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Digital progress as a guarantee of success in marketing
Interview with Boban Kudranovic, Head of Marketing at the DEKRA Arbeit Group
Mr. Kudranovic, you have been in charge of the DEKRA Arbeit Group's marketing department for over 15 years and, together with your team, are responsible for all corporate communications and a successful external image. Sounds like an exciting task?
That's right. Especially for us as a personnel service provider, with customers from almost all sectors and a very broad target group with employees of all ages and from all professional fields, the marketing tasks are incredibly wide-ranging. Exciting is a good description - and above all varied, which is why it is still fun after all these years and never gets boring.
However, a lot of variety also means a lot of adaptation and change. What has changed the most over the years?
There are many things that could be mentioned. In particular due to our entrepreneurial development with new services, new markets and new locations at home and abroad. In terms of all topics and measures, however, the transition from the analog to the digital marketing age was undoubtedly the area that has changed the most.
Was this also the reason for the recent revamp of the DEKRA Arbeit website?
Absolutely. The digital transformation has many facets and has been implemented in recent years not only in marketing, but in all business areas of DEKRA Arbeit Group. There is one central overlap that affects all areas of our day-to-day work: the company website.
It serves as the foundation for our digital transformation. It is where all information comes together: Who we are, what we do, how we support our customers, partners or jobseekers, which positions are currently available in which region and area and how we operate worldwide.
Our homepage is like our living room - a place where everyone can meet, exchange information and interact.
It was particularly important to us to focus on the needs of our applicants and customers. From intuitive user guidance and tailored information to optimized functions, such as the improved job market search, we have designed all features to meet the expectations and wishes of our users.
At the same time, we also attached great importance to security-related issues during the retreading process. In an increasingly digitalized world, it is essential that data and information are protected - whether for our internal processes or when handling sensitive customer and applicant data. The combination of user-friendliness, customer focus, innovation and security makes our website a modern and reliable hub.
So far understood. But hasn't it always been like this or how did it come about that the website was completely redesigned? After all, it was a huge undertaking that took months of time and effort.
The technical, web-based, but also application-related requirements and possibilities of a modern company website have changed dramatically in recent years. Based on our previous website, a contemporary, innovative relaunch that offers real added value for us internally, but above all for our numerous online visitors, was no longer expedient. In other words, our first step was to analyze what we wanted to optimize for the benefit of our customers, colleagues and website visitors. And then we quickly realized that a new upgrade would have been far too short-sighted
What exactly did you focus on in detail after the analysis?
Basically, the findings can be divided into two key areas: interactive user-friendliness - based on the latest technical requirements - and the strategic focus on a future-proof, innovative website that is continuously being developed.
A holistic approach was of crucial importance here. The website serves not only as an information platform, but also as the foundation on which all of our company's digital processes interlock. A holistic integration of these processes ensures that the website meets both current requirements and future developments. After all, a website is never really “finished” - we are constantly working to develop it further, improve it and adapt it to new requirements.
One key aspect was the creation of a website structure that is suitable for everyday use and clearly geared towards the needs of our visitors. The focus here was on the “mobile first” principle: over 60 percent of our users now access our content via mobile devices. This requires an even simpler, intuitive and clear user interface.
Looking to the future also played a decisive role. The new website was consistently geared towards medium to long-term goals, particularly with regard to the integration of artificial intelligence (AI). AI represents the next stage of development for us, particularly in the HR area, where there are numerous exciting options.
We are currently examining the use of AI-supported chatbots that support visitors to our website in real time during the job search, application process or with general questions. The aim is to create a personalized experience - be it through intelligent job recommendations, data-based analyses for companies or optimized communication channels.
Our vision is a platform that not only provides static information, but also proactively supports, interacts and continuously adapts to the changing needs of our customers and partners.
Thank you very much, Mr. Kudranovic, for the interesting exchange and your exciting insights into the new website as well as the innovative future solutions of the DEKRA Arbeit Group!