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Understanding the business
The Situation
YER is one of the Netherlands' leading executive and professional staffing firms, placing senior candidates across specialist divisions from finance and technology to legal and life sciences. As the business scaled into a multi-division, multi-country operation, the infrastructure supporting it had not kept pace. Data lived in multiple places. Candidate engagement relied on individual recruiters remembering to follow up. Commercial performance was assembled manually from disconnected sources, always arriving too late to influence the decisions it was meant to inform.
Business challenges
At the operational level, the constraint was visible in the daily reality of every recruiter and account manager. Email campaigns were built and sent manually, without personalisation or behavioural triggers, every candidate received the same message regardless of profile, engagement history, or readiness to move. The Talentpool held pre-screened candidates with strong profiles and no current matching vacancy, but there was no automated process to keep them warm, and no trigger to surface them when a relevant role opened. Whether a strong candidate would ever be re-engaged depended entirely on whether a recruiter remembered them.
Commercial visibility was no clearer. Reporting was assembled from ATS exports, spreadsheet pipeline trackers, and finance data, consolidated at month-end. By the time leadership had the picture, the decisions it should have informed had already been made. There was no way to connect a marketing campaign to a placement, which meant marketing investment was defended with open rates and send volumes rather than commercial outcomes.
The international ambition added a further constraint. YER's platform had been built for the Netherlands, and extending to Germany or other markets would have required building a new system landscape from scratch, duplicating infrastructure, duplicating complexity, and creating a maintenance burden that would only grow.
The Results
Cloud Integrate deployed Marketing Cloud Next within YER's Salesforce environment, creating a unified platform for all candidate engagement. The Talentpool journey now fires automatically when a consultant adds a candidate with a strong profile and no matching vacancy, no change to the recruiter's workflow, no reliance on memory. The candidate receives personalised touchpoints based on their domain and profile, and at the right moment a warm, nurtured lead surfaces directly to the consultant, ready to place.
Attribution dashboards connected, for the first time, the full journey from campaign source to commercial outcome, giving the marketing team the proof their investment had never previously been able to demonstrate. Real-time commercial dashboards replaced month-end reports for both marketing and commercial leadership. The data model was structured from the outset for multi-country expansion, with consent management and language layers built in as configuration rather than separate instances, meaning expansion into Germany required no platform rebuild.
Outcomes
YER's marketing team is now running automated candidate journeys in production, with measurable improvement in engagement rates across automated touchpoints. Account managers work from a 360 view of every client; pipeline, placement history, open requirements, and pre-meeting briefings assembled automatically from live data.
White space analysis surfaces clients with active headcount demand that YER is not currently serving, enabling proactive outreach before a competitor fills the role. When YER moves into the next market, the platform extends with them. The foundation was built for the business they are building, not the one they started from.