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Dutch National Police Leveraging CRM and AI for Hyper-Personalised Recruitment Marketing

Marketing Cloud Professional Services Service Cloud


In today's digital landscape, organizations must deliver tailored experiences to meet the unique needs and preferences of their audience. At Penfield Assist Digital, we specialize in harnessing the power of CRM and AI to elevate recruitment marketing strategies. One such successful collaboration was with the Dutch National Police to personalize recruitment marketing automation, specifically targeting hard-to-find Cyber Security Specialists.

How we started

The Challenge

The Dutch National Police faced a significant challenge: finding qualified Cyber Security Specialists. These specialists are essential for combating cybercrime and ensuring national security, yet they are in high demand and short supply. Traditional recruitment methods were not yielding the desired results, prompting the need for a more innovative approach. This is where Penfield Assist Digital stepped in to transform their recruitment marketing strategy.

Our Approach

To address this challenge, we implemented a comprehensive and integrated solution utilising Marketing Cloud, Service Cloud, and an Applicant Tracking System (ATS) to manage and store all relevant data. Our approach involved several key steps:

  1. Data Integration and Analysis: We began by integrating the CRM system with AI-powered tools to analyse extensive datasets. This integration allowed us to gain valuable insights into the existing talent pool previously engaged by the Dutch National Police. By leveraging AI, we could identify patterns and predict candidate behaviour, enabling a more targeted recruitment strategy.

  2. Targeted Marketing Campaigns: Utilising the insights gained from data analysis, we crafted highly targeted and personalised marketing messages. These messages were tailored to resonate with potential candidates, highlighting the unique opportunities and benefits of joining the Dutch National Police as a Cyber Security Specialist.

  3. Enhanced Candidate Engagement: Personalised content, tailored recommendations, and specific offers were delivered based on individual preferences and past interactions with the National Police. This approach ensured that candidates received relevant and compelling information, increasing their likelihood of engagement and application.


The Process in Detail

Integration of Marketing Cloud and Service Cloud: By integrating these Salesforce solutions, we created a unified platform that streamlined the recruitment marketing process. Marketing Cloud enabled us to design and execute multi-channel campaigns, while Service Cloud facilitated efficient candidate management and communication.

Applicant Tracking System (ATS): The ATS played a crucial role in storing and organising candidate data. It provided a centralised repository where all information about potential candidates was accessible, making it easier to track progress and measure the effectiveness of our campaigns.

AI-Powered Insights: Leveraging AI, we analysed historical data and identified trends that informed our marketing strategy. AI algorithms helped us understand the preferences and behaviours of candidates, allowing us to predict which individuals were most likely to be interested in Cyber Security roles.

Personalised Content Delivery: With the insights gained, we created personalised content that was delivered through emails. This content was designed to resonate with the specific needs and aspirations of potential candidates, making the Dutch National Police an attractive employer.

Results and Outcomes

The implementation of Salesforce technology and AI-driven insights led to remarkable results:

  1. Increased Productivity: The HR teams experienced a significant increase in productivity due to the automation of the recruitment marketing process. The integrated system streamlined candidate management, reducing manual tasks and allowing HR professionals to focus on strategic activities.

  2. Enhanced Engagement: The personalised marketing campaigns resulted in higher engagement rates among potential candidates. By delivering relevant and tailored content, we captured the attention of top talent and encouraged them to consider career opportunities with the Dutch National Police.

  3. Broader Talent Pool Discovery: While the primary goal was to identify Cyber Security Specialists, our approach also uncovered other interest groups within the talent pool. We identified potential candidates for roles such as forensic specialists and detectives, broadening the recruitment scope and adding value to the overall talent acquisition strategy.

Ready to Transform Your Recruitment Marketing?

If you're looking to take your recruitment marketing to the next level, leveraging CRM and AI for hyper-personalised campaigns is the way forward. At Penfield Assist Digital, we have the expertise and tools to help you achieve outstanding results. Let's explore how we can collaborate to enhance your recruitment efforts and drive success.

Contact us today to learn more about our services and how we can assist you in unlocking the power of hyper-personalised marketing.

Rommert Crépin

Commercial Director

Contact Rommert