- U.S.-based JobSync integrates external job sites with the employer’s ATS
- Removes friction from ATS processes
- But recruitment marketplaces have resisted making the investment
Recruitment marketplaces can run into significant issues when integrating with some applicant tracking systems (ATS). U.S.- based JobSync makes the candidate experience better by solving the integration problem with these complicated systems.
Like all other marketplaces, recruitment sites take steps to make the apply process as simple as clicking a button.
Taking a cue from Amazon, which pioneered the “Buy Now” button, Indeed, LinkedIn and several other sites make it easy for job-seekers to enter their information once, then apply without having to reenter it.
Click a button, review the details, and the application is sent directly into the employer’s applicant tracking system.
Except that it doesn’t always work that way.
Unlike with Amazon where every purchase can be completed with a single click, recruitment marketplaces contend with thousands of employers and up to 100 or more ATSs. This is a major stumbling block to making a job application a one-click process.
“It’s friction in the process,” Michael O’Dell, president of international aggregator Talent.com, told the AIM Group. “For whatever reason, each ATS has its own personality.”
ATS complexities can create bottlenecks
Many, perhaps a majority of systems have an open API, which allows a recruitment marketplace to easily make a connection to pass a candidate’s information from the career site directly into the employer’s ATS.
Other ATSs are much more complex, requiring so much time and detailed tech effort that even the largest recruitment sites have chosen not to make the investment. That’s where JobSync comes in.
“[It’s] what I like to call ‘grease the skids’ on the integration: How do we reduce friction [getting] job-seekers’ applications to the ATS itself,” said O’Dell. “We will work with JobSync if we need to. From time to time, we’ll reach out to them.”
Before getting into the details of what JobSync does, consider how the application process works on most recruitment sites.
Many career sites require or encourage job- seekers to register and upload their resume, contact information and maybe answer a few questions, such as desired salary and location. Other sites, typically the smaller and niche marketplaces, don’t require registration.
The bigger and more technically able the marketplace (think Indeed, ZipRecruiter and Talent.com, among others), the more likely they are to have a quick-apply button that passes the registered job-seekers’ data to the employer in the appropriate ATS format.
The smaller the career site, such as those powered by a white-label provider, the less likely they are to offer such a feature. Or, if they do, what’s often happening behind the scene is that they are emailing the information to the employer.
Here’s where the friction comes in.
In both instances — big generalist marketplaces and smaller, niche sites — where the career site has no direct integration with the employer’s ATS, job- seekers may be sent off to the employer’s career site to fill out an application, re- entering much of the same information they submitted when they registered on the marketplace. Too often they first have to register on the employer’s site even before getting to the application.
From a desktop, the process is time- consuming and annoying. On mobile, it can be almost impossible.
In these situations, a cascade of negatives come into play:
1. Many potential candidates will balk at registering and reentering their information and won’t do it. These tend to be the job-seekers most sought after by recruiters.
2. The originating career site loses control of the process, sending the job-seeker away to the employer site, possibly to never return.
3. The career site’s conversion rate — from click to apply — goes down. In a programmatic buying world, this can become costly.
4. Where applying for a job becomes sufficiently tedious, job-seeker traffic will diminish as potential candidates move to sites like Indeed where applying is quicker and simpler.
Improving the conversion rate is key
This is the JobSync sweet spot. Founded by two job board veterans — Alex Murphy and John Bell — the company integrates external job sites with the employer’s ATS.
“Being able to just use data that we already have from a job-seeker, with their permission, to move it over, instead of having to do additional manual entry” results in a substantial improvement in the conversion rate, said O’Dell.
“It’s more of a math equation. If we’re redirecting job-seekers from a job to a vacancy announcement on an ATS, like a Taleo, or Workday, we may have a 10% conversion rate. If we can streamline that process, that 10% can go to a 25, 30, 40% conversion rate.”
Pietro Manenti, bizdev manager at international job board Monster, agreed that improvement in the conversion rate was a primary benefit of a JobSync integration.
“Thanks to JobSync’s middleware technology, mutual customers are able to increase the volume of applicant data received in their ATS from Monster,” Manenti told us in an email.
That alone should make JobSync a no- brainer for recruitment sites hoping to be competitive and grow. Yet, as JobSync’s David Bernstein, SP of partnerships and industry relationships, explained, recruitment marketplaces have resisted making the investment.
When JobSync launched in 2018, the business model was to sell the integration service to the commercial career sites.
The founders knew that the lack of direct connection with employer ATSs was a serious point of friction. Job-seekers would click on a job posting, but not go on to complete an application. It was the recruitment equivalent of abandoning a shopping cart on a retail site.
The lack of integration also makes placing a job ad cumbersome, requiring a recruiter to log into a career site or hire a third-party to handle the process.
Although the marketplaces had heard complaints about the conversion rates and cumbersome process, Bernstein said, “Probably [only] two out of 100 were willing to pay money to fix the problem.” Even when the pricing model went to a transactional model of a penny or two per application, he said the marketplaces “just weren’t willing.”
Today, JobSync’s customers are employers. Career sites cooperate on the integration, but it’s the employer who pays. As Manenti observed, “JobSync integrates Monster standard APIs, so no particular effort was required from a Monster side beyond the regular partner implementation support.”
No other company that we know of provides a similar service as JobSync. There are software integration firms that specialize in integrating multiple HR on-premises legacy systems and will provide mapping to public APIs. However, working with marketplaces is not their focus as it is with JobSync.
Resolving the quick-click downside
Reducing an apply to a one-click process has a downside. Unqualified or minimally qualified job-seekers who might not bother filling out a manual application can now effortlessly become candidates.
“So you have an interested party,” said Bernstein. “But how qualified, how interesting [to a recruiter] are they.”
JobSync addresses that head-on, enabling employers to ask qualifying questions such as whether they have the legal right to work in the country, do they have transportation or specific licenses.
Beyond simply pushing an application and other data to an employer ATS, JobSync will interact with multiple HR tech elements including a CRM, text or voice messaging and can serve as a direct communication link with the candidate.
From a marketplace perspective, a JobSync integration comes with only pluses.
“Thanks to JobSync’s middleware technology, mutual customers are able to increase the volume of applicant data received in their ATS from Monster,” said Manenti. “The overall impact for them was positive.”
At Talent.com, “it’s definitely showing improved conversion rates, which is improved ROI for the employer customer, which in turn, makes them want to get more clicks from us, more job-seekers from us, which is good for sales,” O’Dell said.
For marketplaces without a tech team in- house, working with JobSync for even the most basic type of integration is “definitely a viable option,” he said.
“The smaller guys can scale with somebody like a JobSync.”