As HR Business Partner, and the only corporate recruiter, at BOMA, Lynn Smans handles much more than just recruiting. She manages hiring for the entire company and with recent business growth through acquisitions, she needed a recruitment solution that worked well without taking too much time.
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1.6 mln
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BOMA provides professional cleaning solutions,, such as quality cleaning materials, products, and machines for businesses. They focus on innovation and efficiency, offering smart cleaning concepts with streamlined logistics and digital tools that help clients focus on their main business.
Sustainability is key to how BOMA works. Their approach helps the environment while saving time, reducing costs, and delivering excellent cleaning results. As a family-run company, BOMA values customer convenience and maintains a positive, engaged, hands-on approach.
The company serves customers across Belgium, the Netherlands, Luxembourg, and France, and continues to grow by offering innovative cleaning solutions.
Company size: 300-400 employees
Sector: Cleaning Supplies
BOMA needs to hire for many different roles, including Marketing Managers, Warehouse Managers, Account Managers, Process Specialists, and Technicians.
Before working with the sympl software, Lynn used LinkedIn Recruiter, VDAB, and recruitment agencies. Searching for candidates on LinkedIn took too much time, and social media campaigns run by external agencies didn't work well. These methods also gave her little control over content and timing.
Lynn wanted a solution that would both attract good candidates and build the company's employer brand. "A great side effect of the recruitment marketing campaigns is the increased brand awareness", says Lynn. With hiring being crucial for BOMA's growth, she needed a tool to simplify processes, reduce manual work, and give her more control over recruitment marketing.
sympl provided the perfect solution for Lynn's challenges. The platform's AI tools helped her create custom, branded job ads in minutes, greatly reducing setup time. Compared to agencies, sympl was much faster—campaigns could go live within 30 minutes.
Through sympl's recruitment marketing, BOMA reached over 1.35 million views across Belgium and the Netherlands, boosting brand awareness. The company kept its brand identity intact thanks to customisable options and direct connection with BOMA's Facebook page.
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Lynn Smans
HR Business Partner & Corporate Recruiter
“It’s simple, smart and fun - just like our own company DNA”
Using sympl, BOMA hired multiple candidates, including two technicians and a Service Coordinator. The platform gave Lynn:
A faster recruitment process: AI-driven vacancy creation and campaign setup cut down time spent on recruitment. Instead of endless LinkedIn searches, campaigns filled the candidate pipeline more efficiently.
Better employer branding: Recruitment campaigns increased BOMA's visibility on social media, leading to more engagement with the brand's pages. Lynn noticed an increase in applicants coming from the company website during the social media campaign.
More control and flexibility: Lynn could manage and adjust campaigns in real-time without relying on agencies. She could create campaigns that matched each brand's identity across the company.
As BOMA grows, Lynn is working toward a simpler HR and recruitment process in 2025. She aims to combine tools and platforms to make things easier for future HR team members. sympl has proven valuable in this effort, providing an efficient solution to manage recruitment across multiple brands.
"With sympl's intuitive, cost-effective approach, BOMA is making recruitment simple, smart, and fun—just like our own company DNA", says Lynn.
Do you also want to increase your reputation as an employer among your target audience and attract more relevant candidates? Schedule an online meeting here to discuss how you can implement the sympl software in your recruitment strategy.