Smartphones - the ultimate recruitment tool

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The first of a new series of seminars aimed at discussing some of the hottest topics in attraction and recruitment today. This one looked at new trends in mobile recruitment marketing and the …

The first of a new series of seminars aimed at discussing some of the hottest topics in attraction and recruitment today. This one looked at new trends in mobile recruitment marketing and the importance of mobile-optimised career sites.

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  • 1. Smart Phones – the ultimate recruitment tool M o b i l e R e c ru i t m e n t S e m i na r • M ANC H E S TE R • 1 3 t h N ov e m b e r 2 0 1 3
  • 2. Welcome Agenda / Introductions / Recruitment Market Overview / Session 1 – The Mobile Attraction: using mobile as a recruitment media channel / Refreshment Break Session 2 – Making the most of mobile / Q&A
  • 3. S e ss i o n 1 The Mobile Attraction: u s i n g m o b i l e a s a r e c ru i t m e n t m e d i a c h a n n e l
  • 4. Anna Steele James Dalton Media Solutions & Insights Director Work Communications Director Fonemedia Ltd
  • 5. Recruitment Market Overview
  • 6. Ownership 91% 94% 15% 64% 91% of the global population have a mobile phone 94% of the UK population own/use a mobile phone 15% of mobile owners live in a mobile-only home 64% of all mobiles used are smartphones – and this figure is steadily rising. Most prolific user group of smartphones is 22-45 13 100% Smartphone sales are 100% greater than PC sales. New generation – average age for getting your first mobile is NOW 13
  • 7. 150 2 times per day the number of times people check their phones 200 70% metres texts are sent on average per user per month your phone is never more than this far away from you at any time increase in data usage in the past year through mobiles Usage 18% 32% 18% times per day of all time spent on connected devices is spent on browsing the web metres texts of time is spent on games of time is spend on Facebook
  • 8. 25% of all web searches is now done on mobileS
  • 9. 50% of average global mobile web users now use mobile as either their primary or exclusive means of going online
  • 10. 77% of mobile searches occur at home
  • 11. • • • • • • Physical Location Gender Likes / Interests Demographics Lifestyle Physical Behaviours
  • 12. Example: Night owl girls getting ready! Friday 7.00pm / Flixton
  • 13. Example: Night owl Friday 8.30Pm / PIccolino, hale
  • 14. Example: Night owl Saturday 3.00Am / Oxford road, manchester
  • 15. Example: Night owl Home after a great night out! Saturday 4.00Am / Flixton
  • 16. Example: MUM Downloaded Games - Dora the Explora, Peppa Pig, Moshi Monsters Searches ‘half term activities’ ‘kids party ideas’ Browses Mumsnet, Netmums Text entry to win a holiday to Disney World Florida Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum id justo consequat, eleifend massa eu, auctor risus. Cras odio enim, luctus ut ligula consequat, ornare mollis mi. Little or no activity after 10pm
  • 17. Mobile Website Banners 1,148,277 impressions / 9,427 clicks / 0.8% CTR / 32 started applications / 5 completed applications
  • 18. Outbound Text Messages 93% read rate of text messages 80% read a text message within 4 minutes
  • 19. Geo-fenced Text Messages TargeTted message to selected audience Results 24,692 messages delivered 10,474 messages opened (42% open rate) 636 clicks to the Code for Good mobile page (6% CTR) Clicks on Code for good website The University of Manchester School of Computer Science
  • 20. Wi-Fi targetting Branded Wi-fi log-in pages: 55 Universities 10 major shopping centres Street Wi-fi in London and Manchester
  • 21. Text Response C a n d i dat e Data ba s e G e n e r at i o n
  • 22. Near field communication
  • 23. Questions?
  • 24. S e ss i o n 2 Making the most of mobile
  • 25. Scott McGougan Digital Director Work Communications
  • 26. Agenda / The changing digital landscape / How your website can respond The ATS question / Alternative approaches / Any questions?
  • 27. For most of our clients the corporate careers site is still the centre of their digital strategy.
  • 28. The changing digital landscape Devices become ever more powerful Software becomes ever more capable; Memory becomes ever more abundant; Networks become ever faster and more Intelligent; and the price becomes more Affordable.
  • 29. Remember this?
  • 30. Increasing amount of traffic to a site is being driven by the mobile web
  • 31. More and Faster INTERNET USE 21 million households (83%) had Internet access in 2013. Broadband Internet connections using fibre optic or cable were used by of households, up from in 2012. 42% 30% Internet access using a mobile phone more than doubled between 2010 and 2013, from to 24% 53% (ONS stats - Q2 2013)
  • 32. The rise of the tablet
  • 33. 2013 between 7 to 8 million Tablets in the UK That’s Likely to reach 10 million in the New Year. 1/5th of the UK adult population owning a tablet sometime soon. (You Gov Tablet Tracker statistics Q2 2013)
  • 34. Females own 52% of the tablets in the UK - up from 43% in Q2 2012 Reduction in shared tablets (from 57% to 48%) (You Gov Tablet Tracker statistics Q2 2013)
  • 35. 30.9 million Smartphone users UK in 2013 The smartphone 48.4% 64% 38% of UK residents of UK mobile phones of our daily media interactions are on smartphones
