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Mobile & Recruitment:  Are we there yet
 

Mobile & Recruitment: Are we there yet

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This presentation was created specifically to help recruiters understand some of the basic trends that have led us to where mobile is today. ...

This presentation was created specifically to help recruiters understand some of the basic trends that have led us to where mobile is today.

There is a growing interest in "mobile recruiting" - the practice of leveraging mobile marketing in the recruitment space. This presentation focused on providing a business case for why mobile is important, as well as how it can be used to help build, and engage a network of prospect talent.

Feel free to email me if you have questions: michael@cloudrecruiting.net

You may also grab my vCard via SMS:
Text the keyword MARLATT to 41411

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    Mobile & Recruitment:  Are we there yet Mobile & Recruitment: Are we there yet Presentation Transcript

    • 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