• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
You Know You Should Have a Mobile Recruiting Strategy, What Now?
 

You Know You Should Have a Mobile Recruiting Strategy, What Now?

on

  • 1,813 views

In this webinar, Brett and Jenny will share ideas from their own experiences on how to design steps and get started to get started with a mobile recruiting strategy. You will learn ideas on how to ...

In this webinar, Brett and Jenny will share ideas from their own experiences on how to design steps and get started to get started with a mobile recruiting strategy. You will learn ideas on how to create a road map to optimize your existing digital platforms, metrics to consider, and mobile recruitment marketing campaigns to attract ideal candidates. Brett and Jenny will also show some new innovative mobile recruiting tools.

Statistics

Views

Total Views
1,813
Views on SlideShare
612
Embed Views
1,201

Actions

Likes
0
Downloads
18
Comments
0

1 Embed 1,201

http://www.ere.net 1201

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Jenny
  • Jenny
  • Jenny
  • Jenny
  • Brett1. Show market data & what competitors are doing, job seeker behavior. Showed can hurt us competitively if we don’t have a presence. Promotes healthy competition– because like us, business leaders want to win in the market place as well.2a. Align and get an executive sponsor in your corner (for us, Head of Staffing and HR), get approval for initial development budget, much less once in BAU or maintenance mode. #1 is what I find most helpful in getting sponsorship from any key stakeholders2b. Have “the meeting before the meeting” with individual stakeholders to vet concerns and incorporate feedback, Creates buy-in and support for the official meeting. (Overall, had to be assertive and persistent in “getting a seat”. Had to speak in business terms like showing ROI and impact to the business, conversions, etc (same marketing and/or sales principals apply). In general, huge education piece that needs to happen. General “A-ha” moment: Position as reviews vs. approvals 4. Eases anxiety and un-ease, easier to get started, shows being thoughtful5. Plan for resources over the long term. This is a shift for some companies, in one LI mobile recruiting observations survey, 2012,1 in 5 investing adequately in mobile process, others struggle with ATS integration. For me, I worked closely with internal stakeholders (ie,eDG, GC, global advertising to continue content creation, ongoing support and maintenance).
  • JennyOptimized site made more sense for us, less maintenance, cost and optimized on search engine, don't have to rely on others downloading and will get more exposure with an optimized site (from a candidate perspective makes sense for aggregators to search multiple jobs/companies on the go like LI, job boards or something for specific f/ company perspective like an on-boarding app). Also, according to a LI Global Recruiting trends study, only 9% downloaded an app vs. 56 % visiting an optimized career site. Secure resources to build/maintain (funding and support f/ digital center solutions). We also established base line metrics (ie, visits, traffic driven to social, desktop, etc. bounce rates, conversion, video plays etc) and targets year over year, usually at a 5% increase.
  • BrettNow, I will give you a quick tour of our mobile site. We took a phased approachIn phase 1, built a microcosm of our site (static presence w/ videos)Review bullets and segments of siteNote, Chicklets to social media properties to promote cross pollination(we recently added YouTube)
  • BrettIn phase 2 ( added jobs and ability to search and share)Can swipe at a glance to find “jobs in your field” via functionOr, can search by location, function or job title (eventually, add geo-locater capability for location)To the far right, an example of job search results, with an option to modify the search (bottom field)
  • BrettContinuing in phase 2 and as we drill down:Here is a copy of the job description (fit to screen)You can send a reminder (top right) to your self and apply later. Read message under reminderOr simply share the job with a friendPhase 3 2014Refresh: Bold, Innovative & Engaging Research & DiscoveryEndless Possibilitiesresponsive design mobile friendly apply & better trackingsegmentationinteractive calendarsourcing instant chat….
  • BrettSo let’s take a quick look at our site since launch, First, about 10% of our traffic goes to our mobile career site since launched in 2011Looking at mobile visits in 2012 and 2013 from Jan-Aug , we calculated a steady increase of 24.7% from last year. Based on this trend, we expect mobile traffic to increase by 16% in 2013Slow build but growing, and numbers are consistent with what I’m seeing in the market place or with other companies that have recently launched a mobile site.
