How Boyner elevated its recruitment process and employer branding through LinkedIn’s Hiring Enterprise Program
Success Story
Headquartered in Istanbul, Boyner Büyük Mağazacılık, a member of the Boyner Group, operates over 120 stores across 40+ cities in Türkiye, along with its e-commerce platform and marketplace. In an ever-evolving retail landscape, Boyner needs a solution to help them attract and retain top talent while showcasing them as an attractive employer in a highly competitive marketplace. The organisation had very specific and highly ambitious goals for their recruitment process, targeting a 300% increase in job views, a 200% increase in application rates, and to reduce turnover to below 10% within two years.
Thanks to their partnership with LinkedIn through the Hiring Enterprise Program, Boyner were able to improve their overall reputation and perception among candidates, dramatically reduce their costs, and make major time savings at every stage of the recruitment process. Discover how the Turkish retail giant completely revolutionised their talent acquisition strategy, experiencing significant benefits almost immediately.
The Challenge
Attracting and retaining top talent in a highly competitive marketplace
Despite being one of the largest retail organisations in Türkiye, Boyner felt their recruitment processes had become overly expensive, outdated, and less efficient than they would have liked. The company wanted to enhance their employer branding, modernise their hiring practices, and become a highly attractive employer for the best talent in a competitive marketplace.
Before engaging with LinkedIn, Boyner faced significant challenges in attracting and retaining top talent. The retailer was reliant on traditional recruitment methods such as, recruitment agencies, campus recruitment for young talents, and a referral network that often failed to meet their needs. Despite this broad and varied approach to talent acquisition, it proved to be costly and lacking focus. Talent retention was also a serious concern for Boyner, with an alarmingly high turnover rate of 35% in 2022—to counter this, the organisation wanted to make efforts to improve their employer brand.
Limited visibility in the job market impacted Boyner’s ability to connect with the younger demographic, something which is essential for the long-term growth and success of the business. Standing out and being recognised as an employer-of-choice in a competitive marketplace was another challenge faced. They needed a solution that would allow them to distinguish themselves from their competition and appeal to the best talent the industry has to offer.
The retail industry has experienced rapid change in recent years due to advancements in technology. In order to be ready for the ever-evolving future of retail, Boyner required candidates who were not only qualified for the role, but also had up-to-date tech skills. Company culture is something that matters greatly to Boyner, and they needed a solution that could connect them with people who had a personality that would match their organisational values.
The Solution
Integrating platforms and increasing the abundance of candidates
Conducting an internal audit of the current recruitment process
The first step of reinventing Boyner’s recruitment strategy was to conduct an internal audit of the current processes and identify the key areas for improvement. Once they were confident of what they wanted to achieve, it quickly became clear to them that LinkedIn’s Hiring Enterprise Program (HEP) was the perfect solution to meet their needs.
Implementing the LinkedIn Hiring Enterprise Program
The HEP integrated seamlessly into Boyner’s existing HR recruitment process and—after tailored training from the LinkedIn team—allowed them to effectively track candidate engagement and hiring metrics. Thanks to the HEP’s comprehensive suite of tools, the Turkish retailers were able to enhance their employer branding, candidate engagement, and access deeper insights into hiring effectiveness compared to standard LinkedIn Talent Solutions.
Improving employer branding and engaging with potential candidates
Once the team had completed their training on the platform, they could then begin actively engaging with potential candidates through job postings. They were also able to start using other LinkedIn features that strengthened their internal communication and employer branding. Boyner used LinkedIn to post about their trainings, events they organised, and the awards they won. This helped them to attract new potential candidates by highlighting the benefits of their organisation.
LinkedIn provided a larger talent pool without the need for additional resources, allowing the team to reach a wider audience and optimise their recruitment process. By utilising LinkedIn’s advanced features, Boyner were able to quickly identify and engage potential candidates, cutting down the time traditionally spent on sourcing and vetting applicants.
HEP allowed Boyner to cut their external recruiter budget, saving them money but also reducing dependency on outside agencies. This shift enhanced their in-house capabilities, and made their recruitment process more cost-effective. The unlimited job postings and recruitment seat opportunities provided by HEP enabled Boyner to expedite their hiring process significantly—allowing them to post multiple positions simultaneously and engage with a larger number of candidates, leading to improved overall efficiency.
Main Products Used
The Results
High levels of engagement
- 3.3M job view
- 144% increase in job apply click
- 85.71% reduction in turnover rate
- 57% increase in hire rate
“At Boyner, our commitment to fostering a dynamic and inclusive culture is at the heart of our employer brand. Partnering with LinkedIn through their HEP Package has not only enhanced our recruitment strategies but also reinforced our dedication to connecting with talent that shares our values. Together, we are building a workplace where innovation thrives, and every employee feels valued.”
About Boyner:
As the leaders in Türkiye’s retail and fashion industry, Boyner Büyük Mağazacılık, a member of the Boyner Group, operates over 120 stores across 40+ cities, e-commerce websites, and mobile applications, with a workforce of over 6,000 employees. Their focus is on working for the unconditional happiness of millions. Boyner bring innovative brands, sincere, dynamic, and vibrant department stores together with their customers through a unique shopping experience. Their goal is to add value to the retail industry through their vision of innovation, while continuously working to create a more positive impact on society, people, and the environment, guided by the Sustainable Development Goals and through an unwavering commitment to kindness.
Industry
Retail
Number of Employees
6.000+ employees
Headquarters
Istanbul, Türkiye
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