Scaling a digital labor platform with data-driven offerings on Google Cloud
Maqqie offers payroll, search and match of companies and workers on a digital platform. It facilitates flexible and fixed contracts, taking into account all relevant legislation and regulations including social security aspects and pensions and removing all barriers for flex work in a single app. Rappit provides end-to-end data engineering services including the setup of a cloud data warehouse, set up of data pipelines integrating multiple data sources like operational databases, CRM, Facebook, LinkedIN and Google Ads, building analytics dashboards and advanced analytics services using machine learning.
Their challenges
- Need to provide AI-driven recommendations to the Maqqie application users so employers find the right talent and candidates get matched to ideal jobs faster.
- Need to launch advanced data analytics operations to gain business insights and develop new offerings and services.
- Data to be integrated from multiple systems like Operations, CRM, social media platforms, and external API sources into one centralized location where data can be prepared for Data Analytics and AI seamlessly.
- The solution should be scalable as data volume increases continuously and the queries should be processed in seconds. Only authorized people should be able to view data and reports.
- Scarcity of developers to benefit from Google Cloud technology.
Our solutions
- Setting up BigQuery as the centralized data warehouse where data from multiple sources will be transformed and integrated.
- Setting up change data capture and replication services and data transformation services to integrate data from Maqqie’s core services into reporting tables in BigQuery.
- Realizing integrations with Zoho CRM & Analytics (containing Facebook, LinkedIn and Google Ads integration) to bring the required data to BigQuery.
- Setting up customizable and interactive dashboards and reports in Looker Studio.
- Using AI and ML services to recommend suitable jobs considering skills, commute distance, working times and rates
- Using BigQuery ML to identify companies that are hiring urgently and willing to pay higher and forecasting leads and revenue
Results
- AI recommendations and suggestions in the app are based on user profiles, company requirements, and information from external data sources.
- Increased revenue and retention through personalization of offerings.
- Better visibility and insights from data to help management make the right decisions and actions to improve revenue.
- Over 35.000 user profiles were analyzed on a continuous basis to generate recommendations and forecasts.
- Fast time-to-market: in 1 week from development to production for a new analytics solution.
- Enabling the Maqqie team to take up additional use cases themselves.
Maqqie
Maqqie is an HR tech scale-up based out of the Netherlands. Maqqie’s digital work platform for employees, employers, independent consultants, and recruitment agencies organizes the entire hiring process, from recruitment to payment, in compliance with Dutch law.
It functions as both a short-term and a long-term employment platform, which is included in 60 collective labor agreements in the Netherlands, and currently has 35,000 employees and 2,500 companies connected to the platform. In 2022 Maqqie was awarded 2nd place in the Deloitte Technology Fast 50, for fastest-growing technology companies in The Netherlands.