  • BrettAs you can see here, apple devices or users dominate as it pertains to our traffic or potential prospects
  • BrettHere we break it down into the funnel further:-Mobile: 379 Applied in Jan-Aug of this year (1% conversion) - want to improve this figure by building a mobile apply friendly process. Also, in the process of fixing our redirect for tablets. Important to note,conversionbench marking industry standards are 2% -12,000 applied (6% conversion)via desktop for those that came on their own (Another consideration: 3000-5000 applications a week, coming from other sources that drive to career site)-Anecdotally, have hired two director level people, searching for jobs on their commute and finding their roles in Pru-Seeing some promising traction with LinkedIn since they have launched their mobile capability-Re: cross pollination- mobile is social (critical to social strategy). Having the cross pollination will only elevate our talent or employment brand. Cross pollination : 60 views)to social media properties & 127 referrals from Facebook, YouTube and LinkedIn going to our mobile site-Overall: Again, a slow build, early days: in line with other companies from what I’ve seen. Most still use mobile more for research, not transactions (reference earlier stat: 40-50% searches done via search engines are on mobile device). This will probably change over time, once we make things more simple.
  • JennyMarriott’s mobile efforts are pioneered in the states lead by Jessica Lee, Director of Digital Talent Strategy leading to the current mSite and app which illustrates best practice.The mSite adapts to the device, this means they deliver a great modern experience on modern iPhone and Android device while downgrading the technology to deliver a best possible experience on older less capable devices. The responsive web fever has encouraged many web designer and vendors to forget the older devices which is a missed opportunity. The Marriott is one of a few career sites to deliver better cross device support. The mSite is responsive and adaptive – which delivers a great experience on tablets, new and old smartphones.
  • Jenny
  • BrettYour next perfect hire can now apply to jobs directly from a mobile device. This is huge because it allows you to tap into a new candidate pool: More than 30 percent of members who view jobs posted on LinkedIn come from mobile devices, and the majority of those are mobile-only. With Mobile Apply, we’ve given candidates more opportunities to engage with and apply for your jobs.For jobs that collect applications in recruiter, the flow will look just like the above – a candidate can click through and apply directly to a job with their profile data—the whole flow takes less than a few minute to complete. This seamless experience makes it easier and faster for members to apply to you jobs.For jobs that collect applications outside of recruiter (e.g., in an ATS), members will see an “Apply on Company Website” button which will direct them to an external mobile experience. We’re currently working to integrate mobile applications with our ATS partners, but if you’d like to your ATS to integrate, please reach out to them and let them know!
  • Jenny
  • BrettWhat to do. Here are examples of QR code that leads to our optimized (important basic criteria) career site. Actuarial talent is niche, hard to fill roles.Or a “pay off” . This example shows a video that’s about how to navigate a corporate culture, called Get it rightSo a quick detour, Videos play a key role in our content strategy since they can be seen any place, any time, any where.Get it Right is part of our “how to” series or videos . We also have Work it, which is around how to build professional brand and coming soon, Earn it, a video about interviewing tips.So a Quick tip in thinking about your strategy: In general, “How to” videos get more play than any others (these have the most clicks to date). Have embedded these videos on interview confirmations (about 60,000/year) to promote cross pollination of social media sites
  • BrettThings you can perform while on the go: Check who’s viewed your profileAct on Saved search resultsReview New job applicantsForward profiles to Hiring manager for a reviewStay updated to changes in profile of candidates you followBe updated on team activity on candidates you followWhy you’ll love it:Find anyone – search network of over 238 million membersReach anyone – contact candidates via InMail messages, email, text, or phoneStay connected – receive real-time alerts when candidates respondBe in the know – get updates on job applicants, saved search results, hiring manager reviews and profile changes of candidates you followStay organized – save profiles of candidates to project folders, add notes , or view records of your team’s activityBrett
  • Brett

