Interview with Maximilian Lerch, Leiter Digitale Innovationen Personalgewinnung und Recruitingsysteme, Deutsche Bahn, about db.jobs experience
Recently, the German railway company launched a tool that, in my opinion, has a lot of potential for the future: a virtual job experience world for candidates. A mix of infotainment and job demonstration, both for the career website and for VR headsets at events.
I know what many are thinking: the state-owned railway company can afford it. But I’ve always believed that budgets alone aren’t enough because you can have all the money in the world and spend it the wrong way. Innovation also requires courage and a sense of what moves candidates. You have to try things out and see if they resonate.
So, it’s time to talk to the idea creator and person responsible for the db.jobs experience project.
Julian: Max, we’ve known each other for quite a while, but could you explain your title to the readers? "Head of Digital Innovation" sounds like a real dream job. And innovation is something many HR teams aspire to.
Max: In my role, I’m responsible for digital solutions specifically in recruiting and for developing our existing system landscape further.
This includes our career portal as the central point of contact for applicants, our chatbot, the Job Compass for career orientation, tracking our applications, the user-centered and data-driven development of these applications, the ATS Avature, and as the newest addition to DB, our 3D platform, the db.jobs experience.
Julian: That’s quite a lot. Now how would you describe your new db.jobs experience in one sentence?
Max: "So, let those who commit forever test first."
Julian: Nicely put. Who is your target audience, and what do candidates get out of the tool?
Max: Everyone interested in Deutsche Bahn is part of our target audience. Since the solution is browser-based, it can be used on any device without a login – whether young or old. We offer a completely new way to access DB jobs. In our animated 3D world, employees make job profiles come alive. For instance, Clara explains the role of a train dispatcher and invites users to try operating a relay signal box themselves. These kinds of interactive experiences provide deeper and more lasting impressions than just videos and texts.
Julian:In the db.jobs experience, I click through a virtual reception hall in 3D. When I choose information about training or direct entry, the career page opens in a new window.
Unique chance to operate a railway control center
An elevator in the hall then takes me to the control center, where I can simulate the role of a train dispatcher. If I manage to safely let two trains arrive and depart at a terminal, I can learn more about the job or apply for the training right away.
So, it’s a mix of discovery, reading, and simulation. How did you find the right balance between playful and realistic, entertaining and informative, easy and challenging?
Max: I have a small team, Tamara and Philipp, who are passionate about tailoring our games and content to the users. They work closely with the business units, involve personnel marketing, and talk with both recruiters and users.
They then translate this collected information for our development team, constantly moving between different worlds.
Bring us all great joy: People who repair highspeed trains
Julian: The tool is desktop and mobile-friendly. But I do have to expect loading times and take my time to click through info videos, links, and explanations. Do young people have that much patience? How much time do they spend on the tool, and what do they click on the most?
Max: Yes, absolutely. While there are occasional loading times, technically, it’s a major achievement that despite the size and extensive content, neither a download nor installation is required – this will especially please the tech fans.
On average, our users spend about five minutes on the platform.
What's particularly encouraging is that many users apply after interacting with the platform.
Our goal is to provide applicants with the best possible information so they can make informed decisions – and we’re doing that very well.
Julian: What technologies are behind the tool, and which partners did you work with to implement it?
Max: We developed the platform from the ground up with Deutsche Bahn resources and a fantastic developer team based on Unity.
We’re still working on integrating a multiplayer feature for virtual events and interviews, as well as a version for VR devices to further enhance the experience.
Before the project started in February 2023, we conducted extensive research on existing solutions from external providers. It showed that the solutions available on the market did not sufficiently meet our requirements for data protection, hosting, accessibility, and design flexibility.
That’s why we decided to design and develop our own 3D platform from scratch.
Construction site with a message: "A job that benefits future generations as well"
Julian: Can you share how long it took and what it cost?
Max: The project took about 1.5 years. I had the idea in my head for quite a while, and the Metaverse hype gave the push to get it going – even though the hype has since faded.
At first, Philipp and I conceptualized the project together, then we brought Tamara on board and involved the development team.
Julian: And what have you achieved so far?
Max: We’ve noticed that users engage well with the content and explore the job spaces. So far, we’ve had about 9,000 visitors without any advertising.
From that, we’ve generated a good number of applications and given many insights into DB jobs. We’ve found that many applicants who used the platform made more informed and focused decisions.
Julian: What personally surprised you the most, and what would you do differently in hindsight?
Max: I’m impressed by the commitment of everyone involved and the consistently positive feedback.
If I were to start over, I might have offered more job spaces from the beginning. But we’re catching up with regular updates.
Julian:What advice would you give to other HR teams that want to use technology to become more transparent and attractive?
Max: Be bold, make hypotheses, ask users, implement, evaluate, and then either continue or adjust. And most importantly: don’t lose sight of the cost-effectiveness.
Julian: And what innovations do you have in the pipeline?
Max: Our focus is currently on automating the recruiting process. It doesn’t sound spectacular at first, but technologies like RPA and AI will soon allow us to take many shortcuts, ensuring that recruiters are closer to the applicants and the entire recruiting process runs faster.
Julian: I’m noticing a wave of innovation in recruiting and employer branding. What trends do you see on the horizon, and where is it headed?
Max: I’m curious to see what AI will bring, especially considering data protection and EU regulations. Automated job ads and AI-generated images for campaigns are just the first steps.
In the long run, an AI-driven "companion" could be interesting, integrated into messenger services to guide applicants from the first contact through the application process and onboarding, and also serve as a contact channel for recruiters. This could even extend throughout the entire employee lifecycle.
Julian: Max, thanks for the conversation, and I’m excited to see the next ideas from your innovation workshop!
To the db.jobs experience: https://experience.db.jobs/