We recently wrote a couple of articles on why you should factor Applicant Tracking Systems into your sales process and how you can keep track of their movements. In this article, we will be focusing on a particular Applicant Tracking System: iCIMS. We’ll give you all the data you need to know that will save you a ton of time on research and help you craft razor-sharp messages to the users of this Applicant Tracking System. This will help you come across as well researched and make your communication compelling. You’re welcome in advance!
iCIMS is one of the top ATSs in use today and has ~6.7% market share by number of customers (see chart below from a 2017 blog by Ongig). Going by the data on our platform, when compared to other ATSs, the striking distinction between customers of other ATSs and those of iCIMS is that almost half (~45%) of iCIMS customers is enterprises (i.e., have more than 1000 employees) while the other half is SMBs and startups. This is an even split between enterprises and SMBs which means that the ATS is amenable to all sizes of companies which is a rarity. To give more perspective, consider an ATS we have covered previously - Greenhouse. Greenhouse has a market share of about 6% (which is close to iCIMS’s) but most of its customers are SMBs with only 10% of the lot having an employee count of more than 1000. A larger enterprise share of iCIMS also points to much higher revenue generation.
Reading through a number of reviews on the web, the pros of iCIMS seem to be 1) super easy User Interface 2) ability to customize and accommodate a number of hiring processes at the same time and 3) a very responsive customer support team. Looking at the cons, it was surprising to see that there weren’t any major complaints. Users have briefly spoken about having to reach out to the technical team of iCIMS even for small tasks since the admin is not given as much control of the system. Also, users speak of there being a deep learning curve when starting to use the ATS from scratch.
Now let’s have a look at what matters most to you as a sales executive - iCIMS’s customer landscape. How are they spread out across geographies? How large are the companies in terms of the employee count? Are these mostly public or private organizations? We’ll answer all of these questions and more, below. Before that, though, why is it important that you know all this? How is it useful to you as a sales (development) person?
We’ve written about this in depth under the sales development section of our blog. For the purposes of this article, here’s the TLDR (too long; didn’t read): these insights help you 1) time your outreach better, 2) target the prospects that are most likely to convert, and 3) personalize the messaging in a meaningful enough way for the prospect to respond. Other insights that are super useful which have been used quite successfully by our customers include fiscal cycles, revenue figures, geographies, products and services, and the latest activity at the company level such as leadership change, new product launches, etc.
Let’s look at iCIMS from the perspectives of various parameters. We’ll also tell you how each of these can be leveraged in your campaigns.
Private vs Public split:
We’ve captured intel of 1378 companies using iCIMS. Most companies (~77%) are private. The rest are public. It’s one of the few ATSs where a significant proportion of customers (~23%) are public. This means that a lot of public companies (which generally tend to have large number of roles open across multiple locations) are great targets for iCIMS. Hence, if your tool integrates with iCIMS and serves enterprise clients, you should go after them full-force.
iCIMS customers seem to be scattered across all sectors and industries. Professional services firms have the biggest share (27%) followed by healthcare companies (18%). While tech companies also have a fairly good share (17%), companies in traditional industries such as healthcare, professional services, and industrials & chemicals industries predominantly use this ATS.
Split by employee count:
As outlined above, iCIMS customers are divided (almost) equally into enterprises and SMBs. Taking a deeper look, we found that the largest congregation of companies is in the 1k-5k range followed by those that are in the 51-200 range. If your product fits both large as well as small companies, you might proactively want to integrate with iCIMS to tap into its large customer base.
Targeting companies 3-4 months before their new fiscal year begins is a strategy that has worked particularly well for our clients. As observed below, a third of iCIMS users have their fiscal years starting in January. The other three common cycles (Apr-Mar, Jul-Jun, and Oct-Sep) have an equal distribution of companies.
Distribution by geographies:
A majority (a whopping 91%) of the companies are located in the United States with the rest scattered across the globe. If your tool is focused specifically on companies located outside of the United States, iCIMS customers are not a great segment to go after. However, if the opposite is true, do not miss going after iCIMS users.
For sales reps selling HR tools, iCIMS users do present an interesting target segment. What would be very effective is to know the new customers iCIMS adds every month and those that move away. If you are able to do this, you will be able to target new companies before anyone else does as well as ensure you are not spending time on those who have moved ATSs. This is almost impossible to do manually unlike the other intel mentioned above. There are very few tools out there (including ours) that can help you do this.
This was a brief overview of the iCIMS customer landscape and how you can leverage it in your sales. If you’d like to have detailed insights on the ATS, do download our free Data Sheet on iCIMS. You can also sign up for a free trial with us to look at the decision makers across iCIMS’s customers.