Why Has the Recruiting Industry Been Behind the Technology Curve?
By Bobby Bartlett, Enterprise Sales Manager, TargetRecruit
Having worked in the recruiting industry for over six years now for three different companies, I have acquired a diverse experience with some of the industry-leading enterprise platforms. If I never had the opportunity to sell outside of the recruiting software industry, I certainly would not have the same perspective that I have today. Seeing how advanced other companies and industries were with their technology compared to the recruiting industry made me take a step back and evaluate why that was the case.
The Difference Between Industries
The information was under my nose the entire time because I could always see that the technology companies I worked for were much quicker to adopt technology than our customers in recruiting were. I also took for granted that I was always using Salesforce as my CRM. I have used Salesforce for a majority of my sales career, so when one of the companies I worked for switched from Salesforce to another CRM, I started to realise just what benefits Salesforce offered because I saw them struggle mightily to do things I took for granted, such as: integrate with 3rd party vendors, create and refine reports as an end user, configure the system, and communicate through social collaboration mediums like Chatter. There were a handful of other important things that when taken away had a major impact on our operations and sales productivity as well.
What I will focus on here is how this problem started and how it affects recruiting firms at scale. In a follow up blog I will focus more on the specific areas that recruiting firms have lagged behind technology-wise and how recruiting companies can use these as an advantage to outpace their competition.
Why recruiting Firms Fail with Technology
For starters, it’s important to understand why the problem exists. Integrating with third-party vendors is very difficult, time-consuming, expensive, and can cause continuous issues since with many moving parts, things tend to break. Even with open API access, other software vendors are only going to spend their time building out that integration if there is a worthwhile return on investment in doing so.
Next comes the major fail point: instead of recruiting firms finding a way to work with these solutions to provide a seamless environment for their employees to thrive in, they either:
a) buy the tool and never integrate it, creating a disconnected environment requiring dual data entry
b) buy the tool, try integrating it but realise how much work is involved and don’t finish, thus stunting the usability of the tool, or most commonly
c) they just never try to utilise that type of software at all, which can result in a missed opportunity to improve productivity and user experience on your technology stack.
All three of these scenarios are going to have a negative impact on the experience of using your technology stack and thus will decrease the value you will get from your technology investments. I can’t say I really blame CTOs and other technologists though. It is simply too much to handle to have to take on this responsibility on their own to build and maintain these integrations. For example, I saw one company spend a year and half with two full time developers trying to integrate a CRM with a quoting/financial system and still never realised full success doing so.
Why Salesforce Gives Recruiting Industry an Advantage
Salesforce.com has benefited heavily from being “first in” and inventing the idea of the AppExchange. As their success continued, more companies hopped on the bandwagon and suddenly, there were over 4,000 plug and play partners ready to fulfill any of the needs that Salesforce’s customer base wanted filled. This today still stands out to me as the main differentiator that has kept Salesforce ahead of their competition because this cannot be replicated overnight. It will be years if not decades until some of the other competitors will have near the amount of options that a company has access to on Salesforce. To provide some perspective on this, while Salesforce has over 4,000 companies in their AppExchange, the largest providers of technology in the recruiting tech space have about 70 or 80 partner integrations. In my research for this article looking at 15 other ATS providers, I found the average to be closer to 30 for most in the space. This significant delta accounts for a major loss in opportunity for recruiting companies using these systems.
To rehash, I believe the lack of integration with other enterprise technology providers has been the single largest inhibitor for where recruiting companies are today on the technology curve. It’s hard for recruiting companies to differentiate from one another and I strongly feel that how you take advantage of technology is the biggest opportunity to do so. This means that taking advantage of a system that has access to a large partner marketplace provides you a significant advantage to draw differentiation from those technology options. You may have noticed in the last 5 years there has been a rapidly increasing footprint of Salesforce in the recruiting industry through:
a) ATSs built on Salesforce (like TargetRecruit)
b) Utilising Salesforce as a CRM for sales teams
c) Using Salesforce as a platform to build a homegrown (or partially homegrown) solution on top of (mainly for larger companies). I predict that as more people see what’s behind the curtain with Salesforce-based solutions compared to the competition, Salesforce will continue to eat up more and more market share.
Read Part Two of this series: Tools Recruiting Companies Can Use to Reach or Pass the Technology Status Quo