A family business launches a recruitment chatbot on WhatsApp

Bringing innovation to a legacy brand

The kitchen family is a successful, medium-sized family business now in its third generation, with over 100 years of experience. At two sites in Germany—Löhne and Burg near Magdeburg—high-quality kitchen and bathroom furniture is manufactured in one of Europe’s most modern furniture production facilities. Through its three brands—BAUFORMAT, burger, and badea,—the company serves a broad range of customer segments in Germany, Europe and worldwide. At the heart of their success is a team of 1,200 employees.

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The kitchen family needed a better way to manage job applications and answer application related FAQs. Their HR team was spending valuable time on repetitive tasks, so they approached Campfire with a clear goal: build a WhatsApp chatbot to streamline recruitment while maintaining their approachable, professional image.

Crafting a personalized recruitment assistant

We dove straight into designing a chatbot tailored to the needs of BAUFORMAT and burger. Here’s how we crafted a solution that works like a charm:

Humanizing the chatbot experience

The first step was defining the bot’s personality and tone of voice. We wanted it to feel approachable yet professional, perfectly aligned with the kitchen family’s ethos. The chatbot, Billy, greets users warmly, guides them through application steps, and answers their questions in a conversational, helpful manner.

Building smarter conversations

To streamline the hiring process, we designed conversational flows that cover:

• Submitting applications, including uploading a CV directly within the chat.
• Receiving instant answers to FAQs about the company and application process.
• Handling off-topic or complex queries with graceful fallback responses.

The result? A chatbot that feels natural, helpful, and easy to use, whether candidates are exploring job opportunities or actively applying.

Integrated and secure

To ensure a smooth experience, we integrated the chatbot with Sinch Engage for live handovers to the kitchen family’s HR team when needed. Privacy was also a top priority—compliance with GDPR and clear communication about data usage were baked into the bot’s design.

Accessible everywhere

With a call-to-action web widget, candidates can launch the chatbot on WhatsApp from any device, whether they’re on the go or at their desk.

The impact

This WhatsApp chatbot doesn’t just reduce the workload for the kitchen family’s HR team—it redefines how they engage with potential employees. By combining automation with personalized support, the chatbot makes the hiring process faster, more efficient, and far more engaging for everyone involved.

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