1. Diverse. Connected. On-the-Go.Presented by: Michael Marlatt Special Thanks:Grab my vCard: Txt MARLATT to 41411 @MichaelMarlatt
2. ecruiting I am a R for… C onsultant In the past, I have worked for… e.Hi. This is m What I do… o Recruit. Source. Train. Speak. o Mobile Evangelist & Practitioner. o Design, build, and deploy mobile recruiting solutions for work & play. o 13 years in the field, including 8 years in the telecom/wireless industry. o Technology Agnostic & Digital-junkie.
3. Connect while on the go! You Can find me online… Visit my mobile site at: My Blog : http://CloudRecruiting.net http://m.cloudrecruiting.net Prefer the mobile device?Send FAN or HATE mail to… Michael@CloudRecruiting.net
6. Question 1 Tomi Ahonen Mobile Consultant, 7thMassMedia
7. It’s Mobile War! Google enters Apple’s turf.
8. “ We did not enter the search business, they entered the phonebusiness. Make no mistake they want to kill the iPhone. We won’t letthem… ” Steve Jobs, CEO, Apple Source: http://www.redmondpie.com
9. OUR FOCUS TODAY 1. Intro: The Paradigm Shift 2. Our New Obsession 3. Demographics of the mobile user 4. Making sense of mobile recruiting 5. Mobile Recruiting Examples
10. to understand the present. - Carl Sagan
11. years ago...
12. We started with this...
13. Good contacts. =
14. Good contacts. = Good leads =
15. Remember theThe first job board was a nonprofit organization launched in August1992, by Bill Warren and was called the Online Career Center (OCC).
16. Remember theThe first job board was a nonprofit organization launched in August1992, by Bill Warren and was called the Online Career Center (OCC).OCC was sold to TMP Worldwide (now Monster Worldwide)in December 1995 when OCC was renamed Monster.com.
17. In 1998, “internet recruiting” changed forever.
18. In 2004, the term
19. Web 2.0
20. And... MEDIA.
21. Within the next five years more users will connect to theInternet over mobile devices than desktop PCs.” Mary Meeker Managing director at Morgan Stanley Head of the Global Technology Research Team
22. Keys Money Mobile Source: Jan Chipchase, Nokia Research
23. The Fut u re : M ob il e o r PC?
24. The mobile channel is experiencing the same explosivegrowth, and has become the de facto 3rd-Screen that manybelieve will surpass TV and the Internet in term of itsimpact on industry and communications.” - iLoop Mobile
25. mobile subscriptions on the planet fixed land-lines in use. Tomi Ahonen, 7thMassMedia, 2010
26. 5 Billion in perspective... 5B 5B 4B Mobile Subscribers - Billions 3B 2B 1.2B 1.1B 1BLandline Users Computers 0B Mobile Subscriptions Source: Tomi Ahonen - 2010
27. “within arm’s reach 24/7. It is literally the last thing we look at before wego to sleep and again the first thing we see when we wake up.” - Morgan Stanley, 2007
28. The CTIA (The Wireless Association) reported... Americans now use mobile phones. Source: Steve Largent, President and CEO of CTIA, 2010
29. Click to view Video: h9p://www.youtube.com/watch?v=EHlN21ebeak
30. “African-Americans andEnglish-speaking Latinoscontinue to be amongthe most active usersof the mobile web.Cell phone ownership ishigher among African-Americans and Latinosthan among whites(87% vs. 80%)…”* PEW: Research conducted between April 29 and May 30, 2010, among a sample of 2,252 * PEW Internet: h9p://www.pewinternet.org/Media‐MenJons/2010/A‐Digital‐RevoluJon‐In‐The‐Palm‐Of‐Your‐Hand.aspx
31. • African‐Americans send and receive around 780 messages • Hispanics send and receive around 767 messages a month. • Asians/Paciﬁc Islanders receive around 384 texts a month • Whites receive 566 texts a month. * Research over 12 months.Nielsen Data source: h9p://blog.nielsen.com/nielsenwire/online_mobile/african‐americans‐women‐and‐southerners‐talk‐and‐text‐the‐most‐in‐the‐u‐s/
32. American womenare more communicativein general on mobiledevices; they text more,too, sending or receivingan average of 601 SMSmessages a month.American men,send or receive 447 textmessages per month. * Nielsen Research over 12 month period. Nielsen Data source: h9p://blog.nielsen.com/nielsenwire/online_mobile/african‐americans‐women‐and‐southerners‐talk‐and‐text‐the‐most‐in‐the‐u‐s/
33. Mobile recruiting?
34. Mobile recruiting?
35. We should first defineMOBILE MARKETING.
36. is a set of practices that enables organizations tocommunicate and engage with their audience in aninteractive and relevant manner through any mobiledevice or network. Mobile Marketing Association (MMA)
