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This project focused on implementing Salesforce Marketing Cloud Account Engagement (MCAE), formerly Pardot, to streamline and automate recruitment processes for a talent acquisition team. The objective was to reduce manual effort, improve candidate engagement, and provide better visibility into applicant activity throughout the hiring journey.
The implementation began with setting up tracking across the company’s website to capture visitor behaviour and understand candidate interactions. This provided valuable insight into how applicants engaged with job listings and content before applying.
Custom candidate intake forms were designed to capture relevant applicant information while maintaining data quality through validation rules. These forms were integrated with MCAE to trigger automated responses and categorise candidates into structured segments, ensuring consistent and timely communication.
To help recruiters prioritise effectively, scoring and grading models were introduced. Candidates were scored based on their engagement, such as page visits and email interactions, while grading helped assess how well they matched the required role and experience. This allowed the recruitment team to focus on high-intent and high-fit applicants.
Email templates and automated engagement journeys were created to nurture candidates through the application process. At the same time, domain authentication was configured to ensure reliable email delivery and maintain communication credibility.
The solution was fully integrated with Salesforce Sales Cloud, enabling two-way data sync and giving recruiters complete visibility into candidate activity directly within the CRM. This eliminated duplicate data entry and improved overall efficiency.
Overall, the implementation created a structured and scalable recruitment system, improved
Monday, 1 July 2025
Monday, 15 July 2025
Salesforce architect
Salesforce Developer
Migrated from HubSpot to Salesforce with MCAE to improve scalability, align sales and marketing, and enable better reporting and automation.
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