Hunkemöller, one of Europe’s leading lingerie brands with stores across more than 10 countries, is transforming its hiring approach. Facing increasing application volumes and evolving candidate expectations, the team set out to build a more inclusive and future-ready recruitment process. By partnering with Equalture, they are embedding a fair, engaging, and data-driven solution into their global talent strategy.
10+
Countries
7,500+
Employees
“This partnership isn’t just about introducing a new tool. It’s about embedding a future-ready, unbiased, and scalable solution into our talent acquisition strategy.”
Daphne Koning-Olde Dubbelink
Global Recruitment & Employer Branding Manager at Hunkemöller
Challenges
Why Hunkemöller Re-evaluated Their Process
“About ten years ago, we introduced video interviews into our process. At the time, it was progressive and highly successful. But over the years, we noticed a shift. While some candidates still appreciated the format, others started to feel uncomfortable with it.
On top of that, we faced growing application volumes, and we wanted to continuously improve our candidate experience. That combination prompted us to take a step back, reflect, and explore alternative solutions. We wanted something more inclusive, scalable, and innovative.”
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Evolving candidate expectations
Existing methods no longer matched what all candidates felt comfortable with. -
Growing application volumes
Higher volumes required a more scalable and efficient process. -
Need for inclusivity
The team wanted a fairer way to evaluate candidates beyond traditional methods.
Why Game-Based Assessments
Engaging candidate experience with science-based, data-driven insights
“Game-based assessments immediately caught our attention because they provide a more engaging and fair way to evaluate candidates. Traditional methods can sometimes fail to capture a candidate’s true potential — and they can unintentionally introduce bias.
Equalture stood out to us for a few reasons. First, their platform aligns perfectly with our goal of improving the candidate experience. The games feel seamless and enjoyable for candidates.
Second, Equalture’s focus on data-driven insights and predictive analytics really resonated with us. We don’t just want to hire faster; we want to hire smarter. With Equalture, we can identify the competencies that actually drive success in our stores and at HQ.”
Daphne Koning-Olde Dubbelink
Global Recruitment & Employer Branding Manager at Hunkemöller
“ The platform first analyses what makes your top-perfomers successful, and uses this input to find new hires with the same traits. After each hire, the model learns from how well they perform and stay, so every new hiring decision we make fuels the platform’s level of intelligence.
Finally, their strong emphasis on diversity and inclusion made the choice clear. That’s a value we hold close at Hunkemöller, and we saw that reflected in Equalture’s approach.”
Daphne Koning-Olde Dubbelink
Global Recruitment & Employer Branding Manager at Hunkemöller
The games measure cognitive abilities and behavioural traits in a way that feels natural rather than intimidating, making them especially suitable for high-volume retail hiring.
Goals
Why Equalture
Equalture enables Hunkemöller to move beyond CV-based hiring and focus on what truly drives performance.
“Our two main goals are to improve the quality of our hires and to make our process more efficient and cost-effective.
But beyond that, it’s about creating an inclusive, candidate-friendly journey that reflects who we are as a brand. We want applicants to feel engaged and valued from the very beginning.
Equalture helps us reduce manual screening, benchmark competencies, and focus on what really drives performance and retention. That means our recruiters and hiring managers can spend their time where it matters most — connecting with top talent.”
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Improve quality of hire
Focus on competencies that drive real performance -
Increase efficiency
Reduce manual screening and streamline decision making -
Enhance candidate experience
Create a more engaging and inclusive hiring journey -
Enable scalability
Support hiring across stores and HQ in multiple countries
Vision Forward
What This Means for Hunkemöller
“This partnership isn’t just about adding a new tool. It’s about embedding a future-ready, unbiased, and scalable solution into the way we attract and select talent.
By combining innovation with inclusivity, we’re ensuring that every candidate has the opportunity to showcase their potential. And ultimately, we’re empowering both our stores and HQ teams with the right people to deliver outstanding customer experiences.”
By combining innovation with inclusivity, Hunkemöller ensures every candidate has the opportunity to showcase their potential. This approach empowers both retail teams and HQ with the right talent to deliver strong customer experiences.
“What really excites me most about our partnership with Hunkemöller is that we share the same view on how candidates should be treated: fairly, inclusively, and with respect for their potential. I truly admire that Hunkemöller dares to make fundamental changes to its recruitment process in order to achieve that.
We also see more and more retailers moving towards this way of applying, which is very promising for the industry as a whole. It shows that candidate experience and smart, data-driven hiring can go hand in hand, and I’m proud that Equalture can help lead that transformation together with great partners, like Hunkemöller.”
Fleur Melkert
Co-Founder at Equalture
