Mobile Recruitment Strategies That Actually Work | Talent Connect Vegas 2013

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These strategic yet practical case studies from Talent Connect Vegas 2013 will show you how to build a successful, impactful mobile recruiting program.

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  • A picture is worth a thousand wordsPre web: all advertising& branding executed via printWeb 1.0: Desktop and online job boards dominate (117 job boards)Web 2.0: Now we’re down to 6 job boards and we primarily source via search engines, social media, our employee referral program and mobile.To that, Most access technology on the go (experts predict that mobile will overtake desktop. That by 2016, the # of mobile devices is expected to surpass the world’s population which was calculated at 7.3 billion in mid 2013 (World watch Institute, Vital Signs, Oct 2013). Multiple studies show that job seekers want to use mobile devices to search for jobs and engage with recruiters. Finally, Expand “instant access” to passive candidates more quickly and to diverse demographics. Specifically, studies show underrepresented minorities tend to have smart devices over access to personal pcsWeb X.0: Represents never ending & rapid pace of technology that we try to keep our eye on.compelling back up findings:86 % jobs seekers want to use mobile device to search for jobs (Julie and Keith examples)-72% said they want to hear about career opportunities via phone-84% think companies should have mobile friendly sites.-88% begin job search on search engines (Google) Eg, 2 director employees found role by searching during commute via search engines)-Overall, 40-50% searches done on mobile device. Use mobile more for research, not transactions
  • Mobile Recruitment Strategies That Actually Work | Talent Connect Vegas 2013

    1. 1. MOBILE  RECRUITMENT   STRATEGIES  THAT     ACTUALLY  WORK   VILDAN STIDHAM Divisional Vice President, Global Talent Acquisition Abbott 1 #intalent
    2. 2. ??? …do NOT have a clearly defined mobile strategy 2 #intalent
    3. 3. INTENTIONS  ARE  GOOD,  BUT   PROGRESS  AND  STRATEGY  LACKING   100% 90% 100% 23 80% 70% 90% 80% 18 19 13 70% 60% 60% 50% 35 50% 29 40% 40% 30% 30% 20% 23 10% 0% 3 20% 10% 8 Mobile recruiting is absolutely part of our plans but we haven't really started yet 20 0% 13 We don't know where to start with mobile recruiting #intalent
    4. 4. In 20 minutes you can have one! 4 #intalent
    5. 5. MY  JOURNEY   UK  and  France   EXECUTIVE  SEARCH,     SHORT  TERM  ASSIGNMENTS   Chicago   Germany   MARKETING,  1  YEAR   BRAND  MANAGEMENT  AND     COMMUNICATION,  2  YEARS   GLOBAL  TALENT  ACQUISITION,     2  YEARS   EXECUTIVE  SEARCH  FROM   RESEARCH  TO  CONSULTANT     TO  PARTNER,  10  YEARS   Chicago   5 Singapore   Turkey     TALENT  ACQUISITION  FROM     CORPORATE  TO  PHARMACEUTICAL     DIVISION,  4  YEARS   INTERNATIONAL     TALENT     ACQUISITION,   2  YEARS   Turkey   #intalent
    6. 6. MY  JOB   Run the engine execuPve  recruitment university  relaPons social  media development   programs   global   operaPons   talent   management   system   6 diversity   employment   branding   global  job   boards   conPngent   labor   sourcing   digital  plaSorms   #intalent
    7. 7. MY  JOB   Run the engine execuPve  recruitment university  relaPons social  media development   programs   global   operaPons   talent   management   system   7 diversity   employment   branding   global  job   boards   conPngent   labor   sourcing   digital  plaSorms   #intalent
    8. 8. MY  COMPANY   INSERT  VIDEO   8 Human Resources | Mobile Recruitment Strategies That Actually Work #intalent
    9. 9. WE  NEED  TO  DELIVER...   Recruit more than 10,000 people in 150 countries, while… 9 #intalent
    10. 10. HOW  DO  WE  DO  IT?  GOMOBILE   Relevant Simple Sustainable 10 #intalent
    11. 11. GO  MOBILE   Relevant Simple Sustainable Mobile recruitment strategies that actually work CONNECT + ENGAGE 11 + EXPERIENCE #intalent
    12. 12. HOW  DID  WE  START?  BE  RELEVANT   Win in Emerging markets (FASTER) Build Leadership Pipeline (DEEPER) Deliver Extraordinary Customer Experience (EASIER) 12 #intalent
