inTandem

The challenge: clients do not see the pain point in the candidate journey

Employer branding agencies know the dilemma. You help organisations define their employer positioning, develop EVPs, and support everything from onboarding to offboarding. But the moment the conversation turns to a careers website, it stalls.

inTandem is a full-service employer branding agency founded by Dominique and Marloes. Its clients range from Royal FloraHolland and Remia to construction firms and government ministries. They cover the full spectrum, from employer positioning to offboarding. Building websites was very deliberately not part of their core activity.

“We are not a specialist in enterprise careers websites like those for Albert Heijn and similar organisations. But we do use Serena successfully for our small and medium-sized clients to make the candidate experience feel professional, even with a limited budget.” – Dominique

For one of inTandem’s retail clients, which had a single hard-to-fill vacancy, a full website was simply out of proportion. They needed a compact and pragmatic solution. That was the starting point.

The bridge: not selling a website, but delivering a campaign component

The solution is not in convincing clients that they need a website. The solution is in reframing the product.

An employer branding programme almost always includes a campaign element. And every campaign needs a landing page. Not a “careers website” — which triggers resistance and budget discussions — but a “campaign landing page”, which is a logical part of a service that has already been sold.

The Serena one-pager makes this possible:

• Lower price point. Not a EUR 5,500+ investment decision, but a proportionate part of the campaign budget.
• Less complexity. No developers needed, no technical expertise required. Setting up a landing page fits within the scope of an employer branding agency.
• No separate sales conversation. The landing page is part of the programme, not a standalone product that needs to be pitched separately.

The one-pager validates the channel. As soon as a client sees results from a landing page - traffic, applications, conversion - the conversation about a full careers site opens up naturally. And from there, Serena scales effortlessly.

Which opportunities are created

When employer branding agencies can add a digital touchpoint without becoming website specialists, something fundamental changes in their service offering.

You are not delivering a website. You are delivering a campaign component that fits within a programme the client has already bought. Resistance disappears because the framing changes. A small team with a difficult vacancy or a temporary campaign? A Serena one-pager is enough. A larger organisation with ongoing hiring needs? Careers site licences are the first step towards a fully scalable careers platform.

It creates a natural growth path: landing page, results, conversation about expansion. Not a hard upsell, but a proven channel that speaks for itself.

Why Serena is a match

inTandem is a talent journey agency that helps organisations strengthen their employer proposition from within and translate it consistently to the outside world. Based on the belief that a strong employer brand starts with the reality of the organisation itself, they help companies sharpen their story and carry it through every touchpoint with current and potential employees.

They look explicitly beyond individual campaigns to the full talent journey: from first introduction to onboarding and even offboarding. Because they see the candidate journey as a chain of experiences, they place great value on every touchpoint in that process. For inTandem, a strong employer brand is not a marketing layer, but the foundation of the entire journey - and that is why they are constantly looking for ways to strengthen that experience digitally as well, without losing their role as a strategic partner.

An honest review

inTandem uses Serena for one-pagers and, more recently, for full careers sites as well. The value of this case lies not only in the results, but also in the insight it provides: employer branding agencies often get stuck when the website question arises, and a recruitment-specific CMS with a one-pager offers a realistic entry model that fits inTandem’s strategy.