New Mobile Strategies for Recruiters

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Presented on October 27, 2009, the session describes the current state of mobile, explains the best approach to create mobile experiences for recruiting audience and illustrates with actual case studies from notable recruiting organizations.

Special guest Christopher Hoyt, Associate Director, AT&T Talent Attraction (aka The Recruiter Guy) joined in, providing an inside perspective and real world examples. Included in the presentation were exciting statistics proving that mobile is a powerful tool in the recruiting business.

By reviewing this webinar, you'll learn how to use mobile for:

* Registration - build your recruiting database with SMS text message marketing techniques
* Segmentation - send the opening to the right target via the right media
* Communication - transmit your corporate culture and values in the right format for your mobile audience

You'll also see an example of a real-world mobile candidate development process including:

* Cross channel text message marketing
* Mobile web registration forms
* Mobile social media micro-site

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New Mobile Strategies for Recruiters

  1. 1. New Mobile Strategies for Recruiters
  2. 2. Today’s presenters Christopher Hoyt Associate Director Chuck Sacco, CEO AT&T Talent Attraction PhindMe Mobile Karl Goldstein, National Accounts Jon Cooper, CMO PhindMe Mobile PhindMe Mobile
  3. 3. Housekeeping • Phones will be on mute • Please ask questions in the Questions input box • Please give us feedback after the webinar • Webinar recording and free white paper information provided via email after the event
  4. 4. Mobile Strategies for Recruiters Agenda • Creating Mobile Experiences • Design for Mobile Recruiting • Channels Into Mobile • Ways to Capture & Engage
  5. 5. New to the Mobile Web? Web sites designed for viewing on a mobile device
  6. 6. How many use the Mobile Web? 70 million and growing
  7. 7. So, what’s the big deal about mobile web sites? Have you seen your web site on a phone? (You might want to sit down for this)
  8. 8. Most websites don’t work on mobile • Desktop-style interface • Layout and navigation not usable • Flash doesn’t work • Not designed for mobile users
  9. 9. Why Design Specially For Mobile? Fix all those problems, plus improve user performance, so… successful, …they are satisfied, and likely to come back.
  10. 10. Desktop Style
  11. 11. Mobile Style • Images, background images and custom navigation buttons • Multi-media • Maps • Lead Forms Audio
  12. 12. Mobile Style • Images, background images and custom navigation buttons • Multi-media • Maps • Lead Forms
  13. 13. Mobile Style • Images, background images and custom navigation buttons • Multi-media • Maps • Lead Forms
  14. 14. Mobile Style • Images, background images and custom navigation buttons • Multi-media • Maps • Lead Forms
  15. 15. Statistics Speak for Themselves Twice the “Pages per Visit” Top Content: • Career Possibilities • Join Talent Network • What’s New
  16. 16. A Mobile Talent Network AT&T Talent Network: +105,000 opt-in members (launch February 2009) 22% higher enrollment from mobile pages. Increasing opt-in preference for SMS alerts.
  17. 17. How Do Candidates Get There? 2. Multiple ways, 1. Mobile users are here are a few: automatically redirected from the PC web site to the mobile site 2. Twitter posts and re-tweeting 4. 3. 3. Text Message Alert 4. Link from email job listings page
  18. 18. User Experience • Email & Social Media are becoming mobile behaviors IAB: 179% YoY Increase in mobile phone users accessing social networking web sites. PCs: Only 10% • Job openings are distributed via email & social media.
  19. 19. PC-Style job description page This page is difficult to read on iPhone and it may be completely inaccessible on other devices.
  20. 20. Mobile-friendly job description page Easily readable on all devices
  21. 21. Mobile-friendly job description page Easily readable on all devices
  22. 22. Opt in by sending a text message or a mobile form. Segment by job type and location as they opt-in.
  23. 23. Text Call-to-Action Text sendme to 77950 to request your copy of the presentation “Great Mobile Landing Pages.” “77950” = Short Code 77950 = Short Code sendme = Keyword Try it now
