The future of hybrid CRM-ATS


The future of hybrid CRM-ATS

Applicant Tracking Systems (ATS) and Candidate Relationship Management (CRM) have evolved significantly in recent years, opening up a range of new opportunities for businesses.  While many are familiar with an ATS, the CRM and its purpose have been a bit more elusive. Candidate Relationship Management is the cultivation and process of continuously engaging and filtering passive, passing and active candidates focusing on the companies' talent pipeline. A CRM facilitates this process.

A few years ago, recruitment specialists used manual approaches in order to track potential candidates for job roles and, while ATS and CRM technology was often in place, a lot of processing was still necessary in order to find the right talent. 

However, the technology has changed rapidly in recent years, allowing a host of new opportunities for employees in the field. This includes a number of distribution paths via social networking and video streaming options. 

Thanks to these options, it is now much easier for businesses to stay up to date with the skills of candidates in their industry. Rather than just relying on data and statistics, recruiters and hiring managers can now interview applicants through video and other means in order to gain sufficient information about people working in the sector. 

How has the cloud changed ATS and CRM technology?

The cloud has altered the landscape of the recruitment sector, as a cloud-based ATS can automate the HR hiring process and make the approach far quicker and more efficient than in the past. 

It is easy for the technology to post vacancies to multiple job boards and social media portals, reducing the amount of time colleagues spend on searching for new employees. 

On top of this, it is much easier for businesses to filter through data without worrying about confusing candidate information. In addition, the technologies can identify applicants who are not appropriate for roles and reduce the time it takes to find the most qualified candidates. 

As cloud platforms allow multiple people to collaborate on the same file, specialists can complete their work much easier than in the past which can be used to measure recruiter performance. There is no need for users to send information back and forth between colleagues and, instead, multiple people can access data from the same cloud based platform. 

By using the technology, it is easy for companies to build up discerning information for their ideal candidate and, as well as enabling managers to spot  top talent, it can help them to learn about skills they had previously not known were important. 

With CRM platforms, it is important that all of the interactions between candidates and workers are properly tracked and assessed in order to provide the best possible candidates to the business. 

It is easy for CRM systems to automate key processes as part of the engagement and marketing cycle. This is accomplished through flexible and configurable workflow engines that drive the recruiting process. By using these platforms, managers can ensure that engagement communications are sent out immediately after candidates begin the engagement cycle.  

Most mature CRM platforms enable managers to filter data depending on the particular talent pool a communication is intending to target. 

What is in store in the future?

ATS and CRM applications are continuously evolving at a rapid pace using agile methodologies to accommodate new data and processes available for businesses. Trends in the marketplace show a merging of these functions into hybrid models that perform both CRM and ATS functionality on single cloud platform.  This enables improved efficiency, reporting and a more streamlined candidate experience. 

With smartphones and internet technology constantly improving as well, it will be interesting to see how quickly recruitment applications adapt and change. These days, there is so much data to work with and so many candidate interaction points that information can be interpreted in hundreds of different ways and it will be fascinating to see what happens in the very near future.

Posted 9/9/2015 By Kristy Sidlar

Kristy Sidlar has more than 20 years of experience in the talent acquisition and recruitment industry, with ten of those years in Recruitment Process Outsourcing and Managed Services Provider. In her current role as Managing Director of Business Development for...
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