Really? Yes, really!
This is one of the main ways ATS’s (aka Talent Acquisition
Technology) evolved in recent years. While a
traditional ATS automates the application process for candidates, recruiters
and hiring managers, and provides a repository to search for relevant
applicants, it doesn’t allow you to market to your candidates. A CRM capability
-- within or outside an ATS -- allows you to create a private talent pool and
automate the nurturing of job candidates. The two tools serve different, but
interconnected purposes and they complement each other. Today’s active
candidate is tomorrow’s passive candidate and CRM functionality helps you
easily deliver the right message, to the right people, at the right time.Recruiters now utilize technology (sometimes included within an ATS platform) to go where potentially relevant talent is, and not just prominent social media sites like LinkedIn, Facebook, Twitter, Google+, Pinterest, Instagram and YouTube, but also discussion boards, on-line forums and blogging sites where comments can be as useful as the posts themselves for identifying exceptional talent. Of course social media and mobile computing go hand-in-hand with almost all early-career job seekers and passive candidates, and with arguably the majority of mid and later-career talent as well. These are the vehicles for starting the engagement process with relevant candidates, but inherent system intelligence is often what closes the deal in terms of getting the best talent to consider a certain organization and/or role. It’s the system intelligence, a vital component missing from the first wave of ATS’s on the market, which guides the employer / recruiter on the best ways to engage with each person on their radar … what message will resonate and entice the most, across content, style, medium and frequency.
Additionally, the screening and interview process can now readily be
technology-enabled with video interviews, sometimes built around validated
predictive communication patterns; and these systems don’t stop delivering
value when a hire is made, as analytics can now link job performance and
retention back to sourcing channels and screening methods to highlight those that
are most effective for different roles.
Navigating
a Complicated Vendor Landscape
There
are likely at least 15 Applicant Tracking System (“ATS”) purveyors with a 1%
market share or greater, led by such established players as Taleo/Oracle with
perhaps over a 30% market share, Brassring (Kenexa, IBM), iCims, Jobvite, ADP,
SAP/SuccessFactors, PeopleFluent and Silkroad. Additionally, the landscape
includes other relatively mature ATS offerings from PeopleSoft, Ultimate
Software, Lumesse and Kronos … plus more recently launched recruiting solutions
from HCM powerhouses Cornerstone
OnDemand and Workday. Additionally, several smaller operators are gaining
serious traction such as Greenhouse, Lever, SmartRecruiters, HireBridge, ATS
OnDemand, PCRecruiter and ApplicantPro.
And rounding-out the broader solution category
are the well-known brands with a heritage in job boards -- Monster,
CareerBuilder and Dice … and the emerging recruitment marketing sub-category
players Avature, Jibe, Broadbean, Findly, Smashfly, Talemetry, etc.
Obviously it’s a fairly cluttered and complex
recruiting technology market; which is why it’s recommended that prospective
customers go through the typically laborious due diligence process of mapping
their most acute talent acquisition pain points and challenges to solution
vendors with relevant capabilities
– as tangibly demonstrated in product demo’s. Narrowing the field to a short
list for detailed evaluation should then involve examining factors such as
product investment patterns, efficacy of the vendor’s customer success model,
pricing, proposed SLA frameworks, findings from customer reference calls -- and
the sometimes (perilously) overlooked -- alignment of company cultures.
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