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THE POWER OF
MOBILE FOR
RECRUITMENT
Barb Osier Breeser
February 19, 2015
Our Services
SMS & MMS Texting
DIY Texting Platform 84444.com
Mobile Advertising
Mobile Websites
Geo Targeting
Mobil...
Today’s Agenda:
• Status of Social & Mobile Industries today
• How Mobile has changed the way people search for jobs
• The...
Times have changed…
Mobile
has
changed
EVERYTHING
… including how people look for jobs
Turn traditional awareness
into mobile engagement.
Most people have their phone within
arm’s reach
24 / 7 / 365
The average person checks his/her
smartphone
110 times per da...
The Big Gap: Mobile Ad Spend vs. Consumption
AD SHARE FOR MOBILE IS
EXPLODING
NEARLY DOUBLING IN
THE LAST 12 MONTHS
… yet ...
10
Job Search Data from LinkedIn:
The importance of mobile in the job search
11
Career page(s): on your website, on Social Media,
and/or a separate landing page
Jobs.marriott.com
Careers landing
page...
12
How does YOUR company view
the importance of mobile recruiting?
Not “IF” but WHEN candidates are
researching careers on a mobile device
1. 94% of recruiters use, or plan to use social
media for recruiting. This number has
increased steadily for the last 6 ye...
1. Learn about the company, the position, the opportunities,
the culture
2. Take the next step – apply for a position
3. E...
Marriott Examples of mobile optimized Career page: jobs.Marriott.com
Apply using mobile deviceLocal area job openings Link...
How to reach active and passive candidates:
The Power of Mobile Targeted Advertising for Recruiting
Mobile advertising on ...
MOBILE TARGETED ADVERTISING
Optimizing Standard Banners
The most common and usually lowest-CPM ad inventory
is found with ...
The Fullscreen Interstitial Video unit is
displayed during a pause in the user cycle
(i.e., app loading; data updates) and...
In the app or web space, expandable rich media ad
components allow a tremendous variety of features
within the ad unit its...
MOBILE TARGETED ADVERTISING
Mobilized Landing Pages
& Lead Tracking
The most important part of
successfully executing a mo...
22
MOBILE TARGETED ADVERTISING
Instant Backend Access & Follow-Up
23
The Power of Social Mobile Targeted Advertising
for Recruiting: Targeting PEOPLE not PLACES
Traditional mobile ad buyin...
24
SOCIAL-MOBILE ADVERTISING
Facebook “Lookalike” Modeling
Facebook’s powerful ad platform is designed to
target native ad...
25
SOCIAL-MOBILE ADVERTISING
LinkedIn Targeting: Industries, Titles
& Groups
Beyond the traditional LinkedIn Job postings,...
SMS Text Marketing for Recruiting
Text
WORK
to 84444
Use different keywords for
different groups for ease of
communication
27
SMS Text Marketing for Recruiting
• Alert all job seekers to latest available positions
• Reduce costs of day to day co...
28
Text to Landline
Text Anytime
• 1 on 1 Text Chat via SMS
• Works on Landlines!
• Branding
• Do-it-yourself or Concierge...
REVIEW: Information Flow – Social/Mobile Ads
30
When it comes to job seekers, retargeting can be a great way to keep your company top
of mind and encourage wearied job se...
32
A recent highlight from our
MOBILE recruitment with UNION HOSPITAL …
On Facebook, we are targeting custom audiences of ...
33
A recent highlight from our
MOBILE recruitment with ALDI … 306 hiring events
We've served 41 million impressions to 10....
34
A recent Highlight from our
MOBILE recruitment with OREILLY AUTO DES MOINES
On Facebook, we are targeting custom audien...
35
Define your
Define your
Define your
GOALS.
AUDIENCE.
INVESTMENT.
How many applicants do you expect?
How can you maximiz...
36
Budget?
New $$$
or
Reallocate
existing budget
Let’s connect!
Barb Osier Breeser
Purple Gator – an atsMobile company
Digital Mobile Marketing Strategist
TWITTER: @barbos...
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Talent Acquisition Conferences 2016 | Human Resources | Iowa Workforce Development

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Talent acquisition and recruiting using mobile marketing tools was the topic of this presentation provided to attendees of the Iowa Workforce Development project. The mobile marketing presentation was made by Barb Breeser, mobile marketing strategist at ATS Mobile. http://www.atsMobile.com

In an action packed half hour, Breeser gave the audience details of how to improve their targeted recruitment by using mobile marketing. Services discussed were:

SMS Text Message Marketing
MMS Picture and Video Messaging
ATS's 84444.com (http://www.84444.com) text marketing platform.
Mobile Advertising
Mobile Websites
Geo Targeting
Mobile Ad buys
Rich Media
Social Media Advertising
Responsive Design

Breeser discussed how to make it easy for candidates to search for opening by location and job description. How to create mobile friendly job descriptions and how to best utilize Linked In and Facebook in your geo-location recruiting efforts.

