Introduction
Founded two decades ago, i2i Recruitment is a deeply rooted, family-run independent recruitment consultancy, based in Cheltenham. Run by CEO Richard Ogden-Metherell, and Founder Charlie Ogden-Metherell, i2i ensures that as they have grown over the years, their philosophy of ‘Led by People, Backed by Data’ remains their core focus, ensuring everything they do is with a personal approach. The agency prides itself on its unique selling proposition: “making recruitment personal”. By eschewing robotic processes in favour of face-to-face and virtual meetings, i2i ensures they truly understand what candidates are looking for, resulting in perfect matches for their clients. To scale this personalised approach, i2i relies on an integrated tech stack featuring Bullhorn’s Enterprise ATS, Bullhorn Automation, and Bullhorn Analytics. By automating behind-the-scenes manual tasks, the team frees up their consultants to spend more time personally connecting with candidates and clients.
The challenges
Despite their industry longevity, i2i found that their database had become an unorganised burden. Following a data transfer in 2012, the agency was effectively running an outdated “filing system” where valuable data had become dead weight. Because incoming staff used Bullhorn without a standardised set of rules, the platform became unorganised.
Without proper statuses and with contact details falling out of date, candidates had a higher chance of slipping through the net. The agency’s CEO recognised they had “gold lying in the data,” particularly a massive pool of highly valuable passive candidates, but lacked the ability to sift through a decade’s worth of accumulated information to find them. To remain competitive against agency startups and market shifts, i2i knew they needed to stop relying on out-of-date data and unlock the potential of their existing systems.
The solution
At the beginning of 2025, i2i embarked on a digital transformation journey. The crucial first step was a thorough deep clean of their database, giving the team a clean slate to re-train consultants on optimised workflows, from adding a vacancy to making a placement.
With the data sorted, i2i leaned heavily into Bullhorn Automation to streamline the candidate journey. Instead of sending manual emails that yielded poor results, they deployed automated surveys that feed candidate registrations directly into Bullhorn. They also built intelligent workflows to re-engage past talent; candidates labeled “dormant” or “inactive” now automatically receive targeted outreach once a week for three weeks, effortlessly turning them back into warm leads.
Bullhorn Automation has enabled us to tap into passive candidates, after automated triggers, these dormant candidates then get put into a ‘lead’ status for the consultants to reach out to.
The results
By embracing Bullhorn Analytics and Automation, i2i significantly improved their data hygiene. The team now has real-time, actionable data in front of them, giving them the ability to “slice and dice” information to better track business development calls, emails, and sales activities.
With consultants able to visualise their pipeline and a system that proactively alerts them when CVs need to be sent, nothing slips through the net anymore. Most importantly, by automating data cleansing and administrative tasks, consultants can rapidly access their goldmine of passive candidates. This has directly led to more interviews booked and more CVs submitted. Ultimately, by riding the technology wave with Bullhorn, i2i has successfully future-proofed its 20-year-old business, maintaining the personal touch that candidates and clients love while competing at the highest level.
By nurturing candidates and automating the candidate journey, we’re protecting our brand, improving candidate satisfaction, and building a stronger recruitment ecosystem
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