A Glossary of Key Keap Core Features & Modules for Business Automation

In today’s fast-paced business environment, leveraging powerful CRM and automation platforms like Keap is crucial for HR and recruiting professionals. Understanding Keap’s core features and modules allows teams to streamline operations, enhance candidate experiences, and ensure vital data integrity. This glossary defines essential Keap terminology, offering practical insights into how these functionalities can be applied to optimize your HR, recruiting, and broader business automation strategies.

Keap CRM (Customer Relationship Management)

Keap CRM is the foundational module for centralizing and managing all contact information, communication history, and interactions. For HR and recruiting professionals, it serves as a robust talent relationship management system, allowing for meticulous tracking of candidate profiles, application statuses, interview feedback, and onboarding progress. By having a single source of truth for every candidate and employee touchpoint, HR teams can personalize communications, automate follow-ups, and ensure a seamless journey from applicant to long-term team member. This reduces manual data entry, minimizes errors, and provides a comprehensive view of talent pipelines, ultimately enhancing efficiency and strategic decision-making in recruitment and employee engagement.

Automation

Automation in Keap refers to the creation of automated workflows that perform tasks and send communications based on specific triggers and conditions. For HR and recruiting, automation is a game-changer. Imagine automating the sending of application confirmations, interview reminders, or even onboarding checklists based on a candidate’s status change. This frees up significant administrative time, ensures timely and consistent communication, and prevents critical steps from being missed. By automating routine processes, HR professionals can focus on strategic initiatives like talent acquisition, employee development, and fostering a positive workplace culture, rather than getting bogged down in repetitive manual tasks.

Campaign Builder

The Campaign Builder is Keap’s visual drag-and-drop interface for designing complex automation sequences. It allows users to map out entire customer or candidate journeys, incorporating emails, texts, tasks, internal notifications, and decision points. For recruiting, this means constructing sophisticated workflows for different candidate types—e.g., one for active applicants, another for passive talent nurturing. An HR team could design a campaign for new hires that automatically delivers welcome messages, assigns training modules, and schedules check-ins over their first few months. This powerful tool ensures a consistent, personalized, and efficient experience for every individual, drastically improving engagement and operational flow.

Sales Pipeline (Opportunity Management)

While often associated with sales, Keap’s Sales Pipeline module can be repurposed effectively for recruitment and HR processes. It provides a visual representation of stages that a “deal” (or in this context, a candidate or an HR process like grievance resolution) moves through. Recruiting teams can use it to track applicants from “Submitted Resume” to “Interviewed,” “Offer Extended,” and “Hired.” This offers a clear, at-a-glance overview of where each candidate stands, identifying bottlenecks and enabling better forecasting of hiring needs. For HR, it might track the stages of an employee performance review process or the lifecycle of a particular HR project, ensuring no step is missed.

Marketing Automation

Keap’s marketing automation features enable businesses to send targeted and personalized marketing messages automatically based on contact behavior or data. For HR and recruiting, this translates into advanced talent nurturing. Imagine sending tailored content to passive candidates based on their expressed interests or past interactions, or automatically dispatching surveys to new hires at specific intervals. This fosters stronger relationships with potential hires, enhances employer branding, and ensures relevant information reaches the right audience at the optimal time, whether it’s a job alert, company news, or an invitation to a networking event.

Lead Scoring

Lead Scoring in Keap assigns a numerical value to contacts based on their actions, demographics, and engagement levels. While typically for sales, HR and recruiting can adapt this to “candidate scoring.” For example, a candidate might gain points for opening a job alert email, visiting the careers page, or having specific keywords in their resume. This helps recruiters prioritize their outreach efforts, focusing on the most engaged and qualified candidates who are more likely to convert into hires. It’s an efficient way to cut through volume and identify top talent without extensive manual review.

