how to build a sucessful mobile talent strategy

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How To Build A Successful Mobile Talent Strategy Jeff Vogel, VP Marke?ng iMomentous

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How to Build a Successful Mobile Talent Strategy” By Jeff Vogel, vice president of Marketing in MREC13. Mobile is so much more than the size of the user interface; it provides an opportunity to better engage with talent in a more personal and meaningful way. In this session, Jeff Vogel, vice president of Marketing for iMomentous, will share his insights with attendees on how mobile can be used to engage with job seekers more effectively and how they can plan a practical approach for the development of a comprehensive mobile talent strategy.

TRANSCRIPT

Page 1: How to build a sucessful mobile talent strategy

How  To  Build  A  Successful  Mobile  Talent  Strategy  Jeff  Vogel,  VP  Marke?ng  iMomentous  

Page 2: How to build a sucessful mobile talent strategy

Agenda  

•  Mobile  Talent  Strategy  Framework  – Op?mize  – Connect  – Engage  –  Integrate  

•  Self-­‐Assessment  Checklist    

Page 3: How to build a sucessful mobile talent strategy

OPTIMIZE  

Page 4: How to build a sucessful mobile talent strategy

Mobile  Channel  

•  A  totally  separate  channel  unto  itself  •  Not  a  smaller  version  of  the  desktop  web  

 

Page 5: How to build a sucessful mobile talent strategy

Always  Connected  

150  

Page 6: How to build a sucessful mobile talent strategy

Mobile  Behavior  

•  40%  of  search  •  50%  of  social  •  50%  of  email  

Page 7: How to build a sucessful mobile talent strategy

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  

Page 8: How to build a sucessful mobile talent strategy

Mobile  Has  Changed  Everything  

Page 9: How to build a sucessful mobile talent strategy

Tac?le  Experience  

•  Not  mouse  clicks  and  keyboard  

•  Tap  and  swipe    

Page 10: How to build a sucessful mobile talent strategy

Less  Is  More  

•  Make  it  short  •  Make  it  simple  •  Make  it  fast  

Page 11: How to build a sucessful mobile talent strategy

Responsive  Design  

Page 12: How to build a sucessful mobile talent strategy

Benefits  of  Responsive  Design  

•  Easy  to  maintain  •  Consistent  content  •  Inexpensive  

Page 13: How to build a sucessful mobile talent strategy

Drawbacks  of  Responsive  Design  

•  Content  length  •  Sta?c  vs.  dynamic  func?onality  

•  Speed  

Page 14: How to build a sucessful mobile talent strategy

Speed  

61%  of  people  have  a  be\er  impression  of  a  brand  based  on  their  mobile  experience  

Source:  La?tude  Research  

Page 15: How to build a sucessful mobile talent strategy

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  

Page 16: How to build a sucessful mobile talent strategy

Adap?ve  Design  

Page 17: How to build a sucessful mobile talent strategy

Interface designed for mobile users Content customized for mobile users Increased speed Better brand impressions

Higher cost Multiple versions Requires mobile SEO

Page 18: How to build a sucessful mobile talent strategy

Understand  the  Trade-­‐Offs  

Page 19: How to build a sucessful mobile talent strategy

CONNECT  

Page 20: How to build a sucessful mobile talent strategy

Mobile  Applica?on  User  Data  

500  job  applica?ons  across  25  employers  – Healthcare  – Technology  – Transporta?on  – Business  Services  – Finance  – CPG  – Retail  – Staffing  

Page 21: How to build a sucessful mobile talent strategy

Work  Experience  

•  Average  years  in  workforce:  9.1  •  Average  number  of  jobs:  4.2  

Page 22: How to build a sucessful mobile talent strategy

Educa?on  

•  67%  bachelors  degree  •  35%  associates  degree  •  22%  graduate  degree  •  19%  professional  cer?fica?on  

•  9%  currently  in  school  

Page 23: How to build a sucessful mobile talent strategy

Applica?on  Submission  

•  Spikes  at  11:00am  

•  And  at  11:00pm  

Page 24: How to build a sucessful mobile talent strategy

Diversity  

•  Hispanic  segment  highly  ac?ve  on  mobile  

Page 25: How to build a sucessful mobile talent strategy

ENGAGE  

Page 26: How to build a sucessful mobile talent strategy

Define  Engagement  

•  Par?cipa?on  •  Ac?va?on  •  Involvement  

Page 27: How to build a sucessful mobile talent strategy

Modes  of  Engagement  

•  Click  •  Consume  •  Converse  •  Create  •  Community  

Page 28: How to build a sucessful mobile talent strategy

Complementary  Experiences  

•  Mobile  Web:  public  career  site  •  Na?ve  App:  invita?on-­‐only    

Page 29: How to build a sucessful mobile talent strategy

Paths  of  Engagement  

•  A\ract  new  top  of  funnel  candidates  

•  Strategy  to  nurture  and  convert  qualified  candidates    

Mobile  Web  

App  

Interview  Hire  

Page 30: How to build a sucessful mobile talent strategy

Content  Crea?on  

•  Na?ve  Apps  allow  users  to  use  the  phone  as  a  content  crea?on  tool  – Photos  – Videos  – Text  

Page 31: How to build a sucessful mobile talent strategy

Community  

•  Recrui?ng  is  a  team  sport  

•  Higher  level  of  engagement    

•  Get  more  people  involved  in  the  process  

Page 32: How to build a sucessful mobile talent strategy

INTEGRATION  

Page 33: How to build a sucessful mobile talent strategy

Seamless  Data  Flow  

Internal  Systems   External  Channels  

ATS  

Talent  Network  

HCM  /  HRIS  

Analy?cs  

Job  Boards  

Google  

Social  

Email  

Aggregators  

Page 34: How to build a sucessful mobile talent strategy

User  Stories  

•  Search  •  LinkedIn  •  Email  

Page 35: How to build a sucessful mobile talent strategy

Search  

Page 36: How to build a sucessful mobile talent strategy

LinkedIn  

Page 37: How to build a sucessful mobile talent strategy

Email  

Page 38: How to build a sucessful mobile talent strategy

NEXT  STEPS  

Page 39: How to build a sucessful mobile talent strategy

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  

Page 40: How to build a sucessful mobile talent strategy

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  

Page 41: How to build a sucessful mobile talent strategy

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  

Page 42: How to build a sucessful mobile talent strategy

THANK  YOU  

Jeff  Vogel  VP  Marke?ng  iMomentous  215.205.0483  [email protected]  

Mobile Talent Solutions