AI
Smart AI Agents support recruitment at KraamZus and De Kraamvogel
Company: Regiozorg
meet:
Regiozorg
Regiozorg is a national organisation active in maternity care. Through various labels, the organisation provides maternity care to families across the Netherlands every day. Two of these labels are KraamZus and De Kraamvogel. Both have their own identity, target audience and positioning, but fall under the same overarching organisation.
In addition to providing care, Regiozorg has a strong focus on attracting new maternity nurses and career changers. For this, the organisation uses separate recruitment websites: werkenbijkraamzus.nl and werkenbijdekraamvogel.nl. On these platforms, candidates explore vacancies, training, conditions and working in maternity care. In a tight labour market, it is essential to guide interested people quickly, clearly and in a targeted way.
Company
Regiozorg
Services
AI agents
Websites
the challenge
At Regiozorg, recruiters received many questions via email and social media. These were often about practical topics such as training requirements, work areas, salary and entry routes. Although this information was available on the websites, candidates didn't always manage to find it or interpret it correctly.
In addition, applicants regularly came forward who did not meet the basic criteria for working as a maternity nurse. This mismatch often only became visible at a later stage of the application process, which caused extra work and noise in the applicant portal.
At the same time, competition within maternity care plays a major role. Candidates have to consciously choose a label that suits them. Regiozorg was therefore looking for a way to inform job seekers better, guide them in their choice and relieve recruiters, without losing the personal character of recruitment.
The question: How can Regiozorg use smart AI agents on the recruitment websites of KraamZus and De Kraamvogel to guide candidates faster and better in their exploration and application, while relieving recruiters and ensuring only suitable candidates move on to the application process?
our solution
BE Digital proposed implementing a dedicated AI agent per label on both recruitment websites. Although KraamZus and De Kraamvogel fall under Regiozorg, the agents are fully tailored to the specific label, with their own content, vacancies and tone of voice.
The agents support candidates with:
Questions about vacancies, training, salary and conditions.- Exploring a career as a maternity nurse.
- Understanding the terms of employment and way of working of the specific label.
- Taking the next step towards applying.
- Or signing up for the newsletter when interest is still exploratory.
BE Digital handled the technical implementation and training of the chatbots. During the test phase, Regiozorg provided input in the form of frequently asked questions that normally came in via email or social media. These questions have been structurally incorporated into the agents' knowledge base.
the result
The use of AI agents on both recruitment websites showed an effect quickly:
97%
of conversations are handled independently and correctly by the AI Agent.
But also:
- daily at least 10 conversations per agent.
- recruiters receive almost no unnecessary questions by email anymore.
- social media questions have noticeably decreased.
Inflow via the agents:
- KraamZus: 8 applicants in 2 months
- De Kraamvogel: 2 applicants in 1 month
- 3 candidates hired, the remaining candidates are still in the funnel
The quality of applications is high: candidates who come in via the agent hardly ever drop out early. In addition, candidates who are still exploring are actively guided to the newsletter, so contact is maintained until the right moment.
what the client says
“Valuable AI partner”
“The agents make sure candidates get the right information at an early stage and understand better what the work of a maternity nurse involves. As a result, people apply in a more targeted way and fewer candidates who don't meet the basic criteria come forward. Recruiters are relieved because many questions are handled in advance, which makes conversations with candidates more substantive and more valuable. The result is a clearer recruitment process with less noise in the funnel and a higher quality of inflow.”
Esther Witteveen
Senior Communications Advisor
Senior Communications Advisor
the BE Digital Touch
For Regiozorg, BE Digital developed not a generic agent, but two purpose-built AI agents that fit within a larger organisation with multiple labels. By setting clear frameworks per label and defining the knowledge tightly, the information stays reliable and relevant.
The strength lies in the application: AI supports recruitment without compromising on care or personal attention. By making conversations measurable and feeding insights directly back into content and vacancies, a continuous improvement process emerges that structurally strengthens recruitment.
knowledge management as a fixed process
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