How To Build A Successful Mobile Talent Strategy Jeff Vogel, VP Marke?ng iMomentous
Agenda
• Mobile Talent Strategy Framework – Op?mize – Connect – Engage – Integrate
• Self-‐Assessment Checklist
OPTIMIZE
Mobile Channel
• A totally separate channel unto itself • Not a smaller version of the desktop web
Always Connected
150
Mobile Behavior
• 40% of search • 50% of social • 50% of email
The Future of the Internet is Mobile
• 2010: 450 billion minutes online
• 2013: 900 billion minutes online
• Smartphone internet usage has increased 400%
Source: ComScore
Mobile Has Changed Everything
Tac?le Experience
• Not mouse clicks and keyboard
• Tap and swipe
Less Is More
• Make it short • Make it simple • Make it fast
Responsive Design
Benefits of Responsive Design
• Easy to maintain • Consistent content • Inexpensive
Drawbacks of Responsive Design
• Content length • Sta?c vs. dynamic func?onality
• Speed
Speed
61% of people have a be\er impression of a brand based on their mobile experience
Source: La?tude Research
Speed • What takes 2 seconds to load on desktop can take up to 6 seconds on 4G
• Only 30% of smartphones in US are on 4G
• Amazon found that for every 100 milliseconds they shaved off their pageload ?me, they earned an addi?onal 1% of revenue
Adap?ve Design
Interface designed for mobile users Content customized for mobile users Increased speed Better brand impressions
Higher cost Multiple versions Requires mobile SEO
Understand the Trade-‐Offs
CONNECT
Mobile Applica?on User Data
500 job applica?ons across 25 employers – Healthcare – Technology – Transporta?on – Business Services – Finance – CPG – Retail – Staffing
Work Experience
• Average years in workforce: 9.1 • Average number of jobs: 4.2
Educa?on
• 67% bachelors degree • 35% associates degree • 22% graduate degree • 19% professional cer?fica?on
• 9% currently in school
Applica?on Submission
• Spikes at 11:00am
• And at 11:00pm
Diversity
• Hispanic segment highly ac?ve on mobile
ENGAGE
Define Engagement
• Par?cipa?on • Ac?va?on • Involvement
Modes of Engagement
• Click • Consume • Converse • Create • Community
Complementary Experiences
• Mobile Web: public career site • Na?ve App: invita?on-‐only
Paths of Engagement
• A\ract new top of funnel candidates
• Strategy to nurture and convert qualified candidates
Mobile Web
App
Interview Hire
Content Crea?on
• Na?ve Apps allow users to use the phone as a content crea?on tool – Photos – Videos – Text
Community
• Recrui?ng is a team sport
• Higher level of engagement
• Get more people involved in the process
INTEGRATION
Seamless Data Flow
Internal Systems External Channels
ATS
Talent Network
HCM / HRIS
Analy?cs
Job Boards
Social
Aggregators
User Stories
• Search • LinkedIn • Email
Search
NEXT STEPS
Mobile Self-‐Assessment
• Document the Mobile User Experience – Job Boards – LinkedIn – Email – Website
• Mobile Site Analy?cs – Visitors to Mobile Careers Site – Visitors to Mobile Corporate Site – Bounce Rate – Abandoned Applica?ons
Business Case For Mobile
• Forfeited Value of Sourcing Expense – 40% of job board views are mobile – 50% of social job views are mobile – 50% of emails are opened on mobile – 10% of job views turn into applica?ons
• Opportunity to leverage natural search results – Capture more direct traffic through google
Conclusion
• Mobile is a channel, not Web Jr. • Mobile a\racts mid-‐career professionals • Create complementary experiences on mobile web and na?ve app
• Integrate mobile into your technology stack • Do a mobile self-‐assessment • Build a business case for mobile
