What is CRM?

Well, Salesforce say…

Taking the above statement, it could be applied to what an ATS does i.e. existing customers (applicants) and potential customers (candidates) but in the same way, the ATS has evolved, so has the original Salesforce CRM, way beyond the original product. Both Salesforce CRM and the ATS manage “existing customers” very well but there are now more sophisticated methods of managing potential candidates/customers that can be plugged into the core system particularly as when the ATS was first developed, it was focused on reactive recruiting rather than proactive sourcing of candidates:

As the market has changed and became more candidate led, recruiters have needed to be more proactive so have started to source candidates directly and then work out how to get those ‘leads’ (as LinkedIn like to call them) into their ATS. So with this in mind I define recruitment CRM technologies as having the following objective:

But no matter where they are pre-application, the recruiter wants to ensure the candidate knows enough of the right information about your organisation, so that when they are looking for a job, they think of you, ideally first. And the way you go about doing this is to use the right kind of CRM technology that works best for you, your skill set, your strategy and your goals.

But even recruitment CRM has become more than just sourcing, and some aspects of CRM are carried out by other systems such as email…

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