Segmentation

Segmentation is the process of dividing your contacts into smaller, more specific groups based on shared characteristics or behaviors. In Keap, HR and recruiting teams can segment candidates by skill set, location, experience level, application status, or even preferred communication method. This allows for highly targeted communication strategies. Instead of sending a generic email to all applicants, you can send a personalized message to “Software Engineers – 5+ Years Experience” about a relevant opening. Effective segmentation ensures that your messages are always relevant, increasing engagement and the likelihood of successful recruitment outcomes.

Custom Fields

Custom Fields in Keap allow you to store unique, specific data points about your contacts beyond the standard fields provided. For HR and recruiting professionals, this is critical for capturing specialized information pertinent to candidates or employees. Examples include “Desired Salary,” “Visa Sponsorship Required,” “Current Employer,” “Availability for Interview,” or “Performance Review Date.” Custom fields ensure that all relevant data needed for hiring decisions, compliance, or employee management is centrally stored and easily accessible, allowing for more informed and personalized interactions.

Reporting & Analytics

Keap’s Reporting & Analytics features provide insights into the performance of your marketing campaigns, sales pipelines, and overall business operations. For HR and recruiting, this means tracking key metrics such as application conversion rates, time-to-hire, campaign engagement (e.g., open rates for job alert emails), and the effectiveness of different recruitment sources. By analyzing this data, HR leaders can identify what’s working well, where bottlenecks exist, and where process improvements are needed, leading to data-driven optimization of recruitment strategies and improved ROI on talent acquisition efforts.

Integrations

Integrations refer to the ability of Keap to connect and share data with other third-party applications and services. For HR and recruiting, robust integrations are essential for creating a connected tech stack. This could involve linking Keap with an applicant tracking system (ATS), a background check service, an HRIS, or even scheduling tools like Calendly. Seamless integration ensures data flows effortlessly between systems, eliminating manual data entry, reducing errors, and creating a unified view of candidate and employee information. This creates a more efficient and less siloed operational environment.

Order Forms

Keap’s Order Forms enable businesses to create secure, customizable online forms for collecting payments and other essential information. While primarily used for sales, HR can adapt this feature for various purposes, such as collecting fees for professional development courses, processing payments for employee events, or securely gathering information for benefits enrollment where a payment component is involved. The ability to integrate these forms directly into automation campaigns allows for a streamlined and professional process, ensuring all necessary data and payments are collected efficiently.

Landing Pages

Landing Pages in Keap are standalone web pages designed with a specific goal, typically to capture lead information or promote an offer. For recruiting, custom landing pages can be highly effective for attracting specialized talent. Imagine a landing page dedicated to a specific role, outlining the unique benefits, team culture, and growth opportunities, with a clear call to action to apply. This allows recruiters to create highly targeted and visually appealing campaigns that resonate with specific candidate segments, driving higher conversion rates than generic job board postings.

Appointment Scheduling

Keap offers built-in or integrated appointment scheduling tools that allow contacts to book time directly on your calendar, eliminating the back-and-forth of finding a suitable time. For HR and recruiting, this is invaluable for streamlining the interview process. Candidates can self-schedule interviews with recruiters or hiring managers directly from an email or a landing page, reducing administrative burden and accelerating the hiring timeline. It ensures a professional and convenient experience for candidates, reflecting positively on your organization’s efficiency.

Email Marketing

Email Marketing within Keap involves sending targeted and personalized email communications to your contact database. For HR and recruiting, this is a core channel for nurturing relationships with potential hires, communicating with applicants, and engaging current employees. This includes sending job alerts, company newsletters, onboarding sequences, employee engagement surveys, or announcements about company benefits. Keap’s segmentation and automation features enable highly effective email campaigns, ensuring that the right message reaches the right person at the right time, fostering engagement and supporting recruitment and retention goals.

If you would like to read more, we recommend this article: Keap CRM Data Protection: Essential Backup and Recovery for Business Continuity

By Jack DeePublished On: January 9, 2026