A Glossary of Key Terms in Automation and AI for HR and Recruiting Professionals

The landscape of HR and recruiting is rapidly evolving, driven by innovations in automation and artificial intelligence. For leaders in this space, understanding the foundational terminology is crucial not just for staying competitive, but for strategically leveraging these technologies to optimize processes, enhance candidate experiences, and drive measurable ROI. This glossary provides clear, authoritative definitions of essential terms, helping HR and recruiting professionals navigate the complexities and opportunities presented by modern technological advancements.

Automation

Automation in HR and recruiting refers to the use of technology to perform tasks that were traditionally done manually. This can range from simple, repetitive administrative actions like scheduling interviews or sending automated follow-up emails, to complex multi-step workflows such as resume parsing, candidate screening, and data syncing across various platforms like an ATS and CRM. The primary goal of automation is to increase efficiency, reduce human error, free up HR professionals for more strategic work, and ensure consistent candidate experiences. For example, a recruiting team might automate the initial screening questionnaire distribution and collection, allowing recruiters to focus solely on qualified candidates.

Artificial Intelligence (AI)

Artificial Intelligence encompasses computer systems designed to perform tasks that typically require human intelligence, such as learning, problem-solving, decision-making, and understanding language. In HR and recruiting, AI is increasingly used for sophisticated functions like candidate matching based on skills and cultural fit, predictive analytics to identify flight risks, personalizing candidate communications, and even conducting initial video interviews. AI tools can analyze vast amounts of data much faster than humans, enabling more objective and efficient talent acquisition and management processes. For instance, AI can analyze a candidate’s resume and public profiles to suggest their suitability for a role, improving the speed and accuracy of sourcing.

Webhook

A webhook is an automated message sent from one application to another when a specific event occurs. Think of it as a reverse API call – instead of continually polling a server for new information, webhooks deliver data in real-time as events happen. In HR and recruiting, webhooks are fundamental for creating seamless integrations between disparate systems. For example, when a new applicant applies through your career page, a webhook can instantly trigger a workflow in your automation platform (like Make.com) to create a record in your CRM, send a confirmation email to the candidate, and notify the hiring manager, all without manual intervention. This real-time data flow ensures immediate actions and up-to-date information across all platforms.

CRM (Candidate Relationship Management)

While traditionally known as Customer Relationship Management, in HR and recruiting, CRM often refers to Candidate Relationship Management or is adapted to manage talent pipelines. A CRM system helps organizations manage and analyze interactions with potential and current candidates throughout the entire recruitment lifecycle. It’s used for tracking communication, managing candidate profiles, segmenting talent pools, and nurturing relationships for future hiring needs. For HR, integrating an ATS with a CRM like Keap allows for a unified view of candidate data, enabling automated communication sequences, personalized engagement, and ensuring no promising candidate falls through the cracks, from initial outreach to post-hire follow-up.

ATS (Applicant Tracking System)

An Applicant Tracking System (ATS) is a software application designed to handle the recruitment process from start to finish. It manages job postings, collects applications, screens candidates, tracks interview stages, and facilitates communication with applicants. The primary purpose of an ATS is to streamline the hiring workflow, make it easier to find qualified candidates, and ensure compliance. While an ATS is crucial for managing active applicants, its true power in modern HR comes from integrating it with automation platforms and CRMs. This allows for automated candidate progression, data synchronization, and a more holistic view of talent, extending beyond just the active application process.

Workflow Automation

Workflow automation is the design and implementation of rules-based systems to automatically execute a sequence of tasks or steps within a business process without manual human intervention. In HR and recruiting, this means mapping out a process (e.g., onboarding, interview scheduling, offer letter generation) and then using software to perform each step automatically. This ensures consistency, reduces errors, and significantly speeds up operations. For example, when a hiring manager marks a candidate as “Hired” in an ATS, workflow automation can automatically trigger the creation of an employee profile in the HRIS, send onboarding documents via PandaDoc, and initiate IT setup requests.

Low-Code/No-Code Platforms

Low-code/no-code platforms are development environments that allow users to create applications and automate processes with minimal to no coding. Low-code platforms use visual interfaces with pre-built components and drag-and-drop functionalities, requiring some coding for complex customizations, while no-code platforms are entirely visual. Tools like Make.com are prime examples, empowering HR and operations professionals to build sophisticated automations themselves, integrating various SaaS applications without needing a developer. This democratization of automation enables faster deployment of solutions, reducing reliance on IT departments and accelerating digital transformation initiatives within HR.