37. WHAT ABOUT RELEVANCE?
38. EXAMPLES ofMOBILE MARKETING.
39. Txt to Win-Examples
40. QR Code & TXT Messaging Examples
41. Join Mobile Opt-in for the latest GAP Fashion.
42. Benefits of Going Mobile? Almost 300 Million Americans are now mobile subscribers Mobile is Personalized & Private Mobile Flexible & Timely Mobile SMS has a 95% Read Rate SMS has a 15-20% Response Rate vs. 1% for Traditional Media. 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
43. 1. Personal: Next to the wallet or purse, the mobile device is the next most carried accessory. 2. Intimate: Mobile oﬀers the reach of broadcast with the power of personal touch. 3. Target‐Marketing: Strong candidate identity allows eﬀective (target) marketing of speciﬁc messages to individuals or groups. 4. Conﬁrmed Identity: The personal nature of mobile oﬀers employers the assurance of knowing exactly who they are contacting. 5. Convenient: Candidates can easily read SMS messages, even during the busiest times of the day. 6. Actionable: If a “call to action” message is compelling, the response can be immediate. 7. Persistence: Unlike traditional mass media or job‐board marketing, the consumer carries the targeted message away with them on their device. 8. Opt‐in: Mobile marketing to candidates is permissions based; candidates can decide the level of interactions with the company. 9. Viral: Messages remain on the phone and can be easily passed from one candidate to another. 10. Ubiquitous Access: The era of 24x7 is here. Consumers are tethered to their mobile device; the device is always "on” and always within reach.
44. Developing a “mobile recruitment” solution can helpemployers achieve a variety of goals: * Candidate acquisition with database build * Greater reach of your prospect talent pool * Build greater brand awareness * Candidate loyalty & trust with an employer’s brand * Improve candidate experience with your brand. * Strong viral marketing/word of mouth * Promotional communications * Lead generation and prospecting * Highly measurable with precise analytics * Increased interactivity with your mobile network * Improves the use of traditional and other digital recruitment channels * Cost-savings as compared to traditional methods
45. It’s time! YES – now is the time to reach for your mobile device.
46. …(Keyword) (Short-code) To: 90206 Text: SHOWME
47. Short code Keyword TIP #3TIP #1 Tell your network how manyThe initial auto-response text-messages they canmessage should both expect or what the requiredconfirm and remind the action might be.mobile subscriber whatthey have just opted into. TIP #4TIP #2 Let your network know howReinforce your specific call- they can opt-out of yourto-action. In other words, Mobile network and that “dataRemind your audience on rates may apply”.what action you would likefor them to do (i.e., click This is standard language withthru to a mobile site, call, virtually all SMS-text msgemail, etc.). Campaigns and something your mobile solution provider will insert into the campaign for you. Source: Mobile Marketing Association (MMA)
48. What are the basics ofMOBILE MESSAGING?
49. a using Text-Messaging
50. (short message service )
51. “Text messaging, or texting is the common termfor the sending of "short" (160 characters or fewer,including spaces) text messages from mobile phonesusing the Short Message Service (SMS).” Source: StateMaster Encyclopedia
52. Did you know?
53. Source: Tomi Ahonen, 2010
54. SMS (Text-Messaging) versusOther Communication channels
55. No. of Worldwide Users by Communication Channel 4B 4B! 3B 3.1B! 2.5B Billions 2B 1.7B! 1.7B! 1.5B 1.4B! 1B 0B Source: Tomi Ahonen - 2010
56. According to the CTIA,4.5 trillion text-messageswere sent globally in 2009.
57. “SMS usage is expected to grow by 22% in 2010, to - 5.5 Trilliontotal SMS text messages sent globally. The big driver in theSMS traffic now is North America…” Tomi Ahonen, Mobile Industry Expert
58. Tomi Ahonen, Mobile Industry Expert
59. U.S. Statistics Quarter Phone TextDid you know... Calls Messages All Subscribers 204 357 12 & Under 137 428SMS/Text-messaging is no Ages 13 - 17 231 1742longer just for “teens” or Ages 18 - 24 265 790the 20-somethings. Ages 25 - 34 239 331 Ages 35 - 44 223 236Source: Nielsen Mobile, 2009 Ages 45 - 54 193 128The survey measured the billing activity through an “opt-in” panel of more than 50,000 U.S. mobile lines across Ages 55 - 64 145 38the top four mobile carriers. Ages 65+ 99 14 Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers by age.
60. In 2009, the mobile web grew 110%in the U.S. and 148% worldwide. ‐ Quantcast Mobile Trends Report, 2010
61. Mobile site development Mobile websites can be viewed across a broad range of mobile devices.
62. 5 Tips for constructing a mobile site 1. Define the specific purpose for the experience 2. Make the most important information instantly findable 3. Ensure there is relevance to the user 4. Don’t try to recreate the desktop experience in mobile 5. Build navigation that is intuitive on every page
63. Mobile Optimized Careers Site Examples...
64. Mobile Optimized Careers Site Examples...Mobile Messaging Campaign & Optimized Mobile site Examples...
66. Employer Sites with Mobile-Optimized Career Siteshttp://jobs.hyatt.mobi http://microsoft-careers.com/mobile http://m.sodexo.jobs http://hyatt.jobs
67. Employer Sites with Mobile-Optimized Career Siteshttp://jobs.hyatt.mobi http://microsoft-careers.com/mobile http://m.sodexo.jobs
68. Microsoft Mobile Career Site URL:http://microsoft-careers.com/mobile
69. Web view...
70. Microsoft Careers: Mobile Site non-optimized Lacks proper sizing for current browser/screen. Difficult to read content. Lacks user friendly navigation. Difficult to locate relevant content fast. Poor overall user experience. Does not automatically redirect to mobile optimized view.
