Three Ages of the Web Today in the world of online, Mobile is the new revolution.Looking back over the last 10 years, Web 1.0 was allabout online connectivity, and the big namessynonymous with this were Yahoo, Google and AOL.Web 2.0 was more about social, with the big players suchas Facebook, LinkedIn and Twitter creating a new ‘sociallayer’ to the web.Today Web 3.0, or mobile, has arrived and much of theworld is experiencing a massive uptake in smart mobiledevices and services.
Three Ages of the Web We need to understand the 5 distinct elements of the Mobile Web 3.0 that will change the way most businesses will engage:You’re dealing in real-time withinstant updates, messages, andinteraction. Information and design has to be tailored to fit smaller screens.It’s ubiquitous (always connected,nearly always with you) Devices all come with high quality cameras, video and audio.Theres location-aware services,instantly providing appropriate datafor where you are.
With mobile about to overtake PC Internet usage, we have puttogether our recommended top 10 steps to mobile recruiting.
Number 1. How many jobseekers are already accessing your site via a mobile? Use Google Analytics to check what traffic you are now getting from mobile phones. The mobile section can be found on the left hand navigation bar of your Google Analytics homepage. You can even break down to see which mobile devices people are using to visit your site, this could help when looking into what platforms are right for your business.
Number 2. What is the current experience for a jobseeker when viewing your site on a mobile device? If you have a ‘smart phone’ try typing in your website domain address and see what your site looks like on a smartphone. If you don’t have a smartphone there is sure to be someone you know with one, so just borrow theirs to check it out. Ask yourself the question “is this a good experience for the user?”; are you having to pinch in and scroll around the screen just to see the tabs? In some cases graphics can disappear, words can overlap; are you having trouble clicking on tabs and navigating round the screen? Do you think a jobseeker would return to your site via a mobile device?
Number 3. Mobile apps or Mobile web? Lets take a look at Mobile web first… There are benefits of doing both. First we would recommend that if you only have the budget to do one, then get your mobile optimised site. Why? Because this is already in the public domain, users are already having a bad experience trying to use your normal site on a 2.5 inch screen! Plus, optimise your site and this will help with mobile SEO, as Google and other search engines are starting to rank those sites that are optimised for mobile higher than those that are not.
Number 3 continued. Mobile apps; do jobseekers really use these to search for jobs?Well the answer is yes; we have recently monitored the applications and jobhires of some of the clients we work with. CV-Library was tracked over a 3month period and in this time had received just over 35,000 job applicationsfrom their Android and iPhone apps.Oil and Gas Job Search launched their Android and iPhone apps on the 24thJuly 2012. By 6th August 2012, they had tracked 2539 downloads of theirapps and just over 1200 job applications. What about a corporate client?Sodexo recently announced at a conference that within the first 5 weeks oftheir mobile apps going live on Android, iPhone and iPad, they had received1300 downloads and from those downloads had employed 5 new membersof staff.With native apps you can also send “targeted job alerts”. This cool featureallows the jobseeker to be sent a notification to their phone every time a newjob matching their search parameters becomes available in the app. This is agreat way to get instant response to your latest jobs.
Number 4. Which platforms should you be looking to adopt?There are many different platforms you can choose from, iPhone, Android, Blackberry, iPad, Windows 7Mobile/Nokia are the main platforms. For mobile apps there are 2 clear winners; Apple and Android.These 2 platforms make up for nearly 80% of all app downloads. Adopt these 2 platforms and also getyour mobile site optimised and you will be pretty much covered for mobile!
Number 5. What’s your competition doing with mobile? Take a look at your competition, what are they doing? Are you missing out on top talent due to your competitor having apps when you don’t? Are you losing users because your competitor has a mobile-optimised site and your users are switching to their site as it is easier to use? If your competitors have mobile sites and apps, what features do they have, what do you like about their mobile site or mobile apps? Try and view as many apps and mobile sites as you can to get a view of all the different options.
Number 6. Make sure you choose the right company to build your mobile solution Choosing the right company to build your mobile site and mobile apps is very important. In most cases those companies that have used external web developers to build your normal website will offer you a mobile optimised site solution. Before you go ahead with them, make sure you get some other quotes, as we have seen a lot of these suppliers charging top whack and also don’t offer a complete portfolio of native app solutions. Ask to see the mobile sites and any apps that the suppliers have already produced. Make sure that the supplier can offer you a full analytics system so you know how well your apps are performing for you.
Number 7. Fully managed solution or buy the source code outright?These are generally the 2 ways you will be able to buy your apps andmobile sites.If you decide to run with the option where by you get a supplier to buildyour apps and mobile site and your company gets to keep the code, beprepared to pay more for this option as an upfront payment. Also considerwho is going to do the updates when Apple, Android and the otherplatforms release new software updates and who is going to add the newfeatures to keep your apps and mobile sites at the forefront of technology.Try to get quotes from the developers for what these changes would cost.Last year Apple alone had 4 new OS updates!The second option is a “fully managed” solution. This should includedesign, build, maintenance, hosting, OS updates and feature updates.What it will not include is bespoke feature requests and changes. Yourinitial layout should be less than the previous option, however you will haveto pay a yearly subscription to keep your apps and mobile sites running.This option should give you peace of mind that your apps are hassle freeand will always be up to date with the latest features.
Number 8. Design; keep it simple.Keep your mobile sites and apps simple to use, don’t try and cramscreens full of features. If you’re a recruitment agency or job board,remember that a user in most cases purely wants to search for avacancy, so make sure that the search is easy to use. What workson your website may not work as well on your mobile device, so beprepared to take advice from the supplier as to what will work bestfor your company; after all these are the guys that have theknowhow. Corporates should note that mobile is a way to introduce ajobseeker to your business, this is a great way to educate thejobseeker on your employer brand. Having “Learn” or “About Us”sections in your apps is a great way to achieve this. If you havesocial media, also incorporate this as part of the app content. Newsabout your business is always a bonus! if you have vacancies nearto where they are prepared to work.
Number 9. Options to apply off the mobile phone Currently, there are 3 common options to allow a jobseeker to apply from a mobile device. Remember that in most cases a jobseeker does not have a CV stored on their phone. 1. The most commonly used method to allow a jobseeker to apply from a mobile is to simply allow the jobseeker to email a link to the job back to their home PC, where they can then apply in the normal way. This option is usually the one that most corporate clients will opt for. 2. For those companies that allow jobseekers to be registered, an API can be used to log the jobseeker in from the application, allowing them to apply directly from the app using the pre-existing details stored on the company’s database. This method is one that we see most of the job boards use. 3. The third way is to present a basic form, asking the jobseeker questions about themselves e.g. name, email address, contact phone number and even an option to add in their LinkedIn URL ,which is a great alternative to a CV. These details are then sent to the recruiter for review.
Number 10. Promoting your apps.The app stores are a great new marketing tool with 100sof millions of users registered to them. However don’t justrely on these stores alone to generate app downloads.Advertise the fact that you have apps on your website,email campaigns, job postings, shop windows and printadvertising as just a few extra examples. QR codes canbe a great way to redirect the user straight to the AppStores to download your apps.The more you promote your apps, the more downloadsyou get and the higher up the app store your app willhopefully appear.
For further advice or a free consultation on Mobile recruiting…...Call: 0844 800 1616 Email: firstname.lastname@example.org