Mobile & Recruitment: Are we there yet

Are we there yet? @MichaelMarlatt Webinar Sponsors:

About me... Summary… My Employer… Former Employers… o  13yrs in Recruiting o  8yrs Telecom/Wireless o  Sourcing Consultant o  Trainer & Speaker o  Mobile Evangelist o  Tech-Junkie Digital Hub: http://michaelmarlatt.com ! ! Mobile site: http://m.cloudrecruiting.net My Blog: http://cloudrecruiting.net Go Mobile TEXT the keyword CLOUD to 90206

There’s a lot of talk about mobile... Source: heikescholz@mobile-zeitgeist.com

Image design by: Paul Butt

The FIRST Mobile Phone… In 2007, Apple announced the iPhone. In 1984, Motorola released the -  Weight: 4.7 ounces (133 grams) “DynaTAC 8000X”. -  Battery Talk time: Up to 5 hours on 3G; up to 10 hours on 2G; “The brick” weighed 2lbs, offered 30 minutes of talk time for every iPhone named “Invention of the Year” recharging. in 2007 by Time Magazine. Original price tag: $3,995 Top-end price tag: $599

Within the next five years more users will connect to the Internet over mobile devices than desktop PCs. Mary Meeker  Managing director at Morgan Stanley   Head of the Global Technology Research Team 

All of the above 

A few perspectives...

“ The confluence of these three factors (computing, connectivity and the cloud) means your phone is your alter ego, an extension of everything we do. Here, right now, we understand the new rule is 'mobile first' in everything. Our job is to make mobile be the answer to everything.” Eric Schmidt, CEO

“Apple is a mobile devices company. This is what we do.” Steve Jobs, CEO

“Whether it's Google or Apple or free software, we've got some fantastic competitors and it keeps us on our toes. ” Bill Gates, Founder

Allies have become rivals...

It’s Mobile War! Google enters Apple’s turf.

“ We did not enter the search business, they entered the phone business. Make no mistake they want to kill the iPhone. We won’t let them… ” Steve Jobs, CEO, Apple Source: http://www.redmondpie.com

Former rivals forge new alliances.

Nokia and Microsoft Join Forces to Launch “Office Communicator Mobile” “Nokia and Microsoft, at one time bitter rivals in the wireless industry, announced their alliance last August, with the goal of integrating their products to reach a larger audience and regain lost market share from BlackBerry maker RIM, Apple's iPhone and smartphones running Google's Android mobile operating system.” Source: Mobiledia.com “Office Communicator Mobile” Is available for the Nokia E52 and E72 models.

Fact or Fiction: Bing to become the iPhone's Default Search Engine?

Question 1 What does all of this disruption mean to employers  (recruiters) and is this truly the time to “go mobile”?

Mobile & Recruitment - are we there yet?

The Agenda Part 1 – Mobile: Introduction Part 2 - Mobile: The 7th Mass Media Part 3 - SMS (Short Message Service) Part 4 - Mobile Recruiting: Case Studies Part 5 – SMS (Text-Message) Demo Open Discussion

Part 1 Mobile:

! because it's always at the fingertips of your target audience. ‐ Adam Kaufman  President of PinPoint Interac4ve Media. 

Is it really any surprise what we carry most? Keys Money Mobile Source: Jan Chipchase, Nokia Research

Mobile is ubiquitous...

It’s our 2nd shadow and an extension of who we are.

We take it wherever we go...

And, yes... even here.

“91% of the planet keep the mobile phone within arm’s reach 24/7. It is literally the last thing we look at before we go to sleep and again the first thing we see when we wake up.” ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! !- Morgan Stanley, 2007

Mobile is rarely shared...

It’s mobile.

It’s mobile. It’s social...

Let’s take a break and rewind. (Q: How did we get here?)

to understand the present. - Carl Sagan

Part 2 TheRise   of Mobile.

