ABOUT
FrieslandCampina is a Dutch multinational dairy cooperative that operates in the food and beverage industry. It is one of the largest dairy companies in the world.
SIZE
22.000+
JOB FOCUS EQUALTURE
Traineeship Hiring
Challenge: Increase new-hire retention
Headquartered in Amersfoort, Netherlands, FrieslandCampina has a global footprint with production facilities, distribution networks, and sales operations in numerous countries. In order to support the long-term growth of the company, FrieslandCampina has an elaborate trainee program.
The recruiting team for the trainee programmes faced the following 2 challenges:
- Lack of diversity within the trainee program
- Inefficient trainee selection process
Challenge 1. Lack of diversity within trainee program
FrieslandCampina acknowledged there was bias in their processes, resulting in hiring a fairly homogenous group for the trainee program which was not in line with the recruitment goals of the company.
Challenge 2. Inefficient trainee selection process
The selection process for the trainee program was very inefficient. FrieslandCampina used the traditional recruitment process, requiring candidates to upload their CV and motivation letter. Considering the high volume of applicants (800+ per program) this costed a lot of time to screen candidates.
To overcome these challenges, FrieslandCampina decided to partner up with Equalture. Equalture offers game-based assessments, capturing a person’s cognitive abilities and behavioural preferences, which are being introduced at the start of the hiring process (pre-screening).
Implementation process: Games vs CV
Pilot
In order to move towards (soft) skill-based screening, Friesland Campina used Equalture’s Team Analysis feature. A group of well-performing trainees completed Equalture’s game-based assessments, and based on the outcomes of this analysis, FrieslandCampina and Equalture together determined the cognitive and behavioural benchmarks for the traineeships.
In order to test the success of Equalture’s assessment solution, CVs were still used by FrieslandCampina to better understand the value of the Equalture Candidate report.
Candidate flow overview for the pilot
- Step 1: Apply with CV + Equalture assessment. Candidates not only apply with their CV, but also get invited to the Equalture assessment.
- Step 2: Equalture + CV Check + motivation. The first selection is based on the Equalture scores. Consequently, their CV is evaluated. (Game selection is based on the FrieslandCampina Ideal Candidate Profile)
- Step 3: Selection day/interview.
Full roll-out for all traineeship programmes
After a successful pilot, FrieslandCampina fully implemented Equalture within their application flow. This meant that Equalture is used for selection in the first round, but also in the further rounds.
The biggest change with the full roll-out was that the assessors, hiring managers, did not see any CVs any more. Everyone worked with the Equalture reports, which were also used in the interviews.
Candidate flow overview for the full rollout
- Step 1: Apply with Equalture assessment. Candidates do not apply with their CV, but instead get invited to the Equalture assessment.
- Step 2: Equalture + motivation. The first selection is based on the Equalture scores. Consequently, their motivation is evaluated. No attention is paid to the CV. (Game selection is based on the FrieslandCampina Ideal Candidate Profile)
- Step 3: Selection day/interview.
Results
Pilot results
- Candidate experience rating of 4.5/5
- Friesland Campina satisfaction rating 9/10
- 81% of their hired candidates were within the Equalture benchmark that was created
- 19% of the candidates would not have been invited for an interview if not for the Equalture scores
Full roll-out for all traineeship programmes
Before working with Equalture, FrieslandCampina screened every candidate on different check points on their CV, this took 5 min per candidate. After implementing Equalture, using the Equalture Platform FrieslandCampina managed to bring down screening time down by 93%
The talent pool expanded, roughly 25% of applicants that flow through the traineeship hiring process would not have been invited for an interview based on their CV. Through the Equalture platform, FrieslandCampina was able to see the potential of these candidates. With a 100% retention rate of these candidates. Allowing to see the potential didnt just allow FrieslandCampina to find more suiting candidates, it also improved the diversity of the program.
Lastly, candidates invited to the final selection day were deemed better than prior to implementing Equalture by the Hiring managers.
