Case study

How a global recruitment agency observed a 100% online user growth with Azure AD B2C

Being a well-established company with a worldwide presence may seem like the ultimate mark of success. Nevertheless, resting upon laurels is quite the opposite of what thriving organizations should do in times of dynamic changes. To keep up with high expectations, one of our clients reshaped online interactions with their users by improving their experience and security to become a future-ready business.
Company Size:
Human Resources
Technologies used:
Azure AD
Azure AD B2C
Azure DevOps
Single Sign-On

Embracing global technology changes

A provider of HR solutions offering staffing and outsourcing services across all sectors wanted to maintain its position as the industry leader.

The company knew that this would involve technological adjustments on a global scale and was ready for the challenges ahead. It sought to keep up with the wind of change and transform its many branches located around the world into technology-driven entities.

Most of their core business is held online, and a wide array of applications is made available to candidates and company associates looking for the best talents.

With many users registering on their platform and accessing their resources from different parts of the globe to apply for a job or recruit people regardless of their location, the organization wanted to keep customer satisfaction and security levels high.

Joining forces to tackle technology challenges

Although the company was ready to take one step further on its digital journey and attract more users with the most customer-friendly features, it first needed to unify how its multiple branches worked and facilitated recruitment processes online.

With that in mind, application standardization became a priority, and the organization started to plan resource migration to the cloud and build foundations for an aligned and protected user platform.

Although their IT teams were experienced, some aspects of the cloud environment proved more challenging and complex than expected. It quickly became evident that engaging a group of experts specialized in the field of identity management would improve the overall workflow, so they partnered with Predica.

Stepping up efforts in identity and access management (IAM)

As there was already a footprint of cloud infrastructure, we took it from there and focused on standardizing the platform with Microsoft solutions.

Our goal was to integrate multiple applications used by thousands of users into one Azure AD B2C environment.

What the solution does is bring together several applications into a single authentication portal, making it easy for customers, associates, and candidates to access various services with one click and manage their passwords and profiles from there, and finally achieve a more friendly user experience.

Unified access platform

As users tend to access multiple applications offered by the company, we introduced a single point of authentication (SSO). This service enables users to log in with one set of credentials only and switch between applications safely and smoothly. As a result, it reduces password fatigue, enhances the overall experience, and mitigates risks by employing the latest security features.

We also made it easier for users to log in to the client’s website or app with their social media accounts, such as LinkedIn or Google. This saves time and effort for the user and improves their experience. It also increases the likelihood that they will continue to use the service.

Additionally, using social media for login can improve the site or app’s security. Social media companies often have robust security measures and allowing users to log in with their social media accounts can help to protect the client’s site or application.

What’s important is that the across-the-board unification not only brought benefits for users but also for the business, including:

  • Scaling

Thanks to Microsoft services, the platform stability is maintained no matter how extensive the application databases are and how many users access the platform.

  • Customization

The company can keep its branding consistent across all applications on desktop or mobile and integrate custom solutions into user flow, such as tailored emails.

The platform also saves the admin team time since accounts can be maintained by the users themselves, e.g., through the self-service password reset or profile update.

It was crucial to keep a seamless deployment between multiple environments, so integrating Azure AD B2C with DevOps was the way to go.

It automated the process and reduced the likelihood of human error that might otherwise have been committed in manual environment provisioning.

  • Plan in place for 3rd party user migration

A vast amount of user data was previously spread across different identity providers, which undermined proper management efforts. With Azure AD B2C in place, it is possible to effectively migrate all information to the cloud, so it can be managed and protected in one place.

For that purpose, we developed a set of APIs to support the upcoming migration with seamless and bulk migrations scenarios.

It serves as a user base for multiple applications. Since all the data is kept there, developers can take advantage of it when looking for better ways to improve the end-user experience.

  • Function apps and custom APIs

The additional features allow developers to access the applications in a secure way, where they can manage users, migrate batches of accounts, and gather statistics about user behavior for further improvements.

  • New application onboarding and rollouts

New applications are immediately integrated with Azure B2C in a structured manner, and therefore the same access policies are followed everywhere.

In addition to standardizing the environments and implementing a complete and centralized authentication platform, Predica’s dedicated team constantly monitors the solution and keeps the system stable and secure.

Thanks to Managed Service, the company may focus on growing its business and securing its position as the industry leader since the technological aspects are taken care of at all times.

Overview of Managed Services

Overview of Managed Services

Adopting a common approach

Before the company could take full advantage of the solution, it had to address a couple of roadblocks on the way.

To some extent, they stemmed from different views, approaches, and ways of working on the project by internal and external teams, so standardization was needed to ensure everyone was on the same page. Additionally, IAM required specialized knowledge and resources, hence the need for external support.

Predica supported the client by constructing a communication plan for a smooth change implementation that gave a clear view into the processes for different vendors and providers.

We also scheduled technical workshops to ensure all dev teams knew how the solution works and what functions it provides. What is more, they could learn about the latest security standards and practices to better improve the IAM processes for customers.

Additionally, at regular status meetings, we keep them updated on the implemented improvements and latest releases.

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Maximizing ease of use and cutting costs with the cloud

Standardized, compliant, and highly secured, the platform attracts users with easily accessible applications supported with SSO and a flexible approach to registering and logging via third-party identity providers.

After the unification, there was a 100% increase in the number of active accounts. With client services available 24/7 in all time zones, users from around the globe may apply for on-site jobs or choose remote work options using a single profile and edit their data as they go.

By simplifying the view of recruitment processes, the work of HR teams has been markedly improved. They gained access to the best candidates unrestricted by either location or language constraints. At the same time, they need not worry about data protection since the platform is compliant with industry standards and regulatory policies.

Another advantage to the unified platform is brand consistency across all applications and local web pages, creating a solid company identity and boosting customer experience.

Also, thanks to database consolidation and migration to the cloud, the company stores the user data in one secure place. As a result, different branches rely on the same solution instead of engaging local providers, which significantly decreases the organization’s spending.

The platform is maintained around the clock by Predica’s team, who covers all the standard tasks and operations related to Azure AD B2C, bringing the involvement of the client’s developers down to a bare minimum.

That also allows our client to focus on more meaningful tasks related to their core business, while we take care of the platform, share the latest knowledge, and keep them updated on the best development practices during our scheduled meetings.

Project outcomes in numbers

Had the company not standardized its application, it would have continued to amplify its already complex environment without proper centralization. Consequently, hiring large support teams distributed across different countries would have been unavoidable, causing huge budgetary burdens. In contrast, the costs related to the current solution are relatively predictable.

By integrating an umbrella of applications into one platform, the company makes sure that new policies and procedures are followed globally, including the automatically applicable security measures.

With that in mind, users can experience a high level of service with all their data protected with relevant solutions.


By prioritizing technology challenges and putting user experience first, the client has successfully maintained its position as a key player in the digital transition with Predica’s help and is recognized as such internationally.

Having a strong position in the HR industry, its approach to identity and access management may serve as an example for other companies in the early stages of digital transformation looking for reliable and cost-effective solutions.

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