The Rise of Mobile: Timeline Print (1500’s)  1st 

The Rise of Mobile: Timeline Print Recording (1500’s)  (1890’s)  1st  2nd 

The Rise of Mobile: Timeline Print Recording Cinema (1500’s)  (1890’s)  (1910’s)  1st  2nd  3rd 

The Rise of Mobile: Timeline Print Recording Cinema Radio (1500’s)  (1890’s)  (1910’s)  (1920’s)  1st  2nd  3rd  4th 

The Rise of Mobile: Timeline Print Recording Cinema Radio Television (1500’s)  (1890’s)  (1910’s)  (1920’s)  (1950’s)  1st  2nd  3rd  4th  5th 

The Rise of Mobile: Timeline Print Recording Cinema Radio Television Internet (1500’s)  (1890’s)  (1910’s)  (1920’s)  (1950’s)  (1990’s)  1st  2nd  3rd  4th  5th  6th 

The Rise of Mobile: Timeline Print Recording Cinema Radio Television Internet Mobile (1500’s)  (1890’s)  (1910’s)  (1920’s)  (1950’s)  (1990’s)  (2000)  1st  2nd  3rd  4th  5th  6th  7th 

Part 2 Mobile:

Mobile subscribers in the U.S. reached... Source: CTIA, 2010

digital phones outnumbered old analog devices.

years ago...

Remember when... The “phone” was still in the booth?

Today, we can easily put the booth in the phone. In 2001, the first commercial camera phone (J-SH04) was launched in Japan by Sharp Corporation. The first commercial deployment in North America of camera phones was in 2002.

that currently leverage the camera phone. 

1. Barcodes (QR-Code)

2. Image Recognition

3. Augmented Reality (AR)

U.S. wireless subscribers finally top... Source: CTIA, 2010

In 2006...

Finland offered the first “commercial access” to the mobile web in 1996 on the Nokia 9000 Source: CTIA, 2010

In 2009...

U.S. wireless subscribers reached... Source: CTIA, 2010

million U.S. subscribers connected to the Internet, including the 41 million who carry “SmartPhones”. Source: CTIA, 2010

As of 2010...

The CTIA (The Wireless Association) reported... ...use mobile phones. Source: Steve Largent, President and CEO of CTIA, 2010

The mobile industry now has... active subscriptions. Source: Tomi Ahonen - 2010

How does mobile compare to PC?

4.6 Billion Mobile Subscriptions in Perspective 5B 4B 3B Billions 1.2B! 2B 1B PC Users 0B Source: Tomi Ahonen - 2010

4.6 Billion Mobile Subscriptions in Perspective 5B 4B 3B Billions 1.3B! 1.2B! 2B 1B PC Users Landline Users 0B Source: Tomi Ahonen - 2010

4.6 Billion Mobile Subscriptions in Perspective 5B 4.6B! 4B 3B Billions 1.3B! 1.2B! 2B 1B PC Users Landline Users 0B Mobile Subscriptions Source: Tomi Ahonen - 2010

By the year 2020, Pew estimates that the... will be the primary device for accessing the internet. Source: Pew Research, The Future of the Internet III - 2009

Part 3 (short message service)

“Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer, including spaces) text messages from mobile phones using the Short Message Service (SMS).” Source: StateMaster Encyclopedia

Source: Tomi Ahonen, 2010 

How does SMS compare to other channels of communication?

No. of Worldwide Users by Communication Channel 3.5B 3.6B! 3B 3.1B! 2.5B Billions 2B 1.7B! 1.7B! 1.5B 1.4B! 1B 0B Source: Tomi Ahonen - 2010

According to the CTIA, 4.5 trillion text-messages were sent globally in 2009.

of SMS messages are read within 4-15 minutes. Source: Jared Reitzin, MobileStorm, 2009 

Did you also know...

“SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion total SMS text messages sent globally. The big driver in the SMS traffic now is North America…” ! ! ! ! ! ! ! ! !    ! ! ! ! ! ! ! ! ! ! Tomi Ahonen, Mobile Industry Expert

WHY use SMS?

!Tomi Ahonen, Mobile Industry Expert 

U.S. Statistics  Quarter Phone Text Did you know... Calls Messages All Subscribers 204 357 12 & Under 137 428 SMS/Text-messaging is no Ages 13 - 17 231 1742 longer just for “teens” or Ages 18 - 24 265 790 the 20-somethings. Ages 25 - 34 239 331 Ages 35 - 44 223 236 Source: Nielsen Mobile, 2009 Ages 45 - 54 193 128 The survey measured the billing activity through an “opt- in” panel of more than 50,000 U.S. mobile lines across Ages 55 - 64 145 38 the top four mobile carriers. Ages 65+ 99 14 Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers by age.

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” - Mobile Marketing Association (MMA)

Now, let’s talk about... mobile marketing. recruiting.

