A Glossary of Critical Recruitment Automation & HR Tech Terms for the Make.com Era
In the rapidly evolving landscape of HR and recruiting, leveraging technology and automation is no longer an option but a necessity. The “Make.com Era” signifies a shift towards powerful, accessible automation platforms that empower HR professionals to streamline complex processes, enhance candidate experiences, and make data-driven decisions. This glossary provides essential definitions for key terms in critical recruitment automation and HR technology, equipping you with the knowledge to navigate and leverage these tools effectively within your organization.
Webhook
A webhook is an automated message sent from an app when an event occurs. Essentially, it’s a “user-defined HTTP callback” that allows real-time data flow between systems. In recruitment automation, webhooks are pivotal for triggering workflows instantly. For example, when a new applicant applies through a job board, a webhook can immediately send that data to Make.com, initiating a sequence of actions like adding the candidate to your CRM, sending an automated acknowledgment email, or triggering an assessment invitation. This eliminates delays and manual data entry, ensuring a swift and consistent candidate journey.
API (Application Programming Interface)
An API is a set of rules and protocols that allows different software applications to communicate and exchange data. It acts as an intermediary, defining the methods and data formats that apps can use to request and exchange information. For HR tech, APIs are fundamental for integrating disparate systems like an ATS with an HRIS, or a background check service with a recruitment platform. Automation platforms like Make.com utilize APIs extensively to connect various HR tools, enabling seamless data synchronization and workflow orchestration without manual intervention or custom coding.
ATS (Applicant Tracking System)
An Applicant Tracking System (ATS) is a software application designed to help recruiters and employers manage the entire recruitment and hiring process. From posting job openings and collecting applications to screening resumes, tracking candidate progress, and facilitating communication, an ATS centralizes talent acquisition activities. In the Make.com era, an ATS becomes even more powerful when integrated with other tools. Automation can pull new job postings from an ATS to distribute them across multiple platforms, push candidate data from initial screenings back into the ATS, or trigger onboarding workflows once a candidate is marked as “hired.”
CRM (Candidate Relationship Management)
Candidate Relationship Management (CRM) refers to strategies and software designed to build and maintain relationships with current and prospective candidates. Unlike an ATS, which is primarily for active applicants, a recruiting CRM focuses on nurturing talent pools, engaging passive candidates, and building a strong employer brand over time. Automation allows CRMs to shine by scheduling automated email campaigns for talent pools, segmenting candidates based on skills or interest, and tracking engagement. Make.com scenarios can sync leads from networking events into a CRM, update candidate statuses, or even personalize outreach based on a candidate’s journey.
HRIS (Human Resources Information System)
An HRIS is a comprehensive software solution that integrates various human resources functions into a single system. It typically manages employee data, payroll, benefits administration, time and attendance, performance management, and compliance. For recruitment automation, integrating an HRIS with an ATS or onboarding platform is crucial. Once a candidate accepts an offer, Make.com can automate the transfer of their data from the ATS to the HRIS, triggering the creation of an employee profile, benefits enrollment workflows, and payroll setup. This ensures data accuracy and a smooth transition from candidate to employee.
Workflow Automation
Workflow automation is the design and implementation of rules-based systems to execute a series of tasks or processes without manual human intervention. In HR and recruiting, this means automating repetitive, administrative tasks to free up staff for more strategic work. Examples include automated resume screening, interview scheduling, offer letter generation, and onboarding processes. Make.com is a prime example of a platform that enables powerful workflow automation, allowing users to visually design and connect various HR tech tools to create efficient, error-free processes that run in the background, 24/7.
iPaaS (Integration Platform as a Service)
An Integration Platform as a Service (iPaaS) is a cloud-based service that allows customers to develop, execute, and govern integration flows between any combination of on-premises and cloud-based applications, data, and processes. Platforms like Make.com are prominent iPaaS solutions. They provide pre-built connectors, visual builders, and a robust infrastructure to facilitate complex integrations and automations without extensive coding. For HR and recruiting, an iPaaS acts as the central nervous system, connecting all your disparate systems—ATS, HRIS, CRM, assessment tools, communication platforms—into a cohesive, automated ecosystem.
