IMPLEMENTATION OF CRM IN MASS RECRUITMENT: EFFICIENCY AND IMPACT ON EMPLOYEE TURNOVER

Abstract

The article is devoted to analyzing the effectiveness of implementing CRM systems in the mass recruitment process and their impact on employee turnover. The focus is on the potential of digitalizing HR processes, optimizing recruitment stages, and reducing employer costs in the context of large-scale hiring. The study aims to identify key factors that contribute to lowering turnover rates and enhancing the efficiency of recruitment strategies through the integration of CRM solutions. The research employs a combination of quantitative and qualitative analysis, including surveys of HR specialists, recruiters, and HR managers, as well as semi-structured interviews with representatives of companies that have already implemented CRM in mass recruitment. The results of the analysis show a significant positive impact of CRM systems on recruiting. Using these systems reduces the time it takes to fill vacancies by 25–30%, improves the quality of communication with candidates, and increases staff retention by 10–14%. Case studies from companies such as IBM and Unilever show impressive results: IBM achieved a 45% reduction in turnover in critical positions and a 95% reduction in hiring time, while Unilever recorded a 16% reduction in turnover over three years. Digitalization facilitates deeper analysis of candidate behavior, personalized hiring strategies, and automation of onboarding processes, reducing early turnover by 30%. Integrating employee engagement analytics into CRM allows you to predict the risk of turnover with 78% accuracy and reduce turnover by 25–43%, saving up to $4,000 per hire. The findings emphasize that the implementation of CRM in mass recruiting is a strategic decision that not only optimizes costs but also increases process transparency, employer trust, and company competitiveness. It is recommended to integrate CRM with other HR systems, automate communications, and use analytical tools to create a sustainable system for attracting and retaining personnel in an unstable labor market.