Benefits of Going Mobile?   91% of Americans are now wireless subscribers   Mobile is Personalized & Private   Mobile Flexible & Timely   Mobile SMS has a 94% Read Rate   SMS has a 15-20% Response Rate vs. 1% for Traditional Media.   Easy to Group Broadcast (i.e., push job-alerts notifications, special events announcements re: career fair, open-house, and campus recruiting, etc.)   Easily Integrates with online and offline marketing channels   Mobile-web creation & optimization is fast and easy to set-up   Mobile offers highly measurable & accurate reporting   Cost-Savings vs. Traditional Marketing methods

Part 4 Mobile Recruiting {Case Studies} 

Hewitt Associates Goes Mobile Case Study 1: “HEWSales” – SMS Campaign

Case Study 1:  “HEWSales” ‐ SMS Campaign  Text  “HEWSALES” to 77950  Step 2:  HEWSALES “opt‐in”  Step 3:  Link to HEWSALES mobile‐site.  conﬁrmaFon auto‐response.  Step 1:  Sales “prospect” candidates are  encouraged to Txt HEWSALES to 77950  Call‐to‐Ac?on:  Users are   prompted to email resume  or click link to be redirected   to the HEWSALES site. 

Hewitt Associates Goes Mobile Case Study 2: “HEWDiversity” – SMS Campaign

Case Study 3:  HewiP Associates  Text  “HEWDIVERSITY” to 77950  Case Study 2:  “HEWDiversity” ‐ SMS Campaign  “HEWDiversity” – SMS Campaign  Objec?ve:  Engage the 2009 NBMBAA conference  AQer the “opt‐in”:  Subscribers were  Mobile URL:   aOendees via a raﬄe‐give‐away.  Conference  provided a link to view the raﬄe‐give‐ aOendees were encouraged to parFcipate by  away details, as well as learn more  www.Hewdiversity.com   sending an SMS (text‐message) with the keyword  about HewiO’s Diversity Program, and  HEWDIVERSITY to 77950.   career opportuniFes.   Call‐to‐Ac?on:  ParFcipants are   prompted to click the HEWDiversity   link for contest details. 

Case Study 5  {Case Study 3: “ATT JOBS” ‐ SMS Campaign}  Presented by: Chris Hoyt

Chris Hoyt, at a glance… Blog site:  www.RecruiterGuy.net                                  Mobile site:  hOp://m.recruiterguy.net  TwiOer:  www.twiOer.com/therecruiterguy  Text RecruiterGuy  to 41411 

Case Study 3: “ATT JOBS” ‐ SMS Campaign  Text  “ATT JOBS” to 77950  Passive solicita?on for opt‐ins  Communica?on that is…  •  Immediate  •  Customized  •  Viral  •  Streamlined 

Measuring Return Instant Measurement of Interest… Retail Jobs in Chicago  30% Increase in Response vs. email/Job Board  Over 80% Clickthrough to Job LisFngs/Apply 

Case Study 5  {Case Study 4: SMS to Mobile‐Social} 

Case Study 4:  AT&T ‐ SMS to Mobile Social  Case Study 5: SMS to Mobile Social  aO.jobs gets mobile 

Measuring Return Growing Returns on a Growing Network…  January 2010 the Talent Network reached  over 200k Members.  Averaging ~1,400 new registraFons via  mobile per month. (~17,000 EOY)  $  1 13 $13 $8$    3  $     8   11   Page 102 

Part 5 SMS

SMS-Demo Text SHOWME to (The Keyword = SHOWME) (Short Code = 90206)

“Insanity: doing the same thing over and over again and expecting different results. “ ‐ Albert Einstein 

Open Discussion... Credits/Acknowledgements: Webinar Sponsors: Presenter: Michael Marlatt www.MichaelMarlatt.com www.CloudRecruiting.net Twitter.com/MichaelMarlatt michael@cloudrecruiting.net AT&T Presenter: Chris Hoyt www.RecruiterGuy.net Twitter.com/TheRecruiterGuy chris@recruiterguy.net Mobile Stats/Resource credits: Tomi Ahonen, MobileStorm, Nielsen Mobile, CTIA, WorldBank.org, Morgan Stanley, Mobile Marketing Association (MMA), Microsoft, Google, and Apple. Mobile Recruiting Case Studies: •  Hewitt Associates •  AT&T Image Source: Flickr (All credits to their respecFve owners.)  SMS-Demo (Platform) provided by: Site:  hOp://mresourceglobal.com 

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Mobile & Recruitment: Are we there yet

by Michael Marlatt on May 27, 2010

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Mobile & Recruitment: Are we there yet Presentation Transcript