71. Microsoft Careers: Mobile SiteNon-Mobile Optimized Mobile Optimized Mobile Career Site URL: http://microsoft-careers.com/mobile
72. Microsoft’s mobilecareer site... DEMO
73. Microsoft’s mobilecareer site... DEMO
74. Q: How do candidates engage via the mobile? http://jobs.hyatt.mobi http://microsoft-careers.com/mobile http://m.sodexo.jobs http://hyatt.jobs
75. ”HEWSALES” Messaging Campaign
76. Case Study 1: “HEWSales” ‐ SMS Campaign Text “HEWSALES” to 77950 Summary of HEWSales Campaign: PURPOSE: Develop a mobile network for connecting and engaging future sales “talent” for Hewitt Associates. METHOD: Sales professionals are often “on-the-go”. Utilized SMS campaign via keyword “HEWSALES” (HEW = Hewitt’s stock symbol), along with the short-code 77950. Opt-in subscribers received a simple call-to-action: Email resume or click to view Hewitt’s Sales mobile site. Via the site, subscribers gained immediate access to the latest sales opportunities, as well as received occasional SMS-job alerts as new positions became available. MARKETING CHANNEL: Integrated SMS campaign across Hewitt’s social media channels (e.g., Linkedin Group, FB, and Twitter, etc.) Step 2: HEWSALES “opt‐in” Step 3: Link to HEWSALES mobile‐site. conﬁrmaJon auto‐response. Step 1: Sales “prospect” candidates are encouraged to Txt HEWSALES to 77950 Call‐to‐AcMon: Users are prompted to email resume or click link to be redirected to the HEWSALES site.
81. Case Study 3: HewiS Associates Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign “HEWDiversity” – SMS Campaign ObjecMve: Engage the 2009 NBMBAA conference a9endees via a raﬄe‐give‐away. Conference a9endees were encouraged to parJcipate by sending an SMS (text‐message) with the keyword HEWDIVERSITY to 77950.
82. Case Study 3: HewiS Associates Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign “HEWDiversity” – SMS Campaign ObjecMve: Engage the 2009 NBMBAA conference a9endees via a raﬄe‐give‐away. Conference a9endees were encouraged to parJcipate by sending an SMS (text‐message) with the keyword HEWDIVERSITY to 77950.
83. Case Study 3: HewiS Associates Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign “HEWDiversity” – SMS Campaign ObjecMve: Engage the 2009 NBMBAA conference AVer the “opt‐in”: Subscribers were a9endees via a raﬄe‐give‐away. Conference provided a link to view the raﬄe‐give‐a9endees were encouraged to parJcipate by away details, as well as learn more sending an SMS (text‐message) with the keyword about Hewi9’s Diversity Program, and HEWDIVERSITY to 77950. career opportuniJes. ParJcipants were immediately prompted to click the HEWDiversity link for contest details.
84. Case Study 3: HewiS Associates Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign “HEWDiversity” – SMS Campaign ObjecMve: Engage the 2009 NBMBAA conference AVer the “opt‐in”: Subscribers were Mobile URL: a9endees via a raﬄe‐give‐away. Conference provided a link to view the raﬄe‐give‐a9endees were encouraged to parJcipate by away details, as well as learn more www.Hewdiversity.com sending an SMS (text‐message) with the keyword about Hewi9’s Diversity Program, and HEWDIVERSITY to 77950. career opportuniJes. ParJcipants were immediately prompted to click the HEWDiversity link for contest details.
86. Today: Hewitt’s Diversity Recruiting Mobile Site non-optimized optimized www.HEWDiversity.com• Current view difficult to read. Poor user experience. • Optimized for mobile. Preferred user experience.• Difficult to navigate and find relevant information. • Easy-to-use navigational buttons at the bottom.
91. 6 Questions to ask before getting started 1. What are the campaign goals? 2. Who are you trying to target? 3. Is this part of a broader media campaign? 4. How much money is allocated to the mobile portion of the buy? 5. What are your competitors doing? 6. What does success look like for you and your client?
92. Sample “Mobile Recruiting” solution service providers. Mobile Messaging & Mobile CareersMicro-site Development Site Optimization Do-IT-Yourself... » Click to view Mobile/SMS Providers: http://cloudrecruiting.net/mobilerecruiting/sms-directory/