Make.com Scenario
In Make.com, a “Scenario” is the core unit of automation. It’s a visual blueprint or workflow that defines a series of automated tasks. Each scenario starts with a trigger (e.g., a new email, a webhook event) and then proceeds through a sequence of modules that perform specific actions (e.g., add a row to a Google Sheet, send a message to Slack, update a record in an ATS). HR professionals use scenarios to automate everything from candidate sourcing and communication to interview scheduling and offer management, orchestrating complex multi-step processes with ease and precision.
Make.com Module
A “Module” in Make.com represents a specific action or function performed within a scenario. Each module connects to a specific application or service (e.g., Gmail, Google Sheets, Salesforce, Workday). Modules can be triggers (starting a scenario when an event occurs in an app) or actions (performing an operation in an app). For HR automation, a module might be “Search Candidates in ATS,” “Send Email via Gmail,” or “Create New Employee in HRIS.” The ability to combine various modules from hundreds of apps empowers HR teams to create highly customized and powerful automations.
Make.com Operations
In Make.com, “Operations” refer to the number of tasks or actions executed within a scenario. Each time a module performs a function (e.g., retrieves data, sends an email, creates a record), it consumes one operation. The total number of operations per month often determines the pricing tier for Make.com users. Understanding operations is key for optimizing scenarios to be efficient and cost-effective. HR teams designing automations need to consider the frequency and complexity of their workflows to manage their operation consumption, ensuring their automation strategy aligns with their budget and usage needs.
AI Parsing
AI parsing, also known as semantic parsing or intelligent document processing, is the use of Artificial Intelligence (AI) and Machine Learning (ML) to automatically extract, interpret, and structure specific data from unstructured text, such as resumes or job descriptions. In recruitment, AI parsing can quickly read hundreds of resumes, identify key information like skills, experience, education, and contact details, and then populate these fields into an ATS or CRM. This drastically reduces manual data entry, speeds up screening processes, and ensures data consistency, allowing recruiters to focus on candidate engagement rather than administrative tasks.
Natural Language Processing (NLP)
Natural Language Processing (NLP) is a branch of AI that enables computers to understand, interpret, and generate human language. In HR and recruiting, NLP is used in various applications, including semantic search for resumes and job descriptions, sentiment analysis of candidate feedback, and chatbots for answering common candidate questions. NLP helps systems understand the nuances of human communication, making interactions more intelligent and efficient. For example, NLP can power intelligent chatbots that guide candidates through the application process or analyze interview transcripts for key insights.
Robotic Process Automation (RPA)
Robotic Process Automation (RPA) refers to the use of software robots (“bots”) to mimic human actions and automate repetitive, rule-based tasks in software applications. While similar to workflow automation, RPA often focuses on automating tasks within existing user interfaces where direct API integrations might not be available. In HR, RPA bots can log into various systems, copy and paste data, generate reports, or reconcile data across different platforms. This is particularly useful for legacy systems or processes that lack modern API connectivity, bridging gaps in automation capabilities until full integration can be achieved.
Candidate Experience Automation
Candidate experience automation involves using technology to streamline and enhance every touchpoint a candidate has with an organization, from initial application to offer acceptance or rejection. This includes automated communication (acknowledgments, updates, interview confirmations), self-scheduling tools, personalized feedback loops, and engaging onboarding sequences. The goal is to create a seamless, transparent, and positive journey for all candidates, regardless of outcome. By leveraging Make.com, HR teams can orchestrate these touchpoints, ensuring no candidate feels left in the dark and reinforcing a strong employer brand.
Talent Intelligence Platform
A Talent Intelligence Platform is a comprehensive system that leverages data analytics, AI, and machine learning to provide insights into talent markets, candidate behavior, and workforce trends. It goes beyond basic tracking to offer predictive analytics on hiring success, skill gaps, compensation benchmarks, and competitive landscapes. These platforms help HR and recruiting leaders make strategic decisions by providing a holistic view of the talent ecosystem. When integrated with automation tools, talent intelligence can inform targeted outreach campaigns, optimize job descriptions for better reach, and identify future talent needs proactively.
If you would like to read more, we recommend this article: The Definitive Guide: Migrating HR & Recruiting from Zapier to AI-Powered Make.com Workflows
