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Mobile: The New Frontier for Job Search
 

Mobile: The New Frontier for Job Search

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Not only do today’s candidates expect a seamless mobile job search – they demand it. Join Debbie Tuel, director of mobile solutions at CareerBuilder, and Ryan Unger, CTO at Punchkick Interactive, ...

Not only do today’s candidates expect a seamless mobile job search – they demand it. Join Debbie Tuel, director of mobile solutions at CareerBuilder, and Ryan Unger, CTO at Punchkick Interactive, as they discuss going mobile: What that means, why it’s important and where to begin.




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  • Debbie
  • DebbieConsumer behavior has changed. In fact A ground-breaking article to hit the HBR in the branding space was Branding in the Digital Age (2010). It tracked how consumers buy products, major ones in particular, cars, TVs, in a digital age. Old world, people would search for a specific set of products and research them. Now, people start on a search engine and widen their considerations setSub-Title: You’re Spending Your Money in All the Wrong Places.Google talks about the ZMOT or Zero Moment of Truth. The Moment of truth is defined by the big Consumer Package Goods companies of the world as the moment that a consumer walks up to the shelf at the grocery store and chooses a brand. That was the pivotal moment where all of the brand value defined their decision to purchase. Now, it happens well before they even get to the store.Caused us to wonder if the job-seeker was influenced by the same digital age tools and dynamics…Almost everyone begins their search on a search engine or a vertical site.
  • DebbieConsumer behavior has changed. In fact A ground-breaking article to hit the HBR in the branding space was Branding in the Digital Age (2010). It tracked how consumers buy products, major ones in particular, cars, TVs, in a digital age. Old world, people would search for a specific set of products and research them. Now, people start on a search engine and widen their considerations setSub-Title: You’re Spending Your Money in All the Wrong Places.Google talks about the ZMOT or Zero Moment of Truth. The Moment of truth is defined by the big Consumer Package Goods companies of the world as the moment that a consumer walks up to the shelf at the grocery store and chooses a brand. That was the pivotal moment where all of the brand value defined their decision to purchase. Now, it happens well before they even get to the store.Caused us to wonder if the job-seeker was influenced by the same digital age tools and dynamics…Almost everyone begins their search on a search engine or a vertical site.
  • DebbieGoing back to the 14.5 resources used – what are they and how are they being used?
  • Debbie
  • DebbieResearch happens early, and often. The places where candidates first encounter your brand are: online search 74%, traditional networking 68% and job boards 67% (
  • DebbieResearch happens early, and often. The places where candidates first encounter your brand are: online search 74%, traditional networking 68% and job boards 67% (
  • DebbieMobile’s importanceOver 31% of all job searches are done via mobile. At the end of 2011, there were 97.9 million smart phone users (that’s 48% of the mobile phones out there)Mobile is now the second Internet rather than just an additional platform.
  • Hand over to Ryan
  • Debbie NEW STUDY (7/8): more than a third of digital media consumption (37 percent) is done from a mobile device1 and as of June 2013, 24 percent of all website traffic came from mobile devices2
  • RyanMobile’s importanceOver 31% of all job searches are done via mobile. Mobile is now the second Internet rather than just an additional platform.If you don’t have a mobile recruitment strategy - It’s already too lateAre you prepared to lose up to 31% of your job applicant traffic? Reference to the articles below.http://www.ere.net/2013/07/10/the-mobile-candidate-experience-its-already-too-late/ http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of-smartphone_11.html On June 11, 2013, Google announced changes in rankings of smartphone search results. This mobile search algorithm change is designed to demote web pages in the organic search results that are not built with a responsive mobile web design.If your website isn’t built to render a mobile-optimized version of each page, your career site and job posting pages are going to start ranking lower and may even be removed from Google’s mobile search results.94 percent of the Fortune 100 are going to trigger the new Google mobile penalty. The majority of these companies have mobile sites; however, their sites are not designed responsively enough to meet the new Google standards.
  • RyanFact:  The vast majority of companies don’t have mobile-optimized career sites. A recent CareerBuilder study found that only 20 percent of Fortune 500 companies have mobile-optimized websites. The numbers are even worse when it comes to the health care industry, as only 11.6 percent of hospitals and 5.6 percent of assisted living facilities have mobile-optimized sites. Staffing firms fared slightly better, where 33 percent have mobile-optimized career sites. The finding underscores the opportunity employers have to engage more mobile candidates at a faster rate than their competitors – if they work now to create a recruitment strategy that aligns with consumer behavior.
  • RyanFact:  It’s not uncommon to see mobile job applications that are 10 pages long.  audited a sample apply process for each of 686 different clients and found that the apply processes range from one page to 22 pages in length.5-plus pages: 348 (51 percent )10-plus pages: 130 (19 percent)15-plus pages: 16 (2.3 percent)  Mobile candidates drop off and often don’t return to apply from a desktop later .  This is especially true of in-demand, high-skill job candidates who are currently employed   It’s fine the way that you have it but the percentages are actually looked at 629 clients as some didn’t have data in the last column. Can you say 629 clients and then say 55%, 21% and 3% for 5 plus, 10 plus and 15 plus respectively?6 in 10 will leave your mobile-unfriendly site
  • Ryan
