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Using ATS data and Gifting to Nurture Candidates



Own data sources tend to provide data that's validated and ready to harvest. For the context of this blog post own data or owned data is the information contained in corporate ATS and HRIS systems. There could be myriad ways this data must have been added to your ATS but more than likely you will be able to pin point the source from where the data originated if you have the right tagging and segmentation in place.


So what are some of the sources of data that get added to an ATS system?

  1. Applicants that visit your career site and apply for jobs

  2. Your sourcer's scouring the internet for candidates and adding those candidates with relevant information to your ATS

  3. Your recruiters outreaching multiple candidates

  4. Your referral network

  5. You may be attending a job/career fair and may have multiple applicants interested in your positions

  6. Candidates that join your talent community

  7. Candidates that may be followers on social media


Here are a few examples of how recruiters can use ATS data in combination with lead nurturing to better leverage in recruiting candidates:

  1. Targeted Outreach: A recruiter can use data on the qualifications and experience of previous applicants to create targeted email campaigns for similar job openings. For example, if a company has a high demand for software engineers with experience in Java, the recruiter can use ATS data to identify applicants with this experience and send them an email about a current job opening that matches their qualifications.

  2. Identifying Top Candidates: A recruiter can use ATS data to identify top candidates that have applied in the past and may be a good fit for current or future job openings. These candidates can be added to a lead nurturing campaign and be contacted periodically with updates on the company, new job openings, and other relevant information.

  3. Identifying Hiring Trends: A recruiter can use ATS data to identify trends in the types of candidates that are applying for different positions, such as which qualifications and skills are most in demand. By nurturing leads, recruiters can tailor their recruitment strategies and messaging to better attract the candidates that align with these trends. For example, if a high number of candidates with AWS experience are applying to a cloud engineering position, the recruiter can create a lead nurturing campaign that focuses on AWS skills and experiences.

  4. Measuring Recruitment Performance: A recruiter can use ATS data to measure the performance of different recruitment strategies, tactics, and lead nurturing campaigns. By analyzing data such as open rate, click-through rate, conversion rate, etc, the recruiter can identify which lead nurturing campaigns are working well and which are not. This can help to optimize the recruitment process and increase the chances of hiring the best candidates.

  5. Automating repetitive tasks: A recruiter can use ATS to automate repetitive tasks such as resume screening, scheduling interviews, sending follow-up emails, lead nurturing and tracking, etc. This can help to save time and improve efficiency in the recruitment process. For example, the ATS can be configured to automatically send a follow-up email to candidates that haven't responded to an initial interview request, or to send a personalized message to candidates that have been rejected, encouraging them to apply again in the future.

These are just a few examples of how ATS data can be used in combination with lead nurturing to improve the recruitment process. The specific use case and goals of the recruiting process will determine the best approach to use.

Additionally there are products that can help Recruiters use their own Applicant Tracking System (ATS) data in combination with lead nurturing and gifting to better leverage in recruiting candidates across the recruiting funnel:

  1. Targeted Outreach: Recruiters can use data on the qualifications and experience of previous applicants to create targeted outreach campaigns for similar job openings and nurture leads by providing them with relevant information and resources, keeping them engaged and interested in the company. As an added touch, recruiters can use gifting as a way to stand out, such as sending a small gift to the candidate to show appreciation and build a more personal connection.

  2. Identifying Top Candidates: Recruiters can use ATS data to identify top candidates that have applied in the past and may be a good fit for current or future job openings. By nurturing these leads, recruiters can increase their chances of hiring them when the right opportunity arises. As an added touch, recruiters can use gifting to show appreciation and build a personal connection with the candidate, such as sending a small gift to the candidate after an interview.

  3. Identifying Hiring Trends: Recruiters can use ATS data to identify trends in the types of candidates that are applying for different positions, such as which qualifications and skills are most in demand. By nurturing leads, recruiters can tailor their recruitment strategies and messaging to better attract the candidates that align with these trends. Gifting can be used as an added touch by sending personalized gifts that align with the candidate's interests or skills.

  4. Measuring Recruitment Performance: Recruiters can use ATS data to measure the performance of different recruitment strategies, tactics, lead nurturing campaigns, and gifting. By analyzing data such as open rate, click-through rate, conversion rate, etc, the recruiters can identify which lead nurturing and gifting campaigns are working well and which are not. This can help to optimize the recruitment process and increase the chances of hiring the best candidates.

  5. Automating repetitive tasks: Recruiters can use ATS to automate repetitive tasks such as resume screening, scheduling interviews, sending follow-up emails, lead nurturing, gifting, and tracking, etc. This can help to save time and improve efficiency in the recruitment process. For example, the ATS can be configured to automatically send a follow-up email to candidates that haven't responded to an initial interview request and a small gift can be sent to candidates that have been rejected, encouraging them to apply again in the future.

It's important to note that gifting should be used in a way that aligns with the company's culture and budget. It should not be used as a way to bribe candidates but as an added touch to show appreciation and build a personal connection. It's also important to comply with any laws or regulations regarding gifting in recruiting.


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