Here we explore the key differences between Applicant Tracking Systems (ATS) and Customer Relationship Management (CRM) tools. We look at each in turn and consider what they do, how they can help and whether you need both.
Two technology platforms that you often hear mentioned in a work context are ATS and CRM and, in this article, we’re going to take a look at what these platforms are, the features that differentiate an ATS from a CRM, and the benefits of having either–or both.
To get a good understanding of exactly what ATS and CRM are, and why you would benefit from either, we'll focus on them individually and explore the features unique to each platform.
An Applicant Tracking System (ATS) is specifically designed to simplify the recruitment process for both the talent acquisition team and for candidates applying for vacancies. It helps hiring professionals to track applicants from the initial application to the final hiring decision. The core features of an ATS include:
There are several ATS products on the market and, although most share the core features, if you’re making the decision to invest in one, it’s worth taking time to find out about extra features that are available. GeniusATS, for example, has AI built in as standard so job descriptions can be created with one click, and the ability to create and hold events within the system.
A Customer Relationship Management (CRM) system has a very different role. Rather than tracking candidates, companies invest in a CRM system to manage and analyse customer interactions throughout the customer lifecycle, with the aim of improving business relationships, retaining customers and driving sales growth. The main features of CRM systems include:
In summary, the main differences between the two systems are in their primary users and goals: ATS for recruitment professionals focusing on talent acquisition, and CRM for sales and marketing professionals working on customer relations and sales.
The decision to implement either or both systems depends largely on your business needs and goals.
Recognising the individual strengths of an ATS and a CRM system and analysing your specific business needs will help in making an informed decision about which would work for you. Whether you choose one or both, ensure that it aligns with your overarching business objectives, it offers the features you need and offers scalability for future growth.
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