Client Case Study
Brunel
How Brunel Transformed Candidate & Client Engagement with WeCom
At a Glance
45+ consultants
onboarded to WeCom
3x faster
candidate outreach vs. manual
~40% improvement
in candidate response rate
0% contact loss
at consultant offboarding
Background
Brunel is a global specialist in the recruitment and staffing of highly skilled professionals across industries, including engineering, oil & gas, life sciences, and finance. Operating in China, Brunel’s consultants manage large, active networks of both clients and candidates; relationships that demand timely, professional, and trackable communication at scale.
The Challenge
Before adopting WeCom, Brunel’s recruitment consultants faced a set of problems that were limiting both productivity and professionalism:
Personal / Work Bleed
Consultants were using personal WeChat accounts to communicate with candidates and clients, making it impossible to separate professional contacts from personal ones or to protect client data when staff left the company.
Client & Candidate Chaos
Managing hundreds of clients and candidates across personal accounts meant inconsistent follow-up, missed messages, and no unified view of relationship history.
No Management Visibility
Team leaders had no oversight of consultant communications, could not monitor service quality, and had no way to protect company contacts if an employee resigned.
Our Approach : WeCom Onboarding by Brew Interactive
WeCom is the enterprise version of WeChat, designed to help businesses manage customer communication, internal collaboration, and client relationships within the broader WeChat ecosystem.
Brew Interactive designed and delivered a full WeCom onboarding programme for Brunel’s China team, covering platform setup, workflow integration, and hands-on training. The solution addressed each of Brunel’s core challenges through WeCom’s enterprise-grade features.
1. Separating Professional & Personal Communications
To ensure professionalism and data security, Brunel consultants were set up with verified WeCom corporate identities, allowing all client and candidate interactions to take place within the company’s managed communication environment.
This structure keeps personal WeChat accounts separate from professional communications, while still allowing consultants to connect seamlessly with external contacts who primarily use WeChat. Through WeCom’s integration, consultants can communicate with these contacts without mixing personal and business networks.
When a consultant leaves Brunel, all client relationships and chat histories are retained by the company via WeCom’s client inheritance function, ensuring continuity of relationships and preventing the loss of valuable communication records.
2. Structured Client & Candidate Management
WeCom also introduced a more organised system for managing contacts across Brunel’s recruitment network.
Within the platform, clients and candidates are clearly distinguished through dedicated labels, allowing consultants to instantly identify who they are communicating with and tailor their approach accordingly.
Consultants can further categorise contacts using enterprise and personal tags, enabling segmentation based on criteria such as industry specialism, job seniority, candidate availability, or hiring needs. This allows recruiters to conduct more targeted and efficient outreach at scale.
Customer data, including full conversation history, contact notes, and profile details, is centralised and accessible by management, providing greater visibility and accountability.
3. Management Oversight & Compliance
WeCom provides Brunel’s leadership team with greater visibility into consultant activity and client engagement. Team leaders can monitor customer contact statistics and track how actively consultants are communicating with their networks, ensuring that relationships are consistently nurtured.
To maintain professional standards, chat sensitive word filters can be configured to flag or restrict inappropriate language, supporting compliance with company communication policies.
In addition, built-in anti-harassment tools and group management features help safeguard Brunel’s candidate communities by preventing spam, external solicitation, and potential competitor intrusion.
Crucially, all client and candidate contacts remain company-owned assets within WeCom, rather than belonging to individual consultants. This eliminates the risk of losing valuable relationships or communication histories when staff turnover occurs.
4. Scalable, Branded Outreach
WeCom enables Brunel to communicate with large candidate pools while maintaining a personalised touch.
Through enterprise mass messaging, consultants can send job alerts, market updates, and event invitations to segmented groups of candidates. Although messages are distributed at scale, they appear as if they are sent directly by the individual consultant, preserving the personal connection that is essential in recruitment.
Content published on Brunel’s WeChat Video Channel can also be shared directly through WeCom into candidate groups and conversations, extending the reach of each piece of content across multiple touchpoints.
To support faster and more consistent communication, consultants can also rely on quick reply templates and a configurable chat toolbar. These tools reduce response time while ensuring that replies remain professional, accurate, and aligned with Brunel’s brand voice.
Enterprise group-sending enables Brunel to push one approved message to all target contacts simultaneously — with administrator tracking to confirm delivery.
Quick Reply templates allow consultants to respond to common candidate and client queries in seconds, with both enterprise-configured and personal shortcuts available.
5. Seamless WeChat Integration
As the official enterprise communication tool of WeChat, WeCom allows Brunel consultants to connect directly with WeChat’s vast user base (more than 1.2 billion users worldwide) without requiring candidates or clients to download a separate application.
Candidates can reach Brunel through multiple entry points across the WeChat ecosystem, including:
- WeChat Official Accounts
- WeChat Video Channel
- By scanning a QR code.
All interactions are automatically routed into WeCom, where consultants can manage conversations, track engagement, and build long-term relationships in a single integrated environment.
WeCom is the only enterprise platform that directly interoperates with WeChat — letting Brunel’s team connect with candidates via Contacts, Group Chats, and Moments.
The Results
Following the WeCom onboarding programme delivered by Brew Interactive, Brunel’s China team saw measurable improvements across recruitment operations, communication quality, and team management.
45+ consultants onboarded to WeCom
3x faster candidate outreach vs. manual
~2 hrs Saved per consultant per week
2,000+ Contacts migrated to WeCom
~40% improvement in candidate response rate
0% contact loss at consultant offboarding
Brunel can now run large-scale, targeted candidate outreach campaigns in minutes rather than hours. WeCom’s integration with WeChat means zero friction for candidates and clients, as they connect within an app they already use daily.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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