Data Parsing

Data parsing is the process of extracting specific information from unstructured or semi-structured data sources and converting it into a structured, usable format. In HR and recruiting, this is most commonly applied to resumes and job applications. Resume parsing, for instance, involves automatically extracting details like name, contact information, work experience, education, and skills from a resume document and populating these fields into an ATS or CRM. This eliminates manual data entry, significantly speeds up candidate processing, and ensures data accuracy, making it easier to search, filter, and analyze candidate information efficiently. AI and machine learning play a crucial role in improving parsing accuracy.

API (Application Programming Interface)

An API, or Application Programming Interface, is a set of rules and protocols that allows different software applications to communicate and interact with each other. It defines the methods and data formats that applications can use to request and exchange information. In HR and recruiting, APIs are the backbone of integration, enabling systems like an ATS, HRIS, CRM, and payroll software to share data seamlessly. For instance, an API might allow your custom career page to submit applicant data directly into your ATS, or enable a background check service to feed results back into a candidate’s profile. Understanding APIs is key to building robust, interconnected HR technology stacks.

Candidate Experience

Candidate experience refers to the sum of all interactions a job applicant has with an organization throughout the entire recruitment process, from the initial job search and application to onboarding or rejection. A positive candidate experience is crucial for employer branding, attracting top talent, and maintaining a healthy talent pipeline. Automation and AI can significantly enhance this experience by providing timely communication, personalized feedback, efficient scheduling, and transparent process updates. Conversely, poorly implemented automation can lead to a dehumanized experience. Striking the right balance ensures candidates feel valued and informed, even if they don’t get the job.

Scalability

Scalability refers to an organization’s ability to grow and manage increased demand or workload without a proportional increase in resources or operational costs. In HR and recruiting, scalable processes are essential for businesses experiencing rapid growth or significant hiring surges. Automation and AI are key drivers of scalability, as they can handle a much larger volume of tasks and data without requiring additional human staff. For example, an automated onboarding system can process 50 new hires just as efficiently as 5, freeing up HR teams to focus on strategic initiatives rather than being bogged down by administrative tasks during periods of high growth.

RPA (Robotic Process Automation)

Robotic Process Automation (RPA) is a technology that allows software robots (bots) to mimic human actions when interacting with digital systems. Unlike traditional automation that often relies on APIs, RPA bots can operate at the user interface level, clicking, typing, and navigating applications just like a human would. In HR, RPA can automate highly repetitive, rule-based tasks such as data entry into multiple systems, validating information across different databases, or generating standard reports from legacy systems that lack modern APIs. While powerful for specific tasks, RPA is often combined with other automation strategies for more robust and flexible solutions.

Machine Learning (ML)

Machine Learning, a subset of Artificial Intelligence, involves training algorithms to learn patterns and make predictions or decisions from data without being explicitly programmed for every scenario. In HR and recruiting, ML algorithms can analyze historical hiring data to predict which candidates are most likely to succeed in a role, identify resumes with the highest probability of fit, or even detect potential bias in hiring patterns. It’s used for candidate scoring, predicting employee churn, and personalizing learning and development paths. The more data an ML model processes, the smarter and more accurate its insights become, constantly improving the efficiency and fairness of HR processes.

Single Source of Truth (SSOT)

A Single Source of Truth (SSOT) is a concept in information architecture where all organizational data stems from one common, consistent, and trusted location. In HR and recruiting, achieving an SSOT means that employee and candidate data, regardless of where it originates (ATS, HRIS, payroll, CRM), is unified and accurate in a central system or easily accessible through integrated systems. This eliminates discrepancies, reduces manual reconciliation, and ensures that all departments are working with the same, most up-to-date information. Building an SSOT is critical for compliance, accurate reporting, and making informed strategic decisions, often achieved through robust integrations via platforms like Make.com.

Candidate Nurturing

Candidate nurturing is the process of building and maintaining relationships with potential candidates over time, often before a specific job opening arises. This involves engaging with individuals through various communication channels like email, social media, and personalized content, to keep them interested in your company and informed about career opportunities. Automation plays a critical role in candidate nurturing by scheduling automated follow-up emails, sharing relevant company news, or sending alerts when suitable positions become available. This proactive approach helps organizations build a strong talent pipeline, reduces time-to-hire when positions open, and ensures a steady supply of qualified candidates.

If you would like to read more, we recommend this article: The Ultimate Guide to Automation & AI for HR and Recruiting