Do I actually need several software tools for the recruiting process?
Which candidates should I keep in my Applicant Tracking System (ATS) and which should I move to a CRM?
Can I use my ATS like a CRM?
Here are some thoughts on when adding a new CRM tool makes sense, plus an explanation of how CRM differs from the functionality most common ATSs offer.
An ATS is designed to track progress within the hiring process. It supports the posting of job vacancies, the scheduling of interviews, and receiving feedback. It can also, potentially, support payroll, worktime tracking, contacting management, and much more.
A CRM tool, by contrast, is specifically designed to help recruiters maintain relationships with potential candidates at scale and facilitate the conversion of passive talent into active applicants. A CRM can also help your organization strengthen its employer brand, positioning you as the employer of choice for top professionals.
You might consider a CRM if you:
While ATS systems are designed to deal with active job seekers ready to fill in multiple forms and upload several documents, modern CRM is dedicated to simplifying candidate engagement and ensuring that candidates feel valued even before the hiring process begins.
By simplifying and enhancing pipelining activities, a good CRM can play a critical role in any recruitment marketing strategy, especially in the era of passive talent, waiting to be approached by the right company at the right time, when the candidate journey becomes key to establishing a strong employer and company brand (LinkedIn Talent Solution Report).
Many ATS providers claim to have CRM functionality and position themselves as a one-stop shop for all recruiting and hiring needs; understandably enough, since software sales are such a competitive business these days.
If, however, you still struggle with scaled and GDPR-compliant candidate data and enter a lot of information manually, if you spend a lot of time fishing for the right candidates or the right talent pools, or if you find yourself sorting CVs and business cards after every recruitment event, it probably makes sense to take a look at a dedicated, CRM solution.
To be frank, managing CRM requires a much more creative and less “process-driven” approach and that can be challenging. However, you are unlikely to break anything by introducing CRM and can easily change or adjust your strategy. Most common best practices include pipelining for the hardest-to-fill roles, managing university and alumni pools, and staying in touch with the most senior candidates for leadership roles.
Perhaps the most important question is what kind of profiles to maintain within each tool. Plainly, performance really matters in the workplace. A recent study of more than 600,000 people in different occupations found that high performers are 400 percent more productive than average ones*. And it’s no surprise that such candidates are rare and in high demand and may require a lot of cross-team effort to attract. All of this suggests that you should probably be filling your CRM with potential top talent that will thrive in your organization in the future (a 2020 – 2025 timescale) and keep currently active candidates in your ATS. The good news: most CRM providers offer an opportunity to integrate with ATS, which can help connect the dots throughout the candidate journey.