  • 36. 2014 2015 34.6 million (66.7%) of all mobile users / 53.7% of the population) 37.8 million (71.7% / 58.2%) 2016 2017 Smartphone ownership projections 40.7 million (76.6% / 62.2%) 43.4 million (80.9% / 65.8%)
  • 37. Wearable tech
  • 38. 66% 61% of smartphone users now expect sites to work as well on their mobile as on their desktop of customers who visit a mobile un-friendly site are likely to go to a competitors site 52% said that a bad user experience made them less likely to engage with that company. Google SEO penalties for non-mobile friendly sites
  • 39. DmsrrTLhsmU 3 core approaches – the big debate Ls rmU L Responsive design
  • 40. Webserver detects what kind of device people are on and presents a custom page on the same URL. Pages can be designed for any kind of device, e.g. smartphones, tablets, desktop computers and Smart TVs. 1. Separate mobile site Requires some customisation of code that needs to be maintained on a per device basis. SEPARATE WEBSITES - Different URL, Different HTML Browser detects if visitor is on Browser detects if visitor is on a a mobile device and redirects mobile device and redirects them to them to the mobile website. the mobile website. Mobile websites Mobile websites tailored to tailored to needs of mobile user. needs of mobile user. Mobile website independent of desktop website. independent Mobile website of desktop website. Learn more about how to make your website work across all devices www.google.co.uk/think SOURCES 1. What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012). 6. What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012). 2. What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012). 7. Accenture Seamless Retail Study. Accenture, US (April 2013). 3. Adobe Mobile Experience Survey & eMarketer 2011, US 8. 2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013). 4. The People's Web Report. Netbiscuits, UK (June 2013). 9. Our Mobile Planet. Google/Ipsos OTX, UK (July 2013). 5. What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
  • 41. Advantages Specifically designed and written to reflect the mobile experience Easier to navigate Faster loading Can incorporate mobile features more easily Considerations Investment in site development and maintenance SEO Separate ‘m’ domain
  • 42. capabilities such as dragging and swiping. share and link to your content. 2. Dynamically serving different HTML on the same URL DYNAMICALLY SERVING - Same URL, Different HTML Webserver detects what kind of device Webserver detects what kind of device people are on and presents a custom people are on and presents a custom page on the same URL. page on the same URL. Pages can be designed for any kind Pages can be designed for any kind of device, e.g. smartphones, tablets, of device, e.g. smartphones, tablets, desktop computers and Smart TVs. desktop computers and Smart TVs. Requires some customisation of of code Requires some customisation code thatneeds to be maintained ononper that needs to be maintained a a per device device basis. SEPARATE WEBSITES - Different URL, Different HTML
  • 43. Advantages Simpler navigation Quicker to download Enhanced user experience Considerations Each new device potentially needs a new design More complex coding = investment User may not always want the mobile version Sharing content more difficult www.techcareers.jpmorgan.com
  • 44. THREE WAYS TOTO BUILD THREE WAYS BUILD 3. Responsive web design RESPONSIVE WEB DESIGN - Same URL, Same HTML RESPONSIVE WEB DESIGN - Same URL, Same HTML Optimises website experiences Optimises website experiences Optimisesdifferent screen across different screen sizessizes across website experiences across different screen sizes without creating multiple without creating multiple without websites.creating multiple websites. websites. Responds to screen size size Responds to screen Responds orientation to adjust and orientation to size and to screen adjust and orientationtemplate layout images, template layout images, to adjust images, template layout and content visibility. and content visibility. and content visibility. Harnesses touch screen Harnesses touch screen Harnesses touch screen capabilities suchsuch as dragging capabilities as dragging capabilities such as dragging and swiping. and swiping. and swiping. Makes it easier for people to to Makes it easier for people Makes it easier for people to share and link to youryour content. share and link to content. share and link to your content. DYNAMICALLY SERVING - Same URL, Different HTML DYNAMICALLY SERVING - Same URL, Different HTML
  • 45. Advantages Better user experience Single site management Makes sharing easy www.chaloubgroupcareers.com SEO Considerations It means a redesign of your website Time = investment Design may be limited to ensure site works across all devices Can be slower to load (must be optimised) www.vwggraduates.co.uk
  • 46. The ATS question?
  • 47. The good news 90%srssmrq of uSeRS uSe Multiple ScReenS SeQuentially 73% of mobile searches trigger additional activity and conversions
  • 48. The solution is to manage user expectations and facilitate the user journey across multiple devices – speed and convenience are key to making use of mobile.
  • 49. To summarise…
  • 50. Questions?