating vacancies across all brands), while Albert Heijn needed one of the most distinctive (with mobile-first applications as the standard).
Both Serena CMS and Getnoticed delivered tailored solutions — for example, integrating Google Maps to display location-based vacancies and developing a salary calculator that accounts for different collective labour agreements.”
Now that the sites have been live for some time, what can you say about the results?
Maarten: “The outcome is not only a technical success, but a commercial one as well. One in three website visitors applies for a role, and once candidates start an application, an impressive 99% complete it.
That equates to 150,000 applicants per quarter — the majority applying via mobile. Candidates are not required to register beforehand. You click, fill in a few details, and you’re done. It works.
Especially when you consider that many of our applicants are younger candidates — for example, those applying for part-time roles at Albert Heijn — who may not have a CV or the patience for lengthy processes.”
Dirk: “With over 15 years of experience and more than 400 websites delivered, we know what works. That said, Ahold Delhaize certainly challenged us.
We deliberately opted for short, clear application forms. And of course, security and data privacy are top priorities — particularly at this scale. The fact that Serena CMS can handle this says a lot about its technical capabilities.
I can honestly say I still feel proud every time I see one of these sites live. It’s a true joint achievement.”
Do you have any advice for organisations in a similar position?
Maarten: “One of the key lessons: simplify the application process as much as possible. The easier you make it for candidates, the higher your conversion rate.
Really understand your target audience — view your careers site through their eyes. Adapt the experience to their behaviour and needs. And keep optimising. Continuously refine until the conversion flow works.
Once you get that right, you’ll see applications increase rapidly. That’s where the real value lies.”
Ready to build a high-converting careers site with Serena CMS?
The collaboration between Serena CMS, Ahold Delhaize and Getnoticed has resulted in next-generation careers websites that are both user-friendly and conversion-driven. Their success highlights the importance of putting the candidate at the centre and delivering a platform that is fast, efficient and easy to use.
Whether you’re a multinational or a fast-growing scale-up, Serena CMS can help turn your careers site into a conversion engine. With smart integrations, outstanding user experience and lightning-fast load times, we position your vacancies effectively — and turn visitors into hires.
Curious to see how it works? Schedule a free demo, online or in person. We’d be happy to show you how Serena CMS can accelerate your recruitment process.