    13. 13. SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE   GoMobile Strategy for Emerging Markets (FASTER) 70% Connect+ 20% Engage +10% Experience •  WHAT WORKS: Mobile -Enabled Sites, SMS, Video Interviewing, QR Codes, Social Ambassador Program •  WHAT WOWS: Recruiter Mobile and CRM/SMS Combination 13 #intalent
    14. 14. CRM  +  SMS   Utilizing power of CRM tool to trigger SMS check-in points with new hires Reducing reliance on recruiters to manage this manually and increasing the likelihood of keeping candidates engaged 14 +   Engage Hiring Managers in the process via automated SMS reminders to touch base with their new hires on key dates: 1 month, 2 weeks and 2 days mark =   Within first 3 months of the launch of the program we were able to reduce no-show rate by 80% #intalent
    15. 15. CRM  +  SMS   Recruiter  to  Candidate   Jia,  We  are  looking   forward  to  having   you  on  board.  Just   checking  in  to  see   how  your  off-­‐ boarding  process  is   going  with  your   current  organizaPon   and  see  if  you  have   any  quesPons  on   onboarding  at   Abbo_?   15 Reminder  SMS  to   Hiring  Manager   Kara, Jia’s start date is in two weeks. This may be a good time to share what she can expect during the first week. #intalent
    16. 16. WOW:   RECRUITER  MOBILE   •  CONNECT  real  Pme:   –  via  Phone,  Text,  InMail   –  Share  profile  with  Hiring  Manager         16 #intalent
    17. 17. How would you like to connect? Your story – one text at a time! ENGAGE  and   manage  the   EXPERIENCE   proacQvely     17 #intalent
    18. 18. SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE   GoMobile Strategy for Talent Pipeline (DEEPER) 25% Connect+ 50% Engage +25% Experience •  WHAT WORKS: Targeted Social Media and CRM •  WHAT WOWS: Work with Us Mobile App with Business Leader Presence 18 #intalent
    19. 19. WOW:   WORK  WITH  US   •  Work  with  Us  Mobile  App   –  Picture  yourself  at  Abbo_   –  Business  leader  presence       19 #intalent
    20. 20. SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE   GoMobile Strategy for Extraordinary Customer experience (EASIER) 20% Connect+ 20% Engage +60% Experience •  WHAT WORKS: Balancing Mobile Pipeline Access with High-Touch Service •  WHAT WOWS: Executive Recruitment Apps 20 Human Resources | Mobile Recruitment Strategies That Actually Work #intalent
    21. 21. EXPERIENCE:  EXECUTIVE  RECRUITMENT   APP  –  Dashboard   21 #intalent
    22. 22. EXPERIENCE:  EXECUTIVE  RECRUITMENT   APP  –  ConversaQons   22 22 #intalent
    23. 23. EXPERIENCE:  EXECUTIVE  RECRUITMENT   APP  –  Check  In   23 23 #intalent
    24. 24. NOW  WHAT?  MAKE  IT  SUSTAINABLE   Tell a story in business terms. Make it part of your CULTURE   and brand identity. CULTURE, Build the organization in a way that there is clear focus on INNOVATION INNOVATION. Assess and adapt your formula 24 #intalent
    25. 25. LETS  SUMMARIZE:  WHAT  YOU   SHOULD  REMEMBER   1.  Strategies work when they are SIMPLE, RELEVANT and SUSTAINABLE 2.  Going Mobile is in fact easy: Find your success formula with CONNECT+ ENGAGE + EXPERIENCE 3.  Never travel alone. Make business leaders part of your journey 4.  One size never fits all. Balance your global strategy with local talent behavior 5.  Tell a relevant story back to business 6.  When in doubt, go back to #2, and refocus and prioritize your mobile solution 25 #intalent
    26. 26. YOU  WILL  WIN   26 #intalent
    27. 27. WHAT  IS  YOUR     GOMOBILE  FORMULA?   CONNECT + ENGAGE 27 + EXPERIENCE #intalent
    28. 28. Mobile Recruitment Strategies That Actually Work     Brett Ellen Underhill Director, Recruiting Programs
    29. 29. Introduction #intalent 29
    30. 30. Why Mobile? The Recruitment Strategy Shift ? #intalent 30
    31. 31. Employment Branding & Recruitment Strategy High Tech Marketing High Touch Sourcing • Social Networking • Segmentation • Online Job Boards •  Talent Ambassadors • External recognition • Video Sharing •  Agencies &Research • Mobile & QR codes • Earned Media • Employee Referrals • Search Engines • Career site -desktop/ mobile •  Strategic Partnerships • Thought Leadership • Social Media Diverse Leaders Employment Branding Campus Interns Professionals Executives #intalent 31
