HRO Today December 2017 - 67

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it's crucial to Beamery that their CRM system covers
areas that others in the market previously hadn't.
" Differentiation is really important to us, " says Slater.
" The problem with traditional CRMs is that they very
quickly become just another silo of data, and half of that
information isn't even being accessed because applicant
tracking isn't set up to manage relationships. We wanted
to change that. "
The main problem Slater and his team found was that the
data encased in ATSs or other CRM systems was simply
going out of date very quickly. " You add a whole load
of candidates, and six months later those profiles are no
longer relevant, " explains Slater. " The candidates have
been developing new skills, they've been doing new
things, they've moved companies, and suddenly, you
have the same issue with stale data that you had with
your ATS. " To combat this, Beamery made sure that their
program was constantly refreshing the data already
on file, making it very easy to prioritize candidates and
instantly fill open roles.
They've also made sure to set themselves apart via their
use of automation. In the modern workplace, recruiters
are asked to do a lot of additional tasks on top of their
already full workload, which results in them not having
the proper time to focus on their marketing efforts.
According to Slater, Beamery is " leveraging a whole
bunch of really smart automations that act in the
background and are automatically dropped into the
automated workflow space upon being added to the
CRM. Some of our customers use automation to trigger
custom content to high priority candidates that sign
up on landing pages or at events and alert members of
their team whenever these candidates come through.
Beamery scans their information to see whether they're
a priority candidate (based on customized conditions)
and automatically adds them to the correct talent
pool and campaign. All of this runs on autopilot in the
background. "
Beamery's final differentiation point lies around
reporting, and when and how information is gathered.
" The CRM and recruitment process marketing is focused
on everything that happens before the application,
yet the metrics that most teams use to measure success
are applicant metrics that don't occur until later in the
process. " They've developed a reporting suite completely
geared around the pre-applicant stage so recruiters can
see the actual impact of sourcing and specific branding
campaigns on their pipeline. On the branding side,
organizations will be able to understand which events
are creating quality candidates, the conversion rate of
different types of content, and the sources that are
producing the best candidates.
That data is then converted into hard return on
investment data, including which sources are getting the
most responses, have the best acceptance rate, and are
generating the best quality candidates. This can be taken
to the C-Suite for executive decision-making. " They can
see which sources are most effective for different roles
and have a clear idea where to invest future resources, "
says Slater.
Using this system, organizations are finding success in
ways previously unattainable. For Facebook, their use
of Beamery's CRM has become a talent intelligence hub,
of sorts, and is helping to effectively plan and pipeline
candidates for future roles with their organization, says
Slater.
For VMWare, Slater recalls how they " came to us while
spending a lot of money on recruitment and advertising
with little return. They were looking to optimize the
conversion of their website, and through a combination
of Beamery pages and engagement with candidates,
were able to keep their name on applicants' minds for
the marketing of future roles. "
Ultimately, Beamery's efforts and available recruiting
techniques have allowed their clients to completely
build and customize a recruitment plan that works in
conjunction with their specific organizational needs;
helping to fill an industry need related to managing
candidates.
What's next?
" For us, we fully expect the CRM to become the main or
principal system that a recruiting team uses, " says Slater.
" In terms of a specific roadmap, we're focusing a lot of
energy on helping companies map out their candidate
journey and leveraging our automation features to take a
company's candidates on a customized, very personalized
journey in securing a position. "
DECEMBER 2017 | www.hrotoday.com
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HRO Today December 2017

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