The audience also became interactive with a demo of how SMS text message marketing works for recruitment.

Text WORK to 84444

The new product of Text to Landline brings a whole new aspect to making yourself available to job candidates via text.

http://www.atsmobile.com/text-to-landline

ATS Mobile thanks Iowa Workforce Development for the opportunity and looks forward to speaking to HR and recruitment managers about how mobile marketing can help with your recruitment and talent acquisition process.

ATS Mobile Office: 610-688-6000

Published in: Recruiting & HR
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Talent Acquisition Conferences 2016 | Human Resources | Iowa Workforce Development

  1. 1. THE POWER OF MOBILE FOR RECRUITMENT Barb Osier Breeser February 19, 2015
  2. 2. Our Services SMS & MMS Texting DIY Texting Platform 84444.com Mobile Advertising Mobile Websites Geo Targeting Mobile ad buys Rich Media Social Media Advertising Responsive Design Celebrating 25 Years in Business www.atsMobile.com www.PurpleGator.com www.84444.com
  3. 3. Today’s Agenda: • Status of Social & Mobile Industries today • How Mobile has changed the way people search for jobs • The Importance of Mobile Friendly sites • The Power of Mobile Targeted Advertising • Types and Uses of Mobile Targeted Advertising for Recruiting • Types and Uses of Social Mobile Advertising for Recruiting • Using SMS Text Message Marketing for Recruiting • Text to Landline – Communicating with Candidates • Retargeting • Success Stories
  4. 4. Times have changed…
  5. 5. Mobile has changed EVERYTHING
  6. 6. … including how people look for jobs
  7. 7. Turn traditional awareness into mobile engagement.
  8. 8. Most people have their phone within arm’s reach 24 / 7 / 365 The average person checks his/her smartphone 110 times per day The average time spent on Facebook Mobile: 228 minutes/wk (32/day) Sources: Locket, Inc.; AllThingsD.com
  9. 9. The Big Gap: Mobile Ad Spend vs. Consumption AD SHARE FOR MOBILE IS EXPLODING NEARLY DOUBLING IN THE LAST 12 MONTHS … yet only 4% of ad budgets are spent on mobile advertising.
  10. 10. 10 Job Search Data from LinkedIn: The importance of mobile in the job search
  11. 11. 11 Career page(s): on your website, on Social Media, and/or a separate landing page Jobs.marriott.com Careers landing page Facebook Careers Page
  12. 12. 12 How does YOUR company view the importance of mobile recruiting?
  13. 13. Not “IF” but WHEN candidates are researching careers on a mobile device
  14. 14. 1. 94% of recruiters use, or plan to use social media for recruiting. This number has increased steadily for the last 6 years. (Source: Jobvite) 2. Employers who used social media to hire found a 49% improvement in candidate quality over candidates sourced only through traditional recruiting channels. (Source: Jobvite) 3. Millennials are changing the recruiting industry. An Aberdeen study found that 73% of 18-34 year olds found their last job through a social network. (Source: Aberdeen Group) 4. Fully 30% of all Google searches, about 300 million per month, are employment related. (Source: Unbridled Talent) Social Media & Recruiting Stats:
  15. 15. 1. Learn about the company, the position, the opportunities, the culture 2. Take the next step – apply for a position 3. Engage: want prompt updates via SMS, email, phone calls What candidates want and expect today: 1. Make it easy for candidates to search for openings by function AND location 2. Create mobile friendly job descriptions 3. Offer the option of including a LinkedIn profile in addition to or in place of a resume 4. Use location based data for more custom tailored content. Automatically display nearby openings What employers & recruiters need to do:
  16. 16. Marriott Examples of mobile optimized Career page: jobs.Marriott.com Apply using mobile deviceLocal area job openings LinkedIn option
  17. 17. How to reach active and passive candidates: The Power of Mobile Targeted Advertising for Recruiting Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen before. The building blocks of campaign design include: GEO-FENCING No more wasted spend – only advertise to users within an area defined by zipcode, radius, or unique polygon. DEMO-TARGETING Only reach the users who meet a target profile of interest, behavior, level of education, group association… DAYPARTING & GEO-TARGETING/CONQUESTING Spend ad dollars whenever and wherever makes the most sense – i.e., target nurses working night shift at local critical care facilities.
  18. 18. MOBILE TARGETED ADVERTISING Optimizing Standard Banners The most common and usually lowest-CPM ad inventory is found with standard still image banners. Lower prices allow a larger number of impressions, but care must be taken to design creative that rises above the noise. ^ Clear call to action & simulated interactivity. Use bulk impressions to reinforce brand messaging. ^ ^ High contrast & clean text.
  19. 19. The Fullscreen Interstitial Video unit is displayed during a pause in the user cycle (i.e., app loading; data updates) and can be either user-initiated or set to autoplay. Supported on almost all mobile platforms and devices. MOBILE TARGETED ADVERTISING Fullscreen Interstitial Video