  24. 24. Text Call-to-Action Text message response, with a link to a mobile registration form “77950” = Short Code
  25. 25. Mobile-Friendly Content
  26. 26. Mobile Recruiting Campaign SMS Opt-in Campaigns • Txt “keyword” to 77950 • Example - ATT BSLD (business sales leadership) Data Capture for Ongoing Engagement • Mobile alerts when on campus or hiring begins • Program specific pages • Call to Action destination for all traffic Page 29
  27. 27. Mobile is easier than most think… 1 2 3
  28. 28. Mobile Recruiting Campaign Flow 1 Job seekers can 2 A custom response 3 The custom SMS now text various is sent to the job landing page for that keywords to our seeker that is program contains an mobile campaigns. related to the upbeat welcome program of interest message and is only In this example, a and provides a link visible to SMS opt-in job seeker sends to the Mobile page job seekers. “ATT RSLP” to for this TXT 77950 to find out ONE WAY campaign. ONE WAY It provides a link to more about our the mobile Retail Sales optimized and Leadership publicly available Programs program page for more information. ONE WAY All traffic is driven to a single call to action but in a way that is engaging – and new! 1 2 Job seekers that visit att.jobs are automatically The mobile optimized AT&T Campus recruiting * Each mobile optimized program page provides redirected to the page contains a detailed information mobile optimized general welcome about a specific version of the message and a link program. career portal. to the Development and Internship At the bottom of Every page contains TWO WAY TWO WAY each page, Program pages. a link to the AT&T directions to be Campus recruiting included in the SMS page. campaign or join the Talent Network are shown.
  29. 29. REAL Marketing & Measurement Retail SMS Campaign 33% Response Rate to SMS 82% Click-through to Listing (industry average 6% for email click-rate) Savings of nearly 80% over major job board email campaign
  30. 30. Mobile Effects • Target audience engagement (leveraging the mobile/social environment) • Data capture • Build a following via positive user experience plus push messaging
  31. 31. Sample Mobile Recruiting Sites Hewitt Associates Sales Recruiting http://hewsales.everywhereigo.com Hewitt Associates Diversity Recruiting http://hewdiversity.com AT&T Careers http://att.jobs
  32. 32. Mobile Design Challenge What could be hard?
  33. 33. Mobile Design Challenge What could be hard? Image created by Brian Fling www.pinchzoom.com
  34. 34. Common Solutions 1. Design for WAP • Lowest common denominator • You can do much better 2. Design for iPhone • Full HTML Browsers • Only about 8% of users
  35. 35. Common Solutions 3. Don‟t change a thing • The “technology will fix it” strategy • Modern mobile browsers display your PC-style site • The world will eventually upgrade
  36. 36. Common Solutions PC-style navigation About 2% of the screen real estate of a standard PC display So what about Pinch and Zoom?
  37. 37. Common Solutions Marketers and brand managers should forget about pinch and zoom.
  38. 38. Mobile Design: More Than Small Content and media delivered across mobile phone capabilities • Content layout • Image trans-coding, audio, video and more • Appropriate navigation style
  39. 39. Mobile Design: More Than Small Content and media delivered across mobile phone capabilities • Content layout • Image trans-coding, audio, video and more • Appropriate navigation style
  40. 40. This is Where Everywhereigo Comes In Deliver your usual design standard to users on multiple mobile devices
  41. 41. This is Where Everywhereigo Comes In Maintain your custom branding and design elements in a site designed for your mobile audience.
  42. 42. Mobile pages can be designed and updated in HTML or a simple doc editor
  43. 43. Use the device preview tool to see how changes will look on various devices
  44. 44. Campaign Management
  45. 45. Mobile/PC Redirection http://m.att.jobs User Goes To http://att.jobs http://att.jobs
  46. 46. Mobile/PC Redirection http://m.att.jobs User Goes To http://m.att.jobs http://att.jobs
  47. 47. Look and Feel Customization Custom Buttons Background Header body.mobile #iphonefooter #navlist { display: block; padding:0px; margin:0; background: url(„../DynamicImage.aspx?id=2622') repeat-x #FFFFFF; border-bottom:1px solid #FFFFFF; }
  48. 48. Thank you! Call 1-888-343-3721

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