The Challenge
High Volume — Without Losing the Human Touch
As Kaufland e-commerce expanded its international online marketplace, the growing number of applications called for a recruitment process that could scale — without sacrificing the personal, human connection.
The existing approach — relying on phone interviews — had become time-consuming and inflexible. Only HR gained a first impression of candidates, and coordinating interviews created unnecessary delays.
To stay competitive in a fast-moving hiring environment, the company needed a way to evaluate more candidates, more objectively, while keeping the process efficient and candidate-friendly.
The Solution
Replacing Phone Interviews with Video Screening
Kaufland e-commerce implemented automated video interviews across most positions, replacing the traditional phone screen with a solution that was more efficient, collaborative, and candidate-friendly.
Instead of arranging interview slots, candidates could respond to video questions on their own time. Hiring teams — including the relevant departments — could then review responses independently and flexibly. This not only saved time, but also brought more perspectives into the decision-making process.
"“Video interviews offer applicants and our team maximum flexibility and the speed that is needed to be faster than the competition in our market. Our principle “Move fast – get it done” is our guiding principle here and we are able to provide our candidates with faster feedback.”"
Lorena Esser
HR Manager – Recruiting & Employer Branding at Kaufland e-commerce
The Results
Flexibility, Fairness, and Better Candidate Flow
With video interviews in place, the company’s hiring process became faster and more scalable — while retaining a strong human connection:
Faster feedback cycles allowed the team to respond more quickly to applicants
Video enabled the team to assess soft skills and motivation, not just experience
Departments gained direct visibility into early-stage candidates
A broader talent pool progressed, as video helped surface potential not visible on paper
The process felt modern, but still personal — a key point in a tech-forward environment
Internal Adoption
Collaboration From the Start
Recruiters and hiring managers both benefited from a more collaborative process. Rather than relying solely on HR’s interpretation of early-stage candidates, departments could watch and assess the videos directly.
This led to better alignment, improved candidate selection, and a smoother handoff into the next stages of hiring.
"“Video interviews offer the great advantage that they can be viewed by various stakeholders simultaneously. This means that the hiring team can form their own first impression instead of only receiving the passed-on summary from the recruiter.”"
Lorena Esser
HR Manager – Recruiting & Employer Branding at Kaufland e-commerce
Candidate Experience
Authentic and Engaging
Candidates appreciated the freedom and flexibility of video interviews. They could respond in their own time — no scheduling stress, no pressure. More importantly, the format allowed them to show who they are, beyond what a CV reveals.
By focusing on authenticity over perfection, the company encouraged a process that was inclusive, respectful, and in line with their employer brand.
‘The video doesn't have to be perfect, it has to be authentic.’
Practical Takeaways
Kaufland e-commerce’s approach shows how video interviews can improve speed, fairness, and quality in a growing organization:
Replace phone screening with video for greater flexibility and insight
Enable collaborative review across HR and departments
Focus on skills and motivation, not just resumes
Use video to move faster than the competition in high-volume recruitment
Prioritise authenticity to create a candidate-friendly experience
Kaufland e-commerce operates Kaufland’s international online marketplaces. An international team works on online marketplaces with connections to over 11,000 retailers, who offer a comprehensive product range with more than 45 million products.
industry
Online and Mail Order Retail
Location
Germany
scale
501-1.000 employees
Using Cammio since
2018
