Written by Chris Russell
17th November, 2020
What is a CRM for Recruiting?
CRM traditionally stands for Customer Relationship Management. But for recruiting purposes, many recruiters simply refer to it as Candidate Relationship Management. It is a software platform that allows recruiters to communicate with prospective candidates in order to engage them with the employer and/or get them to apply to jobs.
The core of a good recruiting CRM enables you to communicate effectively through email or text to your candidates and see what emails have been opened and if those opens led to clicks on your career content. A CRM is used at the top of the funnel and its best use case is for candidates who have expressed an interest in your company but have not yet applied to a job.
Features of a CRM for Recruiting
The key features for a recruiting CRM platform include the following:
- Creating and segmenting a pool of candidates according to skill or job type
- Sending personalized emails and texts to prospective candidates
- Creating engaging email campaigns that reflect your company brand and important news and updates
- Conducting candidate surveys to get their feedback on their experience with your process
- Candidate relationship management analytics such as the ability to track open rates and clicks to your career site.
Some CRMs can be used to collect applications (just like an ATS) but generally speaking they are more for job marketing purposes rather than an ATS which is used to store their data and make it searchable. The ATS is not a good replacement for a recruiting CRM. The CRM can replace an ATS however.
Why use a recruiting CRM?
Candidates are twice as likely to accept cold emails from recruiters if they have interacted with your brand before (source:OfficeVibe). So it will make your job easier if you use it to increase your employer brand so more candidates know about it.
If you have thousands of candidates in your ATS you’ll need a tool to organize, manage and engage those people. Much of a CRM can be automated. For instance you can setup an automated email campaign to contact job seekers on a monthly basis. If they don’t open your email you can set up the CRM to automatically email a reminder to those candidates who haven’t opened your first email.
Not only will it make your job easier, you can use campaigns to drive more applications to your open jobs.
So how do you know if a recruiting CRM is right for your company?
- Actively source candidates a CRM can help you establish relationships with them through content and messaging.
- Still use a spreadsheet to manage candidates you can become much more efficient with a CRM
- Have more than one person recruiting a CRM can empower each one on your team to market your employer brand more effectively.
- Have hard-to-fill jobs a CRM can help you build a pipeline of those candidates overtime and let them express an interest in youropening even if they are ready to move.
- Hold virtual job fairs a CRM can be used to effectively capture those attendees so you can later market your openings to them.
Recruiting CRM systems let you automate the majority of the marketing process and administrative tasks that take up valuable time, and let you get back to the important efforts like building rapport. Another way to think of a CRM for recruiting is as a candidate “nurturing” tool.