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Case Study

Sana – Increased Hiring Velocity in 6 Months

Talent Sourcing Tech Stack and Integrations
Sana – Increased Hiring Velocity in 6 Months

Summary

Challenge

  • Poor candidate conversion and unfilled jobs due to outdated careers page
  • No reporting or analytics to track recruitment metrics or sourcing effectiveness
  • Inconsistent global candidate experience with no process standardization

Solution

  • Overhauled careers page with engaging content and unified UX
  • Analytics dashboards enabled channel optimization and budget reallocation
  • 80-10-10 standardization rule with automated workflows and real-time transparency

Results

Hiring velocity increase

2x

Employee Net Promoter Score (eNPS)

+90

Roles filled on time and on budget

90 %

About Sana Commerce

Sana Commerce is a high-growth eCommerce technology provider with 300+ employees operating from 8 offices globally. Headquartered in Rotterdam, Netherlands, the company competes on the global stage across US, EMEA, and APAC regions under a decentralized hiring model. As the company expanded its team globally, it needed to dramatically transform its employer brand to attract top talent and provide a consistent, engaging experience for candidates and employees while showcasing its progressive brand and values.

Global

Region

300+

Employees

Industry

eCommerce Technology

Hiring Model

Decentralized

Headquarters

Rotterdam, Netherlands

Locations

8

The Challenge

Humanized, Data-Driven Recruiting: Technology as an Enabler

As a high-growth eCommerce technology provider competing on the global stage, Sana Commerce felt its employer brand needed a dramatic transformation to attract top talent. The recruiting team struggled to provide candidates and employees with a consistent, engaging experience, and could not showcase the company’s progressive brand and values without a modernized careers page.

Jelmer Spoelstra

Global HR Director

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As a high-growth eCommerce technology provider competing on the global stage, Sana Commerce felt its employer brand needed a dramatic transformation to attract top talent. The recruiting team struggled to provide candidates and employees with a consistent, engaging experience, and could not showcase the company’s progressive brand and values without a modernized careers page.

This combination translated into poor candidate conversion, unfilled jobs, and little insight into metrics for success, not that their previous ATS even offered reporting & analytics. The team decided that investment in new technology was necessary in order to strengthen the Sana Commerce brand and drive hiring strategy with data.

Objectives

  • Provide an excellent user experience for both candidates and hiring teams with intuitive processes & automation
  • Hire at scale to meet growth goals as the company expands its team across the globe
  • Transform recruiting into a data-driven function backed by analytics to support KPIs

 

With SmartRecruiters’ extensible architecture and collaborative functionality, Sana Commerce overhauled its employer brand & optimized hiring processes to achieve the following within 6 months:

  • Overall increase in user satisfaction and engagement, earning an eNPS score of +90
  • Optimized hiring budget while increasing Hiring Velocity by 2x, resulting in 90% of all roles filled on time and on budget
  • Leveraged analytics dashboards to optimize sourcing channels and create opportunities for process streamlining

 

Sana Commerce began their transformation by selecting an extensible recruiting platform for global deployment. By leveraging automated screening tools, standardized workflows, and in-product collaboration tools, Sana Commerce revamped recruitment processes in under 6 months for scalability, establishing an engaging user experience for hiring teams and candidates.

Hiring Team

Management & Operating Model

Standardize Processes > Decentralize Hiring Decisions
Sana implemented an 80-10-10 standardization rule for hiring workflows across its US, EMEA & APAC regions, with 20% flexibility to align with local customs & regulations and personalization for candidates.

Collaborate > Hire
All actions and internal communications moved within SmartRecruiters, improving team collaboration, productivity, and quality of work. Sana now sees 90% of all roles filled on time and on budget.

Talent Attraction & Engagement

Track > Optimize > Reinvest
Sana’s job advertising spend was not easily trackable. With the SmartRecruiters’ sourcing analytics view, Sana eliminated ineffective sourcing channels, optimized budget, and increased overall applicant quality. Resources were reallocated towards growing the recruitment team to deepen candidate engagement.

Candidates

Tailor Employer Brand > Strengthen Candidate Experience
After the careers page overhaul, Sana’s employer brand & personality is now on full display, supported by photos and videos that are engaging, genuine, and on-brand.

Personalize Communications
Candidates interact with recruiters on a more 1:1 basis, gaining constructive feedback on interviews, resumes, and applications, offering a more human touch throughout the entire hiring process.

Increase Transparency
Candidates now have transparency as to their status in the hiring process at all times, with less time spent between stages thanks to automated tools and integrations.

Streamline UX
All forms, applications, assessment tests, and background checks now have a unified look and feel, providing a more complete experience from application to hire.

Nurture > Refer > Convert
One individual applied—and was hired—after hearing about a positive candidate experience from a previously rejected applicant. Improving candidate engagement efforts earned Sana an eNPS score +90.

What’s Next

Following implementation of SmartRecruiters, Sana Commerce plans to increase recruitment team headcount, invest further resources into candidate nurturing efforts, and hit aggressive Hiring Velocity targets as the TA team continues to perform.