  • RyanMobile candidates: Job candidates who conduct job search activities (including searching for jobs, creating or updating their professional profiles, researching companies or applying for jobs) from a mobile device, such as a smartphone or tablet.Mobile-friendly: Mobile-friendly refers to a site that displays accurately between a desktop or laptop computer and a mobile device. While it will appear smaller on a phone and may not work perfectly on a touchscreen tablet, a mobile-friendly website will be perfectly functional.Mobile-optimized: A mobile-optimized site is a far more advanced website. Mobile-optimized means that the site will reformat itself for a list of handheld or tablet devices. A mobile-optimized site will generally include larger navigation buttons, reformatted content, and differently optimized images appear when the user is on an iPhone, Android or other mobile device.
  • Hand over to Debbie Myth Versus Fact: Understanding the Mobile Job CandidateTaking on any new business venture can feel burdensome or even downright scary; therefore, it’s no wonder you might be hesitant to create a mobile recruiting strategy. But the reality is, with the vast majority (70 percent) of job seekers using mobile technology to apply for jobs3, recruitment is going mobile. Are you going with it? Don’t let what you don’t know hinder your ability to move forward and stay competitive. Get the facts about mobile behavior.
  • DebbieFact: Mobile Is Not a Trend: In fact, mobile devices are well on their way to becoming the primary means for accessing the internet. Today, nearly a quarter of all online activity takes place from mobile devices, a 78 percent increase from 20124. By these rates, analysts predict that by 2015, mobile devices will surpass desktop and laptop computers in online usage5.
  • DebbieFact: Mobile Job Search is Growing at an Accelerated Rate: Google analytics shows that the number of people who have conducted job searches on smartphones more than tripled from 2010 to 2012. Today, 31 percent of people searching for “jobs” on Google are doing so from a mobile device6. And according to comScore, 9.3 million workers searched for jobs via their mobile devices in March 2013, up from 2.3 million in March 2012.7
  • DebbieFact: Candidates Are More Likely to Abandon Mobile-Unfriendly Sites: Four in ten mobile candidates abandon the application process when they are notified they are about to encounter a non-mobile friendly apply process, according to CareerBuilder research. The findings are consistent with mobile behavior in general: According to a recent Google study, 72 percent of smartphone owners want mobile friendly sites, and 79 percent indicated that if they land on a website that is NOT mobile friendly, they will find another mobile friendly site to do the job8. These findings indicate the intolerance people have for mobile-unfriendly sites, and underscore the need for employers to provide a mobile-friendly experience for candidates they want to engage.
  • DebbieFact:Mobile Applications are Becoming Increasingly Commonplace. The truth is, candidates will apply through their mobile device if employers build an application process that makes it fast and easy for them to apply (see ‘Best Practices’ section). Research has shown that candidate drop-off increases as the application process grows longer; this is true of mobile sites, as well. CareerBuilder data shows that 40 percent of mobile candidates abandon the application process when they are notified that they are about to encounter a non-mobile friendly apply process. On the contrary, a mobile-friendly application process can increase application rates. According to a 2012 CareerBuilder study on mobile job search behavior, one in five employers who have mobile career sites reported that at least 20 percent of their applications come through mobile devices. Furthermore, since CareerBuilder enhanced the mobile apply process for U.S. clients last year, mobile applications have increased 50 percent.
  • DebbieNot sure if creating a mobile-optimized website is necessary? The answers to the following questions can help you determine if the time is right for you
  • DebbieWhat is the mobile traffic on your site? If you do not check your career site traffic regularly, you may be surprised to learn just how much traffic generates from a mobile device. Google Analytics is a free resource you can use to see the portion of mobile traffic to your site. Given that nearly a quarter of all internet traffic comes from mobile devices, chances are a significant portion of your visitors are mobile. As a best practice, if at least 15 percent of your traffic is mobile, you should have a mobile-optimized website in order to ensure you’re engaging a significant portion of mobile job seekers. There is a huge opportunity to get in front of your competitors to connect with candidates who want to find you on mobile but you need to start now – if you haven’t already. Now ask yourself…
  • DebbieIs my website mobile-friendly? If you’re not sure, go to your company website from your own smartphone or tablet, and answer these questions:  Does the site take longer than three seconds to load?Do you see broken images or missing content?Do you have to zoom in or scroll from side to side in order to read the text?Are links and buttons too small to be clicked with your thumb?Are videos, games or other animations hard to see?Are the visuals and tone inconsistent with other marketing materials? If the answer to any of these questions is ‘yes,’ your website is not mobile-friendly. And that’s worrisome. For any company, having a mobile-friendly site should be standard. That’s simply the direction the world is going in. Today’s candidates expect it. A mobile-optimized site, however, is the ideal. While you may be able to view your website from a mobile device, the ability to navigate the site quickly and easily is what truly makes the mobile experience ‘optimal.’ Your mobile website should be streamlined, look clean and function well in order to create the most engaging candidate experience.  Simply put: a mobile-friendly will keep you relevant; a mobile-optimized will keep you competitive. Which would you rather be?
  • Debbie
  • Debbie“One hundred percent of the people that are looking for you on a mobile device are not reaching you [if you don’t have a mobile friendly career site]. Having even just one candidate find me in a place where they’re looking for me and couldn’t find me before is already a win.”Kip Welch, Director of Recruiting, Chesapeake Energy
  • Debbie