How MS Direct reduces external personnel costs to zero

From agency dependency to a self-sufficient, AI-powered recruiting process

Talking to the experts

In this case study, we share insights into MS Direct’s recruiting transformation. We spoke with Michel Becker, Head of People Operations. He set the goal, built the business case, and drove the PastaHR rollout across Switzerland and Germany.

The starting point: “We need to manage this volume on our own”

The logistics and returns business is inherently volatile. MS Direct runs two major hiring peaks annually, May through July and the Christmas season, during which between 150 and 300 employees need to be recruited in a short window. The traditional answer had been external staffing agencies: reliable, but expensive and entirely dependent on third-party response times. With a new Swiss location opening and a full market entry into Germany on the horizon, Michel drew a clear line:

“We need to reduce external staffing costs. And I said it openly: next year they’ll be at zero.”

- Michel Becker, Head of People Operations.

Three objectives were defined for spring 2023:

• Full independence from external temporary staffing
• A dramatically simpler, barrier-free application experience for the target group
• Measurable efficiency gains in screening and communication

The approach: Smart applications, AI pre-qualification, live in a week

The criteria for a solution were clear: easy to use, fast to implement, and immediately effective. PastaHR delivered on all three, with onboarding completed in under a week.

“How long until we can go live? Next week. Okay, I wouldn’t have expected that.”

- Michel Becker

The core of the solution: rigid, login-heavy application forms replaced by smart, dynamic application flows, accessible via WhatsApp and mobile browser, without requiring an email address. AI-powered pre-qualification screens candidates directly within the application flow, before any recruiter evaluation takes place.

Key elements of the new process:

• Smart application flows: dynamic, mobile-optimized and barrier-free for blue-collar and deskless applicants
• AI pre-qualification: qualification criteria are checked automatically within the application flow; unsuitable candidates receive instant, automated feedback
• Pre-built communication templates: standardized, fast messaging at every touchpoint with no manual effort
• Chat-based coordination: candidates respond via WhatsApp within minutes, giving the recruiting team a reliable planning basis

For the German market entry, the approach proved especially strategic. MS Direct had no employer brand recognition in Germany. A dynamic, barrier-free mobile application experience combined with targeted social recruiting gave the team a scalable way to build awareness and a candidate pipeline from scratch:

“MS Direct had no name in Germany. We thought, maybe this gives us the chance to build our name there. And we managed it.”

- Michel Becker

The data proof: Positions filled without a single agency

The results across both markets are unambiguous:

• External personnel costs: 0 CHF — peak-season demand is now covered entirely in-house with PastaHR
• 94% of applicants find the application process time-saving and uncomplicated
• Successful market entry in Germany — smart applications and mobile-first outreach established MS Direct as a recognized employer in a new market

Focus on screening efficiency: AI supports, humans decide

The biggest operational gain comes from AI pre-qualification built directly into the application flow. Qualification questions automatically filter out unsuitable applications, and rejections are triggered when mandatory criteria are not met. The team can focus entirely on qualified applicants.

Importantly, AI takes on a supporting role but makes no decisions. The recruiting team retains full control: AI filters and prioritizes, humans evaluate and hire. Every result is traceable.

“The automated pre-qualification and automatic rejections save an enormous amount of effort. And from a candidate experience perspective: the candidate wants and needs feedback as fast as possible. It’s very fast. And it’s absolutely honest, open, and transparent.”

- Michel Becker

The efficiency gained went directly into growth: MS Direct managed significantly higher hiring volumes for both the Swiss and German markets without expanding the HR team.

Conclusion: A recruiting process that scales with the business

The transformation at MS Direct is a direct result of replacing rigid forms and manual screening with a smart, AI-powered process that meets candidates where they are and gives recruiters back their time.

What started as a cost-reduction initiative became a strategic recruiting capability: faster, more transparent, more human and fully self-sufficient, powered by PastaHR.

“We have reduced external personnel costs to zero.”

— Michel Becker, Head of People Operations