MQLFlow

Recruitment Enquiry Automation Case Study

An extra day a week for recruiters to focus on recruitment

Bullhorn doesn't connect natively to our recruitment client's websites, so we built a custom integration. Its AI step saves recruiters hours reviewing leads and adding them by hand.

Topics

  • Recruitment
  • Bullhorn

Results

  • 150+

    web enquiries a week, automatically reviewed by AI, added to Bullhorn, and routed to the right consultant

  • 7+ hours1

    per week gained to focus on recruitment

Services we delivered

Business process automation

We designed the lead workflow and automated it end to end, from form submission to the consultant's alert.

  • Solution design: how the workflow would work, specified and scoped before the build
  • End-to-end automation of a previously manual process
  • Leads assigned and the right consultant alerted straight away

Bullhorn integration

A custom Bullhorn integration built on its API, so web enquiries reach the CRM without anyone keying them in.

  • Webflow connected to Bullhorn through its API
  • No missed lead data: every source, form and CV captured
  • Candidates and client contacts reviewed and created or updated automatically
  • Records ready for Bullhorn Automation

AI decision layer

An AI decision layer, built into the data integration, that reviews each new enquiry before it reaches Bullhorn.

  • Removes the bottleneck of a human decision
  • Judgement that isn't rule-based, reading meaning from free-text enquiries
  • Every decision logged and traceable

The brief

Our client is a UK-based, international recruitment, outsourcing and consulting business of around 300 people. Their multiple international websites bring in a steady flow of candidates and hiring clients, every one a potential placement.

They wanted every genuine web enquiry in Bullhorn CRM automatically, so consultants could act on new candidates and clients straight away, and leads could be nurtured with Bullhorn Automation. Although Bullhorn has an API, it has no native connector to Webflow, so they needed a developer to integrate with Bullhorn. We designed and built the workflow and data integration.

Considerations

We designed the solution around what mattered most to the client.

  • No native connector. Bullhorn has an API but no native connector to Webflow, so it needed a custom API integration, with the logic and data mapping designed and built to order.
  • Clean data. Every record had to be accurate: no duplicates, no spam, and no candidates filed as clients.
  • Self-selection isn't reliable. Visitors chose their own enquiry type from a dropdown. Some make mistakes, some pick whatever reaches a senior consultant fastest, and some form data is false, so every submission needed checking before it reached the CRM.
  • Urgent leads first. A client with an immediate hiring need had to reach a consultant straight away.
  • Ready for Bullhorn Automation. Records had to arrive in Bullhorn complete and correctly categorised, so every lead could be nurtured with Bullhorn Automation.

Approach

We built it in two phases, because the client initially wanted the recruitment team to manually check new records before they went into Bullhorn.

  • Phase one: the integration. We connected four Webflow sites to Bullhorn CRM. The visitor's chosen enquiry type set the routing, and urgent hiring needs alerted consultants.
  • Returning people updated automatically. Known candidates and contacts were matched and updated in Bullhorn straight away.
  • New submissions checked first. Because the chosen enquiry type couldn't be relied on, each new form submission went to a consultant to review before it was added.
  • Phase two: AI takes on the review. We added a custom AI judgement layer between the forms and the CRM that reads what each enquiry actually says. That removed the bottleneck: new records now go straight in, and stay clean.

Solution

Each enquiry is matched against Bullhorn, reviewed by AI where needed, and filed as the right record with the right owner.

  • Judgement, not rules. The AI reads the free-text detail in each new client enquiry and decides whether it's a client, a candidate or spam to keep out, overriding the dropdown when the enquiry says otherwise.
  • Every decision traceable. Each AI decision is logged, so the team can see why a lead was filed the way it was.
  • Complete records. Source, country and form are recorded, CVs are attached, and new contacts are assigned to the right company.
  • The right consultant, straight away. Assignment rules give each lead an owner, consultants are notified with a link to the record, and urgent hiring needs go to a wider team.
  • Hosted and monitored by us. Our proactive monitoring and alert system picks up any outage or API fault, so it's quickly restored.

Result

The whole process is now automated end-to-end. Recruiters gained 7+ hours per week back to focus on recruitment, new leads reach consultants straight away, and every lead can be nurtured automatically.

  • 7+ hours per week back for recruitment. CRM data entry now happens automatically, giving the team the equivalent of an extra day per week to spend speaking to clients and candidates to find and fill roles.
  • Leads ready for follow-up. More than 150 web enquiries a week land in the right place, and urgent hiring needs reach a consultant immediately.
  • Leads nurtured automatically. Clean, correctly categorised records feed Bullhorn Automation sequences, which qualify and nurture them.
  • Data that stays clean as volumes grow. Spam is screened out and candidates and clients are filed correctly, so the CRM stays reliable.

Notes

  1. 1.Estimate: around 145 Bullhorn company, contact and candidate records created or updated automatically each week, at 3 minutes each by hand. ↩

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