Balancing a steady stream of candidates and clients is one of the greatest challenges recruiters face. In today’s fast-paced, technology-driven world, where businesses need to accelerate the hiring process to remain competitive, the right tools are critical for success. Recruiters must manage relationships with both candidates and clients effectively, often relying on two different types of software: the Applicant Tracking System (ATS) and the Customer Relationship Management (CRM) system.
But is it really necessary to use two separate systems? In this article from Top Echelon Recruiting Software, we’ll explore how a well-designed ATS with CRM functionality can handle both candidate tracking and client relationship management, streamlining your work and making your process more efficient.
What is a CRM?
A Customer Relationship Management (CRM) system is traditionally a sales tool designed to manage and track a company’s interactions with current and potential customers. CRM systems help businesses organize client data, improve communication, and optimize customer relationships, ultimately boosting sales. In the recruitment world, a CRM can help recruiters build and maintain relationships with clients—essentially, the companies and hiring managers who need your services.
Statistics show that using a CRM improves customer retention by 27% and increases revenue by 41%. Clearly, customer relationship management is essential for any business, and the same holds true for recruiters who want to maintain strong relationships with their clients.
What is an ATS?
An Applicant Tracking System (ATS) is software that recruiters use to streamline and automate the hiring process. ATS platforms help track candidates as they move through various stages in the recruitment process, from application to placement. A robust ATS not only improves internal communication but also boosts productivity by automating tasks and providing organizational capabilities.
Historically, an ATS has been used exclusively for candidate management, while a CRM has been reserved for client management. However, many modern ATS platforms now integrate CRM features, eliminating the need for two separate systems.
Do You Need Both an ATS and a CRM?
There’s a common misconception that an ATS is only useful for tracking candidates and that a CRM is necessary for managing clients. However, the reality is that many ATS systems now come with built-in CRM capabilities. By utilizing an ATS with CRM functionality, recruiters can manage both candidates and clients in one platform, simplifying workflows and improving efficiency.
In essence, an ATS with CRM features allows you to track client interactions, manage job orders, and build long-lasting relationships without the need for a separate CRM system. Let’s explore the key CRM features your ATS should include to meet all of your client management needs.
Essential CRM Features Your ATS Should Have
1. Extensive Client Profiles and Tracking
Building detailed client profiles is essential for business development. An ATS with customizable client profiles enables you to track important information about each client, including their needs, preferences, and past interactions. This data helps you understand your clients better and tailor your approach to their unique challenges.
a. Customizable Data Fields
An effective ATS should allow you to create customized data fields in client profiles, ensuring that the information is relevant to your business. For example, you might include fields for company size, hiring process, and budget. Customization prevents you from sifting through irrelevant data and allows you to focus on the information that matters most.
b. Note-Taking and Document Storage
Keeping thorough notes on client interactions is critical for team communication and continuity. Your ATS should allow you to record detailed notes in client profiles and store important documents such as contracts and forms. This helps you stay organized and ensures that you have easy access to all client-related materials.
c. Client Workflow Stages
Just as you move candidates through different stages of the hiring process, you should be able to move clients through stages in your sales cycle. An ATS with customizable workflows for both candidates and clients enables you to track where each client is in the process, identify the next steps, and take actionable measures to convert leads into business.
2. Customizable Data Reporting and Analysis
A successful recruiter needs to analyze data to continually improve business development efforts. An ATS with customizable reporting and data analysis tools allows you to pull reports on both candidates and clients, giving you insights into your overall performance.
a. Searchable and Sortable Data
Your ATS should allow you to search and sort data according to your custom fields. Whether you’re tracking client interactions, job orders, or candidate placements, the ability to filter and search data ensures that you’re working with the most relevant information.
b. Data Export Capabilities
Data should not only be easily accessible within your ATS but also exportable for further analysis. Exporting data into spreadsheets or reports lets you share valuable insights with your team and clients, helping you refine your recruitment and business development strategies.
3. Tasks, Reminders, and Calendars
Any effective CRM includes task management and reminder features, and an ATS should offer the same functionality. Tasks, reminders, and calendars are essential for keeping track of your appointments, follow-ups, and client meetings. These features ensure that you never miss an important deadline or communication.
a. Task Assignments
An ATS that allows you to assign tasks to specific team members ensures that everyone stays on the same page. Whether it’s a reminder to follow up with a client or a task to schedule an interview, assigning tasks within the ATS improves collaboration and accountability.
b. Automated Reminders
Automated reminders help you stay on top of key client interactions. For instance, if a client’s contract is about to expire or you need to check in on a job order, an automatic reminder will prompt you to take action. Staying in the client’s mind is crucial for maintaining relationships, and reminders ensure that you never drop the ball.
c. Calendar Syncing
Your ATS should include a calendar integration that syncs with your email or work calendar, allowing you to schedule meetings and track appointments seamlessly. Clients appreciate efficient communication, and an integrated calendar helps you avoid scheduling conflicts and demonstrates your professionalism.
4. Automation
Automation is a key feature that can save recruiters valuable time by reducing the number of repetitive tasks they need to complete manually. Your ATS should include automation capabilities that help you manage both candidates and clients more efficiently.
a. Automated Emails and Notifications
Recruiters often spend a significant portion of their day managing emails. With automation, you can set up triggers that automatically send emails when a certain action is taken. For example, when you mark a client as “interested,” an automated email can be sent with more information, and a follow-up task can be created.
b. Automated Client Communication
Automation can also streamline client communication. For example, you can set up automated emails to remind clients about upcoming interviews, request feedback on a candidate, or provide updates on job orders. This eliminates the need for constant manual follow-ups and ensures that clients receive timely information.
c. Streamlining Workflow
By automating workflows, you can speed up the sales and hiring process, allowing you to focus on more high-value tasks such as building relationships and strategizing. Automation takes care of repetitive, time-consuming tasks so that you can spend more time on tasks that require human input.
Do You Need Both an ATS and a CRM?
In today’s fast-paced recruitment environment, recruiters need tools that can handle both candidate and client management efficiently. While CRMs have traditionally been used to manage client relationships and ATS systems have been used for candidate tracking, modern ATS platforms with built-in CRM features offer a more streamlined solution.
By using an ATS with CRM capabilities, you can manage your entire recruitment process—from candidate sourcing to client management—all within a single platform. This integrated approach saves time, increases productivity, and helps you build stronger relationships with both candidates and clients.
If your current system doesn’t offer these capabilities, it may be time to consider an upgrade. CATS, for instance, offers a comprehensive ATS that includes CRM features, allowing you to manage business development and recruitment all in one place. Whether you’re looking to improve your client relationships or streamline your hiring process, CATS can help you achieve your goals.
In conclusion, you don’t need both an ATS and a CRM—you just need an ATS that can do both. By choosing a system with the right features, you’ll be well on your way to achieving recruitment success.