U.S. Army Enlists Salesforce CRM for Cloud-based Recruiting

Challenge

• The U.S. Army needed a new tool to track potential recruits who visited its Army Experience Center--a new, state-of-the-art recruiting facility that allows prospective recruits to undergo simulated experiences of an Army soldier in a casual and non-threatening environment.
• Recruiters required the ability to track potential recruits based on their preferences and activities at the Army Experience Center.
• The U.S. Army wanted to replace a legacy recruiting system with a flexible, customizable, and extendable recruitment tracking platform.

Solution

• The U.S. Army selected Salesforce CRM for its extensibility, customizability, and ease of deployment. The U.S. Army also liked that Salesforce CRM could handle its flexibility and creativity needs.
• Salesforce.com partner Acumen Solutions customized Salesforce CRM to handle on-site registration and badge printing at the Army Experience Center. Following registration, visitors are issued an electronic identification card which is swiped at each gaming station they decide to participate in.
• Salesforce CRM is used to track all core recruitment functions including usage of facilities, invites to gaming tournaments, and activity at each Army Experience Center gaming station.

Results

• With Salesforce CRM, the U.S. Army launched the Army Experience Center on time and on budget.
• Recruiters can now follow each individual’s participation in specific Army Experience Center activities.
• Comprehensive tracking lets Army recruiters focus on those visitors who have the highest propensity to join the Army.
• By concentrating only on those potential recruits most interested in an Army career path, the Army saves time and resources.