Vendor Spotlight: Beamery Tackles Candidate Engagement
In the business world, CRM most often refers to “customer relationship management.” However, thanks to a growing trend within recruiting, it’s also now recognized as “candidate relationship management.” In this context, it refers to a long-term process of building and managing relationships with candidates, often before they ever apply for a job at your organization. Big players in the CRM space include Avature, Smashfly and now, Beamery, a London-based startup that, this summer, successfully raised $28 million in a Series B funding round led by EQT Ventures.
Beamery’s 100-plus customers include Facebook, VMWare, Continental and Balfour Beatty, reports TechCrunch. Many of its clients are based in Europe, and Beamery is distinguishing itself in that market with a compliance module designed to help clients avoid running afoul of the European Union’s General Data Protection Regulation law. However, it’s also making a big push into the U.S., having opened offices
in San Francisco and Austin. I recently spoke with Ben Slater, Beamery’s vice president of growth, to learn more about how the company seeks to distinguish itself in an increasingly competitive marketplace. Systems such as Beamery’s, he says, are designed to help today’s recruiters who are tasked with engaging candidates across a “broad range of mediums and to find diverse talent and to do all that without technology that’s been built specifically for that purpose.”
What do you believe distinguishes your CRM platform from others in the market?
In addition to our CRM platform, which is a full consumer-grade marketing suite, we have API middleware, which makes it easy to connect Beamery with any legacy system you happen to be using. When it comes to our core differentiators, the first is this idea of connectivity and ease with which we can be integrated with other systems. One of the problems recruiting leaders face is that they have very disaggregated talent stack. People don’t want more tech, they want consolidation, and we let them do that by keeping their data in one place. We also have Sherlock, our data enrichment engine.
What is a data enrichment engine?
It maps information from the social web to the candidate profile. So, Sherlock can ping 130 different social sites to bring back the most up-to-date information about a candidate, so a recruiter will know more about them. We also run the data from previous records that are stored in an ATS through Sherlock in order to update it, so you end up with almost a “living database” of candidates that recruiters can use as their first port of call for talent requisitions.
We also pull in emails and other communications a candidate has sent your company, along with the closest connections the candidate has to your team. We believe this makes the CRM so much more effective, because it lets you power a rich marketing campaign that’s personalized to each candidate.
Can you give me an example of this sort of personalized campaign?
We have a large U.S. customer, a technology company, that’s doing some incredibly interesting outreach to highly specialized engineers. After sending them an initial touchpoint, which is code, it takes them to a landing page where they’re challenged to solve a puzzle. It’s a way to try and hook them in, instead of standard prospecting. A creative way of building engagement with target candidates. Another client, a construction company, was constantly looking for engineers with very specialized skill sets. When someone with a certain level of experience comes through whom they deem a high-priority candidate, they’re fast-tracked into a talent pool expressly created for high-priority candidates. They’re sent information that would be of particular interest to them. This ensures that when talent comes through, they’re not just left at the front door.
Can you tell me about the customers using Beamery right now, and the results they’ve seen?
Balfour Beatty, an engineering firm, was able to save £150,000 by more effectively marketing their brand, standing out to highly valued talent and being able to route them more effectively through the process. With project-based hiring, you have to be able to quickly find people. We’ve helped them create an always-on pipeline of talent they can dip into whenever they have a new project.
You closed a big round of funding fairly recently–$28 million. How are you planning to use it?
We’ve tripled in size within the last 15 months, we’re growing quickly, and a lot of the funding we’ve raised will go toward hiring, especially on the R&D side. We’re already in three locations–London, San Francisco and Austin—and we’re going to continue to build those hubs substantially. Outside of that, it’s all about scale, at this point.
What’s in store for the near future at Beamery?
The focus of our product strategy will continue to be on talent-engagement platforms, and building solutions for every part of the modern recruiting team. Our goal is to build a very comprehensive product that can handle every part of the application, from managing internal mobility to getting people to apply in the first place. Our immediate focus will include allowing customers to engage with candidates on the candidates’ terms—using different types of messaging like text and WeChat, for example. We want to ensure our customers can provide an amazing candidate experience.