A full digital transformation project for a Birmingham-based recruitment agency. We built the website, integrated the CRM, automated the candidate pipeline and delivered a data analytics dashboard — all from scratch.
Easy2Recruit is a recruitment agency based in Birmingham specialising in placing candidates across logistics, warehousing and industrial sectors. When they came to Merlins Group, they had no website, no CRM, no digital pipeline and no way to track candidates at scale. Everything was run on spreadsheets, phone calls and manual email threads. They needed a complete digital transformation — and they needed it fast.
The goal was clear: build a professional online presence, implement a CRM that could handle high-volume candidate management, and automate as much of the recruitment workflow as possible. This was not a redesign project. This was a ground-up build across every digital touchpoint in the business.
The first deliverable was a brand-new website. But this was not going to be a static brochure site with a contact form. Easy2Recruit needed a platform — somewhere candidates could browse live vacancies, submit applications and upload CVs directly. Employers needed a portal to post jobs and track applications in real time.
We designed and developed the Easy2Recruit website with a focus on conversion. Every page was built to drive either a candidate application or an employer enquiry. The design language was clean, professional and mobile-first — critical given that the majority of job seekers in the logistics and warehousing sectors browse on their phones.
The site was built on a modern stack that allowed Easy2Recruit to manage content independently after launch, reducing their dependency on external developers for day-to-day updates.
Before we arrived, candidate data was scattered across spreadsheets, email inboxes and handwritten notes. There was no single source of truth. Recruiters were spending hours each day on admin tasks that should have been automated. The CRM implementation was the backbone of the entire project.
We set up a purpose-built CRM tailored specifically to recruitment workflows. This was not an off-the-shelf install — we customised every pipeline stage, every field, every automation trigger to match how Easy2Recruit actually operates on the ground.
The CRM eliminated over 15 hours per week of manual admin across the recruitment team. Every candidate, every vacancy and every placement is now tracked in one place with full visibility for management.
The real power of this project was in the automation. We did not just build tools — we connected them. When a candidate submits an application on the website, a chain of automated actions fires in sequence, moving the candidate through the pipeline without manual intervention at every step.
Here is what happens when a candidate applies through the Easy2Recruit website:
This automation chain means that no application falls through the cracks. Every candidate gets a response. Every recruiter knows exactly what they need to do next. The system works around the clock — even when the office is closed.
Recruitment is a high-volume, high-velocity business. Easy2Recruit might process hundreds of applications in a single week. Without proper tracking, candidates get lost, updates get missed and placements get delayed.
We built a candidate tracking system that gives every recruiter a real-time view of their pipeline. Each candidate has a profile showing their full history — every application, every interview, every email, every placement. Managers can see the full pipeline at a glance and identify bottlenecks before they become problems.
We set up a complete email automation system covering the full candidate lifecycle:
Every email is branded, personalised and triggered automatically based on pipeline activity. The recruitment team no longer writes individual emails for routine communications — the system handles it.
You cannot improve what you cannot measure. As part of the data science component of this project, we built Easy2Recruit a custom analytics dashboard that pulls real-time data from the CRM, website and email systems into a single view.
The dashboard tracks the metrics that actually matter for a recruitment business:
For the first time, Easy2Recruit's management team could see exactly how the business was performing — not based on gut feeling, but on hard data. They can identify which job boards drive the most qualified candidates, which recruiters are the most efficient, and where candidates are dropping out of the pipeline.
A recruitment website is only useful if candidates and employers can find it. We implemented a comprehensive SEO strategy targeting recruitment-specific keywords across Birmingham and the West Midlands.
The SEO work included:
Within the first three months, Easy2Recruit was ranking on page one for multiple recruitment keywords in Birmingham, driving organic traffic that converts directly into candidate applications.
What started as a business running on spreadsheets and phone calls is now a fully digital recruitment operation. Easy2Recruit has a professional website that generates applications around the clock, a CRM that tracks every candidate and employer relationship, automated workflows that eliminate manual admin, and a data dashboard that drives smarter decisions.
This is the kind of project that demonstrates what a fractional CTO engagement can deliver. We did not just build technology — we transformed how Easy2Recruit operates as a business. Every system connects. Every process is automated where it should be. Every decision is backed by data.
If your business is still running critical operations on spreadsheets and manual processes, it is time to talk. Merlins Group specialises in automation, CRM implementation and full digital transformation for businesses across Birmingham and the UK.
Whether it's a website, marketing campaign, automation or data science — let's talk.
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