Synergy Personnel Service is a recruitment firm based in Leicester in the UK. Its previous CRM system was creating friction for both candidates and clients and changes needed to be made. Looking for a more flexible, integrated solution, Synergy approached Web Alliance, which provided a customised recruitment CRM designed around Synergy’s specific processes, rather than forcing the business to adapt to generic software. Gavin Dilkes, Director at Synergy Personnel Services, talks about the partnership.
Synergy Personnel Services is a Leicester-based recruitment firm with a strong track record in permanent placements. As the business grew and expanded into temporary recruitment, its leadership team recognised that the organisation’s existing off-the-shelf CRM was no longer supporting the way they needed to work. While effective in some areas, the system created friction for both candidates and clients, as well as placing an unnecessary administrative burden on the Synergy team.
In addition to operational limitations, cost scalability became a growing concern. As the team expanded, the pricing model tied to per-user licensing began to create financial pressure and restricted flexibility when hiring new consultants.
Gavin Dilkes, Director of Synergy Personnel Services, said: “For us, the tipping point was ultimately cost. We had a growing team and with an off-the-shelf CRM, every new user came with an additional fee. We wanted something we owned, where growth didn’t automatically mean increased software costs.
“A particular challenge for us was the candidate experience. The sign-up process was complex and unintuitive, and candidates couldn’t upload or manage their own CVs and documents. Instead, our admin team had to manually take care of uploads and updates, which not only slowed down the recruitment process but limited our potential for growth too. At the same time, there was no real self-service functionality for candidates or clients, which made it harder for everyone to engage efficiently with placements.”
A fresh approach
These limitations became even more of a problem when Synergy started working in the temporary recruitment market. Managing shifts, timesheets and payments introduced a new layer of operational complexity, and it quickly became clear that the existing technology was unable to manage these new workflows. Looking for a more flexible, integrated solution, Synergy approached Web Alliance.
Web Alliance worked closely with Synergy to understand the realities of its day-to-day operations and the specific demands of both the permanent and temporary recruitment sectors. What resulted was a completely customised recruitment CRM designed around Synergy’s specific processes, rather than forcing the business to adapt to generic software.
A critical phase in the transition involved migrating large volumes of historic recruitment data. Recruitment agencies rely heavily on detailed records, including candidate CVs, historical notes from conversations and compliance documentation, which meant that accuracy and continuity were essential throughout the process.
“The most challenging part was getting all of the data across,” Dilkes said. “We had CVs, notes on candidates from previous conversations, CVs that were sent to clients that were bound by terms. We needed to make sure everything transferred as cleanly as possible so the integrity of the data remained.”
A bespoke CRM built around real recruitment workflows
Dilkes said: “The new system gives candidates their own personalised portal, which allows them to register easily, upload and manage documents, apply for roles and track the progress of their applications. This shift alone has significantly reduced the burden on our admin team while improving the candidate experience. Clients also have secure access to a dedicated portal where they can view relevant information and progress placements directly, which all helps to create a more transparent and collaborative relationship.”
One of the key advantages of a bespoke system was the level of collaboration during development. Rather than imposing new processes on the team, the platform was designed around how Synergy already operated, ensuring that adoption was smooth and intuitive.
Dilkes said: “Adapting to the new system was actually easy because we were heavily involved in the design. It worked the way we work, which meant the team didn’t have to relearn everything from scratch.”
The new CRM solution introduced automation across key back-office functions. Shift planning and timesheet generation are handled within the system, with employers able to log in to approve timesheets and candidates given the ability to view schedules, monitor hours worked and gain visibility over upcoming payments. This streamlined approach has removed manual processes, reduced errors and accelerated turnaround times.
Automation has also reshaped internal workflows and significantly reduced administrative overheads. Tasks that previously required dedicated support, including interview confirmations, adding notes and uploading candidate documents, can now be managed directly within the system by consultants themselves.
Dilkes concluded: “Behind the scenes, the system delivers comprehensive administrative reporting and KPI tracking, which is something we’ve never had before. We can now monitor candidate performance, attendance and overall service quality in real-time, using data to maintain the high standards we’re known for, to make intelligent operational decisions and to inform our strategic business growth.”
A scalable platform for long-term growth
The flexibility of a bespoke solution provides room for future innovation. Dilkes noted that integrating SMS functionality into the platform is a potential next step, helping to centralise communication and further streamline candidate engagement.
Reflecting on the journey, Dilkes offers practical advice to other recruitment businesses considering a similar move: “Talk to people about how you work. It’s important to understand how each person operates so you can make sure the system truly supports your processes rather than forcing you into someone else’s way of working.”
By investing in a bespoke CRM built specifically for its business model, Synergy has transformed the way it manages recruitment operations. The new platform has improved efficiency, enhanced profitability and delivered a stronger return on investment, while giving candidates and clients the intuitive, self-service experience they expect from a modern recruitment partner.
