How to build a sucessful mobile talent strategy

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How to Build a Successful Mobile Talent Strategy” By Jeff Vogel, vice president of Marketing in MREC13.

Mobile is so much more than the size of the user interface; it provides an opportunity to better engage with talent in a more personal and meaningful way. In this session, Jeff Vogel, vice president of Marketing for iMomentous, will share his insights with attendees on how mobile can be used to engage with job seekers more effectively and how they can plan a practical approach for the development of a comprehensive mobile talent strategy.

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How to build a sucessful mobile talent strategy

  1. 1. How  To  Build  A  Successful   Mobile  Talent  Strategy   Jeff  Vogel,  VP  Marke?ng   iMomentous  
  2. 2. Agenda   •  Mobile  Talent  Strategy  Framework   – Op?mize   – Connect   – Engage   – Integrate   •  Self-­‐Assessment  Checklist    
  3. 3. OPTIMIZE  
  4. 4. Mobile  Channel   •  A  totally  separate  channel  unto  itself   •  Not  a  smaller  version  of  the  desktop  web    
  5. 5. Always  Connected   150  
  6. 6. Mobile  Behavior   •  40%  of  search   •  50%  of  social   •  50%  of  email  
  7. 7. The  Future  of  the  Internet  is  Mobile   •  2010:  450  billion   minutes  online     •  2013:  900  billion   minutes  online   •  Smartphone   internet  usage  has   increased  400%       Source:  ComScore  
  8. 8. Mobile  Has  Changed  Everything  
  9. 9. Tac?le  Experience   •  Not  mouse  clicks   and  keyboard   •  Tap  and  swipe    
  10. 10. Less  Is  More   •  Make  it  short   •  Make  it  simple   •  Make  it  fast  
  11. 11. Responsive  Design  
  12. 12. Benefits  of  Responsive  Design   •  Easy  to  maintain   •  Consistent  content   •  Inexpensive  
  13. 13. Drawbacks  of  Responsive  Design   •  Content  length   •  Sta?c  vs.  dynamic   func?onality   •  Speed  
  14. 14. Speed   61%  of  people  have  a   beer  impression  of  a   brand  based  on  their   mobile  experience   Source:  La?tude  Research  
  15. 15. Speed   •  What  takes  2  seconds  to  load   on  desktop  can  take  up  to  6   seconds  on  4G   •  Only  30%  of  smartphones  in   US  are  on  4G   •  Amazon  found  that  for  every   100  milliseconds  they  shaved   off  their  pageload  ?me,  they   earned  an  addi?onal  1%  of   revenue  
  16. 16. Adap?ve  Design  
  17. 17. Interface designed for mobile users Content customized for mobile users Increased speed Better brand impressions Higher cost Multiple versions Requires mobile SEO
  18. 18. Understand  the  Trade-­‐Offs  
  19. 19. CONNECT  
  20. 20. Mobile  Applica?on  User  Data   500  job  applica?ons  across  25  employers   – Healthcare   – Technology   – Transporta?on   – Business  Services   – Finance   – CPG   – Retail   – Staffing  
  21. 21. Work  Experience   •  Average  years  in  workforce:  9.1   •  Average  number  of  jobs:  4.2  
  22. 22. Educa?on   •  67%  bachelors  degree   •  35%  associates  degree   •  22%  graduate  degree   •  19%  professional   cer?fica?on   •  9%  currently  in  school  
  23. 23. Applica?on  Submission   •  Spikes  at  11:00am   •  And  at  11:00pm  
  24. 24. Diversity   •  Hispanic  segment  highly  ac?ve  on  mobile  
  25. 25. ENGAGE  
  26. 26. Define  Engagement   •  Par?cipa?on   •  Ac?va?on   •  Involvement  
  27. 27. Modes  of  Engagement   •  Click   •  Consume   •  Converse   •  Create   •  Community  
  28. 28. Complementary  Experiences   •  Mobile  Web:  public  career  site   •  Na?ve  App:  invita?on-­‐only    
  29. 29. Paths  of  Engagement   •  Aract  new  top  of   funnel  candidates   •  Strategy  to  nurture   and  convert   qualified   candidates     Mobile  Web   App   Interview   Hire  
  30. 30. Content  Crea?on   •  Na?ve  Apps  allow  users  to   use  the  phone  as  a   content  crea?on  tool   – Photos   – Videos   – Text  
  31. 31. Community   •  Recrui?ng  is  a   team  sport   •  Higher  level  of   engagement     •  Get  more  people   involved  in  the   process  
  32. 32. INTEGRATION  
  33. 33. Seamless  Data  Flow   Internal  Systems   External  Channels   ATS   Talent  Network   HCM  /  HRIS   Analy?cs   Job  Boards   Google   Social   Email   Aggregators  
  34. 34. User  Stories   •  Search   •  LinkedIn   •  Email  
  35. 35. Search  
  36. 36. LinkedIn  
  37. 37. Email  
  38. 38. NEXT  STEPS  
  39. 39. Mobile  Self-­‐Assessment   •  Document  the  Mobile  User  Experience   – Job  Boards   – LinkedIn   – Email   – Website   •  Mobile  Site  Analy?cs   – Visitors  to  Mobile  Careers  Site   – Visitors  to  Mobile  Corporate  Site   – Bounce  Rate   – Abandoned  Applica?ons  
  40. 40. Business  Case  For  Mobile   •  Forfeited  Value  of  Sourcing  Expense   – 40%  of  job  board  views  are  mobile   – 50%  of  social  job  views  are  mobile   – 50%  of  emails  are  opened  on  mobile   – 10%  of  job  views  turn  into  applica?ons   •  Opportunity  to  leverage  natural  search  results   – Capture  more  direct  traffic  through  google  
  41. 41. Conclusion   •  Mobile  is  a  channel,  not  Web  Jr.   •  Mobile  aracts  mid-­‐career  professionals   •  Create  complementary  experiences  on  mobile   web  and  na?ve  app   •  Integrate  mobile  into  your  technology  stack   •  Do  a  mobile  self-­‐assessment   •  Build  a  business  case  for  mobile  
  42. 42. THANK  YOU   Jeff  Vogel   VP  Marke?ng   iMomentous   215.205.0483   jeff.vogel@imomentous.com   Mobile Talent Solutions

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