How does a toy retail company manage recruitment across multiple brands and locations? Let us tell you about Marc Corijn and his team at Nolmans Retail Support: the driving force behind brands like DreamLand and ToyChamp.
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Before sympl entered the picture, Nolmans was stuck in the traditional recruitment loop - company website, VDAB, Indeed. Finding great candidates was a struggle while juggling multiple brands was complex. That’s when Marc Corijn, HR Manager at Nolmans Retail Support, decided to explore a new approach. One that leveraged social media to reach a broader audience.
As Marc puts it, "the sympl software offered a fresh take on recruitment, helping us connect with candidates we weren't reaching through traditional job platforms."
Nolmans Retail Support powers all Dreamland and ToyChamp toy stores in Belgium and the Netherlands. From their modern headquarters in Genk, they provide the logistical and administrative backbone that keeps its network of stores running smoothly. Nolmans offers exciting roles in a fast-paced retail environment, making it an attractive option for a candidate's next career move.
Industry: Retail
Company size: 1000 - 2000 employees
What made the sympl software a game-changer for Nolmans was flexibility! The sympl software was able to support a wide range of vacancies, from corporate to in-store roles, in both Belgium and the Netherlands. Nolmans used it for practically everything: from Store Managers and Digital Marketers to IT Project Leads and Shop Assistants.
"Whether we needed a senior data analyst or a frontline shop assistant, the sympl software gave us the flexibility to create targeted campaigns that delivered quality candidates," Marc shares.
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Marc Corijn
HR Manager
"With the sympl software, we reached more top candidates and made our hiring process much more efficient."
A significant focus for Nolmans Retail Support has been Shop Assistant roles. The recruitment marketing campaigns set up by the sympl software resulted in 145 qualified candidates across seven regions, at an overall cost of just €19.26 per candidate. The Denderleeuw campaign was particularly impressive: 63 applicants from a €400 budget, with a click-through rate of 0.68% and a conversion rate of 5.49%.
As Marc puts it, "The volume and quality of applicants exceeded our expectations. The results clearly showed that sympl's approach works."
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Branch Manager
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Assistant Branch Manager
With three distinct brands under their umbrella (Nolmans Retail Support, ToyChamp, and DreamLand), brand consistency was crucial. sympl's brand management features made this a breeze, enabling Nolmans to create customised campaigns that aligned with each brand’s voice.
It even helped them set up a dedicated subdomain for DreamLand (vacatures.dreamland.be) to boost their employer brand.
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What sold Marc on the sympl software was the Analytics & Reporting module. It's actionable insights broken down by brand, campaign, reporting period, ad channel, and creative type. This means Nolmans can make smarter decisions about where to focus their recruitment efforts and budget.
It enables Marc to make detailed breakdowns by:
Brand – Understanding how different brands perform individually
Campaign – Analysing success rates for specific vacancies
Reporting period – Tracking trends over time
Advertising channel – Evaluating where the best candidates come from
Creative type – Comparing the effectiveness of image vs. video ads, and determining which creatives yield the best results
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For Nolmans Retail Support, the sympl software has become their go-to recruitment solution. "It's an intuitive, responsive, and user-friendly platform that simplifies recruitment," says Marc. With better candidate inflow and visibility across multiple brands, they've found their long-term recruitment partner.