ATS vs CRM Recruiting
I had a conversation with a peer the other day and they were going through the dreaded evaluation process of selecting an ATS (applicant tracking system). I mentioned to my colleague I wouldn’t select an ATS as it has a lot of limitations to it and I would recommend a hybrid of CRM & ATS. It allows much more value and here is why.
In the weekly webinars I give, I address the CRM vs. ATS recruiting as it relates to active candidates vs. passive candidates. In our job keyword engine, we have over 40,000 job related keywords, however, not all of these keywords are targeting active job seekers. Active job seeker keywords are keywords that contain the word job, jobs, career, careers, work or working. So, if an active job seeker were to look for a job, they would type into google a word like “accounting jobs.” This would lead them to all types of accounting jobs that are available for companies and sites like Monster.com, Careerbuilder.com, and Jobsinthemoney.com. With our platform, you would create a compelling ad to reach the active candidate, have them click on the ad, and capture the candidate utilizing an applicant tracking system. This is a simplistic process because the candidate is looking for a job, has a resume ready, and will spend the time to go through the application process.
However, to reach an accounting passive candidate (someone that isn’t looking for a job but when enticed would listen) you would have to utilize keywords to reach them where they spend time online. Some of these keywords could be “Sarbanes Oxley” or “accounting practices” or “accounting principles.” Unlike an active job seeker utilizing our ad technology, the passive candidate isn’t ready for the ad, so the ad must be compelling enough to click on it, and then because you paid for the click you must capture some type of information. Passive candidates will not have a resume on hand, as they are at work, or if they do have one it, could be at home. Thus you need to treat them with a shorter less, intensive process, so this is where a CRM system is best used. A CRM would be used to capture vital information on the candidate like, first and last name, an email, a title, phone number, and what industry they are in. Unlike an active candidate, a passive candidate needs to handled with kid gloves. You got their attention, got their information, now you have to get them engaged, get a resume, and get them excited about the position.
One of the systems that’s on the market is Virtual Edge’s (ADP) system. It’s a hybrid and combines a CRM & ATS. The system captures a lead/passive candidate and then allows you to create/or move the candidate from passive to active within the system. The other advantage of a CRM is to utilize it to keep candidates up to date about the company, the recruiting effort, and to keep in touch with potential candidates. This way maybe a candidate that’s not ready to commit, however, this allows you to be proactive in your recruiting efforts.