    32. 32. Prudential’s Journey Phase 1 October 2011 •  •  •  •  Easy access- optimized site “Snap shot” experience Videos- employee’s stories Engage and entice #intalent 32
    33. 33. Prudential’s Journey Phase 2 April 2012 •  Jobs on the Go •  Search •  Share •  Remind #intalent 33
    34. 34. Prudential’s Journey #intalent 34
    35. 35. Mobile Insights
    36. 36. Earned Media m.jobs.prudential.com ranked top 7 as “front runner” among Fortune 500* *iMomentus, 2013 #intalent 36
    37. 37. Mobile Adoption Expected to Increase by 16% in 2013 Mobile Site 90,000 Est. 80,000 Site Visits Mobile 70,000 adoption expected to increase to 16% 60,000 50,000 40,000 30,000 20,000 10,000 2011 2012 2013* Mobile site visits represented 11.7%, 9.7% & 10.5% of career site traffic in 2011, 2012 & 2013 * 2011 data is from November-December. 2013 data is from January-August #intalent 37
    38. 38. iOS Platform Penetration Reaches a New Level Adoption by OS Type of Device 0 2012 66% Apple 2013 28% Android 2013 66% 69% Android 28% 27% 27% 6% Other 2013 iOS 69% 2012 2012 2012 2013* 10,000 20,000 30,000 40,000 50,000 4% Other 6% 4% * Note: 2013 data is from January - August 38 #intalent
    39. 39. Mobile Conversions1 49,115 Job Views 58,186 Site Visits 984 Emailed a Friend •  25,3762 job views •  1% of mobile visits apply for a job vs. 6% desktop visits. •  Cross pollination with social media properties 379 Applied 1. 2013 data is from January – August 2013 2. LinkedIn data is from April – August 2013 #intalent 39
    40. 40. Lessons Learned
    41. 41. Lesson #1 Getting Started: Gain buy-in and support from multiple stakeholders
    42. 42. Lessons Learned Gain buy-in and support from multiple stakeholders 1.  Create a comprehensive business case based on your company and talent acquisition goals 2.  Gain executive sponsorship and get a seat at the table. Include influential Communications, Legal, IT, and Marketing leaders 3.  Focus on pilots and options (or phases) to vent concerns 4.  Build bridges now to share budgets and resources later #intalent 42
    43. 43. Lesson #2 Getting Started: Decide which platforms support your recruitment goals
    44. 44. Lessons Learned Decide which platforms support your recruitment goals 1.  Research where/how your ideal candidates spend their time online and your competition’s level of engagement 2.  Determine options: app vs. optimized, recruiting resources, time, budget, key performing indicators, and metrics 3.  Discover how platforms could complement each other or used for branding vs. recruiting/sourcing 4.  Get permission to be innovative and try platforms that may be inactivated in the future 5.  Understand limitations of mobile, including QR codes #intalent 44
    45. 45. Lessons Learned Mobile Limitations QR code on a billboard #intalent 45
    46. 46. Lessons Learned QR code must be scannable, lead to an optimized site & call to action– lead to something valuable #intalent 46
    47. 47. Lessons Learned QR code leading to a pay off- “Get it Right” #intalent 47
    48. 48. Lesson #3 What I would have done differently
    49. 49. Lessons Learned What I would have done differently 1.  Prioritize mobile options for career site over anything else 2.  Integrate engagement or text options for candidates and recruiters 3.  Recognize impact of mobile search and job aggregators 4.  Be more thoughtful about QR code placement 5.  More focus on “how to” value add videos 6.  Shorter, more concise and compelling job descriptions #intalent 49
    50. 50. Prudential’s Journey Phase 3 Q4/Q1 2013-14 •  Refresh: Bold, Innovative & Engaging •  Research & Discovery •  Endless Possibilities •  responsive design •  mobile friendly apply & better tracking •  segmentation •  interactive calendar •  sourcing •  instant chat…. #intalent
    51. 51. Questions? Stay in touch Brett Underhill Prudential Financial Director, Recruiting Programs, Staffing | Human Resources brett.underhill@prudential.com www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://jobs.prudential.com #intalent 51

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