What are ATS and CRM systems?

ATS and CRM systems are two types of software used by hiring teams.

ATS software helps recruiters automate multiple steps of the hiring process. They can post jobs on multiple sites like Indeed, administer skills assessments, screen resumes, schedule interviews or perform other related tasks.

CRM systems help your HR team build relationships with active and passive candidates by automating follow-up emails, creating a talent pool for future reference and reporting on recruitment metrics, such as time to fill or cost per hire.

Advances in technology have made CRM and ATS integration possible, which can make HR processes more efficient. With integrated systems, data flows from your ATS to your CRM system, eliminating the need to enter the same data twice. This process can save time and help ensure input accuracy.

ATS features

An ATS has several features to help you manage the hiring process:

• Analytics: An effective ATS provides detailed information about your hiring activities, such as the number of applicants for each open position and the average time it takes to fill the vacancies. Your ATS may also identify the top sources of applicants, such as career fairs or job sites like Indeed, who become new hires.
• Integration: Many ATS offerings integrate with other software packages or apps. For example, you may be able to integrate an ATS with broader human resources information systems (HRIS) software tools, making it potentially easier to create and manage employee records. You may also connect your ATS with background checking software to further enhance screenings or scheduling software to quickly organize interviews.
• Search: An ATS typically offers the ability to search for names, skills, job titles, certifications and other relevant information. This can help you identify applicants whose qualifications align with your current openings. This feature can also support skills-first hiring by allowing recruiters to search for transferable skills .
• Communication: Many ATS systems let you send custom messages to applicants, making your HR communications more personalized. Candidates may be more likely to move forward with your company if you demonstrate personal interest in them from the beginning.
• Branding: Your ATS should make it easy to incorporate your company’s branding elements into email messages, job postings and other communications. It can also help ensure consistency across job descriptions and postings, so your company is easily recognizable to applicants and important company information is included in each.
• Scheduling: A robust ATS can automate interview scheduling to streamline your hiring process. By sending interview invites to applicants, the system can pair interviewers and interviewees based on their availability and put the appointment into your calendar once it is approved.
• Evaluation: Many ATS assign scores to applicants based on objective criteria so your HR team can make more informed hiring decisions.
• Resume and skills matching: You might use your ATS to analyze resumes and match the contents to open positions. This might help you detect transferable skills that can apply across various positions. It can also help support successful hiring decisions, employing new hires in appropriate positions for their abilities.

CRM features

CRM systems go beyond the hiring process, letting you strengthen relationships with candidates. Consider looking for these features:

• Analytics: CRM systems have analytics to help your HR team make informed hiring decisions. For example, you can track the number of visits to each page of your careers page, providing valuable information about what type of content resonates with prospective employees. Predictive analytics can also help you forecast hiring needs based on retention rates and other metrics.
• Email automation: Many CRM systems let you send emails and text messages at specific intervals, automating candidate engagement while helping your HR team maintain a personalized approach.
• Tagging: CRM systems let you add tags to each candidate profile. This helps your HR team organize candidate information and potentially add quality applicants to candidate pools. For example, you might add a skills tag to a candidate’s application to emphasize specific qualifications for future vacancies.
• Integrations: Like ATS, your CRM system may also be able to integrate with job boards and other HR tools. This can help recruiters track applicants through each stage of the hiring process, from initial contact to job offers.

Frequently asked questions about ATS and CRM systems

How can ATS and CRM support skills-based hiring initiatives?

Since ATS and CRM systems help with candidate screening, you can easily find candidates with skills that align with your open position. Using search features, quickly locate and categorize applications based on each candidate’s specific skills.

How do ATS systems filter applications?

While ATS systems assist with resume screening, they can overlook candidates if the resume isn’t easily scannable or is missing necessary keywords. This software can assist with the hiring process, but is typically most successful with human oversight and judgment.

ATS vs. CRM: Which is better?

ATS and CRM systems can be helpful tools for HR professionals. An ATS may be beneficial if you’re looking for a better way to track applicants. You may prefer a CRM system if you intend to build stronger relationships with both active and passive candidates.