How Amplifi Transformed Candidate Screening with Kiku: From Manual Admin to High-Quality Hires

The Challenge: Manual Processes Holding Recruitment Back

For years, Amplifi relied on manual processes that had been in place since the group’s founding 25+ years ago. Recruiters would review CVs and applications by hand, log candidate details into an excel spreadsheet, then call each applicant to confirm their experience and eligibility.

Amplifi’s business model meant that they were consistently hiring for the same roles and, as the customer demand is flexible, speed of movement is necessary to meet the customer’s needs. This meant that recruiters were often filling the same role regularly and were contacting the same candidates multiple times.

This approach was time-consuming and frustrating. Recruiters often wasted hours leaving messages, chasing candidates, and discovering too late that applicants were either not eligible for the role or no longer interested.

“Our recruiters were burdened by endless admin and constantly chasing candidates. It left little time to focus on the meaningful part of their job.”

The volume of applications compounded the problem. Recruiters couldn’t reach everyone, and the screening process lacked consistency. This meant that unsuitable candidates sometimes progressed, creating inefficiencies and frustrations later in the hiring funnel.

On the management side, visibility was limited. With no real data tracking, leaders had to rely on self-reported recruiter performance, making it nearly impossible to spot bottlenecks or drive efficiency.

The leadership team recognized that this wasn’t sustainable. They needed a solution that could remove manual admin, improve the consistency of screening, and deliver higher-quality candidates to the final interview stage.

The Solution: Bringing Kiku into the Hiring Process

Amplifi partnered with Kiku to modernize their recruitment process. At first, they deployed Kiku solely to handle initial candidate screening. Instead of recruiters spending hours on manual calls and follow-ups, Kiku automated this step, ensuring that only relevant and engaged candidates advanced.

“We saw a huge uplift in both the amount of applications we could process and the quality of candidates we could hire. Our recruiters were no longer burdened by admin and had more time to focus on more satisfying work.”

The shift was immediate. Screening time dropped by 50%, freeing recruiters to refine interview rounds and ensure only the strongest candidates reached the hiring stage. Amplifi now interviews 50% fewer candidates at final stage while still filling 100% of roles, saving the team an average of 15 interview hours each week.

The Experience: A Collaborative Transition

Adopting a new approach was initially a leap for Amplifi, but the support from Kiku made the transition seamless.

“We were new to the world of agentic AI, but we chose to work with Kiku because of their friendly and collaborative team. Sara, the AI agent, reflects that energy and creates a positive first conversation for our candidates. Kiku’s team were super proactive in guiding us through the implementation and enabled us to move from manual processes to smooth automation.”

By combining automation with a human-first approach, Amplifi was able to maintain the candidate experience while improving efficiency behind the scenes. Candidates now move quickly through the process and remain motivated throughout.

“Our recruiters can now focus their time on the candidates we really want to hire, building a positive candidate experience from day one. Candidates are excited to move through the process quickly and energised when they receive the offer.”

The Results: Efficiency and Candidate Quality at Scale

With Kiku, Amplifi has successfully shifted from a manual, admin-heavy process to a modern recruitment workflow that balances efficiency with candidate care. The results speak for themselves:

• 50% reduction in candidate screening time
  
  
• 15 interview hours saved per week
  
  
• 50% fewer final-stage interviews while maintaining 100% fill rate
  
  

By embracing automation, Amplifi has empowered its recruiters to focus on what matters most: building relationships with high-quality candidates and delivering exceptional outcomes for their clients.

About Amplifi

Amplifi is a global agency that supports D2C businesses with brand ambassadors. Their ambassadors build brand loyalty and preference through impactful field marketing campaigns, whether short-term or long-term. With a central team of 1 employee, Amplifi hires over 20 roles every week to meet growing client demand.