Driving The Behavior of Mobile Job Seekers (ebook)

www.imomentous.com |888-985-7755|©2014iMomentous.Allrightsreserved
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Influencingthebehaviorofavisitortoyourwebsitebeginswithunderstandingwhotheyareandwhattheywant,and
whatyoucandoforthemtodriveaparticularoutcome.Fortalentacquisitionleaders,attractingaqualifiedcandidateand
drivingthemtowardsbecomingacompletedapplicantwilldrivedownthetimeandcostsofhiring.

JobseeJobseekersareturningtomobiledevicestoresearchcompaniesandunderstandwhatpositionsareavailable.From
collegecampusestoseniormanagers,mobilehasbecomethego-tofirsttouchforpeopletoresearchbrands,peopleand
opportunities.Somecandidateswillwanttoapplyforapositionontheirlunchbreak;otherswilltrackcompaniesover
time,andbrowsethesiteonmultipleoccasionstoconsumethelatestinformationandsearchforjobs.Brandsthatdoa
betterjobgivingcandidatesthecontentandfunctionalitytheyexpectwillbetheonesthatcanattractthebestpeople.

SotodriveacandidSotodriveacandidatetotaketheactionthatyouwant,youmustfirstunderstandwhatactiontheyreallywanttotake.
Andtodothat,westartbyunderstandingwhotheyareandwhatwillbeagreatexperienceforthatpersonholdingthe
deviceintheirhand.
CREATINGSUCCESSFULINTERACTIONS

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PartI:WhoAreMobileJobSeekers?
Miningthedatafortrendsandinsights
PartII:TheNumbersInContext
Puttingafacebehindtheclicks
PartIII:Recommendations
Whatcompaniescandoaboutit
PartIV:Get-StartedGuide
Puttingaplaninmotion
TABLEOFCONTENTS
4
10
15
19

WhoAreMobileJobSeekers?
Miningthedatafortrendsandinsights
4
PARTI

Thisreportlooksatanonymoususerdatacollectedfromover
500completedjobapplicationsontheiMomentousplatformin2013.
Applicationswererandomlyselectedfrom25
employersspanning8verticalindustries:
Healthcare Energy Retail Technology
Transportation BusinessServices Staﬃng CPG
5
WHOAREMOBILEJOBSEEKERS?

9.1
AverageYears
InWorkforce
67%
ofapplicantsreported
abachelor’sdegree
19%
ofapplicantsreporteda
graduatedegreeor
professionalcertiﬁcation
..................................................................
9%
ofapplicantsreported
tobecurrentlyinschool
4.2
AverageNumber
ofJobs
WORKEXPERIENCE EDUCATION
6
WHOAREMOBILEJOBSEEKERS?

.........................................................................................................
12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
17%
Monday
17%
Tuesday
17%
Wednesday
16%
Thursday
14%
Friday
9%
Satuday
10%
Sunday
DAYOFWEEK
TIMEOFDAY
7
CANDIDATEACTIVITY

12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
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COMPANYCOMPARISONS
Individualcompanyresultswillvarybuttend
tofollowtheoverallengagementtrends
Healthcare
Retail
Energy

.........................................................................................................
BounceRate
Windows:1%
NewVisitors ReturnVisitors
iOS:59% Android:36% Blackberry:4%
9
PLATFORMTRAFFICDATA
32%
PageviewsPerVisit
5.14
TimeonSite
00:03:12
MobileOperatingSystem Visitors
63%
37%

TheNumbersinContext
Puttingafacebehindtheclicks
10
PARTII

Willingtorelocate
Onlyinterestedinworking
foraninnovativecompany
Earlymorning,lunchandEarlymorning,lunchand
eveningsarekeytimesto
pushsocialandemail
campaigns
PrimaryMotivation:Working
onthenextbigthing
Tim(SoftwareEngineer) Natalie(Nurse)
11
PUTTINGAFACEBEHINDTHECLICKS
Activelylookingforanew
position
Checksherphonefor
availablejobsanytimeshe
canduringtheday
Can’tuseherworkPCforjob
hunting
WWantstoapplydirectlyfrom
herphone
PrimaryMotivation:Unhappy
withherboss
Alwaysopentoopportunities
Rarelyusesherdesktop
computer
Checksemailandsocial
mediainearlyAMhours
PrimaPrimaryMotivation:
Interestingworkopportunity,
nextstepincareer
Leah(FinancialAnalyst)

12
MOBILEHASGROWNUP
Withover9yearsofworkexperience
and4jobsundertheirbelt,mobile
jobseekersarenotthelazyyoung
slacker often caricatured as
“mobile.”Themobileuserisactually
more like an upwardly mobile
professional.Thefactthat67%hada
collegecollegedegree,andanother19%had
agraduatedegreeorprofessional
certiﬁcationshowsjusthowskilleda
mobilejobseekercanbe.
Don’tthinkofmobileasjustacampusrecruitingprogram–itshouldbea
corecomponentofyourtalentacquisitioninfrastructure.