  20. 20. In the app or web space, expandable rich media ad components allow a tremendous variety of features within the ad unit itself. MOBILE TARGETED ADVERTISING Expandable Rich Media
  21. 21. MOBILE TARGETED ADVERTISING Mobilized Landing Pages & Lead Tracking The most important part of successfully executing a mobile ad campaign is sending interested users to a mobile-optimized destination.
  22. 22. 22 MOBILE TARGETED ADVERTISING Instant Backend Access & Follow-Up
  23. 23. 23 The Power of Social Mobile Targeted Advertising for Recruiting: Targeting PEOPLE not PLACES Traditional mobile ad buying is based on geography, basic demographics and device – i.e., “serve this ad to tablet users 25+ within a 10-mile radius of Des Moines Iowa.” Ad targeting on social networks is entirely different and extremely powerful. Instead of just casting a net over a strategic geographic area, these platforms allow you to pinpoint precisely the users who are most likely to be interested in what you’re promoting. Where do these networks get their data? We all volunteer it, every day!
  24. 24. 24 SOCIAL-MOBILE ADVERTISING Facebook “Lookalike” Modeling Facebook’s powerful ad platform is designed to target native ads to the users most likely to respond. This is done with a combination of geographic definition and user traits – demographics, interests, and behaviors.
  25. 25. 25 SOCIAL-MOBILE ADVERTISING LinkedIn Targeting: Industries, Titles & Groups Beyond the traditional LinkedIn Job postings, recruiters can design a brand-building recruitment campaign using native ads on users’ homepage feeds.
  26. 26. SMS Text Marketing for Recruiting Text WORK to 84444 Use different keywords for different groups for ease of communication
  27. 27. 27 SMS Text Marketing for Recruiting • Alert all job seekers to latest available positions • Reduce costs of day to day contact with regular clients • Keep your registered clients database up to date • Keep mobile staff updated with text messages • Allow job seekers to reply to messages ...not sure you want to give out your cell phone number?
  28. 28. 28 Text to Landline Text Anytime • 1 on 1 Text Chat via SMS • Works on Landlines! • Branding • Do-it-yourself or Concierge services
  29. 29. REVIEW: Information Flow – Social/Mobile Ads
  30. 30. 30
  31. 31. When it comes to job seekers, retargeting can be a great way to keep your company top of mind and encourage wearied job seekers to begin or to complete a job application. From a technical standpoint, you place a special retargeting pixel (the single line of code needed to track site visitors) on your careers page and serve recruiting-focused ads to those pages’ visitors.
  32. 32. 32 A recent highlight from our MOBILE recruitment with UNION HOSPITAL … On Facebook, we are targeting custom audiences of nurses within a 25mi radius of Union Hospital, as well as nurses working for competitive health centers in surrounding counties. This is combined with geotargeted ads across the same footprint, generating broad awareness. With over 140,000 total impressions and a reach of 3,550 unique Facebook users, we activated 34 leads in the first 2 weeks of flight. Additionally, we logged more than a dozen new likes on the Union page and 200 points of engagement (post likes, comments and shares).
  33. 33. 33 A recent highlight from our MOBILE recruitment with ALDI … 306 hiring events We've served 41 million impressions to 10.49 million people. 74k shares, 16k comments, 62k post likes, 12k page likes Mobile devices account for 82% of click throughs; followed by Tablets (10%) and Desktop (8%). 38% of users use Samsung devices; 31% use Apple. Biggest single day so far was Jan 7- 16,972 users supporting 41 simultaneous hiring events on the calendar. Our Hiring Event landing pages serve around 6,000 requests per day with an average load time of only 3.3 seconds!
  34. 34. 34 A recent Highlight from our MOBILE recruitment with OREILLY AUTO DES MOINES On Facebook, we are targeting custom audiences of potential drivers within a 50 mi radius of Des Moines & Cedar Rapids, as well as people with interest in specific trucks, truck driving or truck driving institutes. This is combined with geotargeted ads across the same footprint, generating broad awareness. To date: 1.1 million+ total impressions and a reach of over 30,000 unique Facebook users. We have activated 29 leads in this initial campaign. Additionally, we logged 106 likes and 46 shares.
  35. 35. 35 Define your Define your Define your GOALS. AUDIENCE. INVESTMENT. How many applicants do you expect? How can you maximize each brand impression? How will you define success? What is the area you want to focus on? What are some aspects of an ideal target? What are your strongest non-digital channels? Who exactly are you trying to reach? How long is the recruitment window? How many positions are open? What % of your budget can shift into mobile? 1 2 3
  36. 36. 36 Budget? New $$$ or Reallocate existing budget
  37. 37. Let’s connect! Barb Osier Breeser Purple Gator – an atsMobile company Digital Mobile Marketing Strategist TWITTER: @barbosier EMAIL: BarbB@atsMobile.com FACEBOOK: Facebook.com/atsMobileNOW LINKEDIN: linkedin.com/in/barbosier OFFICE: (515) 850-1162 MOBILE: (515) 371-7552

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