Using Applicant Tracking Systems to Power Your Candidate Relationship Management
This blog looks at how ATS systems integrate with CRM tools to track communications, store notes, and nurture long-term relationships with top candidates.
Candidate Relationship Management(CRM) has become increasingly important for talent acquisition teams as the war for top talent rages on. By strategically nurturing long-term relationships with your most qualified candidates, you give your organization a competitive advantage and first access to passive job seekers when positions become available.
However, keeping track of all candidate communications, notes, and follow-ups across your talent pipeline can be difficult without the right tools. That’s where integrating your Applicant Tracking System (ATS) with CRM functionality comes in. Modern ATS platforms are packed with features that directly support robust candidate relationship management.
Centralized Candidate Data Storage
The first step to powering CRM is having all candidate data and interactions centralized in one place. A properly configured ATS serves as the single source of truth for all candidate profiles, applications, resumes, skills, and more. Storing this information in your ATS gives recruiters and hiring managers a complete view of each individual’s history with your organization.
According to a 2021 survey by SmartRecruiters, 92% of talent acquisition leaders say a centralized ATS improves collaboration and information sharing. Rather than keeping notes scattered across email threads, documents, and siloed systems, all engagement details can live within the candidate’s ATS profile. Things like phone call summaries, interview feedback, skill assessments — any relevant interaction is timestamped and attached to the correct person. This establishes the foundation for relationship management at scale.
According to a 2021 survey by SmartRecruiters, 92% of talent acquisition leaders say a centralized ATS improves collaboration and information sharing.
Triggered Communication Workflows
Once candidate profiles are established, ATS systems allow you to automate follow-up communications based on different triggers and events. For instance, you may have a sequence that touches base with candidates 6 months after an initial application to check if their situation has changed.
According to HR software company Beamery, triggered campaigns can improve application completion rates by over 200% compared to one-off messages. Other common workflows include birthday/anniversary emails, messages after skill assessments expire inviting an update, or sending rejection notices immediately following interviews. Setting up automated cadences takes the guesswork out of staying in front of passive prospects.
Tracking and Reports for Insights
With all interactions housed centrally, ATS platforms provide powerful reporting views. Recruiters can analyze things like which communication channels are most effective, how many touches it takes for a candidate to apply on average, or how long relationships tend to last before prospects fall off your radar.
As per IDEO’s design thinking model, leveraging data insights is key to continuously improving processes. These types of candidate behavior insights guide strategic CRM program improvements over time. You learn which small changes may increase application or referral rates. The end goal is continuously refining how you engage candidates at each stage to keep them interested in your employer brand.
For instance, you may have a sequence that touches base with candidates 6 months after an initial application to check if their situation has changed.
Enhanced Collaboration and Scalability
A 2022 survey from iCIMS found that only 15% of talent acquisition leaders believe their teams collaborate seamlessly. An ATS centralizes candidate information so that recruiters, coordinators, and hiring managers all work from the same page. Collaboration features like shared notes, @mentions, and activity streams ensure alignment.
According to HR analyst Josh Bersin, mature ATS systems can handle candidate pools 300–400% larger than manual or basic software. By leveraging the built-in CRM tools found in modern ATS software, talent acquisition professionals have an integrated system for capturing all relevant candidate touchpoints. This centralized data powers personalized, scaled communication programs that nurture long-term relationships with your top talent sources. An ATS is arguably the most important tool for driving an effective Candidate Relationship Management strategy. The analytics, automation, and seamless collaboration usher in a new era of data-driven recruiting.
Conclusion
In today’s competitive hiring landscape, strategic candidate relationship management is a must. Nurturing your talent pipeline and keeping qualified prospects warm will improve sourcing results as positions open up. However, managing individual connections at scale is extremely difficult without a centralized system.
Modern applicant tracking systems provide recruiters with integrated CRM functionality like workflow automation, data-driven insights, and seamless collaboration. Housing all candidate information and interactions in your ATS establishes a complete view of each relationship over time. This powers highly personalized, triggered communication campaigns that engage prospects.
According to HR software company Beamery, triggered campaigns can improve application completion rates by over 200% compared to one-off messages.
According to LinkedIn’s 2022 Global Talent Trends report, the #1 priority for TA leaders is improving the candidate experience. An ATS-powered CRM strategy ensures you continuously nurture relationships with empathy and purpose. This breeds trust in your employer brand and talent community. In recruiting, there are no shortcuts — but a mature ATS gets you much closer to CRM success.