13
WHENTOENGAGE
Time of day and day of week
analyticsserve asa blueprintfor
whenyourteamsshouldbeactive
withthejobseekercommunity.On
average,mobilesiteactivitysurges
at 11AM and 7PM (local times)
becausethat’swhenjobseekersare
heavilyheavily engaged on their mobile
device.Industryandcompany-level
resultswillvary,butthekeyisfor
talentacquisitiontosynchronizethe
timingofcommunicationswithjob
seekerengagement.
Communicatingattherighttimeofday,withtherighttypeofmessaging,
isahighlyinﬂuentialtactictoinﬂuencebehavior.

Creatingactiononmobileisabouttappingintothemotivationoftheuserandprovidinga
lightningfastwaytoaccomplishatask.
Whatareyourcandidatestryingtodo?
Whatdoyouneedtogivethem tokeepthem movingforward?
Thechallengeinuserexperiencedesignisanticipatingandpredictingtheneedsofdifferent
segmentsofusersandgivingthem eachaninteractionthatleadstoasuccessfulresult.
JobseeJobseekersarenotallthesame.Individualswantdifferentlevelsofengagementand
interactionatdifferenttimesoftheirday.
14
FINDINGTHEMOTIVATION

Recommendations
Whatcompaniescandoaboutit
15
PARTIII

Mostbrandsaresetuptoexecuteemail
campaignsandsocialmediacampaignsto
engagewiththetalentaudience.When
yourapplicantsareactiveintheirprocess,
youshouldbetoo.

ExactlyinthemomentthExactlyinthemomentthatcandidatesare
beginningtobrowseonsiteandapplyfor
jobs,talentacquisitionteamsshouldbe
presentandengagingwithjobpostings,
companyinformationandbrandcontent
throughavarietyofchannels.
ConcentrConcentratemessagingoutputsandjob
boardspendinginthetimesthatwillget
thebestbangforthebuck.Chancesare
prettygoodthatasocialblastaround
lunchtimewillhaveahighmobile-open
rate,andthatopensagreatopportunity
tocreateasuccessfulmarketing
interactiononmobile.interactiononmobile.
16
EXTERNALCAMPAIGNING

Contentandadvertisingcanbetargetedtoa
segmentofusers,drivingthem toamore
personallyrelevantmobileexperience.Themore
meaningfulthecontentistotheuser,thebetter
chancethereistogetacandidatetovisitthesite.
WithadvancedCRMtools,contentandimagescan
bematchedwithcandidateproﬁlesand
prpreferencestomakethemarketingtouchas
personalandrelatableaspossible.

Personalizationisacandidate-centricapproachto
engagementthathaswidelypenetratedtheretail
sector.Talentacquisitionteamscanimplementa
similarpersonalizationstrategyandcreate
interactionsbasedonwhatisknownabouta
candidatebasedontheirsearchhistory,browsing
behavior,previousinteractionsandfrequencyof
visits.Cvisits.Creatingamoredynamicconversationwith
jobseekershelpstodeveloparelationship
throughoutthefullcandidateexperience.
17
SITEPERSONALIZATION

18
PERSONALIZATIONWORKS
Accordingtoindustryresearch,
75%ofconsumerspreferwhen
retailersusepersonal
informationtoimprovethe
shoppingexperience,and86%
believethatpersonalization
inﬂuenceswhattheypurchase.
Sources:Monetate,Infosys

GettingStartedGuide
Puttingaplaninmotion
19
PARTIV

What%ofyoursitetrafficiscomingthrough
amobiledevicetoday?Whatwasitatthis
timelastyear?
Atwhattimesofdaydoesyoursitetraffic
riseandfall?Whydoyouthinkthatis?
Comparethebounceratefromthehome
pagewithbouncesoffjobpostings.
HowmuchtimeisspentonthewebsiteHowmuchtimeisspentonthewebsite
today?Howmanypagesareusersvisiting?
Whatarethemostpopularpages?
Whatarethesearchkeywordsthatpeople
entermostfrequently?
20
RECRUITINGANALYTICS

Thinkaboutatime-basedemail,
socialmediaandadvertising
campaigntoengagejobseekersat
thetimestheyarelikelytobe
engaged.
CustomizetheexperienceandtheCustomizetheexperienceandthe
contentforjobseekersbasedonthe
mostpopularorhard-to-ﬁllroles.
Candidatesoftenspendmoretimeonthesitelearningaboutthecompanyand
positionsthantheydoontheapplication,somakethepre-application
experiencemoremeaningfulbypresentingdiﬀerentpathsforthemtoexplore.
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PERSONALIZATIONTIPS

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