You Know You Should Have a Mobile Recruiting Strategy, What Now? You Know You Should Have a Mobile Recruiting Strategy, What Now? Presentation Transcript

  • You Know You Should Have a Mobile Recruiting Strategy, What Now? ERE Webinar October 30, 2013
  • Presenters Jenny DeVaughn Sr. Director, Employment Branding and Sourcing at ADP http://www.linkedin.com/in/jennydevaughn http://twitter.com/jennydevaughn http://jobs.adp.com Brett Underhill Director, Recruiting Programs at Prudential Financial http://www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://twitter.com/brett92201 http://jobs.prudential.com 2
  • Start with your Strategy 3
  • Build a Business Case: Mobile Statistics  1 Billion job searches are done per month on a mobile device  At least 30% of Indeed job search traffic comes from mobile  Candidates are 50% more likely to apply for a job on the mobile site if they have viewed one of the videos Source: mRecruitingcamp via Talent HQ 4
  • Gain Buy-In and Support from Internal Stakeholders  Show competitive research based on your company’s industry, geography and talent acquisition goals  Gain executive sponsorship and get a seat at the table, include influential Communications, Legal, IT and Marketing leaders  Focus on pilots, options, project streams or phases to vent concerns and gain momentum  Build bridges now to share budgets and resources 5
  • Optimize Platforms: Easy Apply vs. Mobile Apply  Optimize your career website instead of focusing on a native jobs app  Gather mobile statistics from your digital and social presence, including consumer/marketing behavior  Capture candidates information the first time they visit your career website  Use mobile apply tools if easy apply optimization of your career website isn’t an option at this time 6
  • Prudential’s Story Phase 1 October 2011 o Easy access- optimized site o “Snap shot” experience o Videos- employee’s stories o Engage and entice 7
  • Prudential’s Story Phase 2 April 2012 o Jobs on the Go o Search o Share o Remind 8
  • Prudential’s Story 9
  • Mobile Insights m.jobs.prudential.com Mobile Adoption Expected to Increase by 16% in 2013 Mobile Site 90,000 Est. 80,000 Site Visits 70,000 60,000 50,000 40,000 30,000 20,000 10,000 2011 10 2012 2013* Mobile site visits represented 11.7%, 9.7% & 10.5% of career site traffic in 2011, 2012 & 2013
  • Mobile Insights m.jobs.prudential.com iOS Platform Penetration Reaches a New Level Type of Device 0 20,000 2012 66% 2013 69% 2012 28% 2013 11 60,000 2012 2013* iOS 66% 69% Android 28% 27% 27% 2013 2012 40,000 Adoption by OS 6% 4% Other 6% 4%
  • Mobile Insights m.jobs.prudential.com 49,115 Job Views 58,186 Site Visits 984 Emailed a Friend 379 Applied 12 • 25,3762 job views • 1% of mobile visits apply for a job vs. 6% desktop visits. • Cross pollination with social media properties
  • Easy Apply Tool Marriott 13
  • Mobile Apply Tool Monster 14
  • Seamless Mobile Apply flow Hundreds of thousands of applications already received Start the application xyzCo Apply with profile XYZ Co Mountain View, CA 15 LinkedIn Confidential ©2013 All Rights Reserved Confirm contact information Send application xyzCo XYZ Co Mountain View, CA
  • Mobile Text Apply Tool Jobaline 16
  • Mobile Marketing Tool QR Codes  Scannable with a call to action leading to an optimized site with something valuable like a video, giveaway, etc. 17
  • Mobile Recruiting Tool LinkedIn Recruiter App 18
  • Summary  Leverage resources for consumer outreach and mobile analytics  Start with a pilot or campaign for a high priority hiring need  Leverage vendor capabilities and share valuable data 19
  • Stay in Touch Jenny DeVaughn Sr. Director, Employment Branding and Sourcing at ADP http://www.linkedin.com/in/jennydevaughn http://twitter.com/jennydevaughn http://jobs.adp.com Brett Underhill Director, Recruiting Programs at Prudential Financial http://www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://twitter.com/brett92201 http://jobs.prudential.com 20